Amazon’s Google Shopping Impression Share drops 50% since May

Amazon has long been the dominant force in Google Shopping auctions, often overshadowing even the biggest retailers. But according to Adthena’s search intelligence data, something major shifted in mid-May.

Using Adthena’s market-leading search intelligence, we observed Amazon’s Shopping impression share drop sharply and suddenly, and it’s remained at around half its usual level ever since. This isn’t just a short-term blip, it’s the most significant pullback we’ve seen since the 2020 pandemic pause.

As the eCommerce giant steps back, new space is opening up, creating a rare acquisition window for competing retailers ready to act.

For advertisers, this raises major questions:

• Who’s filling the gap?
• How long will this retreat last?
• What happens when dominant players step back?

In this blog, we’ll surface how the shift is playing out and what it means for competitive strategy in Shopping.

Here’s what we’re seeing across Apparel & Accessories, Electronics & Appliances, and Home & Garden.

In the fashion category, Amazon’s exit is already shifting the auction dynamic. Our data shows a significant drop in Amazon’s Shopping ad presence post mid-May. Interestingly, Shein’s impression share has surged during the same period, suggesting a deliberate reactivation following a pause in April.

Share of Impressions trend across top competitors in the US Retail – apparel & accessories market

Ask Arlo Insight: Shein’s impression share skyrocketed from 0.01% to 8.44% in May, overtaking Lululemon’s steady 4-6% range. Amazon’s share declined from 3.19% to 1.65%, while Nike maintained around 2-3%. Coach Outlet and Gap Factory saw fluctuations, ending at 1.53% and 1.21%, respectively.

Industry Movers: Domains with the biggest movements up and down in US Retail – apparel & accessories 

Ask Arlo Insight: Shein.com surged with a 2.61% click share increase, while fashionnova.com dropped by 1.67%. Lululemon.com and nike.com also saw positive gains, contrasting with declines for amazon.com and victoriassecret.com.

What to do next: Actionable retail insights

• Amazon’s pullback opens up the runway for brands with fashion-forward or trend-driven inventory to step in.
• Shein’s rebound signals renewed aggression, so retailers in this space need to monitor fast fashion entrants carefully.
• Mid-sized fashion retailers have an opening to increase visibility without escalating CPCs — especially if they can move quickly with compelling product feeds and competitive offers.

Electronics and appliances is a space where Amazon’s dominance is often most keenly felt — especially around commoditized or big-ticket items. Since the pullback, our data shows a flattening of auction intensity, with Amazon’s impression share markedly reduced.

Share of Impressions trend across top competitors in the US Retail – electronics & appliances market

Ask Arlo Insight: Amazon’s impression share peaked mid-May at 24.06%, then declined to 12.6% by month’s end. Walmart and Target showed fluctuations, while Best Buy and Home Depot saw gradual increases. Apple and eBay remained stable.

Industry Movers: Domains with the biggest movements up and down in US Retail – electronics & appliances 

Ask Arlo Insight: Home Depot and Best Buy surged in click share, while Amazon faced a significant decline.

What to do next: Actionable retail insights

• The reduction in Amazon competition means more breathing room for performance-focused electronics brands to surface.
• Advertisers that once saw themselves consistently outranked by Amazon may now find CPAs dropping and visibility increasing.
• A key moment for mid-tier D2C brands or retailers with strong in-stock tech and appliances to lean into Shopping acquisition efforts.

The Home & Garden vertical has seen a more gradual shift, but the absence of Amazon is still changing the picture. No single player has surged in to fill the gap, meaning the opportunity here is particularly rich for those ready to act.

Share of Impressions Trend: Trend of impression share across top competitors in US Retail – home & garden market

Ask Arlo Insight: In May 2025, Wayfair led with fluctuating impressions, with Home Depot racing alongside in the final few days of the month. Amazon dropped considerably from mid-month onwards, while Wayfair maintained dominance.

Industry Movers: Domains with the biggest movements up and down in US Retail – home & garden 

Ask Arlo Insight: Amazon.com saw a significant drop of 3.12%, while Crateandbarrel.com gained 0.47%, leading positive movements.

What to do next: Actionable retail insights

• Impression share is up for a broader range of smaller retailers — a sign of a more democratized auction.
• Brands with seasonally relevant inventory (think outdoor furniture, grills, gardening tools) are seeing better share of voice in June than earlier in Q2.
• A lower-pressure environment creates space for testing new product lines or expanding Shopping coverage across product variants.

Amazon’s pause isn’t just a headline; it’s a material moment for mid-sized and competitive retailers to grow. In categories where Amazon previously dominated Shopping auctions, the gate is now open for brands to:

• Acquire new customers at more efficient costs
• Test new campaign strategies in less competitive auctions
• Boost impression share and visibility with less budget pressure

Whether this retreat is temporary or the start of a longer-term shift, performance marketers should be acting now. The playing field won’t stay this level for long and in retail search, timing is everything. This shift creates a unique prospecting opportunity for retailers to capture more share of voice, acquire new customers, and spend more efficiently in an auction that’s suddenly less competitive.