This year's Black Friday sales are proving to be a true test of every brand's digital strategy. With consumer behaviour rapidly shifting and competition intensifying across all channels, a crucial question is emerging among our clients: Should you prioritise investment in Google Shopping or Amazon Ads?

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Both platforms are dominant forces in online retail marketing, yet they play distinct roles in the customer journey. As we approach the busiest shopping period of the year, understanding where your advertising spend will generate the highest return is more vital than ever.

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Here’s a quick overview before we dive deeper:

• Amazon Ads: Perfect for targeting ready-to-buy shoppers. While it carries a higher average CPC (£0.33) and additional fees (~25% commission), it shines in high-intent environments where users are already shopping within Amazon’s marketplace.
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• Google Shopping: Best for reaching users at all stages of the buying journey. It drives 120% more traffic than Amazon Ads and offers a lower average cost-per-click (£0.25). It’s ideal for businesses with strong websites and visually appealing products that perform well across search and display networks.
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So which platform truly drives more sales — and which one fits your brand best this year? Let’s break it down.

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1. Audience Intent: Discovery vs Purchase

At its core, the main difference lies in user intent.

Google Shopping captures users earlier in the buying journey — during product discovery, research, or comparison. It’s perfect for building brand visibility and driving traffic to your own site, where you control the customer experience.

Amazon Ads, by contrast, reaches users with ready-to-buy intent. These shoppers are already in purchasing mode, searching for specific products, and often influenced by reviews or delivery options.

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💡 Think of Google as the window display and Amazon as the checkout line.

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2. Cost and Conversion Performance

In terms of cost efficiency, Google Shopping holds the upper hand. With an average CPC of £0.25, it’s around 32.7% cheaper per sale and brings in 120% more traffic than Amazon Ads — giving retailers stronger visibility at a lower entry cost.

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Amazon Ads, however, delivers high conversion potential. Its average £0.33 CPC, combined with roughly 25% sales commission, can be justified by its laser-targeted audience and higher purchase intent.

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⚖️ If visibility is your goal, start with Google. If conversion is your priority, Amazon delivers.

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3. Target Markets and User Base

Google Shopping commands around 80% of the retail search market, allowing brands to reach customers through Search, Display, YouTube, Gmail, and Discovery all at once via Performance Max campaigns. It’s particularly effective for businesses expanding beyond the UK — with automated currency conversion and multilingual targeting simplifying cross-border campaigns.

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Amazon, meanwhile, attracts a narrower but far more purchase-ready audience. Its loyal Prime member base and built-in fulfilment services make it an appealing choice for sellers who prioritise convenience and speed over brand control.

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4. Ad Formats and Display

Google Shopping showcases your products visually through Product Listing Ads (PLAs) — featuring product images, prices, and ratings directly in search results. With Performance Max, your listings also appear across YouTube and Display networks for added exposure.

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Amazon Ads, in contrast, keeps users inside its marketplace through ad formats designed for direct conversion:

• Sponsored Products: Appear in search results and on competitor listings.
  
  
• Sponsored Brands: Display banners with multiple items and a logo.
  
  
• Sponsored Display: Extend ad reach beyond Amazon itself.

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5. Sales Outcomes and ROI

Performance varies by goal:

• Google Shopping averages a 1.9% conversion rate across industries, with top-performing sectors like Health & Beauty and Apparel reaching over 2.7%.
  
  
• Amazon Ads leads on intent — its users are closer to purchase, contributing to Amazon’s 50% share of US eCommerce sales.
  
  

🧮 Google drives reach. Amazon drives ready-to-buy conversions.

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Final Takeaway

Both Google Shopping and Amazon Ads deliver results — but at different points in the buyer journey.

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Google Shopping is ideal if:

• You have a strong website and conversion funnel.
  
  
• You want to reach shoppers at all buying stages.
  
  
• You prioritise control over data and customer experience.

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Amazon Ads works best if:

• You want to tap into high-intent, purchase-ready audiences.
  
  
• You’re leveraging Amazon’s marketplace trust and fulfilment.
  
  
• Your pricing and reviews are competitive.

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The best marketers don’t pick one — they integrate both.
Use Google to attract, Amazon to convert, and data to connect the dots between them.

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We'll collaborate with you to cook up a cross-channel strategy that balances performance, profit, and growth perfectly. Shoot our team a message if you're up for a deeper chat!

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