An unexpected twist of events mean that Amazon has effectively withdrawn, or at least drastically reduced, it’s presence from Google Shopping ads across several major EU markets. Formerly capturing up to 60% of impressions, this move has caused a major shift in the CSS space.
This recent retreat creates a rare opening for affiliate-driven CSS providers and advertisers to reclaim market share and lift visibility. Although Amazon are yet to comment, speculation points to rising CPCs, regulatory pressures or a strategic shift to prioritise profitability and internal ad channels within their own growing affiliate eco-system.
Whatever the motive, CSS platforms are reacting swiftly and are benefiting from reduced competition and faster campaign adjustments. Genie Shopping’s Rob Longmate states that affiliates are “in a position to move with agile decision-making”. While Redbrain’s James Gibson adds that click volumes are up and CPCs remain stable, suggesting competition isn’t driving down costs, but rather advertisers are quickly absorbing the newly freed up space to boost sales.
For affiliate marketers and CSS partners, this could be a game changer, especially given that these partners offer more flexible commercial models and leaner approval structures than traditional set ups. With impression share up for the taking the affiliate channel now has a chance to prove its value not just as a support tool for internal PPC efforts, but as a core performance driver.
