Amazon Ads vs Google Ads: Choosing the Right Advertising Platform for Your Business

Mar 17, 2023


In today's digital landscape, advertising on platforms like Amazon Ads and Google Ads can significantly impact the success of your business. Both platforms offer various ad formats and targeting options, but understanding their differences is crucial to making an informed decision. In this blog post, we will compare Amazon Ads and Google Ads to help you determine the best fit for your business needs and goals.

Search Trend on Google and Amazon

Before diving into the comparison, let's take a look at the search trend in Google and Amazon. Google remains the dominant search engine, with billions of searches performed every day. It is a go-to platform for users looking for information, products, and services. On the other hand, Amazon has emerged as the biggest e-commerce platform, attracting millions of shoppers searching for products to purchase.

According to a recent survey, 49% of US internet users started product searches on Amazon, compared to 36% who went to Google first. Understanding the search trends on both platforms can provide valuable insights into where your target audience is more likely to be present.

Efforts to Improve Advertising Platforms for E-commerce Ads

Both Google and Amazon have been continuously investing in their advertising platforms to cater to the growing demand for e-commerce ads. Google Ads offers a comprehensive suite of tools and features that allow advertisers to reach their target audience effectively. They have introduced advanced audience targeting options, improved ad formats, and enhanced analytics and reporting capabilities. Similarly, Amazon Ads has been expanding its advertising offerings, providing sellers with better ways to promote their products and reach interested shoppers. They have introduced new ad formats, improved product targeting options, and enhanced performance metrics.

Investment / Ad Spending Trends of E-commerce Companies

E-commerce companies have been increasing their investments and ad spending on both Google and Amazon to tap into the potential of these platforms. Many sellers allocate a significant portion of their advertising budgets to Google Ads to reach a broader audience and increase brand visibility. On the other hand, sellers with a focus on e-commerce often prioritize Amazon Ads due to its vast customer base and intent-driven audience. It is crucial to consider the investment and ad spending trends in your industry to evaluate the competition and potential returns on each platform. Marketers worldwide are planning to increase their Amazon ad spend by 25%.

Amazon Ads vs. Google Ads - Ranking Factor Comparison

To help you compare Amazon Ads and Google Ads more comprehensively, let's analyze the ranking factors that can impact the visibility and performance of your ads on each platform. The following table summarizes the key ranking factors for both platforms:

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Add row aboveAdd row belowDelete rowAdd column to leftAdd column to rightDelete columnRanking FactorsGoogle AdsAmazon AdsClick-Through RateMediumHighLanding Page QualityHighHighBid AmountHighMediumAd Performance HistoryHighHighAd relevanceHigh

Ad Formats

Amazon Ads and Google Ads offer diverse advertising networks. Amazon allows advertising on and affiliated sites, while Google Ads covers Google's search network, display network, Google Play Store, YouTube, and Gmail. Both platforms provide extensive options to reach your target audience across digital channels

Despite their differences, both Google and Amazon recognize the uniqueness of each business and the specific requirements of digital advertising. That's why both platforms offer multiple ad campaign types that cater to the distinct needs of businesses.

Add row aboveAdd row belowDelete rowAdd column to leftAdd column to rightDelete columnAmazon AdsGoogle AdsSponsored ProductSearch AdsSponsored BrandsDisplay AdsSponsored DisplayVideo AdsAmazon Video AdsShopping Ads

Targeting Options

Both Amazon Ads and Google Ads offer robust targeting options to reach your desired audience effectively

Add row aboveAdd row belowDelete rowAdd column to leftAdd column to rightDelete columnAmazon AdsGoogle AdsKeyword TargetingKeyword TargetingProduct TargetingLocation TargetingAudience TargetingDemographic Targeting

Advertising Cost Comparison

The cost per click (CPC) varies on both Amazon Ads and Google Ads, depending on factors such as ad format, targeting options, and competition. While Amazon Ads have lower CPCs compared to Google Ads due to a smaller pool of advertisers, it is crucial to conduct thorough research and analysis to understand the specific cost dynamics of your industry and target audience. Factors such as bid strategies, campaign optimization, and ad quality can also influence the CPC on both platforms. 

Conversion Rates

Conversion rates on Amazon Ads and Google Ads can vary based on multiple factors, including the ad format, targeting options, ad quality, landing page experience, and audience intent. While it may seem logical to assume higher conversion rates on Amazon Ads due to the purchasing mindset of Amazon shoppers, it is important to monitor and optimize your campaigns continuously to maximize conversions on both platforms. A/B testing, ad optimization, and landing page improvements can significantly impact the conversion rates on both Amazon Ads and Google Ads.

Add row aboveAdd row belowDelete rowAdd column to leftAdd column to rightDelete columnGoogle AdsAmazon AdsAverage conversion Rates3.75%10%Average CPC$2.69$0.96

How to Choose the Right Platform for Your Business?

Consider the following points to choose the right advertising platform for your business:

Amazon Ads:

  • If you are selling products on Amazon, leveraging Amazon Ads can be highly beneficial.

  • Reach customers interested in your products within Amazon's vast customer base.

  • Enjoy a seamless shopping experience for users, from viewing an ad to making a purchase.

Google Ads:

  • If you are not selling products on Amazon and want to reach a broader audience, Google Ads may be the right choice.

  • Target users actively searching for products or services you offer, beyond the Amazon platform.

  • Benefit from a wide range of targeting options and ad formats to suit your business objectives.

The decision of whether to advertise on Amazon Ads or Google Ads depends on your business goals and budget. Ultimately, the best approach is to experiment with both platforms, monitor performance metrics closely, and analyze the results. This will enable you to make data-driven decisions and determine which platform delivers the desired outcomes for your business.

To get personalized assistance and expert guidance in choosing the best platform for your business, get in touch with our experts or claim a free consultation today. Let us help you drive meaningful results and take your business to new heights


In the dynamic realm of digital advertising, choosing the right platform is paramount for business success. Amazon Ads and Google Ads offer unique advantages that cater to different needs.

With seamless shopping experiences and diverse ad formats, Amazon Ads effectively promote products and convert interested shoppers into customers. At XENA Intelligence, we take pride in building trust and delivering tangible results for our customers. 

We have consistently helped our customers leverage the power of Amazon ads to thrive in the marketplace, achieving remarkable success. In fact, our customers have experienced an impressive increase in return on investment (ROI) by more than 4x.

If you are looking to tap into the potential of Amazon Ads and want to work with a trusted partner, XENA Intelligence is here to assist you. Contact us today and let our experts help you drive meaningful results, maximize your ROI, and take your business to new heights.