Amazon has resumed its Google Shopping Ads in international domains, allowing advertisers to reach customers across various countries. This move signals a renewed partnership between Amazon and Google, enhancing visibility for brands on both platforms. The reinstatement of ads is expected to benefit advertisers looking to tap into the global market.

Amazon has completely withdrawn from Google Shopping ads globally, resulting in a drastic reduction of its ad impression share to zero across major markets like the US, UK, Germany, and Japan between July 21 and July 23, 2025. This strategic move, following a previous 50% reduction in ad spend, is believed to be part of a broader effort to optimize profit margins and assert greater control over customer acquisition in the evolving digital advertising landscape.

The FTC is investigating the advertising practices of Amazon and Google, focusing on potential deceptive practices and the accuracy of their advertisements. This scrutiny comes as part of a broader regulatory effort to ensure transparency in digital advertising and protect consumers from misleading information.

Amazon has launched new AI-powered ad formats for Prime Video, including contextually relevant pause ads and shoppable ads that utilize real-time data from Amazon's store. With an average monthly ad-supported reach of over 130 million U.S. customers, the company aims to enhance viewer engagement and provide more effective advertising solutions for both endemic and non-endemic brands. The announcement was made during Amazon's second annual upfront presentation, showcasing the growth in its advertising capabilities.