How Does Amazon Use Google Ads to Direct Search Traffic

People always tend to believe that big brands don’t really focus too much on digital marketing, especially search. This is based on the fact that big brands already have an established hold over their target audience.

In a recent study by Searchmetrics, this notion has been dispelled. Searchmetrics conducted a study on over 10,000 keywords popular in online retail and how Amazon optimizes its SEO and SEM strategy to rank on these keywords.

Yes, Amazon is also invested in optimizing its search presence. Despite being the largest online retailer in the world, it doesn’t just rely on its brand name alone to sell products. Amazon understands that Google is the go-to platform for many people in its target audience. By optimizing its presence on Google, it can thus reach out to a significant portion of its target audience.

For those studying at digital marketing institutes, this must come as a valuable lesson. No brand is big enough to ignore its audience. By seizing an opportunity to reach its customers through Google, Amazon ends up getting a lot of traction.

In this article, we will discuss some interesting findings from the study which pertain to how Amazon uses Google’s reach through SEO and SEM.

Thwarting Competitors

People search for products on Google all the time. In this study where Searchmetrics covered over 10,000 product searches, Amazon gets first ranking in organic listing many times. This is natural considering Amazon is the relevant search result.

However, it doesn’t stop there. Amazon also buys up the AdWords space which appears before the organic result and the Shopping Ads which appear on the right side of the screen. It understands, simply, that competitors might circumvent Amazon’s organic ranking by placing their products in paid search. By using Google Ads to place text ads before organic listings and products on Shopping ads, it can dominate the product query SERPs and gain a lion share of the audience.

How Does This Work Out For Google?

According to Delhi Courses Academy, Google is in the business of suggesting relevant page results to users through organic results and making money through paid results. Since Amazon is committed to optimizing its presence on key product searches, Google ends up being the beneficiary of large spending by Amazon. There are very few instances of one single domain dominating searches in the way Amazon does.

The Importance of Enhanced Search Presence for Amazon

Amazon is facing competitors everywhere. In India, it has to battle with Flipkart. In the US, it competes with websites like eBay, Walmart, and Home Depot. It is the underdog in China where Alibaba is the dominant player. This scenario clearly shows why Amazon needs Google to keep its competition at bay and keep reaching its target audience.

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In Conclusion

In this article, we discussed a report by Searchmetrics which explains how Amazon uses Google Ads and Google Search to reach a substantial part of its audience. This study again reaffirms the role of search engines in helping brands reach their audience, even for one of the largest tech companies in the world.

About the Author- Ganesh Agarwal is a marketing researcher and author with twelve years of experience in the field. He currently writes guest posts for, a well-known training institute best-known for its digital marketing course in Delhi.