Amazon PPC vs. Google Ads Which is Better for Ecommerce

Amazon PPC vs. Google Ads: Which is Better for Ecommerce?

In 2025’s ever-evolving digital bazaar, visibility isn’t a luxury, it’s your lifeline. Whether you’re launching a new line of eco-friendly yoga mats or selling tech accessories in bulk, one question keeps marketers and brand owners up at night: Amazon PPC or Google Ads, who wins the ROI war?

Let’s break it down with the clarity of a seasoned strategist, the curiosity of a founder, and a marketer’s love for data.

Amazon PPC: Conversion Goldmine

Amazon PPC is no longer optional, it’s the engine behind some of the highest-converting ecommerce ads out there. Why? Because you’re meeting buyers right where they are, in the zone, credit card ready, typing in exactly what you sell.

What You Get:

Sponsored Products: Appear in search results and product pages.
Sponsored Brands: Ideal for showcasing product lines.
Sponsored Display Ads: Expand reach within and beyond Amazon.

Use smart Amazon Sponsored Products tips to dominate niche keywords, block competitors, and skyrocket sales.

Google Ads: Reach, Retarget, Reimagine

Google Ads, the OG of digital marketing, gives you full-funnel power. From first touch on YouTube to final click on a Search Ad, Google lets you be everywhere your audience hangs out.

Ad Arsenal:

Search Ads: Keyword-heavy and intent-rich.
Shopping Ads: Product-focused with visuals.
Display Ads: Perfect for retargeting and brand awareness.
YouTube Ads: Video storytelling that scales.

Debating Shopping ads vs Search ads? Think visual-first when showcasing products, and text-based when solving problems or catching intent.

Audience Intent: High vs. Wide Funnel

This is where it gets interesting.

Amazon PPC targets warm buyers. They’re typing in product names, scrolling with purpose, clicking with intent. This isn’t top-funnel, it’s the bottom line.
Google Ads casts a wide net. It catches people searching, comparing, dreaming, and deciding. You nurture them through the journey.

In short: Amazon closes the deal. Google plants the seed.

Targeting: Depth vs. Breadth

Let’s talk precision.

Amazon PPC relies on keyword bidding, product targeting, and ASIN conquesting. It’s tactical and direct.
Google Ads? It’s targeting on steroids: in-market audiences, retargeting, demographics, interests, and custom intent.

Want to retarget with Google Ads after someone bounces from your site? Easy. Amazon offers retargeting, too, but it’s more limited and less customizable.

Cost-Efficiency: Spend Smart, Scale Fast

Everyone wants more bang for their buck.

Amazon PPC often has lower CPCs, especially for niche categories. Use lower CPC tactics for Amazon to stretch your budget.
Google Ads can be pricier, but the audience breadth and brand visibility are unmatched. With the right funnel strategy, high CPCs don’t mean low ROI.

Want a true ROI comparison, Amazon vs Google? It’s not just about cost, it’s about where your buyers actually convert.

Ad Formats: Native vs. Expansive

Amazon PPC lives inside Amazon, product pages, search results, and checkout pages. Seamless and sales-driven.
Google Ads? You’re omnipresent. From Gmail to YouTube, your ad game stretches far and wide.

Choosing between Shopping ads vs search ads? Use both strategically. Shopping for conversions. Search for solving.

Conversions: It’s All About Action

Amazon PPC typically boasts higher conversion rates. Buyers are ready. They’re on the hunt.
Google Ads might need more nurturing, but the scalability and retargeting tools are unparalleled.

Looking at pure performance? Amazon PPC vs Google Ads 2025 leans Amazon. Looking at brand lift, customer journey, and long-term growth? Google all the way.

Pros & Cons at a Glance

Amazon PPC Pros:

Sky-high buyer intent
Seamless path to purchase
Competitive CPCs

Cons:

Limited retargeting
Weak on brand storytelling

Google Ads Pros:

Full-funnel coverage
Massive audience reach
Creative flexibility

Cons:

Costlier for competitive keywords
Longer conversion cycle

Who Should Use What?

Selling on Amazon only? Focus on Amazon PPC.
Running a DTC store with a story to tell? Go Google Ads.
Omnichannel strategy? Use both and build a performance powerhouse.

Smart brands don’t choose one, they stack them. They use ecommerce ad targeting strategies that sync Amazon’s buyer intent with Google’s funnel power.

Final Verdict: What’s the Best PPC Platform for Ecommerce?

There’s no silver bullet, only strategic choices.

If your goal is to drive immediate purchases, Amazon is king. If your mission is long-term brand growth, Google Ads is queen. But the real royalty? Brands that combine both.

Ready to Scale? Let ETA Marketing Solution Help

We’re not just another Ecommerce Marketing Company, we’re your growth partner.

Let us:

Launch and optimize your Amazon PPC like a pro
Build high-converting retargeting with Google Ads campaigns
Design hybrid funnels with ecommerce ad targeting strategies that convert
A/B test until your ROI sings

Let’s turn clicks into conversions. Get in touch with ETA Marketing Solution today—where performance meets precision.

What is the difference between Amazon PPC and Google Ads?

Amazon PPC (Pay-Per-Click) is advertising done directly on Amazon. When someone searches for a product on Amazon, your ad can show up in the search results or on product pages. You pay only when someone clicks your ad. These ads are shown to people who are already on Amazon and likely ready to buy.

Google Ads, on the other hand, appear across Google’s network — including Google search results, YouTube, Gmail, and millions of websites. With Google Ads, you can show text, image, or video ads to people searching for products or even just browsing online.

In simple terms:

Amazon PPC = great for people who are ready to buy now
Google Ads = great for reaching people earlier in their shopping journey

Which advertising platform is more cost-effective for ecommerce businesses?

It depends on your goals, your product, and your strategy. Generally speaking:

Amazon PPC can be more cost-effective if you sell directly on Amazon. That’s because people on Amazon already have buying intent. Your ads are shown when someone is searching for your exact product or something similar.
Google Ads might cost more per click, but they offer a wider reach and more targeting options — especially for businesses with their own websites.

If you’re looking for quick sales on Amazon, PPC there can give faster results. But if you want to build long-term brand awareness and attract traffic to your own ecommerce store, Google Ads may give you more flexibility.

Can I use both Amazon PPC and Google Ads together?

Absolutely — and in many cases, using both is a smart move. They complement each other well.

For example:

Use Amazon PPC to drive traffic to your product listings and increase visibility on Amazon.
Use Google Ads to reach shoppers outside Amazon — like on Google search or YouTube — and bring them to your own ecommerce website.

By running both, you increase your chances of reaching customers at different stages: when they’re discovering a product, comparing options, or ready to buy.

Which platform drives higher purchase intent traffic: Amazon or Google?

Amazon usually brings higher purchase intent traffic. That’s because people go to Amazon specifically to shop. When someone types “wireless headphones” on Amazon, they’re likely ready to make a purchase. If your ad shows up there, the chances of getting a sale are pretty good.

Google Ads can still lead to sales, but people might be earlier in their research. For example, they might be comparing products, reading reviews, or just looking for ideas. You might need to guide them more before they buy.

So, if your goal is to target people who are ready to buy right now, Amazon is often stronger. If you want to build awareness and influence decisions, Google Ads is powerful.

Is Amazon PPC better for product launches than Google Ads?

Yes, Amazon PPC can be very effective for launching new products — especially if you’re selling on Amazon. When you launch something new, it’s hard to get seen organically. Amazon PPC helps push your product to the top of search results, giving it quick visibility. This early boost can lead to reviews, sales history, and better rankings over time.

Google Ads can also support a launch, especially if you have your own store. For example, you can run video ads on YouTube, promote a landing page, or target keywords on Google Search.

But if your product is mainly sold on Amazon, then starting with Amazon PPC usually gives better launch momentum.

Heta Dave

What started as a passion for marketing years ago turned into a purposeful journey of helping businesses communicate in a way that truly connects. I’m Heta Dave, the Founder & CEO of Eta Marketing Solution! With a sharp focus on strategy and human-first marketing, I closely work with brands to help them stand out of the crowd and create something that lasts, not just in visibility, but in impact!