While many advertisers that remained active through Q2 2020 decreased Google search spend for the quarter year over year, overall investment in Google search ads increased 19%, as some advertisers focused efforts on digital promotion and took advantage of a thinner competitive landscape. This was especially true for retailers, which saw Amazon exit US Google search auctions for text ads and Shopping in mid-March across all product categories.

Amazon returned to US Google text ad and Shopping auctions in mid-June after getting its fulfillment capabilities back in line with the explosion in demand, though it isn’t back to the impression share levels observed earlier in 2020 for most product categories. In particular, its presence appears minimal against competitors in high-demand categories such as CPG and health/personal care products, though it’sessentially back to full strength against competitors in the office supplies and sports equipment categories. Q3 will likely present a much tougher competitive landscape for many retail advertisers with Amazon’s return.