Amazon maintains a commanding lead, consistently hovering near 40% impression share despite a brief anomaly. Meanwhile, Temu’s early momentum cooled as new entrant Joybuy abruptly captured roughly 12% share, intensifying auction saturation. This sudden disruption has squeezed legacy challengers like eBay and AliExpress, reflecting a highly competitive lower tier beneath an entrenched market leader.
Despite aggressive market entries from low-cost disruptors, Amazon maintains undisputed dominance, consistently capturing 30-40%+ impression share. The assumption of unstoppable growth from Asian marketplaces is directly challenged by the data: Temu peaked at ~27% in Summer 2025—briefly capitalizing on Amazon’s deliberate, temporary bidding experiment—but has since suffered a sustained downward trajectory, converging near 15% by late 2026.
Fluctuations are heavily driven by seasonal Q4 dominance (Amazon’s spikes) and shifting ad-spend strategies. Temu initially “bought” the market with aggressive, venture-backed cross-border pushes. However, their declining impression share signals a cooling of this blank-check PPC strategy amid rising CPCs and shifting consumer price sensitivity.
The Shopping auction has bifurcated. Amazon is sustaining the top tier through high-intent, high-ROI spend. Conversely, the lower tier (Temu, eBay, AliExpress) has devolved into a fragmented dogfight. Without unsustainable ad subsidies, the low-cost challengers are failing to permanently disrupt Amazon’s stronghold, leaving them to cannibalize each other—and emerging entrants like Joybuy—at the bottom of the auction.
Track where the retail giants are hoarding impression share. Break down device-specific trends to pinpoint whether you are losing more visibility on smartphones or computer screens.
Averages often hide local realities. Compare Amazon’s exact Google Shopping footprint in Europe's three largest ecommerce markets.