The competitive landscape remains volatile yet anchored by Amazon, which consistently commands near 40% impression share despite a mid-year anomaly. Temu’s aggressive early momentum has cooled, dropping to stabilize around 15%. The sudden late entry of Joybuy further fragments the lower tier, indicating a saturated auction environment where challengers struggle to unseat the dominant market leader.
Amazon remains the undisputed apex predator, consistently commanding a 30-40% median impression share. While Amazon’s summer 2025 drop was a deliberate algorithmic experiment, the market’s reaction was highly revealing: Temu instantly absorbed the vacuum, spiking to ~27%. This proves Temu is the primary aggressive secondary bidder, algorithmically positioned to capture any ceded inventory immediately.
Trajectories reveal a stark divergence between legacy platforms and low-cost disruptors:
Amazon’s sharp rebound and subsequent peaks (notably Q4 2025) highlight their reliance on seasonal dominance and superior conversion rates to justify premium CPCs. Conversely, Temu’s persistent presence suggests a strategy untethered from immediate ROAS, focusing strictly on aggressive customer acquisition and cross-border shipping pushes.
The Shopping auction is currently defined by a barbell dynamic: Amazon dominates through historical authority and conversion efficiency, while Temu aggressively buys the remaining market. Legacy players like eBay are the primary casualties of this bidding war, unable to compete with Amazon’s algorithmic favorability or Temu’s massive acquisition budgets.
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.