Hu Xiu·2025-08-12 12:48Core Viewpoint - Amazon has abruptly exited Google Shopping ads, reducing its exposure share from 60%, 55%, and 38% in the US, UK, and Germany to zero within 48 hours, indicating a significant shift in their relationship with Google [1][2][3] Group 1: Amazon's Strategic Moves - Amazon's actions are characterized by a lack of public announcement or explanation, indicating a clear intention to distance itself from Google [3][4] - The historical collaboration between Google and Amazon, where Google directed traffic and Amazon facilitated transactions, has been disrupted due to changing interests [5][6] - Amazon aims to control the initial user inquiry, shifting from merely responding to user intent to managing the source of that inquiry [7][10] Group 2: User Behavior and AI Integration - The emergence of generative AI is changing user behavior from keyword searches to natural language questions, streamlining the purchasing process [7][8] - Amazon is developing its own conversational AI assistant, Rufus, to integrate the entire user journey from inquiry to purchase within its platform [11][12] Group 3: Diverging Business Models - Google faces challenges as user search behavior evolves, while still needing to maintain its advertising revenue structure [13][15] - Amazon's focus is on retail transactions rather than advertising, allowing it to integrate advertising seamlessly into the shopping experience [17][18] Group 4: Industry Trends Towards Closed Loops - The split between Google and Amazon reflects a broader trend where platforms are reclaiming user behavior processes to create closed ecosystems [20][26] - Other platforms, like TikTok, are also moving towards consolidating user interactions within their environments, reducing the need for external navigation [20][24] Group 5: Trust Structures in Advertising - The traditional trust structure in advertising, where brands rely on platforms for accurate distribution, is beginning to erode as platforms become less transparent [27][30] - Brands are increasingly dependent on platform recommendations rather than their own strategies, leading to a shift in how advertising is perceived and executed [36][38]