This week, Amazon has returned.

According to Mike Ryan, head of information on electronic commerce at Smart Commerce, Amazon’s share on each market increased from 70% to 0% after July 22; As of August 23, it was back at 74% in each market of the market in the United States, which implies a return to investment.

“It was as if nothing had happened,” said Ryan.

A spokesperson for Amazon refused to comment on the question, but his activity is visible for research practitioners thanks to the use of auction information, a tool that Google provides which allows them to monitor the share of research printing obtained by the main advertisers on the market, compared to their own customers.

Although the “what” is quite clear, the “why” remains a little mystery. An ultra-light approach to advertising passes during the droppings between Prime Day and Black Friday, or a large incrementation test are both viable theories. Since retirement lasted precisely 31 days, the latter is the most popular hypothesis. Anyway, there are implications for other brands active in Google Shopping.

Why is it important for other advertisers?

Individual brands constantly vary their research expenses, in accordance with seasonal needs or specific campaigns requirements. Amazon maneuvers are distinguished, however, as an illustration of the power of the electronic commerce giant.

Last year, he managed to redirect CPMS streaming to adapt to his own offer – in the process, put an object in Netflix’s plan to put a high premium on streaming advertisements. The July move managed to provoke a rapid and significant response from the competitors of the electronic commerce platform such as Target, Etsy and Wayfair, which increased their activity in Google Shopping during the Amazon, Per Ryan and Sam Piillao break, Founder and PDG of Performance Agency The Moonlighters.

When Amazon has interrupted its expenses, the leaders of the performance agency hoped that their cost prices by CLIC (CPC) could fall – offering an opening to their customers. The representatives of the Google agency even used the time to suggest to customers their expenses in the absence of Amazon. But in the end, Digiday Sources reports that brands did not come to categories without much competition (other than Amazon).

CPC levels dropped by 10% for clothing and fashion customers during Amazon’s break, according to Brett Fischer, associate director of performance media with collective measures of American agencies. He said the withdrawal of the electronic commerce had partially caused expenses on Google. “Our customers just see a natural opportunity to continue to evolve there … It doesn’t matter if Amazon is there or not,” he said.

Heidi Sturrock, consultant at OMG Commerce, told Digiday that she had observed a 25-30% drop in CPC during the week after Amazon’s initial retirement. But, she noted: “cost relief lasted only a week for a week.”

Leaving aside brands in practical categories, the expected decline was not as great as expected. With other electronic trade platforms to fill the gap, which happened, did not last.

Scott Carruthers, principal director of paid research on Journey Plus, said that except a single FMCG customer who has dropped 40% of CPCs, the rest of the agency’s list only experienced 2 to 3% of decreases during the 31 -day withdrawal. “We haven’t really seen him fall,” he said.

“There has been a low decrease in CPCs, nothing from the norm,” said Pilier.

While American marketing specialists are waiting for Amazon to come back and gave the price dynamics, the start of Amazon in Europe and the United Kingdom could bring headache for practitioners. Although Carruthers suggested that this means a return to the status quo, Sturrock suggested that this could increase the CPCs of Google Shopping. “Now that Amazon has returned internationally, these advertisers can see their impression share a compress in these markets,” she said.

This means that a potential opportunity for performance marketing specialists has not only failed to appear – it is transformed into a minor threat.

“Amazon is gone. The vacuum cleaner has filled almost instantly. It is filled now, and Amazon is jumping back,” concluded Ryan. “So someone has to lose this situation and in one way or another, I don’t think it will be Tamu and Walmart.”