The battle is definitely on. Amazon is investing in advertising, and Google is investing in retail.
But it will take a long time before either truly competes in their respective fields: Amazon will still dominate e-commerce, and Google will dominate retail search for several years yet.
If you’re a CMO of a retail company trying to choose where to spend your search budget, my advice would be to stick with Google.
However, as the market has matured, Google Shopping has become a place where only PPC superheroes will get the best results. Here’s my guide to winning at Google Shopping.
Challenges with Google Shopping
There are two main challenges.