Spending on Google shopping ad listings was up 18% year over year in Q1 2026, up from 16% in Q4. Average CPC was flat year over year while click growth accelerated a point to 18%. Click growth for US Google and even though both returned to Google shopping by mid-Q3 2025, click growth has remained elevated after Amazon dropped out of auctions in July 2025. After Amazon dropped out of nearly all US Google shopping ad auctions in July 2025, its absence was not flled by any single competitor in the market. Target's share of Google shopping impressions increased the most from early Q3 through the height of the Q4 2025 holiday shopping season, but that share has since returned roughly to where it was prior to Amazon's withdrawal. Walmart's impression share has also seen its ups and downs since mid-Q3, but Walmart has also not filled the singular role previously held by Amazon.