📉 Google is Losing its Monopoly on U.S. Search Revenue

What We’re Showing:

This chart tracks the major players in the U.S. search advertising market, including Google, Amazon, Apple, and Microsoft.

Data is sourced from a newsletter published by eMarketer, published October 1st, 2024. Figures for 2025 are estimations.

Google’s Ad Dominance is Under Threat

The rise of Generative AI, social media, and retail media, all mean paid search advertising dollars are going to platforms other than Google, according to eMarketer’s analysis.

This includes retail sources (like Amazon) and social media (TikToK). eMarketer says Amazon’s search ads had a CPC (cost-per-click) of $1.50, around 40 cents higher than Google’s $1.16.

eMarketer explains: this could be because when people search on Amazon, they’re in “shopping mode” and have a higher intent to purchase.