Google brings Amazon Marketplace competition to email

Dan Berthiaume
Senior Editor, Technology
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Third-party Google Shopping retailers can now directly advertise to Gmail subscribers.

Beginning in March 2020, retailers participating in the Google Shopping online marketplace can run ads that appear in their standard Shopping campaigns targeting the Google Display network on the Gmail email platform. Currently, Google Shopping retailers can run Shopping ads on YouTube and the Google Discover feed.

This means that reporting information will include Gmail in addition to YouTube and Google Discover for configurations including the Google Ads API, AdWords API. Google Shopping advertisers will be able to opt out of Gmail ads. 

Google revamped its Google Shopping offering in May 2019 to more directly compete with Amazon Marketplace via features such as personalized shopper homepages and shoppable YouTube Discovery ads. In October, the online giant expanded Google Shopping further with features such as personalized suggestions and a price tracking tool.