Google continues to roll out updates in 2024.
This one is for online retailers who are using Google Shopping/Performance Max and Amazon’s multi-channel fulfillment program.
T.L.D.R.
For those retailers using both Google Shopping and Amazon to fulfill their orders, the quick shipping time estimates will be prominently displayed in Google’s shopping results.
“display more accurate delivery speed estimates and improve the shopper experience by showcasing 3 days fast delivery”
Benefits of “Fast” Shipping
I don’t think it’ll shock anyone that faster shipping could improve performance.
Google is claiming just that.
“An estimated 1.5%-7.6% increase in clicks on Google Shopping ads in the US for merchants who offer free shipping that arrives in 3 days or less.” (Based on June 2024 data.)
They also stated that its helping conversion rates too.
More About Amazon Multi-channel Fulfillment
Amazon themselves describe it as “reliable fulfillment for multiple ecommerce sales channels in as fast as two days”.
In other words, your product is stored in different warehouses around the country, and regardless of if you sell on Amazon or not, they’ll get your orders shipped out quickly.
Do I Have to Use Amazon for 3 Day Shipping?
No. Technically you don’t.
3 day fast shipping, is 3 day fast shipping.
If you have another shipping partner that can promise that, and you’re reporting shipping times properly in Merchant Center, you would still benefit with the potential CTR and Conversion Rate improvements.
Do I recommend that you start using Amazon’s service just so you can display faster shipping times in Google’s shopping results?
No.
I’m not sure that would be wise.
But if you’re already using both or already considering their service, this could be another reason to think about it.