Amazon Ads has launched a powerful new feature called Benchmarks, giving sellers and brand owners something they’ve wanted for years: a clear view of how their ads perform compared to others in their category.
Instead of guessing whether your CTR, CPC, or ROAS is above, average, or falling behind, you can now see category performance standards directly inside the Amazon Ads Console, updated daily, weekly, or monthly. This is one of the most useful releases Amazon has made for advertisers who want to make data-driven decisions.
What are Amazon Ads Benchmarks?
Benchmarks are new self-service insights available inside Campaign Manager, the Report Center, and via API. You can now:
Compare your ad performance to similar brands in your category
Filter insights by ad format (SP, SB, SD, DSP, Sponsored TV)
Track performance by campaign goal
View benchmarks daily, weekly, or monthly
Access reports directly within your normal workflow, and no new tools to learn
Amazon also uses peer brand matching, which means you’re compared to advertisers similar to you, not random competitors.
Why does it matter for sellers, and how to use it?
Spot performance gaps instantly: Compare your CPC, CTR, CVR, and ROAS to category standards. If something is lower than average, that’s where you need to focus improvement efforts.
Improve only where it matters: Benchmarks point you straight to the real issues, so you know exactly what to fix. A low CTR tells you the creatives need work, a high CPC signals that targeting needs adjustment, and low conversions mean your product detail page needs refinement.
Scale campaigns with confidence: If a campaign is performing at or above category benchmarks, increase budget, expand targeting, or raise bids knowing the campaign is truly competitive.
Make a clear budget plan: Use benchmarks to anticipate category cost trends and seasonal shifts, making it easier to know whether you should spend more, pull back, or shift ad formats.
Choose the right ad formats: Benchmarks show which formats (SP, SB, SD, DSP, Sponsored TV) are performing well in your category, helping you allocate budget to the channels that actually convert.
Who can use Benchmarks?
Brand owners registered in Brand Registry
US endemic advertisers
Supported across DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns
Where to access them?
You’ll find the new benchmarks inside:
Campaign Manager
Report Center
Amazon Ads API
This update turns your Amazon Ads strategy into a more predictable, informed, and data-led process, allowing you to spend smarter and optimize faster. Sellers can now instantly see whether your ads are underperforming, performing well, or beating the category and use that insight to optimize faster, spend smarter, and scale confidently.
Not sure how to fix weak campaigns based on your PPC data? Our Amazon PPC consultants can analyze your ad performance, compare it to category benchmarks, and create a clear plan to boost ROI and scale your advertising effectively.
