Success in Amazon advertising can look different to every seller. That’s why understanding benchmarks is so important. How many clicks, impressions, or conversions are enough? How are you stacking up against the competition? Where are you lagging, and what do you need to do to get ahead?
However, the more you know about setting targets, the more likely you are to find solutions that work for your business. These are the Amazon advertising benchmarks to keep in mind when building your Amazon ad campaigns and sales strategies.
Want to see how these benchmarks translate into real results? Explore Trellis Success Stories to see how brands have improved ACoS, increased Market Share, and scaled profitably with AI Precision + Human Intuition.
Key Insights
- Amazon advertising benchmarks provide direction, not guarantees. Metrics like CTR, CPC, and ACoS vary by category, ad type, and growth stage.
- Profit matters more than vanity metrics. TACoS, margin impact, and new-to-brand growth offer a clearer picture of long-term performance.
- Full-funnel strategy wins. Strong Product Content, smart Placement, competitive Pricing, and strategic Promotion work together to improve benchmarks over time.
Amazon Seller Benchmarks by Category
As with many aspects of eCommerce, what you’re selling will dictate a large portion of the results you can expect—and this includes setting benchmarks you should be trying to meet or exceed. Below are benchmark insights by Amazon category based on aggregated Trellis platform data. These figures reflect trends across brands in each category and may vary based on competition, seasonality, and product maturity.
In general, higher-end categories, like gourmet food, see a high CPC, as do areas like household goods and personal care, where the market is more crowded; this is also true of price changes.
Below are benchmark ranges across major Amazon categories based on aggregated advertising data from industry reports and PPC management platforms. Actual performance varies based on listing quality, competition, pricing, and ad placement.
| Categories | Typical CPC Range | Typical CTR Range | Typical Conversion Rate |
| Beauty & Personal Care | $1.20 – $1.50 | 0.45% – 0.60% | 12% – 15% |
| Health & Household | $1.10 – $1.40 | 0.40% – 0.55% | 11% – 14% |
| Home & Kitchen | $0.95 – $1.10 | 0.35% – 0.50% | 10% – 13% |
| Kitchen & Dining | $0.90 – $1.10 | 0.35% – 0.50% | 10% – 13% |
| Clothing, Shoes & Jewelry | $0.85 – $0.95 | 0.30% – 0.45% | 8% – 11% |
| Sports & Outdoors | $0.90 – $1.20 | 0.35% – 0.50% | 9% – 12% |
| Patio, Lawn & Garden | $0.90 – $1.15 | 0.35% – 0.50% | 9% – 12% |
| Tools & Home Improvement | $0.95 – $1.20 | 0.30% – 0.45% | 8% – 11% |
| Grocery & Gourmet Food | $1.20 – $1.50 | 0.40% – 0.55% | 12% – 18% |
| Toys & Games | $0.70 – $1.00 | 0.35% – 0.50% | 10% – 14% |
| Office Products | $0.85 – $1.05 | 0.35% – 0.50% | 9% – 12% |
What is the Average Amazon Click-Through Rate (CTR)?
Amazon Click-Through Rate (CTR) typically ranges between 0.3% and 0.6%, depending on ad type, placement, and category. Performance should be evaluated against your campaign objective and format, not a single universal average.
Click-through rate refers to the number of total clicks on ads divided by the number of impressions (the number of people who had eyes) on your ads. So, if 1,000 people saw your ads and 10 people clicked, that’s a CTR of 1%.
Want to get the in-depth details? Download your industry report and get the low-down on how Amazon click-through rates track across the market.
Amazon advertising benchmarks for 2026 vary widely by ad type, competition, and product lifecycle. Typical performance ranges include:
- CPC: $0.75–$3.50+ depending on category competitiveness
- ACoS: 20–40% depending on margin and growth stage
- CTR: 0.3–0.6% for Sponsored Products, lower for display formats
- Conversion Rate: 8–15% depending on price and review strength
- ROAS: 2.5×–5.0× depending on objective
Compare your performance: Use the PPC ACoS Calculator to see how your metrics stack up against category benchmarks.
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What is the Average Amazon Conversion Rate?
Amazon conversion rates typically range between 8% and 15%, depending on category, pricing, and review strength. However, categories can play a huge role in this number. More saturated spaces will see lower conversion rates; the same is true for items priced over $100.
Conversion rate, or the number of clicks that translate into purchases, is an important metric for most sellers. Calculated by dividing sales by total clicks, this metric can show you how many people who expressed interest in your product from an ad and actually made a purchase.
All of this aside, if your conversion rates are significantly lower, there’s something about your ads that compels customers to click, but your product listings might not be doing enough to communicate value to them.
Sellers who regularly track category-specific benchmarks are often able to adjust strategy faster and improve efficiency compared to those using broad, generic targets.
What is Amazon’s Average Advertising Cost of Sales (ACoS)?
The average ACoS for Amazon sellers is around 30%, so staying at or below this average threshold will help you remain competitive without hurting profits. You want to keep an ACoS less than your margins to stay profitable.
Calculated by dividing total ad spend by total sales, it’s possible to analyze how much it’s costing you to drive a sale. If your total ad spend is $100 and your ad-attributed revenue is $200, your ACoS is 50%.
An Amazon ACoS that’s too high implies your ads aren’t as efficient as they could be, and a strategy change may be warranted.
Another Amazon performance metric to consider in relation to ACoS is Amazon TACoS or total advertising cost of sale. TACoS focuses on the relationship between total ad spend and total sales revenue.
What Are the Average Amazon Daily Impressions?
Impressions, or the number of people who see your ads, can provide insight into how well your ads are working to get eyeballs on your products. This can fluctuate significantly based on season or trends—for example, Prime Day is a popular event that sees many impressions skyrocket along with the surge of customers.
Want to know if your ACoS is actually profitable? Try the free PPC ACoS Calculator to see how your ad spend impacts your bottom line.
What Are the Average Amazon Daily Clicks?
Daily clicks vary significantly depending on category, budget, and account size. High-volume advertisers may generate thousands of clicks per day, while smaller sellers may see far fewer. Of course, the more impressions, the more opportunity to share in clicks across your products. If your clicks aren’t matching up with your goals, visibility on your ads may be holding you back.
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What is the Average Amazon Seller’s Daily Spend?
Daily ad spend varies widely depending on category competitiveness and growth goals. Many sellers begin with conservative budgets and scale as performance improves. For those new to the space, setting a lower target, like $30 to $40 a day, can be a good way to test strategies without over-investing.
Ad spend can make a huge difference in attracting customers to your product pages, but if the cost to advertise on Amazon is too high per click, per conversion, or even per day, you may be harming your bottom line more than you realize.
What Are the Average Amazon Seller’s Daily Sales?
Sales will vary based on the specific products sold, the array of products a seller has available, and the goals of the business. Sellers with a few low-cost products listed for sale are unlikely to see significant numbers despite site-wide averages.
What is the Amazon Average Order Value?
While AOV will also vary greatly from one seller to another based on size and scale. Average Order Value (AOV) varies widely by category and product type. Higher-priced categories naturally see higher AOV, while consumables may see lower averages. While this won’t be achievable for small-scale retailers, this can help larger brands set initial benchmarks.
Amazon order value, or AOV, can be determined by dividing the total amount of a day’s sales by the number of transactions. For example, if you sold to ten customers for a total value of $800, your average order value would be $80.
What is the Average Amazon Discount?
Amazon sellers have the opportunity to set up product discounts, including Lightning Deals, coupons, and product savings for repeat buyers or subscribers. However, using these kinds of resources isn’t going to be right for all sellers at all times. Doing so will require a strategic focus based on everything from eCommerce goals to inventory levels to competitive advantage.
For those sellers who are interested in driving sales based on offering savings. Many sellers use discounts in the 10% to 30% range depending on category, inventory levels, and promotional goals. Discount strategy should align with margin and competitive positioning.
Amazon Advertising Benchmarks by Ad Type
Sponsored Products, Sponsored Brands, and Sponsored Display
Not all Amazon ads perform the same. Benchmarks vary by ad format because intent, placement, and audience targeting differ.
Looking at blended averages can lead to the wrong conclusions. It is better to compare performance by ad type.
Sponsored Products Benchmarks
Sponsored Products ads typically generate the highest purchase intent because they appear directly in search results and on product detail pages.
Typical benchmarks:
- Click-Through Rate (CTR): 0.3% to 0.6%
- Conversion Rate: 10% to 15%
- Advertising Cost of Sale (ACoS): 20% to 35% depending on margin
- Cost-Per-Click (CPC): $0.75 to $2.50 depending on category
These campaigns often drive the strongest return because shoppers are actively searching for products. Performance is heavily influenced by your main image, title, reviews, and pricing.
If CTR is below benchmark, review your creative and keyword targeting.
If conversion rate is low, assess listing quality and pricing competitiveness.
If ACoS is high, evaluate margin and search term efficiency.
Sponsored Products are typically the foundation of Amazon Ads strategy.
Sponsored Brands Benchmarks
Sponsored Brands ads appear at the top of search results and often direct traffic to a Brand Store or curated landing page.
Typical benchmarks:
- CTR: 0.2% to 0.4%
- Conversion Rate: 8% to 12%
- ACoS: 25% to 40% depending on objective
- CPC: Often slightly higher than Sponsored Products in competitive categories
Because these ads support brand discovery, CTR and conversion rates are often lower than Sponsored Products. Video formats usually outperform static creatives in engagement.
Sponsored Brands campaigns are often used for awareness and mid-funnel engagement. A higher ACoS may be acceptable if the goal is new customer acquisition or Brand Store traffic growth.
Sponsored Display Benchmarks
Sponsored Display ads reach audiences both on and off Amazon. These campaigns are often used for remarketing or prospecting.
Typical benchmarks:
- CTR: 0.1% to 0.3%
- Conversion Rate: 5% to 10%
- ACoS: 30% to 50% depending on targeting type
- CPC: Highly variable based on audience competition
Remarketing campaigns typically perform better than prospecting. If you are targeting shoppers who viewed your product but did not purchase, conversion rates may improve significantly.
Because Sponsored Display supports upper and mid-funnel goals, efficiency metrics should be evaluated alongside new-to-brand growth and long-term impact.
Benchmarks only make sense when aligned with campaign purpose.
Benchmarks by Funnel Stage
Awareness vs Consideration vs Conversion
A good ACoS depends on where your campaign sits in the funnel. Awareness campaigns should not be judged the same way as conversion campaigns.
Awareness Benchmarks
Awareness campaigns focus on visibility and new customer acquisition. These campaigns often include Sponsored Brands Video, Sponsored Display prospecting, Amazon DSP, or Streaming TV.
Typical expectations:
- Lower CTR
- Higher acceptable ACoS
- Higher new-to-brand percentage
- Greater focus on reach and impressions
If your goal is expansion, efficiency may be secondary to audience growth.
Consideration Benchmarks
Consideration campaigns target shoppers who are comparing options. These campaigns often include non-branded Sponsored Products, Sponsored Brands, and display retargeting.
Typical expectations:
- Moderate CTR
- Balanced ACoS
- Improving conversion rate
- Increased add-to-cart behavior
Here, the focus shifts from awareness to persuasion. Listing quality and competitive pricing become critical.
Conversion Benchmarks
Conversion campaigns capture high-intent traffic. These include branded Sponsored Products and defensive campaigns.
Typical expectations:
- Highest CTR
- Strongest conversion rate
- Lowest acceptable ACoS
- Strong Return on Ad Spend (ROAS)
Conversion campaigns protect Market Share and maximize efficiency. If these campaigns underperform, pricing and inventory levels should be reviewed immediately.
Amazon DSP and Streaming TV Benchmarks
Amazon DSP allows advertisers to reach audiences across Amazon properties and third-party sites using audience signals and programmatic buying.
Unlike Sponsored Products, DSP campaigns often operate on a Cost-Per-Thousand Impressions (CPM) model rather than Cost-Per-Click.
Typical benchmarks:
- Lower CTR compared to search ads
- Higher CPM compared to CPC campaigns
- Conversion lag due to upper-funnel exposure
- Stronger impact on branded search lift
Streaming TV placements, including Prime Video, focus heavily on awareness.
Typical expectations:
- High video completion rates
- Lower direct conversion rates
- Stronger new-to-brand lift
- Increased branded search volume after exposure
DSP and Streaming TV campaigns work best when layered on top of strong Sponsored Products coverage. Frequency control is critical to avoid wasted spend.
Measurement may require deeper analysis through tools like Amazon Marketing Cloud to understand full-funnel impact.
These formats are not replacements for search ads. They expand your reach and influence future demand.
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Exceed Your Goals with Trellis
The insights in this blog came from Trellis’s extensive Benchmark reports. Curious about your specific category? Build your industry report through our Chrome extension and see whether your business is hitting the mark!
Understanding the benchmarks to keep in mind when advertising on Amazon may not help you achieve each and every personal goal, but they can help you determine whether your targets are realistic, how you’re stacking up to the competition, and where there’s room for improvement. While your objectives will always be your own, creating a strategy based on common site-wide metrics can be a solid place to start.
To enhance your efforts, Trellis can help. Reach out today to learn how!
In Summary
Amazon advertising benchmarks help you understand where you stand, but they are not the finish line. Strong CTR, efficient ACoS, and healthy conversion rates come from aligning ads with pricing, listing quality, and overall strategy.
If you want to improve Amazon advertising performance in 2026, focus on profitability, full-funnel execution, and data-driven optimization. Benchmarks tell you where you are. Strategy determines where you grow next.
