Amazon Advertising Benchmarks by subcategory in 2024

Benchmarking your data with other advertisers tells you the areas you need to improve on. It is an important activity and needs to be done right. You cannot be selling washing machines and comparing your click through rates and conversions with a candy company.

We got our hands on the advertising benchmarks for Amazon Advertising in July 2024. Use this data to compare your CPC, CVR, ACOS by product type: SP, SB, SD

Some of our observations about these benchmarks:

1. The highest CPC's are paid by Smoking patches. Approximately 129$. Other high CPC sub-categories are printer ribbons, skin care, hair care, supplements

2. Highest CTR is for Sponsored Brand Video (~1% vs. 0.3-0.4% for other ad types). This is mostly because until this point, SBv is only available on search pages, where CTR is high. All other ad types have made their way to product pages, where CTR reduces

3. Conversion is highest for grocery products (more than 50%) owing to low prices and frequent, repetitive need. Other high converting items include seasonal products like seasonal apparel (ex. Halloween costumes @ 40% conversion rate), home items (tissues, floor cleaners @ 36% conversion rate), reusables (ex. razor blades @ 32% conversion rate) etc..

4. Products of choice (Earrings, lipsticks) have less than 10% conversion rates

5. Heavy and bulky items have moderate CPC's (<10$, which is reasonable for their high AOV products) and low Conversions (<3%)

You can access this data here:

https://docs.google.com/spreadsheets/d/1U1FmcwOZg1OAZtbexZ2FUOeRWSawkjB7hn6M1ukU8kQ/edit?gid=514683594#gid=514683594

With atom11, you can access benchmarks within the advertising dashboard so that you are always on track about your account health and performance. Book a free audit call with us here.