Amazon Ads benchmarks: peer comparisons in the Ads Console and how they relate to AMC
In short: Benchmarks compare your advertising performance with that of peer brands in the same category. Amazon made the reporting generally available worldwide on May 18, 2026 (previously beta in the US only). It covers eight metrics, including NTB share, CTR, CPC and CPM, and is reserved for brand owners in Brand Registry. AMC answers different questions.
The eight metrics
- Percent of purchases new to brand
- Purchase rate (new to brand)
- Cost per purchase (new to brand)
- Click-through rate (CTR)
- Cost per click (CPC)
- Completion rate (video)
- Cost per completed view (video)
- Cost per mille impressions (CPM)
Analysable at daily, weekly or monthly intervals and filtered by ad format and campaign goal.
Who can use it and where
- Brand owners and representatives registered in Amazon Brand Registry; endemic advertisers in the named marketplaces (US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE).
- Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV.
- In the Reporting API as report types
crossProgramBenchmarks(sponsored ads) anddspBenchmarks(Amazon DSP).
Delineation from AMC
Benchmarks show how you stand compared with peers; AMC answers why with your own SQL queries, for example about paths, frequency or audiences. We have not evaluated benchmark figures and therefore state none. The two can be combined: a striking NTB share in the benchmark is a reason for the NTB analysis in AMC.