Benchmarks reporting now generally available worldwide

What launched?

Benchmarks reporting is now generally available across all supported marketplaces (US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE, SA, UAE, EG). Previously in beta and limited to the US, benchmarks provide standardized performance comparisons against category peer brands, allowing advertisers to contextualize performance, evaluate optimization opportunities, and confidently invest with Amazon Ads.

Benchmarks are available for the following metrics: 1) percent of purchases new to brand, 2) purchase rate (new to brand), 3) cost per purchase (new to brand), 4) click-through rate (CTR), 5) cost per click (CPC), 6) completion rate (video), 7) cost per completed view (video), and 8) cost per impressions (CPM).

Why is it important?

Benchmarks empower advertisers to make confident investment decisions by providing category-specific performance standards across their advertising portfolio. Now available worldwide, these expanded capabilities—including sophisticated peer brand matching and transparent methodology—allow advertisers to instantly understand what performance looks like in their category. This enables them to make data-driven decisions about their advertising investments. Advertisers can analyze performance at daily, weekly, or monthly intervals to match their business needs, while filtering by ad formats and campaign goals to pinpoint specific optimization opportunities. Through direct integration with Ad Console and APIs, advertisers can seamlessly access these insights within their existing workflows, eliminating barriers to data-driven decision making.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan

Who can use it?

• Brand owners and representatives registered in Amazon's Brand Registry
• Endemic advertisers in US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE

Where do I access it?

• Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns

API specific:

• Benchmarks reports are available as `crossProgramBenchmarks` (Sponsored Ads) and `dspBenchmarks` (Amazon DSP) report types in the [Reporting API](guides/reporting/v3/report-types/benchmarks).