Make data-driven decisions with new benchmarks from Amazon Ads

What launched?

Amazon Ads introduces new benchmarks, which are self-service insights that provide advertisers with comprehensive performance context through an intuitive interface in Ad Console's Campaign Manager, Report Center, and via API. Benchmarks enable advertisers to evaluate brand category performance across different ad formats and campaign goals. Advertisers can use benchmarks to optimize current campaigns and plan their next strategic investments based on competitive insights.

Why is it important?

Benchmarks empower advertisers to make confident investment decisions by providing category-specific performance standards across their advertising portfolio. Through these new expanded capabilities—including sophisticated peer brand matching and transparent methodology—advertisers can 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

Who can use it?

• Brand owners and representatives registered in Amazon's Brand Registry
• Endemic advertisers in the US market
• Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns

Where do I access it?

• Through Ad Console's Campaign Manager and Report Center
• Via Amazon Ads API

API specific

Benchmarks reports will be available as new report types in the existing Offline Reporting API, with a new report for DSP (dspBenchmarks ) and a separate new report for Sponsored Ads programs (crossProgramBenchmarks ) . The new report types will be available in the current Public Reporting API. Users can generate the new reports by passing Benchmarks specific parameters into the existing Reporting API they are familiar with.