How to Use This Report

Benchmarks are useful for calibration, not for setting goals in isolation. A 20% ACOS in the supplements category might be excellent for a high-margin product but terrible for a low-margin commodity. Use these numbers as context for how your category performs broadly, and always weight them against your own unit economics.

Overall Amazon Advertising Benchmarks: 2026

• Average ACOS across all categories: 22.4% (down from 24.1% in 2024)
• Average ROAS: 4.46x
• Average click-through rate (CTR) for Sponsored Products: 0.38%
• Average conversion rate: 11.2%
• Average cost-per-click (CPC): $1.24 (up from $1.08 in 2024)
• Average new-to-brand rate for Sponsored Brands: 51%

Category-Specific ACOS Benchmarks

Consumer Electronics: 12–18%. Health & Supplements: 18–28%. Home & Kitchen: 20–30%. Pet Products: 22–32%. Sports & Outdoors: 19–27%. Beauty & Personal Care: 22–35%. Toys & Games: 24–35%.

The CPC Trend: Rising Costs and What to Do About It

Average CPCs have risen approximately 15% year-over-year in 2025–2026, driven by increasing advertiser competition. The brands managing rising CPCs most effectively are doing so through tighter keyword targeting, dayparting that concentrates spend in high-conversion windows, and AI bid optimization.