More self-service data accessible to advertisers via sponsored ads

Many advertisers in previous years relied on agencies or Amazon representatives to access deeper performance data. However, as Amazon continues to roll out platform updates, more insights are becoming directly accessible within the advertising console.

In September 2025, Amazon publicly announced that Amazon Marketing Cloud (AMC) would be directly accessible to all advertisers within the Amazon Ads interface, without the requirement of DSP spend or agency involvement.

A more recent development for advertisers is the expansion of category benchmarks. Originally released in 2021 and limited to Sponsored Brands, these benchmarks are now accessible across all Sponsored Ads ad types.

What does this mean for advertisers?

• Ability to view benchmarks based on the categories they operate in
• Visibility into benchmarks across the advertising funnel (awareness, consideration, conversion)
• Access to benchmarks by ad type
• Performance comparison using percentiles (top 25%, top 50%, top 75)
• Benchmarking key metrics such as purchase rate, purchases, cost per purchase, CTR, CPC, CPM, and completion rate

While some data points such as ROAS benchmarks are still not directly accessible and require contact with an Amazon representative or agency, this is a great start for many advertisers.