Amazon Ads Takes Benchmarks Reporting Global: Category Peer Comparisons Now Generally Available Across 18 Marketplaces for Sponsored Ads and DSP (May 18, 2026)
Amazon Ads has moved its benchmarks reporting to general availability across 18 marketplaces, after running the feature as a US-only beta since November 2025. Benchmarks let advertisers compare their campaign performance against an aggregated set of category peer brands, giving context for whether a metric is strong or weak relative to similar advertisers rather than judging it in isolation. The data is delivered through two report types — crossProgramBenchmarks for Sponsored Ads and dspBenchmarks for Amazon DSP — and surfaces eight performance metrics. The expansion covers both US and Canada among the 18 supported markets, so North American sellers running Sponsored Ads or DSP can now pull peer benchmarks in their own marketplaces.
Real-World Impact
Benchmarks now span 18 marketplaces and expose 8 performance metrics (4 new-to-brand and 4 campaign-efficiency), versus the single US market available during the November 2025 beta.
Key Points
- Announced May 18, 2026: Amazon Ads benchmarks reporting reached general availability across 18 marketplaces, up from a US-only beta that began in November 2025
- Supported markets include the United States, Canada, Mexico, Brazil, Australia, Japan, India, Germany, France, Italy, Spain, United Kingdom, Netherlands, Turkey, Sweden, Saudi Arabia, UAE, and Egypt
- Benchmarks let advertisers compare their performance against aggregated category peer brands to contextualize results and identify optimization opportunities
- Data flows through two report types: crossProgramBenchmarks for Sponsored Ads and dspBenchmarks for Amazon DSP
- The reports expose eight performance metrics — four new-to-brand metrics and four campaign-efficiency metrics covering click-through rate, cost per click, video completion rate, and cost per impression
- Both Sponsored Ads and Amazon DSP advertisers are covered by the global rollout
What You Should Do Now
- 1Pull the crossProgramBenchmarks report for your Sponsored Ads campaigns to see how your metrics compare to category peers in your marketplace
- 2If you run Amazon DSP, request the dspBenchmarks report to benchmark click-through rate, cost per click, video completion rate, and cost per impression
- 3Use the four new-to-brand benchmarks to gauge whether your campaigns are acquiring new customers at a competitive rate versus peers
- 4Focus optimization on the metrics where you trail the category benchmark rather than tuning metrics already at or above peer levels