Amazon Advertising Benchmarks: Real Numbers by Category 2026

Real Amazon advertising benchmarks by category for 2026 — ACOS, CTR, conversion rate, and CPC ranges from managed accounts. Compare your performance.

Article summary

Real Amazon advertising benchmarks by category for 2026 — ACOS, CTR, conversion rate, and CPC ranges from managed accounts. Compare your performance.

Conversion rate benchmarks by category

"Is my ACOS good?" is impossible to answer without context. Good compared to what? Your category? Your campaign type? Your product margin?

ACOS benchmarks by campaign type

Most benchmark articles give you a single number — "aim for 25% ACOS" — which is useless because it ignores category, campaign type, and product economics. This post gives you real benchmark ranges by category, drawn from managed account data, with the context to actually use them.

CTR benchmarks (from real account data)

Bookmark this. When someone asks "is my performance good?" this is the reference to check against.

Cost per purchase benchmarks

- Benchmarks vary massively by category — supplements convert at 12-18%, apparel at 3-6% - ACOS ranges differ by campaign type — branded 5-12%, performance 18-28%, discovery 30-55% - CTR benchmarks: branded 1.2-4.5%, non-branded 0.4-1.0% (from real account data) - These are diagnostic ranges, not targets — your ideal numbers depend on your margin - Compare within your category and campaign type, never against Amazon-wide averages

TACOS benchmarks by account stage

Conversion rate (Unit Session Percentage in Amazon Business Reports) is the most category-dependent metric. These ranges reflect what I see across managed accounts in 2026:

How to use benchmarks correctly

| Category | Average conversion | Top-quartile | |---|---|---| | Supplements & vitamins | 12-18% | 20-25% | | Pet supplies | 10-15% | 17-22% | | Consumables (food, household) | 10-14% | 16-20% | | Beauty & skincare | 8-14% | 15-19% | | Health & wellness | 8-12% | 14-18% | | Home & kitchen | 6-12% | 12-16% | | Baby products | 6-10% | 11-15% | | Sports & outdoors | 5-10% | 10-14% | | Electronics & gadgets | 4-8% | 8-12% | | Apparel & fashion | 3-6% | 6-10% |

Frequently Asked Questions

How to use this: Pull your Unit Session Percentage per SKU. Any SKU below the average range for its category has a listing problem worth investigating before scaling ad spend.

About the author

ACOS varies more by campaign type than by category. These ranges assume a typical 30-40% gross margin product:

What is a good ACOS on Amazon in 2026?

It depends on campaign type and margin. Branded campaigns should run 3-12%, performance campaigns 18-28%, discovery campaigns 30-55%, and launches 50-100%+. There's no single "good" ACOS — it depends on what the campaign is doing and your product's margin.

What is a good conversion rate on Amazon?

By category: supplements 12-18%, beauty 8-14%, home & kitchen 6-12%, electronics 4-8%, apparel 3-6%. Compare your Unit Session Percentage to your specific category, not to Amazon-wide averages.

What is a good CTR for Amazon PPC?

Branded campaigns: 1.2-4.5%. Non-branded: 0.4-1.0%. Sponsored Brands: 0.5-1.5%. Sponsored Display: 0.1-0.5%. Branded CTR is naturally much higher because those searchers already know your brand.