Branded vs. Non-Branded Amazon PPC: What 5 Months of Real Campaign Data Shows

Five months of daily Sponsored Products data shows why branded and non-branded campaigns need different budgets, bids, and success metrics.

Article summary

Five months of daily Sponsored Products data shows why branded and non-branded campaigns need different budgets, bids, and success metrics.

Key Takeaways

I do not usually publish real campaign data. Most agencies do not. It is easier to write "best practices" from general knowledge and avoid putting actual numbers on the line.

About the Author

This post is different. I pulled five months of daily Sponsored Products data from a managed account, split between branded and non-branded campaigns. No hypotheticals. No "typical ranges." Just the numbers, what they mean, and what I would change based on what they show.

The dataset

If you are running Amazon PPC and have never split your reporting this way, this post will probably change how you look at your account.

What the branded data tells us

Key Takeaways Branded campaigns ran at 21x-90x ROAS. Non-branded ran at 9x-77x. Averaging them into one number is meaningless. Branded CTR was 3-8x higher than non-branded. Expected, but the size of the gap matters for budget allocation. Cost per purchase was $3-$9 branded vs. $5-$18 non-branded. Branded is cheaper per sale, but many branded sales would happen organically without the ad. Non-branded CTR dropped sharply on high-impression days. That is a targeting signal, not a reason to cut growth spend. Most accounts I audit overspend on branded by 20-40% and underspend on proven non-branded expansion.

What the non-branded data tells us

About the Author Miia Prystupa Amazon PPC Consultant & Marketplace Advertising Director 7+ years hands-on experience managing Amazon PPC across EU and US marketplaces Direct experience with Sponsored Products, Sponsored Brands, Sponsored Display, Amazon Marketing Cloud, and DSP Lite Managed and audited multi-million-dollar annual Amazon ad spend portfolios Former in-house Amazon Ads manager, now advising brands and agencies on scalable PPC systems Last updated: May 2026

The budget allocation problem

Five months of daily Sponsored Products data shows why branded and non-branded campaigns need different budgets, bids, and success metrics.