Amazon Ads Benchmarks Expand Across Global Marketplaces

Amazon advertisers have a new reporting development to watch: benchmarks reporting is moving from a limited US-focused rollout toward broader marketplace availability.

PPC Land reported on May 16, 2026, that Amazon Ads benchmarks reporting reached general availability across 18 markets, with a May 18, 2026 release date cited in Amazon's Advanced Tools Center release notes. The markets listed in that report include the United States, Canada, Mexico, Brazil, Australia, Japan, India, Germany, France, Italy, Spain, the United Kingdom, Netherlands, Turkey, Sweden, Saudi Arabia, the UAE, and Egypt.

Amazon's own Ads announcement for benchmarks explains the core feature: advertisers can compare performance against category-specific peer standards across campaign goals, ad formats, and time intervals. Amazon says benchmarks are available through Campaign Manager, Report Center, and the Amazon Ads API, with separate API report types for Sponsored Ads and DSP benchmarks.

For sellers, the practical value is not just another dashboard. Benchmarks can help answer a question that standard campaign reporting cannot: is a weak ACoS, low click-through rate, or soft conversion rate an account problem, a category-wide pattern, or a budget allocation issue?

That matters because many Amazon sellers still judge campaigns only against their own historical data. Historical data is useful, but it can hide category shifts. If CPCs rise across a category, a seller may need a different bid strategy than if the same increase is isolated to one campaign. If conversion trails category peers, the issue may sit in listing quality, offer competitiveness, image stack, or review position rather than targeting alone.

This is where sellers should connect benchmark reporting to the rest of the account. Use benchmark gaps to prioritize which campaigns deserve deeper Amazon PPC ACoS optimization. If click volume is healthy but conversion lags, review the product detail page against a listing optimization checklist. If organic rank and paid spend are pulling in different directions, revisit the broader Amazon SEO strategy behind the catalog.

The update is most immediately useful for brands, agencies, and tool providers already using Amazon Ads reporting workflows. Smaller sellers who rely only on the Ads Console should still watch for the same idea inside Campaign Manager and Report Center: category context can prevent overreacting to one metric in isolation.

SellerMage's recommendation is simple: do not rebuild campaigns just because a new report appears. Instead, add benchmark checks to your weekly account review, compare them against your own margin targets, and turn only the biggest peer gaps into action items. Benchmark data is a diagnostic input, not a substitute for account-level judgment.

Sources:

• Amazon Ads, "Make data-driven decisions with new benchmarks from Amazon Ads": https://advertising.amazon.com/resources/whats-new/data-driven-decisions-with-new-benchmarks-from-amazon-ads
• Amazon Ads, "Amazon Ads API": https://advertising.amazon.com/en-us/about-api
• PPC Land, "Amazon Ads May 2026: benchmarks go global, MMM exits beta, GIA reaches GA": https://ppc.land/amazon-ads-may-2026-benchmarks-go-global-mmm-exits-beta-gia-reaches-ga/