Amazon Ads introduces benchmarks for data-driven advertising decisions
Amazon introduces benchmark reports enabling advertisers to compare brand performance across ad formats and campaign goals using sophisticated peer matching methodology.
Amazon Ads announced on November 18, 2025, the launch of self-service benchmarks that allow advertisers to evaluate their brand's category performance across different advertising formats and campaign objectives.
The new benchmarking system provides advertisers with competitive insights through sophisticated peer brand matching and transparent methodology. Advertisers can access these benchmarks to understand how their performance compares within their category and make informed decisions about advertising investments and campaign optimization strategies.
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The benchmarks will be accessible through two new report types in the existing Offline Reporting API. The DSP benchmarks report (dspBenchmarks) focuses on demand-side platform metrics, while the cross-program benchmarks report (crossProgramBenchmarks) covers sponsored advertising programs. Both reports integrate into the current Public Reporting API framework, allowing users to generate benchmark data by passing specific parameters through the familiar reporting interface they already use.
This capability matters for the marketing community because it democratizes access to competitive performance data that was previously difficult to obtain. Advertisers can now evaluate whether their campaigns are underperforming or overperforming relative to category peers without conducting extensive manual research. The transparent methodology behind the peer matching helps ensure advertisers compare themselves against truly relevant competitors rather than making assumptions about competitive positioning.
The self-service nature of these benchmarks represents a shift toward more autonomous campaign management. Rather than waiting for account representatives to provide competitive context, advertisers can pull benchmark data on demand and adjust strategies in real time based on category performance standards.
The integration with existing reporting APIs means advertisers and their technology partners can incorporate benchmark comparisons into automated optimization workflows. Campaign management platforms can potentially flag when performance falls below category medians or suggest budget reallocation when campaigns exceed category benchmarks.
For agencies managing multiple brands across categories, the benchmarking reports provide standardized performance context that can inform cross-client strategy discussions. The ability to show clients how their advertising performance compares to category standards adds objective data to what are often subjective conversations about campaign success.
Timeline
- November 2025 - Amazon Ads introduces self-service benchmarks with new report types for DSP and Sponsored Ads programs in the Offline Reporting API
Summary
Who: Amazon Ads introduces benchmarks for advertisers using its advertising platform
What: Self-service benchmarking reports that enable category performance comparison across ad formats and campaign goals, available through two new report types (dspBenchmarks and crossProgramBenchmarks) in the Offline Reporting API
When: Announced in November 2025
Where: Available through the Amazon Ads API platform in the existing Public Reporting API framework
Why: To enable advertisers to make data-driven decisions by understanding their performance relative to category peers through sophisticated brand matching and transparent methodology, allowing for optimized campaign strategies and strategic investment planning