Amazon Ads Library

Analyze competitor Amazon ads targeting European audiences. Filter by country, language, and industry to uncover the strategies driving results in your market.

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2.7 billion

Monthly Visitors (US)

$0.81 - $1.20

Average CPC

4.5x - 7x

Average ROAS

37.6%

Share of US E-commerce

What is the Amazon Ads Library?

Amazon Ads is the third-largest digital ad platform and the most powerful for e-commerce, reaching shoppers at the exact moment of purchase intent. Unlike social or search ads, Amazon users are already in buying mode — 66% of product searches start on Amazon. The platform offers the highest average ROAS in digital advertising because every impression is served to a shopper, not a browser.

How to Use the Amazon Ads Library

Optimize Product Listings

Before advertising, ensure listings have strong titles, bullet points, A+ Content, and competitive pricing — ads amplify listing quality.

Launch Sponsored Products

Start with automatic targeting to discover converting search terms, then build manual campaigns with those keywords.

Scale with Brands & Display

Add Sponsored Brands for top-of-funnel visibility and Sponsored Display for retargeting and competitor conquesting.

Measure True Profitability

Track ACOS (Advertising Cost of Sales) and TACOS (Total ACOS including organic) to understand ad impact on total revenue.

Amazon Ad Formats

Amazon DSP

Programmatic display and video ads served across Amazon properties and thousands of third-party sites.

Stores

Free multi-page branded shopping destination on Amazon that serves as a landing page for Sponsored Brands.

What You Can Do

1Sponsored product listings to win the Buy Box and top search positions
2Brand awareness on Amazon through headline and video display ads
3Conquesting competitor product detail pages with targeted ads
4Off-Amazon retargeting using Amazon's purchase intent data via DSP
5New product launches with aggressive Sponsored Products campaigns

Amazon Advertising Best Practices

Start with automatic Sponsored Products campaigns to mine converting search terms before building manual campaigns.
Target competitor ASINs with Sponsored Display to show your product on their detail pages.
Keep ACOS below your profit margin; a 30% ACOS is only good if your margin exceeds 30%.
Use negative keywords aggressively to prevent wasted spend on irrelevant queries.
Optimize product listings before increasing ad spend — poor listings waste advertising budget.
Run Sponsored Brands Video for 3x higher CTR than standard Sponsored Brands in search results.

How Much Do Amazon Ads Cost?

Ad Type	Typical Cost Range
Sponsored Products	$0.81 - $1.20
Sponsored Brands	$0.80 - $1.50
Sponsored Display	$0.30 - $0.80
DSP (CPM)	$3.00 - $8.00

Costs vary by industry, targeting, and seasonality. These are approximate ranges based on industry benchmarks.

Top Industries on Amazon

Consumer ElectronicsHealth & Household ProductsBeauty & Personal CareGrocery & Gourmet FoodToys & GamesHome & Kitchen

Amazon Targeting Options

Keyword Targeting (broad, phrase, exact match for search ads)

Product Targeting (specific ASINs, categories, brands)

Audience Targeting via DSP (in-market, lifestyle, remarketing)

Automatic Targeting (Amazon's algorithm matches to relevant searches)

Category Targeting (show ads on any product in a specific category)

Negative Targeting (exclude keywords, products, or brands)

Pro Tip

Track TACOS (Total ACOS) not just ACOS — when you pause ads and organic sales drop, it reveals how much your ads are driving overall discoverability, not just direct attributed revenue.

How Amazon Compares

Amazon Ads delivers the highest ROAS of any ad platform because 100% of impressions reach active shoppers with purchase intent. Compared to Google Shopping, Amazon offers higher conversion rates but less traffic volume outside the Amazon ecosystem.

🍎Apple Search Ads 📘Facebook 🔍Google 📸Instagram 💼LinkedIn 🪟Microsoft Ads

Frequently Asked Questions

What is ACOS and what's a good target?

ACOS (Advertising Cost of Sales) is your ad spend divided by ad-attributed revenue. A good ACOS depends on your profit margin. If your margin is 40%, any ACOS below 40% is profitable. For new product launches, higher ACOS (50-100%) is acceptable to build organic rank.

Do I need Brand Registry for Amazon Ads?

Sponsored Products are available to all sellers. Sponsored Brands, Sponsored Brands Video, Sponsored Display, A+ Content, and Stores require Brand Registry. Register your trademark with Amazon to unlock the full advertising suite.

How does Amazon advertising affect organic ranking?

Ad-driven sales contribute to your product's sales velocity, which is the primary organic ranking factor. Increasing advertising often improves organic rank, making TACOS (Total ACOS) a better metric than ACOS alone for measuring ad effectiveness.

What's the difference between Sponsored Display and DSP?

Sponsored Display is self-serve with lower minimums and uses Amazon's auto-targeting. DSP offers programmatic control, off-Amazon reach, custom audiences, and video ads but requires $35,000+ spend or an agency. DSP is better for large-scale brand campaigns.

How do I compete with bigger brands on Amazon?

Target long-tail keywords with less competition, conquest competitor detail pages with Sponsored Display, invest in A+ Content and reviews, and use Sponsored Brands Video for higher CTR at competitive CPCs. Niche targeting beats broad spend.