What Amazon Sponsored Products Metrics Actually Look Like in 2026

Most "average Amazon ACoS" numbers you will find online are estimates, survey guesses, or vendor marketing — rarely first-party data from real, currently-running accounts. We can do better. WisePPC manages Sponsored Products campaigns for a portfolio of Amazon sellers and agencies, and the platform stores the full performance history. So instead of repeating a figure we read somewhere, here is what these metrics actually look like across the accounts we manage.

The short version: across the Sponsored Products accounts on WisePPC, a typical account runs a median ACoS around 28%, a ROAS near 3.5, a click-through rate of roughly 0.7%, and a conversion rate near 6%. In the US marketplace, the median cost-per-click is about $0.82. Your numbers will vary by category, price point, and how mature your campaigns are — but this is a real-world baseline to sanity-check yours against.

Amazon Sponsored Products benchmarks (2026)

These figures cover Sponsored Products across all marketplaces, measured over the 90 days ending June 29, 2026. Each number is the median across accounts; the "typical low" and "typical high" columns are the first and third quartiles (Q1–Q3) — the range where the middle half of accounts fall.

Based on anonymized, aggregated Sponsored Products performance across 69 Amazon advertising accounts actively managed on WisePPC from April 1 to June 29, 2026, using 7-day attribution. Each figure is the median (with Q1–Q3 interquartile range) of per-account values; the US CPC row is a smaller sample of 19 accounts. No individual account, campaign, or product is identifiable, and only segments of at least 15 accounts are shown. Because these accounts all use a PPC optimization tool, they are not a random sample of every Amazon advertiser.

How to read these numbers

• A median ACoS near 28% is a portfolio midpoint, not a target. The right ACoS for you depends on your margin and goal — a product launch can run far higher on purpose, a mature cash-cow far lower. For how to set yours, see our guide to what a good ACoS on Amazon actually is.
• A CTR around 0.7% is normal for Sponsored Products. Search-result ads convert on intent, not on flashy creative, so click-through rates look low next to display advertising — and that is fine.
• A CVR near 6% is healthy for Amazon, where shoppers arrive ready to buy. A conversion rate well below this usually points at a listing or price problem upstream of the ad, not the bid.
• The spread matters as much as the median. The gap between Q1 and Q3 — ACoS from 16% to 63%, ROAS from 1.6 to 6.2 — is the real story: "good" depends entirely on your margins and stage, which is why a single industry average is misleading.
• CPC is shown for the US marketplace only, because mixing currencies across marketplaces makes a pooled cost-per-click meaningless.

Why these beat the usual "average ACoS"

These come from real, currently-running Amazon accounts — not a survey or an estimate. That is also their limit: every account here actively manages its ads with an optimization tool, so the group skews toward engaged advertisers. Treat these as a grounded baseline from sellers who work their campaigns, not the average of every Amazon listing. We will refresh them as the dataset grows.

See your own numbers like this

WisePPC is an Amazon Ads Verified Partner toolkit built to give sellers and agencies deep visibility and hands-on control over PPC — 30+ metrics, multi-metric charts, performance history that outlasts Amazon's default reporting window, and bulk editing in one place. The benchmarks above are the kind of view you get on your own account, broken down by campaign, ad group, keyword, and placement. Explore the tools, compare plans and pricing, and start a free 30-day trial.