Our benchmarks report reviews common ad performance metrics for Amazon Ads across brands using Triple Whale to monitor and maximize their performance. This analysis includes data for the period of January 1-December 31, 2025.
READ MORE | A Guide to Ecommerce Metrics
Additionally, we’ll break down the vertical-specific trends with data from the following industries:
Amazon’s 2025 numbers reflect a platform with a structural advantage that few ad channels can claim: shoppers arrive with purchase intent already formed. You get to capture demand rather than build awareness on Amazon, and that dynamic is clearly visible in the data.
CPA fell -5.65% to $13.35, ROAS climbed +10.16% to 3.14, and CVR improved +9.97% to 11.02%, representing a convergence of declining acquisition costs and improving returns that is uncommon in the current advertising environment.
CPM, however, surged +47.46% to $7.82, which was the sharpest year-over-year increase of any metric in these benchmarks. More brands are competing for Amazon’s high-intent audiences, and the cost of reaching them is rising sharply. Click-through rate and conversion rate both improved as well, pointing to a better-aligned advertiser base. But as with most ad platforms, many trends are far more interesting when broken down by industry.
Amazon’s CPA profile is competitive across nearly every industry in the dataset. Seven of nine industries acquire customers for under $18, and the spread between most categories is relatively tight. Toys, Art, & Collectibles posted the lowest CPA at $10.58, followed by Food & Beverage ($11.38) and Pets & Animals ($12.60). These consumable and gift-oriented categories are a natural fit for Amazon’s marketplace dynamic, where repeat purchase behavior and product discovery through search drive efficient acquisition.
Electronics is the clear outlier at $25.08, nearly 2.4x the lowest CPA in the dataset. The category’s high AOV ($104.48) provides enough revenue per transaction to justify the elevated acquisition cost, but it signals that even on a high-intent platform, complex and expensive purchases require more advertising investment to close.
The platform-wide +47.46% CPM increase is significant, and the industry-level data shows that pressure landing unevenly across verticals. Apparel & Accessories stands out with the lowest CPM at $4.30, a meaningful cost-of-reach advantage that helps explain the category’s strong ROAS (3.35) despite not leading on CVR. Toys, Art, & Collectibles ($6.33) also offers affordable reach and pairs it with the lowest CPA in the dataset.
Pets & Animals ($11.66) and Health & Wellness ($11.13) carry the highest CPMs, driven by the dense advertiser competition in categories where Amazon’s search-based discovery is highly valuable. For brands in these verticals, the combination of elevated CPMs and lower AOVs creates a tighter margin environment that makes conversion efficiency, where both categories genuinely excel, even more critical to profitability.
Amazon’s CVR figures reflect the platform’s position as a purchase-intent destination rather than a discovery channel. Shoppers searching on Amazon have already made a category decision; the ad’s job is simply to win the transaction. That dynamic drives double-digit conversion rates across several industries — a profile that is specific to Amazon’s marketplace format.
Food & Beverage leads at 15.57%, followed by Pets & Animals (15.26%) and Health & Beauty (14.56%) — all consumable or replenishment categories where Amazon’s Subscribe & Save dynamic and repeat purchase behavior support strong conversion rates. Electronics sits at the bottom at 4.60%, reflecting a longer consideration cycle even among high-intent Amazon shoppers. Across all industries, categories with frequent repurchase cycles tend to convert at the highest rates, while considered or high-ticket purchases trail behind the pack.
Amazon’s CTR figures reflect the nature of its ad format. Sponsored ads appear within search results and product pages, where shoppers are actively comparing multiple options — meaning clicks carry strong purchase intent even at lower rates. On Amazon, a click is a more qualified signal than on most other formats.
Toys, Art, & Collectibles led with the highest CTR at 0.70%, followed by Sports & Outdoors (0.67%) and Electronics (0.62%). Apparel & Accessories posted the lowest CTR at 0.47%, which is notable given its leading CPM efficiency. This category earns cheap reach but converts a smaller share of impressions into clicks, leaning more on strong CVR and ROAS to deliver overall results.
ROAS is strong across the board, with every industry in the dataset delivering at least 2.46, and top tier clusters between 3.61 and 3.98. Electronics leads at 3.98, driven largely by its high AOV ($104.48) rather than conversion volume. Sports & Outdoors (3.70), Toys, Art, & Collectibles (3.66), and Home & Garden (3.62) round out the top tier, all benefiting from strong product-market fit within Amazon’s search-driven marketplace.
Health & Wellness sits at the bottom at 2.46, where high CPMs ($11.13) and a modest AOV ($37.73) compress returns despite a competitive CVR (12.34%). Even so, the range of ROAS outcomes within this dataset is relatively tight, suggesting Amazon’s purchase-intent environment creates a consistent efficiency floor that benefits most categories advertising here.
AOV on Amazon skews toward everyday and consumable categories, reflecting the platform’s strength in replenishment and high-frequency purchasing. Electronics is the lone outlier at $104.48, more than 2.5x the next highest category. Electronics benefits from AOV that compensates for the platform’s highest CPA ($25.08) and lowest CVR (4.60%).
The cluster of categories between $33-$38 (Food & Beverage, Pets & Animals, Beauty, Health & Wellness, Toys, Art, & Collectibles) reflects Amazon’s core purchasing dynamic: high-frequency, lower-ticket purchases where strong CVR makes acquisition economics viable even at modest transaction values. For brands in these categories, repeat purchase rates and lifetime value are the primary drivers of long term profitability.
MER measures the ratio of total revenue to total ad spend. A higher MER indicates stronger blended efficiency — more revenue generated relative to what is being spent on advertising.
Health & Wellness leads MER at 0.40, followed by Beauty and Pets & Animals (both at 0.36). These are all high-frequency replenishment categories where Amazon’s ecosystem of search discovery, Subscribe & Save, and repeat purchase loops generate revenue well beyond the attributed ad interaction.
Electronics sits at the bottom with 0.23 MER despite leading on ROAS (3.98). The apparent contradiction reflects the category’s high AOV inflating platform-reported returns while the broader revenue-to-spend relationship remains less efficient.
Amazon’s 2025 data reflects a platform where purchase intent drives strong efficiency outcomes across most industries, with declining CPA, improving CVR and ROAS, and a relatively tight performance range between categories. The platform’s search-based format creates a consistent floor of efficiency that benefits brands selling products with clear, searchable demand.
The CPM increase of +47.46% year-over-year is the most important number to carry into planning in 2026. Amazon’s auction is maturing, and the cost of reaching its audiences is rising at a rate that outpaces every other metric in this dataset. Brands should model acquisition economics at current CPM levels and keep a close eye on whether that trend continues — particularly in lower-AOV categories where the margin for error is thinnest.
Get more free ecommerce benchmarks just like this! Check out Trends by Triple Whale.
Our benchmarks report reviews common ad performance metrics for Amazon Ads across brands using Triple Whale to monitor and maximize their performance. This analysis includes data for the period of January 1-December 31, 2025.
READ MORE | A Guide to Ecommerce Metrics
Additionally, we’ll break down the vertical-specific trends with data from the following industries:
Amazon’s 2025 numbers reflect a platform with a structural advantage that few ad channels can claim: shoppers arrive with purchase intent already formed. You get to capture demand rather than build awareness on Amazon, and that dynamic is clearly visible in the data.
CPA fell -5.65% to $13.35, ROAS climbed +10.16% to 3.14, and CVR improved +9.97% to 11.02%, representing a convergence of declining acquisition costs and improving returns that is uncommon in the current advertising environment.
CPM, however, surged +47.46% to $7.82, which was the sharpest year-over-year increase of any metric in these benchmarks. More brands are competing for Amazon’s high-intent audiences, and the cost of reaching them is rising sharply. Click-through rate and conversion rate both improved as well, pointing to a better-aligned advertiser base. But as with most ad platforms, many trends are far more interesting when broken down by industry.
Amazon’s CPA profile is competitive across nearly every industry in the dataset. Seven of nine industries acquire customers for under $18, and the spread between most categories is relatively tight. Toys, Art, & Collectibles posted the lowest CPA at $10.58, followed by Food & Beverage ($11.38) and Pets & Animals ($12.60). These consumable and gift-oriented categories are a natural fit for Amazon’s marketplace dynamic, where repeat purchase behavior and product discovery through search drive efficient acquisition.
Electronics is the clear outlier at $25.08, nearly 2.4x the lowest CPA in the dataset. The category’s high AOV ($104.48) provides enough revenue per transaction to justify the elevated acquisition cost, but it signals that even on a high-intent platform, complex and expensive purchases require more advertising investment to close.
The platform-wide +47.46% CPM increase is significant, and the industry-level data shows that pressure landing unevenly across verticals. Apparel & Accessories stands out with the lowest CPM at $4.30, a meaningful cost-of-reach advantage that helps explain the category’s strong ROAS (3.35) despite not leading on CVR. Toys, Art, & Collectibles ($6.33) also offers affordable reach and pairs it with the lowest CPA in the dataset.
Pets & Animals ($11.66) and Health & Wellness ($11.13) carry the highest CPMs, driven by the dense advertiser competition in categories where Amazon’s search-based discovery is highly valuable. For brands in these verticals, the combination of elevated CPMs and lower AOVs creates a tighter margin environment that makes conversion efficiency, where both categories genuinely excel, even more critical to profitability.
Amazon’s CVR figures reflect the platform’s position as a purchase-intent destination rather than a discovery channel. Shoppers searching on Amazon have already made a category decision; the ad’s job is simply to win the transaction. That dynamic drives double-digit conversion rates across several industries — a profile that is specific to Amazon’s marketplace format.
Food & Beverage leads at 15.57%, followed by Pets & Animals (15.26%) and Health & Beauty (14.56%) — all consumable or replenishment categories where Amazon’s Subscribe & Save dynamic and repeat purchase behavior support strong conversion rates. Electronics sits at the bottom at 4.60%, reflecting a longer consideration cycle even among high-intent Amazon shoppers. Across all industries, categories with frequent repurchase cycles tend to convert at the highest rates, while considered or high-ticket purchases trail behind the pack.
Amazon’s CTR figures reflect the nature of its ad format. Sponsored ads appear within search results and product pages, where shoppers are actively comparing multiple options — meaning clicks carry strong purchase intent even at lower rates. On Amazon, a click is a more qualified signal than on most other formats.
Toys, Art, & Collectibles led with the highest CTR at 0.70%, followed by Sports & Outdoors (0.67%) and Electronics (0.62%). Apparel & Accessories posted the lowest CTR at 0.47%, which is notable given its leading CPM efficiency. This category earns cheap reach but converts a smaller share of impressions into clicks, leaning more on strong CVR and ROAS to deliver overall results.
ROAS is strong across the board, with every industry in the dataset delivering at least 2.46, and top tier clusters between 3.61 and 3.98. Electronics leads at 3.98, driven largely by its high AOV ($104.48) rather than conversion volume. Sports & Outdoors (3.70), Toys, Art, & Collectibles (3.66), and Home & Garden (3.62) round out the top tier, all benefiting from strong product-market fit within Amazon’s search-driven marketplace.
Health & Wellness sits at the bottom at 2.46, where high CPMs ($11.13) and a modest AOV ($37.73) compress returns despite a competitive CVR (12.34%). Even so, the range of ROAS outcomes within this dataset is relatively tight, suggesting Amazon’s purchase-intent environment creates a consistent efficiency floor that benefits most categories advertising here.
AOV on Amazon skews toward everyday and consumable categories, reflecting the platform’s strength in replenishment and high-frequency purchasing. Electronics is the lone outlier at $104.48, more than 2.5x the next highest category. Electronics benefits from AOV that compensates for the platform’s highest CPA ($25.08) and lowest CVR (4.60%).
The cluster of categories between $33-$38 (Food & Beverage, Pets & Animals, Beauty, Health & Wellness, Toys, Art, & Collectibles) reflects Amazon’s core purchasing dynamic: high-frequency, lower-ticket purchases where strong CVR makes acquisition economics viable even at modest transaction values. For brands in these categories, repeat purchase rates and lifetime value are the primary drivers of long term profitability.
MER measures the ratio of total revenue to total ad spend. A higher MER indicates stronger blended efficiency — more revenue generated relative to what is being spent on advertising.
Health & Wellness leads MER at 0.40, followed by Beauty and Pets & Animals (both at 0.36). These are all high-frequency replenishment categories where Amazon’s ecosystem of search discovery, Subscribe & Save, and repeat purchase loops generate revenue well beyond the attributed ad interaction.
Electronics sits at the bottom with 0.23 MER despite leading on ROAS (3.98). The apparent contradiction reflects the category’s high AOV inflating platform-reported returns while the broader revenue-to-spend relationship remains less efficient.
Amazon’s 2025 data reflects a platform where purchase intent drives strong efficiency outcomes across most industries, with declining CPA, improving CVR and ROAS, and a relatively tight performance range between categories. The platform’s search-based format creates a consistent floor of efficiency that benefits brands selling products with clear, searchable demand.
The CPM increase of +47.46% year-over-year is the most important number to carry into planning in 2026. Amazon’s auction is maturing, and the cost of reaching its audiences is rising at a rate that outpaces every other metric in this dataset. Brands should model acquisition economics at current CPM levels and keep a close eye on whether that trend continues — particularly in lower-AOV categories where the margin for error is thinnest.
Get more free ecommerce benchmarks just like this! Check out Trends by Triple Whale.
CPA is down, ROAS is up, and CPM surged nearly 50%. See how acquisition costs, conversion rates, and returns shifted across 9 industries on Amazon this year.
Body Copy: The following benchmarks compare advertising metrics from April 1-17 to the previous period. Considering President Trump first unveiled his tariffs on April 2, the timing corresponds with potential changes in advertising behavior among ecommerce brands (though it isn’t necessarily correlated).
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