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By Dustin Wassner Ā· December 8, 2025 Ā· Curated by George's Blog
Amazon just rolled out a really cool report that I have been experimenting with, and if your not evaluating it yet, I would recommend checking it out. š
Itās called the āBenchmarksā report, and is available for both Sponsored Ads & DSP.
In this report, we are given actual competitor names and benchmarks of how they are performing in a given Category Node for a specific Ad Type for metrics such as:
- percentOfPurchasesNewToBrand
- newToBrandPurchaseRate
- costPerNewToBrandPurchase
- ctr
- cpc
- cpm
- completionRateVideoAd
- costPerCompletedViewVideoAd
Each metric is provided as itself (for our brand), along with benchmarking it against the 25th, 50th, and 75th percentile of peers.
I really was shocked when I saw thisā¦
Category analysis can feel limited with our two biggest resources ā Brand Metrics and Search Query Performanceā¦ Often advertisers want more, and unless you plan on scraping the SERP and getting somewhat artistic, the options are limitedā¦
But this report helps us in this area - we have 1st party data with meaningful metrics, which I will personally ALWAYS take over anything else.
Whatās nice about this is that the API requests can be made through the same workflow as all other reports ā just define the metrics you want in the body and your all setā¦
As I further integrate this into our reporting, I will keep you all updated on how we are putting this to use. š
Here is a link to Benchmarks in the docs: https://lnkd.in/gbgrDUvk
I discuss Brand Metrics more here: https://lnkd.in/g_6CCdue
#retailmedia #adtech Amazon Ads Partners