Cross-category averages · Amazon Ads · 2026
0.40%
Avg CTR, sponsored Products
Click-through rate for Sponsored Products ads in search results.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Health & Beauty | 0.42% | 0.26% | 0.71% | 1.0%+ |
| Sporting Goods | 0.46% | 0.28% | 0.78% | 1.1%+ |
| Home & Kitchen | 0.38% | 0.22% | 0.64% | 0.9%+ |
| Electronics | 0.31% | 0.18% | 0.54% | 0.8%+ |
| Clothing & Apparel | 0.40% | 0.24% | 0.68% | 0.95%+ |
| Toys & Games | 0.52% | 0.30% | 0.88% | 1.2%+ |
| Pet Supplies | 0.48% | 0.28% | 0.82% | 1.1%+ |
| Grocery & Gourmet | 0.34% | 0.20% | 0.58% | 0.85%+ |
Advertising Cost of Sales = ad spend / attributed revenue. Lower is better. Break-even ACoS = gross margin %.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Electronics | 9.8% | 6.2% | 15.4% | <5% |
| Home & Kitchen | 18.2% | 12.4% | 26.8% | <10% |
| Health & Beauty | 21.4% | 14.2% | 31.2% | <12% |
| Clothing & Apparel | 24.8% | 16.4% | 36.4% | <14% |
| Sporting Goods | 17.6% | 11.8% | 25.8% | <10% |
| Pet Supplies | 19.8% | 13.2% | 28.4% | <11% |
Target ACoS depends on your profit margin. If your gross margin is 40%, your break-even ACoS is 40%. A "good" ACoS is typically 15–25% for most categories, but the correct target is whatever keeps you profitable given your margin and LTV. Electronics often see ACoS of 9–10% due to high price points; beauty and apparel see 20–25% as acceptable.
Import a campaign export and see each metric placed against the benchmark for your industry and channel.
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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
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