Amazon Sponsored Products, Brands, Display and DSP Statistics for 2026
Sponsored Products takes 60% to 70% of a typical Amazon ad budget, with a median cost per click of $0.82 in US accounts and a typical average of $0.81 to $1.20. This page compares the four main ad formats on cost per click, click through rate, conversion rate, budgets and total cost, and shows how each is trending, with agency and tool sourced figures labeled as such.
Key Takeaways
- Typical average cost per click is $0.81 to $1.20 for Sponsored Products, $1.50 to $2.50 for Sponsored Brands and $0.50 to $0.80 for Sponsored Display, per Darkroom client data.
- Category sets the price more than format: supplements run $1.50 to $5.00 plus per click while books run $0.15 to $0.60 (SalesDuo).
- Sponsored Brands cost per click rose by double digits for five straight quarters through Q2 2026, while Sponsored Products cost per click barely moved (Karooya).
- Sponsored Display spend fell 41%, 47% and 34% in the quarters Tinuiti reported from Q3 2025 to Q1 2026.
- Ad spend is only 60% to 75% of the total cost of running Amazon advertising once management, content and tools are counted (Darkroom).
The Four Formats Compared
Pricing, ROAS and share of spend by ad format, Darkroom client accounts
| Format | Pricing | Range | Typical average | ROAS | Share of spend |
|---|---|---|---|---|---|
| Sponsored Products | per click | $0.50 to $3.00 | $0.81 to $1.20 | 3x to 8x | 60% to 70% |
| Sponsored Brands | per click | $1.00 to $5.00 | $1.50 to $2.50 | 2x to 5x | 15% to 25% |
| Sponsored Display | per click | $0.30 to $2.00 | $0.50 to $0.80 | 2x to 6x | 10% to 15% |
| Amazon DSP | per thousand impressions | $3 to $15 | not given | 1.5x to 4x last touch | 0% to 20% |
Planning ranges by format, SalesDuo
| Format | Pricing | Range |
|---|---|---|
| Sponsored Products | per click | $0.80 to $1.30 average |
| Sponsored Brands | per click | $1.10 to $2.50 |
| Sponsored Display | per click | $0.70 to $2.50 |
| Sponsored Display | per thousand impressions | $4 to $12 |
Average CPC and ACOS by format, per Marknology via Karooya
| Format | Average CPC | Average ACOS |
|---|---|---|
| Sponsored Products | $1.20 to $1.80 | 20% to 35% |
| Sponsored Brands | $1.50 to $2.50 | 25% to 40% |
| Sponsored Display | $0.50 to $1.20 | 30% to 50% |
The three sources broadly agree on ordering: Sponsored Display is cheapest per click, Sponsored Products is the middle, and Sponsored Brands is dearest. They disagree on exact ranges, so use them to sanity check your own account rather than as targets. For plain language definitions of each format, see our guides to Amazon PPC ad types and Sponsored Display and DSP.
What Are the Sponsored Products Benchmarks for 2026?
Short answer: Across 69 managed accounts in Q2 2026, median Sponsored Products results were a 0.69% click through rate, 5.85% conversion rate, $0.82 US cost per click, 3.55 ROAS and 28.2% ACOS.
Sponsored Products, 69 accounts, Q2 2026
| Metric | Typical low (Q1) | Median | Typical high (Q3) |
|---|---|---|---|
| Click through rate | 0.40% | 0.69% | 0.83% |
| Conversion rate | 2.30% | 5.85% | 10.04% |
| Cost per click, US only (19 accounts) | $0.51 | $0.82 | $1.22 |
| ROAS | 1.59 | 3.55 | 6.23 |
| ACOS | 16.0% | 28.2% | 63.1% |
The Trellis page warns that vendor figures use different panels, windows and definitions, so compare within one source.
How Much Does an Amazon Ad Click Cost by Category?
Short answer: Sponsored Products clicks run from about $0.15 to $0.60 for books up to $1.50 to $5.00 plus for supplements (SalesDuo), and the average Amazon CPC in 2025 was $1.12 (EightX).
Sponsored Products cost per click by category, midpoint of range (US dollars)
Format CPC by category, Darkroom client accounts
| Category | Sponsored Products CPC | Sponsored Brands CPC | ACOS | ROAS |
|---|---|---|---|---|
| Beauty and Personal Care | $0.85 to $1.80 | $1.50 to $3.50 | 20% to 35% | 3x to 5x |
| Supplements and Wellness | $1.20 to $3.00 | $2.00 to $5.00 | 25% to 45% | 2x to 4x |
| Home and Kitchen | $0.60 to $1.40 | $1.00 to $2.50 | 15% to 28% | 4x to 7x |
| Electronics and Accessories | $0.70 to $2.20 | $1.50 to $4.00 | 18% to 32% | 3x to 6x |
| CPG and Grocery | $0.45 to $1.10 | $0.80 to $2.00 | 12% to 22% | 5x to 9x |
How Each Format Is Trending
Year over year change by quarter, Tinuiti
| Format and metric | Q3 2025 | Q1 2026 | Q2 2026 |
|---|---|---|---|
| Sponsored Products spend | up 15% | up 21% | up 38% |
| Sponsored Products clicks | up 31% | up 19% | up 37% |
| Sponsored Products cost per click | down 12% | up 2% | up 1% |
| Sponsored Brands spend | not reported | up 3% | up 20% |
| Sponsored Brands clicks | not reported | down 10% | up 4% |
| Sponsored Display spend | down 41% | down 34% | not reported |
| Amazon DSP spend | up 21% | up 41% | up 67% |
Trend data is year over year, so it shows direction, not level. Two readings stand out: advertisers are shifting spend toward DSP and Prime Video, and Sponsored Brands pricing keeps climbing. For the revenue backdrop, see our Amazon advertising statistics.
What Are Amazon DSP Minimums and Fees?
Short answer: Amazon's managed DSP service typically needs about $50,000 in US ad spend, while agency managed DSP starts around $10,000 to $15,000 a month plus a fee of $3,000 to $8,000 or 10% to 15% of spend.
Amazon DSP entry costs, Darkroom
| Item | Figure |
|---|---|
| Amazon managed service | $35,000 to $50,000 a month in ad spend |
| Agency managed DSP | $10,000 to $15,000 a month in ad spend |
| DSP management fee | $3,000 to $8,000 a month, or 10% to 15% of DSP spend |
| DSP creative development | $5,000 to $15,000 initial |
| Signal threshold | $25,000 plus total monthly budget, with $8,000 to $12,000 for DSP |
Budgets and Total Cost
Budget ranges by brand stage, Darkroom
| Stage | Annual Amazon revenue | Monthly budget | Target ACOS |
|---|---|---|---|
| Early | $0 to $500K | $2,000 to $8,000 | 30% to 50% |
| Growth | $500K to $3M | $8,000 to $30,000 | 20% to 35% |
| Scale | $3M to $10M | $30,000 to $80,000 | 15% to 28% |
| Enterprise | $10M plus | $80,000 to $250,000 plus | not stated |
Starting budgets by stage, SalesDuo
| Stage | Daily | Monthly |
|---|---|---|
| First test | $10 to $20 | $300 to $600 |
| New product launch | $20 to $50 | $600 to $1,500 |
| Growing seller | $50 to $300 | $1,500 to $9,000 |
| Established brand | $300 plus | $9,000 to $60,000 plus |
Total cost layers, Darkroom
| Layer | Share of total cost |
|---|---|
| Ad spend | 60% to 75% |
| Management | 15% to 25% |
| Content production | 10% to 20% |
| Tools and software | 3% to 5% |
Use these ranges to plan, then set targets from your own margins. Our guides to Amazon advertising cost and ACOS versus TACOS explain how, and our ACOS and ROAS statistics give the benchmark side.
Sources and Further Reading
Every statistic on this page links to its original source. Figures were checked on October 24, 2026. Where sources disagree, we show both and say so.
- WisePPC, Amazon Sponsored Products benchmarks 2026
- Darkroom, Amazon advertising cost 2026
- SalesDuo, cost of Amazon advertising
- Trellis, Amazon advertising benchmarks
- Karooya, understanding Amazon ACOS targets 2026
- Karooya, Tinuiti Q2 2026 key highlights
- Karooya, Tinuiti Q1 2026 key highlights
- Tinuiti, digital ads benchmark report Q3 2025
- Amazon Ads, frequently asked questions
- AdBadger, 2025 Amazon benchmarking insights
- EightX, average TACOS benchmarks
Keep Reading
- Amazon advertising statistics 2026
- Amazon ACOS and ROAS statistics
- Amazon PPC explained: Sponsored Products, Brands and Display
- Amazon PPC management services
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