Olifant Research
Amazon data from the accounts we manage
Benchmarks and studies built from real Amazon ad accounts, not surveys or software averages. Anonymized and aggregated, so no client can be identified.
Flagship study
Amazon advertising benchmarks 2026
CTR, conversion rate, CPC and ACoS: what real accounts look like
Category benchmarks plus our own September 2026 Sponsored Products data: ACoS by region, match type and placement, and the order we fix weak metrics in.
Amazon PPC studies
What the ad data says
Each study answers one question every brand owner asks, with the numbers from our managed accounts.
How many keywords should an Amazon ad group have?
The median keyword ad group ran 2 active keywords, and 90% had 15 or fewer.
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Which Amazon searches actually sell
86% of converting searches in the median account were not set up as exact match keywords, and they brought 65% of keyword sales.
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Where Amazon ad budgets leak
The median account spent 4.8% of its budget on search terms with 10 or more clicks and no sale.
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Top of search vs product pages
Top of search converted at 13.1% with a 26% ACoS, product pages at 5.5% with a 39% ACoS.
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How campaign structure changes ACoS
In the median account, the best quarter of campaigns ran at 24% ACoS or lower and the worst quarter at 65% or higher.
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How many clicks a search term needs before it sells
37% of terms with 10 to 19 clicks had no sale yet, against only 9% of terms with 30 to 49 clicks.
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When to negate a search term
The median account needed about 13 clicks per sale, so a term at roughly twice that with no order is a candidate.
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Do long-tail searches convert better?
2-word and 5+ word search terms converted at about the same rate, around 8%.
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Amazon conversion rate by category
The median account converted 8.05% of ad clicks, with supplements and grocery near 12% and home and furniture near 2%.
Read the studyPromotions and Q4
Deals, coupons and peak season
How we split Q4 budget between Prime Big Deal Days and Black Friday
We fund October at 20 to 25% of Q4 budget and only move to 30% when an account passes four checks.
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Is 20% off worth it for Amazon Black Friday deals?
Run the per-product margin math first: holiday peak fees add roughly $0.32 per unit on average from October 15.
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How Amazon coupons work: fees, rules and budget math
The $5 + 2.5% fee, eligibility rules and the budget math we use before turning coupons on.
Read the studyReal accounts, real numbers
Case studies and market data
From $0 to $1M on Amazon: launching a DTC beauty brand
The catalog setup, launch sequence and PPC strategy behind the first $1M.
Read the studyThe ad strategy behind a $4M-a-year pet brand
Real TACoS, ACoS and search term numbers from a pet account doing $4M+ a year on Amazon.
Read the studyAmazon seller statistics 2026
60+ data points on marketplace size, active sellers, FBA fees, ad costs and real profit margins.
Read the studyAmazon FBA fees 2026: what changed
Per-unit increases run from about $0.05 to $0.51 depending on size, tier and price.
Read the studyMethodology
How we build our research
Real accounts
Sponsored Products and Seller Central data from Amazon accounts we manage in the US, UK, EU, Canada, Mexico and Australia.
Anonymized
We report medians and ranges across accounts. No client names, and nothing that identifies a brand.
Dated
Every study shows the period the data covers, so you always know how fresh the numbers are.
Free to cite
Quote any number in your own article or deck. All we ask is a link back to the study.
Writing about Amazon? Use our numbers with a link to the study page. For a specific data cut, email alex@olifantdigital.com.
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