The Product Analysis Section
In the Product Analysis section, you can easily identify specific products whose ads are in need of optimization and then take steps to improve the KPIs for those products.
Next to each KPI there is a circle that is either green, yellow, or red.
These colors indicate where you stand in the performance distribution relative to your peers:
green: you are in the top 40% = you’re doing well
yellow: you are in the middle 20% = there’s room for improvement
red: you are in the bottom 40% = you’re doing poorly.
When you hover over any of the KPI scores, a bar chart displaying the performance distribution with the same color coding will display.
This allows you to see in more detail how much room for improvement there is and what are reasonable target values for your optimization efforts.
The number beneath the yellow section of the bar chart is the median. In the example above, the subcategory median conversion rate (CVR) is 5.58%. That means 50% of the advertisers in this subcategory have a higher conversion rate and 50% have a lower conversion rate. Ideally, you should at least achieve this target value by optimizing your product and ads.
The figure on the left end of the distribution (in this example 2.8%) means 20% of the advertisers in this subcategory have a lower value than 2.8%.
Similarly, the figure on the right (in this example 11.6%) means 20% have a higher value than 11.6%.
The conversion rate (CVR) for this product’s ads is 3.61%, meaning that it is in the lowest 40% of sellers in this subcategory—there is a lot of room for improvement.
Summary: How to improve your KPIs
To start optimizing, follow the steps outlined below:
Use the “FILTERS” button above the far-right column to filter for products with a relevant (minimum) volume of ad spend.
Click on any of the KPIs in the first row to easily sort scores to identify high-impact opportunities for optimization.
If you want to learn more about each section of the Benchmarker report check out our following articles:
Benchmarker: The Summary Section
Benchmarker: The Impact Driver Analysis
Benchmarker: The Account Structure
AMAZON ADVERTISING BENCHMARK REPORT 2022
Data, insights and recommendations from a study of 2 million Sponsored Products campaigns.
Article last updated June 2022. If you find this information to be out of date, please contact firstname.lastname@example.org.