One of Amazon's new reports for brand advertising is the Category Benchmark report, or in other words, how your brand's advertising compares to competitors in the category.
In brief, the Category Benchmark report educates us about the performance of Sponsored Brands advertisements in the category or sub-category. Beyond the performance of the ads, it allows us to learn about our ad performance compared to other competitors in the category.
Key performance indicators (KPIs) provided by Amazon include:
Click-through rate (CTR)
Advertising cost of sales (ACoS)
Return on ad spend (ROAS)
Amazon presents your performance in each category where you operate and concurrently displays the real data of these metrics by percentiles so that you can understand where you stand relative to your competitors in the category.
What can we do with this information?
Check which metrics we are not appearing in the TOP 25% according to each category and improve those metrics.
Your underlying assumption should be that if the leading competitors in the category can achieve these results, there is no reason you can't, too. You just need to understand what to improve to get there.
Targeting inappropriate keywords, and so on.
How to get there?
Reports - Sponsored Brands - Category Benchmark report
Have a great week!