What is a good ACOS on Amazon in 2025?

Based on our data from 43 client accounts and $29.6M in managed ad spend, the average ACOS across all marketplaces in 2025 was 27.5%. A good ACOS depends on your marketplace and goals: Germany averaged 22.8% (best), while Australia averaged 36.7% (most competitive). For most US sellers, an ACOS between 25% and 30% is typical, with top-performing accounts achieving 20% or lower.

What is the average Amazon PPC conversion rate?

The average Amazon PPC conversion rate (CVR) in 2025 was 15.5% across our portfolio of 43 clients. Canada led with a 21.5% CVR, followed by the US at 17.6%. European marketplaces ranged from 7.0% (Italy) to 15.3% (UK). CVR varies significantly by marketplace, category, and listing quality.

How much does Amazon PPC cost per click?

The average cost per click (CPC) on Amazon PPC in 2025 was $1.12 across our portfolio. The US had the highest CPC among major markets at $1.31, while European marketplaces were significantly cheaper: Italy ($0.44), Spain ($0.48), France ($0.70), and the UK ($0.71). Australia had the highest CPC at $1.95 due to its smaller, highly competitive market.

Which Amazon marketplace has the best ROAS?

Germany had the best ROAS (Return on Ad Spend) in 2025 at 4.38x, with the lowest ACOS of 22.8%. Canada was second at 3.96x, followed by France (3.96x). The US averaged 3.43x ROAS, while Australia had the lowest at 2.73x. Higher ROAS in European markets is partly driven by lower CPCs.

How did Amazon PPC costs change in 2025?

Amazon PPC costs showed a seasonal pattern in 2025. CPC rose from $1.02 in Q1 to $1.18 in Q3, then pulled back slightly to $1.10 in Q4. Total managed spend increased 89% from Q1 ($5.6M) to Q4 ($10.6M) across our portfolio of 43 clients. Despite rising spend, Q4 delivered the best ROAS (3.89x) and lowest ACOS (25.7%), driven by higher conversion rates during peak holiday shopping.

Original Research

2025 Amazon PPC Benchmarks

Real benchmark data from 43 client accounts, $29.6M in managed ad spend, and $107.6M in ad-attributed sales across 8 Amazon marketplaces.

Methodology

Based on aggregated, anonymized data from 43 Headline client accounts, $29.6M in managed ad spend across 8 Amazon marketplaces (US, DE, CA, UK, FR, IT, ES, AU) for the full calendar year 2025. All metrics are weighted averages across Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Data sourced from Amazon Ads API via Headline's proprietary data pipeline.

Key Findings

Best ROAS

Germany: 4.38x

Germany delivered the highest return on ad spend and the lowest ACOS (22.8%) of any marketplace in the dataset.

Q4 Seasonal Boost

25.7% ACOS

Q4 had the lowest ACOS and highest ROAS (3.89x) despite 50% more spend than Q1, driven by holiday conversion rates.

Highest CVR

Canada: 21.5%

Canada had the highest conversion rate of any marketplace, outperforming even the US (17.6%).

US CPC Premium

$1.31 CPC

The US had the highest CPC among major markets but compensated with the second-highest CVR at 17.6%.

Most Competitive

Australia: $1.95

Australia had the highest CPC ($1.95) and worst ACOS (36.7%) — the smallest and most competitive market in our dataset.

Overall Portfolio Benchmarks

Aggregate metrics across all 43 clients, 8 marketplaces, and $29.6M in managed ad spend for the full calendar year 2025.

Total Spend

$29.6M

Total Sales

$107.6M

Active Clients

Marketplaces

Metric	2025 Average
ACOS	27.5%
ROAS	3.64x
CTR	1.45%
CVR	15.5%
CPC	$1.12

Benchmarks by Marketplace

Performance varies significantly by marketplace. Germany and Canada consistently outperformed on efficiency metrics, while the US dominated in volume and conversion rate.

Marketplace	Clients	ACOS	ROAS	CTR	CVR	CPC
US	37	29.2%	3.43x	1.56%	17.6%	$1.31
Germany	13	22.8%	4.38x	1.19%	12.8%	$0.97
Canada	11	25.3%	3.96x	1.71%	21.5%	$1.22
UK	8	28.5%	3.51x	1.51%	15.3%	$0.71
France	4	25.2%	3.96x	1.70%	9.0%	$0.70
Italy	4	27.5%	3.64x	1.18%	7.0%	$0.44
Spain	4	29.3%	3.41x	1.56%	8.0%	$0.48
Australia	2	36.7%	2.73x	2.38%	10.7%	$1.95

Quarterly Trends (2025)

Quarterly performance shows clear seasonal patterns, with Q4 delivering the strongest efficiency despite the highest spend levels.

Quarter	Clients	ACOS	ROAS	CTR	CVR	CPC	Spend
Q1 2025	31	28.1%	3.56x	1.34%	15.6%	$1.02	$5.6M
Q2 2025	33	29.1%	3.44x	1.41%	17.1%	$1.16	$6.3M
Q3 2025	36	28.6%	3.50x	1.61%	16.9%	$1.18	$7.1M
Q4 2025	43	25.7%	3.89x	1.47%	13.7%	$1.10	$10.6M

Key Insights

Germany Leads in Efficiency

Germany delivered the best ROAS (4.38x) and lowest ACOS (22.8%) of any marketplace. With a CPC of just $0.97 and a solid 12.8% CVR, the German marketplace offers strong unit economics for advertisers. Lower competition relative to the US, combined with high consumer purchasing power, makes Germany an attractive expansion market for brands currently focused on the US.

Q4 Proves the Seasonal Thesis

Q4 delivered the highest spend (+89% vs Q1 at $10.6M), the lowest ACOS (25.7%), and the highest ROAS (3.89x). Despite increased competition for ad placements during Black Friday, Cyber Monday, and the holiday season, heightened buyer intent and higher conversion rates more than offset the added cost. Brands that scale spend into Q4 rather than pulling back are rewarded with their most efficient quarter of the year.

US: High Cost, High Conversion

The US marketplace had the highest CPC ($1.31) among major markets, reflecting intense advertiser competition. However, this is balanced by the second-highest CVR (17.6%), meaning that while each click costs more, clicks are more likely to convert. For brands with strong listings and competitive products, the US remains the highest-volume opportunity despite premium pricing.

Australia: Small Market, Big Costs

Australia had the highest CPC ($1.95) and worst ACOS (36.7%) in our dataset. With only 2 clients, the sample size is smaller, but the trend is clear: Australia's smaller marketplace means fewer total impressions and higher competition for available ad placements. Brands entering Australia should expect elevated CPCs and plan accordingly with tighter keyword targeting and conservative initial budgets.

Canada Punches Above Its Weight

Canada posted the highest CVR of any marketplace at 21.5%, significantly outperforming even the US (17.6%). Combined with a moderate CPC ($1.22) and strong ROAS (3.96x), Canada represents one of the best risk-adjusted opportunities for US-based brands looking to expand internationally. Shared language, similar consumer behavior, and lower competition make it a natural first step for international expansion.

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About the Author

Torsten Willms

CEO & Founder, Headline

Torsten founded Headline to help brands scale profitably on Amazon. With direct oversight of $29.6M in annual ad spend across 43 client accounts and 8 marketplaces, he brings a data-driven approach to Amazon advertising strategy. This benchmark report is derived from Headline's proprietary data pipeline, which processes millions of data points daily from the Amazon Ads API.