Amazon Ads CPC

Retail media inverted the old logic: the ad sits at the till, not on the way to it. Every competing seller of your product category is bidding for the same top-of-results slots, and because the clicker is often minutes from purchase, sellers bid a large share of their margin. Category competitiveness, not keyword cleverness, sets the floor.

A Google search may be research; an Amazon search is shopping. That compresses the funnel: conversion rates on Amazon clicks are generally the strongest in a seller's mix, which is why a seemingly expensive Amazon CPC can produce a cheaper sale than a cheaper Google click. The head-to-head for a first £750 is on Amazon vs Google Ads, with the Google side benchmarked LocaliQ, 2026 data.

Amazon sellers speak ACoS: advertising cost of sales, ad spend over ad revenue. CPC connects to it through conversion rate and price:

Every input above is an illustration of the method, not a benchmark; substitute your own campaign numbers. If your target ACoS is your margin, this is break-even CPC in retail clothing: same maths, different vocabulary.

Sellers whose buyers already shop on Amazon. If your product is searched generically ("garden shears") it is a candidate; if your customers buy direct from your site, Google Shopping usually comes first. The worked ecommerce budget lives in the online-shop scenario and the ecommerce benchmark page.