Amazon PPC Conversion rate comparison against competition - Hidden Tool

Published on October 2, 2025

About this video

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Learn how to benchmark your Amazon brand performance against competitors using Amazon's Brand Metrics tool inside Campaign Manager. This step-by-step tutorial shows you exactly how to access detailed conversion rate data and compare your brand metrics to category medians and top performers in your space.

In this Amazon advertising tutorial, I demonstrate how to navigate to the Brand Metrics section within Campaign Manager's insights and planning area. You'll see how to analyze your customer conversion rate performance and identify optimization opportunities for your Amazon listings. The video covers funnel performance metrics that compare your brand to similar competitors based on volume and pricing, giving you actionable insights for improving your Amazon advertising campaigns.

This Amazon PPC strategy is essential for sellers who want to understand their competitive position and make data-driven decisions about listing optimization, pricing strategies, and advertising spend. Whether you're running Amazon sponsored products campaigns or need to improve your product listing conversion rates, these brand metrics provide crucial benchmarking data.

The Brand Metrics tool helps Amazon sellers identify weak points in their sales funnel, from awareness and consideration phases to final purchase decisions. By comparing your performance to category top performers and peer competitors, you can prioritize improvements that will have the biggest impact on your Amazon advertising ROI.

Contents: 0:00 Introduction to Brand Metrics comparison 0:17 How to access Brand Metrics in Campaign Manager 0:42 Understanding conversion rate benchmarking 1:16 Analyzing category performance vs your brand 1:40 Funnel performance metrics explained 2:00 Using competitor data for optimization decisions

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Transcript

Hi guys, today I continue with the short tips and if you want to compare how you're stacking against your competition in terms of conversion rate and few other metrics, send this to your advertising team. So once inside campaign manager, go to the left and navigate to insights and planning and then select brand metrics. This will be the favorite place for your team going forward I guarantee. So once inside then click view detailed metrics for your brand and select the category that you want to check. So here it is. So for customer conversion rate here you can see your brand conversion rate and your category median conversion rate. Furthermore, you can see how you're stacking against category top in this occasion. So your brand is converting at 47% which is much better than category median but still some way to go to the category top. This is really crucial information when you want to see if you actually need to go and optimize your product listing or offer. Furthermore, being that the price using some repricer or do it manually or just improve your listings. Furthermore, down on the page, you can see at the each stage of the funnel how you're comparing to your peers. That's very important to note your peers because for this conversion rate um comparison you are compared to the category top but it can easily be that some of your competitors are converting at 58% simply because they are their their price is two times lower than yours. So you cannot beat that most of the time. But here for this funnel perform metrics each of these stage of the funnel is your comparison to your peers in terms of the volume and prices. So Amazon is taking the sample of those competitors who are closest to you and then you check some additional metrics for that. It's a video for itself but I'm just going to shortly cover that. Here you can see how you're stacking against the competition against the competition and it can be very often case that you are really low in the awareness phase and consideration phase and you're really good at purchase phase. That means that you will need to work on your awareness and consideration phases. That's in short. But