Amazon Ads Benchmark Report Q4 2021

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While earlier shipping cutoffs hugely impacted the value of Amazon ad clicks in the middle of December 2020, no such decline occurred in 2021, as consumers kept converting online deep into the last month of the year. This edition of the Amazon Ads Benchmark Report has everything you need to understand how ads trended during the holiday shopping season, as well as details on:

Continued elevation in the share of Amazon sellers using FBM compared to pre-pandemic times
Strong growth in Walmart Sponsored Products spend, as well as the rising importance of Search Brand Amplifier campaigns to Walmart advertisers
Rising Amazon Sponsored Products ad costs across the vast majority of product categories, especially during the highly competitive month of December
The first major reversal in new-to-brand share of Amazon Sponsored Brands conversions since the start of a steady decline in September 2020

Here at Tinuiti, we do our best to stay on top of the key trends impacting performance and budget decisions for advertisers. Using same-store samples derived from more than $3 billion in total media under management, our benchmark reports get into the details of how we believe marketers should be thinking about search, social, and marketplaces.

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