Media Buyers Bid Up Amazon's Ad Prices To Reach Last-Minute Holiday Shoppers

According to Tinuiti’s “Amazon Ads Benchmark Report,” the value of ad clicks spiked in mid-December as marketers aimed to reach last-minute holiday shoppers. The cost-per-click (CPC) rates increased for both Sponsored Product ads and Sponsored Brand ads throughout Amazon’s site.

“Ad auctions became so competitive that CPC grew more than 50% year-over-year for seven straight days in the middle of December, with CPC growth peaking at 78% on Dec. 13,” according to the report. “CPC growth slowed meaningfully on Dec. 18, but still averaged a 21% year-over-year increase over the final 10 days of 2021.”