Pacvue 2024 Prime Day Benchmark Report

Prime Day Ad Spend increased 26.3% compared to last year with advertisers leaning heavily into Sponsored Product ads, receiving 78% of overall ad budgets. CPC increased 7.6%, indicating higher competition across the board.

Brands selling on Amazon in European markets, including the United Kingdom, France, Spain, Italy, and Germany, significantly increased ad spending during Prime Day 2024, increasing 36.8% year-over-year, a higher increase in spend compared to the US which only saw a 26.3% increase.

More brands are turning to DSP, and the 39% year-overyear increase in ad spend on DSP shows the growing popularity of the ad type. In the week leading up to Prime Day, DSP ads spending increased by 135.4%.

Some categories leaned into the Prime Day hype while others chose not to compete. The Toys & Games category saw a massive 191.4% increase in ad spend year-over-year. The only category to see a decline in ad spend year-over-year is Tools & Home Improvement, decreasing by -10.5%.