2026 Q1 EU + UK Retail Media Benchmark Report

Benchmark your retail media performance with the latest quarterly data across Amazon’s EU and UK marketplaces.

Get a comprehensive view of how advertisers allocated budgets, optimized campaigns, and adapted to ongoing changes in the commerce landscape in the first quarter of 2026.

Pacvue’s Q1 2026 EU and UK Retail Media Benchmark Report provides a detailed look at performance trends across Amazon Sponsored Ads and DSP. Learn how advertisers are strategizing around different ad formats and placements, with insights on key metrics like CPC, ROAS, spend, and more.

This report equips brands and agencies with the data and context needed to identify opportunities, refine strategies, and stay competitive.

Amazon Ads Spend Amazon Ads CVR Amazon DSP

Q1 2026 Amazon Ads Spend

Advertisers increased investments across all ad types in Q1, with average daily spend increasing +21% year-over-year for Sponsored Brands, +8% year-over-year for Sponsored Products, and +3% year-over-year for DSP.

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Q1 2026 Amazon Ads CVR

EU brands experienced stronger CVR growth with Sponsored Brands than Sponsored Products campaigns, as their Sponsored Brands ads converted at a higher rate for the second consecutive quarter.

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Q1 2026 Amazon DSP Trends

While ROAS declined for DSP advertisers in both the EU and US, the more pronounced shift in Europe (alongside decreases in new-to-brand efficiency) highlights the increasing importance of strategic optimization and presents a growing opportunity for brands to refine their approach and fully leverage advanced commerce media capabilities to drive stronger returns.

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