Q3 2025 Amazon Advertising EU Benchmark Report

Discover how brands invested, performed, and adapted across European Amazon marketplaces this quarter.

As seasonal promotions and regional events like Prime Day and back-to-school campaigns drove consumer engagement across Europe, brands continued refining their retail media strategies on Amazon’s UK, Germany, France, Italy, and Spain marketplaces. Pacvue’s Q3 2025 Amazon EU Retail Media Benchmark Report delivers a comprehensive view into how advertisers invested, which categories led in efficiency, and where spend strategies shifted quarter over quarter.

You’ll gain access to comprehensive benchmarks powered by Pacvue, drawn from thousands of advertisers and billions in ad spend. Use these insights to compare your results to industry leaders in the European Amazon market, refine your retail media strategy, and stay ahead of the competition as retail media continues to evolve.

Amazon EU Ad Spend Amazon EU Ad ROAS

Q3 Amazon EU Trends

While brands expanded their budgets for both Sponsored Products and Sponsored Brands campaigns QoQ, they invested more of that additional spend in Sponsored Products ads to capture high-intent shoppers during major Q3 promotions like Prime Day, increasing auction pressure for the ad type by +9.1% QoQ.

Daily budgets expanded across the EU as brands prioritized share of voice during Prime Day, with Sponsored Products leading the surge in volume and spend.

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Q3 Amazon EU Trends

Designed to drive brand awareness more than immediate conversions, Sponsored Brands placements saw a -7.6% decline in ROAS QoQ, as brands relied on lower-funnel Sponsored Products ads to secure sales during the deal-focused Q3 period.

Despite steady conversion rates, Prime Day–driven auction pressure pushed Sponsored Brands and Sponsored Products ROAS down slightly QoQ, signaling that cost inflation outweighed volume gains.

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