Redefining Commerce Media Measurement with Amazon Ads’ Benchmarks in OMS

As the advertising landscape continues to evolve, marketers are looking for greater context around performance - not just closed-loop measurement, but signal-rich insights that help them compare, plan, and optimize effectively. That’s why Amazon Ads’ release of performance benchmarks is a meaningful step toward more contextual, intelligence-driven measurement. 

These new benchmarks enable marketers to understand how their campaigns are performing not just in isolation, but in relation to their peers across key categories (retail, CPG, electronics, and beauty). It’s the kind of context that transforms insights from a rearview mirror into a forward-looking compass. 

As Amazon Ads’ initial integrator, WPP Media is helping to shape this evolution. Working closely with the Amazon Ads team meant we had early visibility into how benchmarks were structured and the ability to provide feedback on the granularity and relevance of the methodology. It also gave us a head start on integrating these insights into Open Media Studio (OMS) - our end-to-end planning and activation platform - so that benchmarks enable faster and seamless actionability for clients today. 

With benchmarks now embedded into OMS, our teams and clients can: 

• Spot category growth opportunities faster 

• Compare performance with precision 

• Act on insights in the moment 

Together with Amazon Ads, we’re shaping a smarter, more connected future for retail media - one benchmark at a time. 

Learn everything you need to know about benchmarks here.