Beginner PPC Guides

Study: Amazon PPC Intraday Performance Benchmarks and Dayparting Strategies

See hourly ad performance trends and heatmaps for the typical shopping week on Amazon and learn how to apply these insights for your bidding strategy (dayparting).

With the release of Amazon Marketing Stream, it is now possible to provide hourly reporting for advertising campaigns on Amazon. These insights create new opportunities for data-driven intraday optimization and intraday bidding strategies for Amazon PPC campaigns (also known as dayparting) that could previously only be based on gut feeling or intuition.

This study contains an analysis of Amazon Sponsored Products advertising data on the US Amazon marketplace. It provides hourly benchmarks (averages) for each day of the week for click-through rate, cost per click, conversion rate, average order value, and advertising cost of sale.

Get to know what the trends in shopper behavior and advertising cost and efficiency are throughout the typical shopping week and how to apply these insights in bidding strategies to drive your advertising goals.

Learn how you can start making intelligent decisions based on Amazon Marketing Stream. Understand when and on which campaigns you should adjust budgets (doubling down on increasing bids, or alternatively pulling back on non-performing times/days) and how you can build out robust dayparting strategies to achieve your objectives with actionable data insights.

Contents Summary

What is intraday reporting and optimization?

  • What is Amazon Marketing Stream?
  • What is Perpetua Stream?
  • What is Intraday Bidding?


Hourly advertising benchmarks (heatmaps) for each day of the week for the US Amazon marketplace:

  • Click-through rate
  • Cost per click
  • Conversion rate
  • Average order value
  • Advertising cost of sale (ACOS)


How to apply these intraday insights in bidding strategies to drive your advertising goals:

  • Maximizing profitability (decrease ACOS)
  • Maximizing sales
  • Increasing share of voice

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