Mid-year review of Amazon’s US market! A must-read for the second half of the year

2022 is already halfway through, and the rush for the second half of the year has begun. Competition in the cross-border e-commerce track is still fierce. For sellers, if they don’t move forward, they will fall behind. When do buyers click on ads? When do they buy? These are questions that Amazon sellers must think about.

E-commerce software provider Perpetua has analyzed the Amazon US marketplace, showing how certain metrics such as ACOS, CPC, and CTR change over the course of a day and week on Amazon. The research is based on anonymized product promotion activity data from the Amazon US marketplace over a six-week period in the spring of 2022.

The important data found in the study are as follows:

Buyers make most purchases during normal business hours, when advertising is most cost-effective.

During the weekend or later in the day, consumers tend to browse but not buy, but that doesn’t mean advertisers should ignore these times, as they are still opportunities for buyers to complete a purchase or advertise to entice a later purchase.

On the first day of each week, the CPC for ads is the highest, and then it gradually decreases, and the same cycle repeats in the second week. This is an opportunity for cost-conscious advertisers.

Click-through rates (CTR) are highest outside of normal business hours and on weekends (peaking at 0.35%). This suggests that buyers are looking for more options or conducting product research at this time.

Conversion rates are lower on weekends, so online shoppers may use weekends more to browse and select products.

The highest conversion rate (20%) occurs within a 4-hour period starting at 9:00 a.m. (West Coast time) on weekdays. This suggests that purchases made for work involve less consideration than purchases made for personal reasons.

For advertisers on Amazon, ads convert best after 9 a.m. (West Coast time) Monday through Friday.

Advertisers should also note that the cost per click is highest ($1.13) at the beginning of each 24-hour cycle (1am ET/4am PT) and then steadily decreases throughout the day until reaching its lowest level ($0.84) around midnight (ET).

Editor✎ Ashley/

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