2025 EU Prime Day and Mid-Year Amazon Benchmark Report

Unlock deep insights into Q2 trends and Prime Day performance across Europe.

Discover how top brands performed in Europe during Q2 and across this year’s 4-day Prime Day event. This in-depth analysis reveals where advertisers focused their budgets, which strategies delivered the strongest ROI, and how brands navigated a fast-evolving retail media landscape across Europe.

Get actionable insights from thousands of advertisers and millions in ad spend—covering Prime Day, CPC trends, ROAS benchmarks, and more. Whether you’re looking to optimize your current campaigns or shape your strategy for the remainder of 2025, this report equips you with the data you need to outperform the competition and stay ahead in retail media.

Prime Day EU Amazon Ads EU Trends

Prime Day EU Trends

Extending Prime Day drove meaningful incremental investment from advertisers, with average daily spend increasing +1.2% YoY as brands reallocated budgets to capitalize on the event’s longer promotional window this year.

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Amazon Ads EU Trends

Driving significant ROAS (+19.3%) and CVR (+11.3%) gains YoY, Sponsored Brands are becoming a formidable ad format for EU advertisers. While not reliably outperforming Sponsored Products ads yet, Sponsored Brands are catching up despite rising costs (+8.6 CPC QoQ), delivering $7.35 ROAS in Q2 2025 — $0.25 hgher than Sponsored Products during the same period.