---
title: Retail media channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/retail-media/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/retail-media/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · Retail media

### Channel snapshot

Amazon dominates (~80% of retail-media spend). CPCs $0.40–4.50 depending on category competitiveness. Avg ROAS 3.2–5.5x.

## How to operate this channel

### Operator playbook

1. TACoS (total ACoS), not ACoS, is the real metric.
2. Defend branded keywords aggressively — competitors will conquesting if you don't.
3. Use AMC (Amazon Marketing Cloud) for incrementality and path analysis.
4. Optimize listings (A+ Content, images, reviews) before scaling spend — CVR is gated.
5. Treat Prime Video Ads as upper-funnel for Amazon ecosystem.

## Platforms in this channel

[**Amazon Sponsored Ads**Platform deep-dive](/tools/benchmarks/platforms/amazon-ads/)[**Walmart Connect**Platform deep-dive](/tools/benchmarks/platforms/walmart-connect/)[**Target Roundel**Platform deep-dive](/tools/benchmarks/platforms/target-roundel/)[**Instacart Ads**Platform deep-dive](/tools/benchmarks/platforms/instacart-ads/)

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.