What CPA should ecommerce brands expect on Meta, Google and Amazon?
Meta ~$20–$30, Google ~$25–$35+ (varies by niche), with Q4 rising. Amazon often has higher CPC but strong conversion rates. DTC relies on LTV and data ownership.
Benchmarks (vary by niche, AOV, country):
- Meta (Facebook/Instagram): Often the most efficient for mid-to-low friction products (UGC-driven impulse). Many brands see CPA ~$20-$30 in “normal” months; Q4 can rise 20-40% due to competition.
- Google (Search/PMAX): Typically CPA ~$25–$35+ for comparable SKUs, but Google can outperform for considered purchases (high AOV, longer research), thanks to high-intent queries.
- Amazon Ads: You’re paying CPCs and platform fees; CPCs can be steep, but conversion rates are high. The trade-off is ownership. On Amazon the customer is Amazon’s; on DTC you own the relationship, email/SMS, and margin on repeat orders.
Planning guidance:
Compare channels by incremental lift, not last-click. Amazon may look cheaper per order, but DTC retention (email flows, subscriptions, post-purchase upsells) often beats it on profit.
Model CAC vs LTV (90–180 days). It’s rational to lose money on first order (blended MER or CAC>CM1) if payback is fast (e.g., < 90 days).
Expect Q4 uplifts in CPM/CPC. Lock creative/UGC and landing pages early, build warm audiences, and use LTV-aware bidding (value optimisation on Meta; tROAS on Google).
Related questions
Should new Amazon sellers import DTC audiences or start with PPC campaigns?
How can ecommerce brands use their DTC audience data for Amazon campaigns?
