Black Friday & Cyber Monday 2024: Amazon Advertising Performance Data Analysis
Amazon advertisers achieved record-breaking results during Black Friday and Cyber Monday 2024, with significant growth across all key metrics. According to AMX500 data, analyzing 500 Amazon advertisers, this year's shopping season (November 29 - December 2) significantly outperformed 2023’s event, showing remarkable sales and advertising efficiency improvements.
Understanding BFCM 2024 Advertising Metrics
The 2024 BFCM period demonstrated significant changes in Amazon's advertising performance metrics. Our analysis reveals important shifts in key advertising indicators including impressions, clicks, conversion rates, and advertising cost of sale (ACOS).
Overall BFCM Performance Data
The combined Black Friday and Cyber Monday period showed remarkable growth across all major advertising metrics:
- Year-over-year orders increased by 68.4%
- Impressions grew by 40.4%
- Clicks increased by 46.8%
- Ad sales rose by 28.2%
- Ad spend increased by 26.5%
- Average CPC decreased by 13.9% to $0.53
- Overall conversion rate improved by 14.7% to 14.1%
- ACOS improved to 16.1%
Pre-BFCM Period Analysis
- Impressions surged by 83.0%
- Clicks grew by 46.9%
- Ad spend increased by 45.6%
- Ad sales rose by 76.2%
- CTR decreased by 19.8%
This early activity demonstrates that advertisers were actively engaging customers before the main shopping events.
Black Friday Performance Analysis
Black Friday (November 29, 2024) showed strong gains in both ad efficiency and sales:
- Orders increased by 57.5% year-over-year
- Impressions increased by 27.3%
- Clicks increased by 40.1%
- CPC decreased to $0.58 (11.4% decrease)
- Conversion rate reached 15.2% (12.4% increase)
- ACOS improved to 14.1% (1.4% improvement)
Cyber Monday Performance Metrics
Cyber Monday (December 2, 2024) showed distinct patterns in ad performance:
- Orders increased by 62.5%
- Impressions grew by 43.1%
- Clicks increased by 49.1%
- CPC decreased to $0.52 (16.4% decrease)
- Conversion rate reached 14% (9.0% increase)
- ACOS reached 18% (5.8% increase)
Understanding Year-Over-Year Changes
To provide context for this year's performance, let's look at the key metric changes from 2023 to 2024:
2023 Baseline Metrics:
- CPC: $0.61
- CTR: 0.3%
- CVR: 12.3%
- ACOS: 16.3%
2024 Performance Metrics:
- CPC: $0.53 (13.9% decrease)
- CTR: 0.3%
- CVR: 14.1% (14.7% increase)
- ACOS: 16.1% (1.4% improvement)
Analyzing BFCM 2024 Trends
The data shows significant improvements in both advertising efficiency and sales volume during BFCM 2024. The combination of lower cost per click and higher conversion rates indicates stronger performance in ad campaign effectiveness. Additionally, the substantial increase in orders while maintaining stable ACOS suggests improved advertising efficiency during this peak shopping period.
These metrics provide valuable insights into Amazon advertising performance during one of the year's most significant shopping events. The data demonstrates that despite increased competition during BFCM, advertisers achieved better efficiency while significantly scaling their advertising reach and sales.
[Note: Data sourced from AMX500.com analysis of 500 Amazon advertisers during BFCM periods 2023-2024]
