Compare Amazon Ads Performance: UK, EU, and US
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Quick answer
Amazon Ads performance across the UK, EU, and US is compared fairly by normalizing currency values and consolidating key metrics such as ROAS and ACoS into a single dashboard for side-by-side analysis. Regional differences in currency, marketplace fees, and buying behavior can distort raw numbers. A unified approach uses consistent performance indicators across marketplaces, alongside automated report imports, to reveal where ad spend is efficient and where it is not.
A fair UK, EU, and US comparison starts with the same metric definitions, not just the same spreadsheet. Once currency and reporting are consistent, the numbers become genuinely comparable.
Normalize Currency Before Evaluating Performance
Comparing raw ROAS and ACoS across GBP, EUR, and USD accounts creates false signals. A 4.0 ROAS in the UK is not the same as a 4.0 ROAS in the US if sales are recorded in different currencies and marketplace costs differ. Use a reporting process that converts sales and spend into a single baseline currency, then compare the resulting ratios.
- Convert sales and spend to one base currency
- Compare ROAS, ACoS, CPA, and conversion rate after conversion
- Document any local marketplace cost assumptions
Bring Metrics into a Single Comparison View
A unified dashboard eliminates the need to flip between Amazon Advertising consoles for each marketplace. Amazon Ads Dashboard by Todoza consolidates reports from multiple accounts and regions into one view, tracking core KPIs alongside wasted spend against previous periods. Read-only visibility keeps campaign changes manual, which is useful when the goal is comparison rather than live optimization.
- Track core KPIs across marketplaces
- Spot performance drops early compared with previous periods
- Maintain read-only visibility without accidental campaign edits
When Cross-Marketplace Comparison Matters Most
Regional comparison is most valuable when a product sells across multiple Amazon marketplaces and ad budgets are managed centrally. It helps identify whether a lower UK ACoS is really stronger than a higher US ACoS after currency conversion, or whether a market is simply underfunded. Teams managing multi-marketplace campaigns often find that a consistent dashboard highlights performance gaps that individual console views miss, especially when reporting to stakeholders who expect one clear set of numbers.
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For a deeper look at how to handle the currency layer behind these comparisons, see the full guide on Amazon Ads currency normalisation across UK, EU, and US performance.