Amazon Australia PPC Guide: Costs, Events and Setup

Amazon.com.au is younger and smaller than Amazon.com, and that is the opportunity. Fewer sellers compete for most searches, and the store is growing fast. It also means less data on every keyword and a sale calendar of its own.

This guide covers the size of the market, the ad types you can run, budgets and GST, how to work with smaller search volumes, and the Australian sale calendar.

Amazon.com.au in numbers

• Launched: Amazon's full retail store in Australia opened on 5 December 2017.
• Sales: Amazon's Australian business reported $4.77 billion in total sales for 2025, up from $3.81 billion, in accounts reported by The Nightly in April 2026.
• Advertising: Pattern estimates Amazon's Australian ad revenue grew about 62% in 2025, to around US$392 million. That is an estimate, not an Amazon figure.

The ad market is growing faster than sales, which usually means rising competition and click costs. Brands that build rank now will pay less for it than brands that arrive later.

Ad types you can run in Australia

Amazon's Australian seller site lists the same four ad products as the US and UK:

• Sponsored Products: single products in search results and on product pages.
• Sponsored Brands: your logo, a headline and products, or a video, at the top of search. Needs Brand Registry.
• Sponsored Display: ads that reach shoppers based on what they viewed or bought. Needs Brand Registry.
• Stores: a free brand store on Amazon. Needs Brand Registry.

Sponsored Brands video-only creatives and Sponsored Display video creatives are available in Australia. Amazon's Video Generator for Sponsored Brands video is not listed for Australia yet, so plan to make your own video.

The Professional selling plan costs $49.95 a month, excluding GST.

Budgets, bids and GST

Amazon's getting-started guide suggests a minimum daily budget of 15 in local currency per campaign for Australia. Treat it as a floor.

GST is 10% on most goods, and registered businesses include it in their prices. As with VAT in the UK, Amazon does not state clearly whether Australian ad sales are reported with or without GST. Check one order in your own account: compare its value in your ad reports with the same order in your sales reports. Then work out break-even ACoS on the same basis.

We have not found a reliable public benchmark for Australian cost per click, so we do not quote one. Your own suggested bids and search term report are the best guide.

Smaller search volumes: what changes

Fewer searches mean each keyword collects clicks more slowly. That changes how you run the account.

• Judge on longer windows: look at 30 to 60 days of data before cutting a keyword, not 7.
• Group close terms: phrase and broad match collect data from many small searches at once.
• Keep discovery running: automatic campaigns find long-tail searches that keyword tools miss in a smaller market.
• Watch total sales: with less data per keyword, TACoS and total sales tell you more than one keyword's ACoS.

Brand Registry and SQP in Australia

Brand Registry works in Australia, and Brand Analytics, including Search Query Performance, is available for the Australian store. Search Query Performance shows your share of impressions, clicks, cart adds and purchases on each search, which is often the clearest view of a market where search volumes are small.

The Australian sale calendar

Australia's peaks do not line up with the US and UK. In 2026, Prime Day ran in July in Australia but in June in the US and UK.

We cover the PPC plan for each of these in our guide to Australian sale events.

Setting up campaigns that pay back

1. Start with an automatic campaign and a broad-match campaign per product group to learn how Australians search.
2. Add exact-match campaigns for your proven terms, with their own bids.
3. Add Sponsored Brands once you have Brand Registry, starting with your brand name and your top category terms.
4. Set targets from Australian margins, after GST and Australian fees.
5. Review weekly, but decide on keywords monthly.

Running Australia alongside the US or UK

Australia needs its own campaigns, keywords and budgets. Australian English is closer to UK English than US English, so a UK keyword list is often a better starting point than a US one. Report all markets together in one currency to compare them, as our international PPC service does.

Common mistakes in Australia

• Judging keywords on a week of data: volumes are smaller, so wait longer.
• Planning Prime Day for June: in 2026 it was in July in Australia.
• Copying US bids: they are in a different currency and a different market.
• Mixing GST bases: break-even ACoS and ad sales must use the same basis.
• Ignoring EOFY: the end of June matters more in Australia than in most markets.

Selling on Amazon.com.au? See how we run Amazon PPC for Australian brands.