Amazon Ads in Europe: one target per country

JAPANNEXT sells PC monitors on Amazon in four European countries. From November 2025 to June 2026, its revenue grew 64% year on year, in all eight months, and its ROAS went from 7.95 to 9.77. To run Amazon Ads across Europe, we gave each country its own ROAS and TACOS target, TACOS being the share of revenue paid out in advertising.

SKYVISION is an agency that specialises in Amazon advertising, so our view is not neutral. We are an Amazon Ads verified partner and have managed more than €6 million in ad budget since June 2023, cumulatively. This article draws on the JAPANNEXT case study, signed by Erwan and Quentin, co-founders of SKYVISION, using data from the Amazon Ads API. JAPANNEXT is a current client: we have managed its advertising since October 2025.

How do you run Amazon Ads across several European countries?

Run each country with its own ROAS and TACOS targets, rather than a single average. At JAPANNEXT, we set targets market by market, gave the most budget to Italy, the weakest at the start, and checked every month whether the targets were met. From November 2025 to June 2026, the brand's total revenue (all sales) grew 64% across the four countries, against the same months a year earlier.

The starting point: four markets, advertising that converts poorly

JAPANNEXT sells office, gaming, 4K, 5K and 6K monitors in France, Germany, Italy and Spain, through a seller account. When we arrived, the advertising brought in traffic but converted little of it: fewer than one ad click in 130 ended in an order. Italy, the weakest market on the account, ran at a ROAS of 6.

Our brief was to grow the four markets at the same time, with a ROAS target of 11. Three months after we arrived, in January 2026, total revenue was up 152% year on year.

The results, country by country

The four countries combined, November 2025 to June 2026, against the same eight months a year earlier (before we arrived):

• total revenue: +64%, meaning all the brand's sales, not only those from advertising;
• orders: +70%;
• ROAS: 9.77 against 7.95, with an advertising budget up 70%;
• conversion rate: 1.09% against 0.73%;
• share of revenue paid out in advertising: stable at 5.1%.

Every month we managed beat the same month a year earlier: eight months out of eight. Market by market, with ROAS before and after:

• Italy: revenue +153%, orders +139%, ROAS from 6.0 to 8.9;
• France: revenue +53%, orders +50%, ROAS from 8.2 to 13.0;
• Germany: revenue +45%, orders +60%, ROAS from 7.6 to 9.1;
• Spain: revenue +54%, orders +69%, ROAS from 10.9 to 8.2.

Results based on a real client case. Past performance does not guarantee future results. Results vary with the catalogue, the budget, the category and the competition.

Spain is the only country where ROAS falls. Sales grow there, but each euro of advertising brings in less than before. According to the study, it is the market where the portable monitor range cost the most before it was cut.

Why one target per country

An average hides the gaps. Here, overall ROAS rises from 7.95 to 9.77 while one of the four countries slips back: only market-by-market tracking shows it. The study points to four choices.

1. Fewer keywords, with steadier coverage

From November 2025, targeting was narrowed to the searches that sell, with a steady presence rather than occasional appearances. In France, February 2026 sold more than the year before, on 44% less budget.

2. A ROAS and a TACOS for each market

Each market has its own targets. The study describes Germany as the most demanding market in Europe: we do not run Amazon Ads in Germany the way we run them in France. Italy, the weakest at the start, received the most budget. That was the choice made on this account; on yours, it depends on your figures.

3. Cut what does not convert

The portable monitor range, launched in the spring, did not convert. Its campaigns were stopped at the end of May and the budget moved back to the best sellers. In France, the share of revenue paid out in advertising goes from 8% in March to under 5% in June.

4. Figures set, then tracked

Each report sets the next month's targets by market, and the following one says whether they were met. In June 2026, French ROAS reached 11.45 against a target of 12: close, and we report it as it is.

Black Friday 2025, the method under pressure

November 2025 against November 2024, across the four markets: advertising budget up 25%, advertising revenue up 96%. ROAS goes from 7.55 to 11.87, above the target of 11. TACOS falls from 5.99% to 3.48%.

Impressions drop 34%, but the conversion rate rises from 0.67% to 1.14% and orders grow 92%. The brand's total revenue more than doubles: +115%. To prepare for a peak on another account, read our article on ROAS at Black Friday.

What this case does not prove

• It covers one brand, one category and four countries. It does not set a rule for every account.
• The +64% revenue figure includes all the brand's sales: we do not credit it to advertising alone.
• Not everything is won everywhere: Spain's ROAS falls, and the French target for June is narrowly missed.
• The period ends in June 2026. Since the summer, part of the catalogue has been moving from the seller account to an Amazon Vendor account, and the following months no longer compare like for like. We manage the advertising on both sides. For that setting, read our article on Vendor advertising.

Applying the logic to your Amazon advertising in several countries

1. Pull your figures country by country: ROAS, TACOS, conversion rate, orders. An average is not enough.
2. Give each market a ROAS target and a TACOS target, with a review date.
3. Split the budget market by market, rather than dividing it equally out of habit.
4. Cut what does not convert, range by range, before raising spend. Raising your budget is no longer enough, and the 7 mistakes that drag down ROAS list the points to check.
5. Each month, compare targets and results by market, and write down the gap, even a small one.

Frequently asked questions

Should the ROAS target be the same in every country?

Not in this case. At JAPANNEXT, each market has its own targets: in June 2026, France aimed for a ROAS of 12. Over the period, ROAS reaches 9.1 in Germany, 8.9 in Italy and 8.2 in Spain. A single figure would have hidden these gaps.

What ROAS should you aim for in Europe?

There is no universal figure. The ones in this case belong to a catalogue of PC monitors, its budget and its markets. Start from your margin and your current TACOS, country by country.

How long before you see an effect?

First results can show from the first month; full ramp-up usually takes 4 to 12 months depending on the account. In this case, January 2026, three months after we arrived, shows total revenue (all the brand's sales) up 152% year on year.

To go further: the JAPANNEXT case in detail, our case studies and choosing between Sponsored Products, Brands and Display. Do you sell in several European countries, with markets moving at different speeds? Our audit is complimentary: we look at your account market by market and show you, with figures, where each country can grow.