What is a good ACoS on Amazon?

A good ACoS depends on your product margin. As a rule of thumb, your ACoS should sit below your gross margin percentage to stay profitable on ad-attributed sales. For most sellers that means a target between 15% and 30%.

What is the difference between ACoS and TACoS?

ACoS measures ad spend against ad-attributed sales only. TACoS measures ad spend against total sales (organic + paid). TACoS is a better long-term signal because it captures the organic halo of your ads.

How do I lower my ACoS?

Pause or lower bids on keywords with high spend and zero conversions, harvest converting search terms into exact-match campaigns, raise bids on top-performing keywords with low ACoS, and improve listing conversion rate so each click is more likely to convert.

Is a lower ACoS always better?

No. A very low ACoS can mean you are under-investing in advertising and losing share to competitors. The right ACoS balances profitability with growth — sometimes a higher ACoS on a launch campaign is the correct trade-off.

Where do I find ACoS in Amazon Seller Central?

Open the Advertising Console, then go to Reports. ACoS is shown by default in Sponsored Products, Sponsored Brands, and Sponsored Display reports at the campaign, ad group, keyword, and ASIN levels.

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Profitability

Advertising ROI

Advertising Cost of Sales (ACoS)

Essential Amazon seller metric for profitability

What is Advertising Cost of Sales (ACoS)?

ACoS, or Advertising Cost of Sales, is the percentage of revenue from Amazon ads that gets spent on the ads themselves. It is calculated as Ad Spend divided by Ad-Attributed Sales, multiplied by 100. A 25% ACoS means you spent $25 in ads for every $100 of ad sales.

Data Source

Advertising Reports

Update Frequency

Daily

Measurement Units

Percent

Available at: Account, Campaign, ASIN

Formula

ACoS = (Ad Spend / Ad-Attributed Sales) × 100

Worked Example

If you spent $300 on Sponsored Products in a week and those ads drove $1,500 in sales, your ACoS is 300 / 1500 × 100 = 20%. If your product margin (after COGS, fees, and shipping) is 30%, this campaign is profitable. If your margin is 15%, you are losing money on every ad-attributed sale.

Typical ACoS by stage

Tier	Range / Signal
Good	Under 20% — mature campaigns on high-margin products
Average	20-35% — typical for most Sponsored Products campaigns
Watch out	Over 50% — unsustainable unless launching a new product or defending brand

Frequently Asked Questions