What is a good ACoS on Amazon in 2026?

A good ACoS is one below your product's contribution margin. As a rule of thumb, 15-25% is excellent, 25-35% is average, and above 40% needs attention unless you are deliberately spending to launch or defend rank.

Should I aim for the lowest possible ACoS?

No. A very low ACoS often means you are under-investing and ceding search impressions to competitors. The right ACoS balances profit and growth.

What ACoS should I target on a new product launch?

Launch campaigns commonly run 40-60% ACoS for the first 60-90 days. You are buying rank and reviews, not profit. Set a spend cap, not an ACoS cap.

How do I lower my ACoS quickly?

Pause search terms with 20+ clicks and zero orders, harvest converters into exact-match, drop bids on the top 10 highest-spend keywords by 15%, and improve listing conversion rate.

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Profitability

Advertising ROI

Good ACoS Benchmark

Essential Amazon seller metric for profitability

What Nova measures

27.2%

ACoS averaged 27.2% of ad-attributed sales over the twelve months to August 2026 on a fixed panel of several hundred Amazon sellers running ads continuously.

September 2025 to August 2026.

23.8%

December is the most efficient advertising month of the year: ACoS falls to 23.8% in the United States against a 27% to 31% range in every other month, and to 20.2% in the United Kingdom against a 22% to 27% range, measured over the twelve months to August 2026.

September 2025 to August 2026.

24.3% vs 28.1%

United Kingdom advertising is materially cheaper and more efficient than United States advertising, at GBP 0.52 per click and 24.3% ACoS against USD 1.00 per click and 28.1% ACoS, measured over the twelve months to August 2026.

September 2025 to August 2026.

Nova advertising benchmarks by marketplace. Cost per click is shown in each marketplace's own currency and is never combined across currencies.
Marketplace	ACoS	ROAS	TACoS	Cost per click	Ad conversion
United Kingdom	24.3%	4.11x	8.41%	GBP 0.52	13.16%
United States	28.1%	3.56x	10.65%	USD 1.00	10.96%

September 2025 to August 2026. Cost per click is stated in each marketplace's own currency and is never averaged across currencies.

Source: Nova first-party panel, methodology

What is Good ACoS Benchmark?

There is no single good ACoS. The correct answer anchors to your contribution margin: an ACoS below your margin means each ad-attributed sale is profitable. Category benchmarks then set expectations. Supplements 15-25%, apparel 20-30%, home 25-35%, electronics 10-20%.

Data Source

Nova Analytics benchmarks

Update Frequency

Monthly

Measurement Units

Percent

Available at: Account, ASIN, Campaign

Formula

Target ACoS ≤ Contribution Margin (Revenue - COGS - Amazon Fees) / Revenue × 100

Worked Example

Your product sells for $30, COGS is $8, Amazon fees are $9. Contribution margin is (30 - 8 - 9) / 30 = 43%. Any ACoS under 43% is profitable on ad-attributed sales. A launch campaign at 50% ACoS is a deliberate loss to buy rank; a mature campaign at 50% ACoS is bleeding.

Category ACoS benchmarks (2026)

Tier	Range / Signal
Good	Supplements 15-25% • Apparel 20-30% • Home 25-35% • Electronics 10-20%
Average	Most Sponsored Products campaigns land between 20% and 35%
Watch out	50%+ ACoS on mature campaigns for months on end

Frequently Asked Questions