Good ACoS Benchmark
Essential Amazon seller metric for profitability
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
Target ACoS ≤ Contribution Margin (Revenue - COGS - Amazon Fees) / Revenue × 100Your 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.
| 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 |
Good ACoS Benchmark is measured in Percent and reported through Nova Analytics benchmarks. Data is typically updated monthly.
Note:
Category-level benchmarks: supplements 15-25%, apparel 20-30%, home 25-35%, electronics 10-20%.
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Compare Good ACoS Benchmark with
Benchmarks in profitability
Related KPIs
Manufacturer's suggested retail price.
Current selling price on Amazon.
(List Price - Selling Price) / List Price * 100.
% change in demand / % change in price.
Your price vs. average competitor price.
Number of price changes in a period.
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