As an Amazon seller, you know that advertising is an essential part of growing your business. But how do you know if your advertising efforts are truly profitable?

This is where ACoS, or Advertising Cost of Sales, comes in as a key performance indicator (KPI) that can help you measure the success of your advertising campaigns.

Understanding ACoS is crucial for any Amazon seller looking to optimize their advertising and increase profitability. By knowing how to calculate and interpret this metric, you can gain insight into the effectiveness of your ad spend and make informed decisions about where to allocate your advertising budget.

In this article, we’ll explore the importance of ACoS for Amazon sellers and provide tips for optimizing this KPI to achieve advertising success.

Defining ACoS and Calculation

What is ACoS and Why is it Significant in Measuring Advertising Profitability?

You may be surprised to learn that a recent study found that for every $1 spent on Amazon advertising, sellers see an average return of $11.19 in revenue, making ACoS a crucial metric for measuring the profitability of your advertising campaigns.

ACoS, or Advertising Cost of Sales, is a key performance indicator that shows how much of your revenue is being spent on advertising. It’s calculated by dividing the total ad spend by the total sales generated from the ads.

Understanding your ACoS is crucial for optimizing your advertising campaigns and maximizing your profits. Here are some reasons why ACoS is significant in measuring advertising profitability:

ACoS helps you identify which campaigns are performing well and which ones are not.

By analyzing your ACoS, you can determine which keywords, ad placements, and targeting options are generating the most sales and which ones are not worth the investment.

ACoS allows you to set realistic advertising budgets and goals.

By knowing your ACoS, you can calculate how much you need to spend on advertising to achieve a certain level of profitability. You can also adjust your advertising budget based on your ACoS to ensure that you’re not overspending on campaigns that are not generating enough revenue.

ACoS helps you measure the effectiveness of your advertising efforts.

By comparing your ACoS over time, you can see if your advertising campaigns are improving or declining. You can also use an Amazon ACoS calculator to compare your ACoS to industry benchmarks and see how you stack up against your competitors.

How to Compute ACoS Using Revenue and Ad Spend Data

To calculate ACoS for Amazon, you need to have data on your ad spend and revenue.

Ad spend refers to the cost of advertising your product on Amazon through PPC or pay-per-click campaigns. Revenue, on the other hand, is the income generated from sales resulting from these campaigns.

By dividing the total ad spend by the revenue, you will get a percentage that represents your ACoS.

Ideally, you want your ACoS to be as low as possible, as this indicates that you are earning more revenue than you are spending on advertising.

Remember that a high ACoS means that you are spending more on advertising than you are earning from sales, while a low ACoS means that you are earning more than you are spending. Therefore, it is important to keep track of your ACoS and make necessary adjustments to improve your advertising campaigns.

The Relationship Between ACoS, Sales, and Profit Margins

According to a recent study, sellers who have an ACoS of over 30% are more likely to experience negative profit margins. This is because a high ACoS means that you’re spending more on advertising than what you’re earning from sales.

Therefore, it’s crucial to keep your ACoS in check and make sure it’s within a healthy range.

To keep a good ACoS on Amazon, you need to focus on optimizing your ads for conversions. This means targeting the right keywords, creating compelling ad copy, and using high-quality product images.

By doing so, you can attract more shoppers who are likely to buy your products, which will increase your sales and lower your ACoS. Additionally, you can experiment with different bidding strategies to find the one that works best for your business.

Ultimately, understanding the relationship between ACoS, sales, and profit margins is key to succeeding as an Amazon seller. By keeping your ACoS in check and optimizing your ads for conversions, you can not only increase your sales but also improve your profit margins.

So, make sure to use the ACoS formula on Amazon and monitor your metrics regularly to ensure that you’re on the right track.

Interpreting ACoS Metrics

Analyzing ACoS in Relation to Campaign Goals And Industry Benchmarks

Industry benchmarks provide a useful comparison point for your ACoS.

For example, if your ACoS is higher than the industry average, it could indicate that your advertising campaigns aren’t as effective as your competitors’.

On the other hand, if your ACoS is lower than the industry average, it could indicate that your campaigns are performing better than your competitors’ or that you aren’t investing enough into advertising.

It’s important to remember that industry benchmarks vary by product category and advertising platform, so be sure to research and compare against relevant benchmarks.

When analyzing your ACoS in relation to campaign goals, it’s important to determine what your advertising objectives are.

For example, if your goal is to increase sales, then you may be willing to accept a higher ACoS in the short term.

However, if your goal is to increase profit margins, then you may need to optimize your advertising campaigns to achieve a lower ACoS.

By regularly monitoring and analyzing your ACoS in relation to your campaign goals and industry benchmarks, you can make data-driven decisions to improve the effectiveness of your advertising strategies.

What is the Difference Between Sustainable ACoS and Breakeven ACoS?

You may have heard the theory that a breakeven ACoS is the ultimate goal, but the reality is that sustainable ACoS is what you should strive for to ensure long-term profitability and growth.

Breakeven ACoS

Breakeven ACoS refers to the point where your ad spend equals your revenue, which may sound perfect, but it doesn’t account for other costs such as overhead, shipping, and inventory.

Sustainable ACoS

On the other hand, sustainable ACoS takes these costs into consideration and helps you determine the maximum amount you can afford to spend on ads while still making a profit.

To achieve sustainable ACoS, you need to focus on optimizing your ad campaigns for low ACoS. This means constantly monitoring and adjusting your campaigns to ensure they’re performing well and bringing in sales at a reasonable cost.

It also means being strategic with your ad spend and targeting the right keywords and audiences to maximize your ROI. While it may take some trial and error to find the right balance, the effort is worth it, in the long run, to ensure your business is profitable and sustainable.

While a breakeven ACoS may sound like the ultimate goal, it’s important to aim for sustainable ACoS to ensure long-term profitability and growth.

This means optimizing your ad campaigns for low ACoS, being strategic with your ad spend, and taking all costs into consideration when determining your maximum ad spend.

By doing so, you’ll be able to build a successful Amazon business that can weather the ups and downs of the marketplace.

How to Evaluate ACoS trends and Identify Areas for Improvement?

Now it’s time to take a closer look at how to evaluate your ACoS trends and identify areas where you can improve your campaigns for better results.

The ACoS formula for Amazon sellers is pretty straightforward: divide the total ad spend by the total sales generated from ads. However, just looking at this number isn’t enough to determine the success of your campaigns.

Evaluating ACoS trends over time is crucial to understanding whether your campaigns are improving or declining.

  1. To evaluate ACoS trends, start by comparing your current ACoS to your historical ACoS. Look at how your ACoS has changed over time, and identify any spikes or drops in performance.
  1. If your ACoS has been steadily increasing, it may be time to reevaluate your targeting or ad copy.
  1. On the other hand, if your ACoS has been decreasing, you may want to invest more in those campaigns or expand them to other products.

Here are some bullet points to keep in mind when evaluating your ACoS trends:

  • Don’t panic if your ACoS is higher than your breakeven ACoS – it’s normal to have some campaigns that are less profitable than others.
  • Look at your ACoS in combination with other metrics, like conversion rate and click-through rate, to get a fuller picture of campaign performance.
  • Experiment with different bidding strategies, ad formats, and targeting options to see what works best for your products.
  • Use negative keywords to weed out irrelevant clicks and improve your ad targeting.

By evaluating your ACoS trends and identifying areas for improvement, you can optimize your campaigns for better results and ultimately increase your profitability as an Amazon seller.

Keep experimenting and refining your strategies to stay ahead of the competition and achieve your business goals.

How to Utilize ACoS Data to Make Informed Advertising Decisions?

Your ACoS formula on Amazon is a key performance indicator that can tell you how effectively you’re spending your advertising dollars.

To make the most of this data, use an Amazon ACoS calculator to determine your cost of sales, and then analyze the trends to identify areas where you can improve.

By tracking your ACoS data, you can determine which campaigns are profitable and which ones are not. If your ACoS is higher than your profit margin, then you’re losing money on that campaign. On the other hand, if your ACoS is lower than your profit margin, then you’re making money.

Armed with this information, you can adjust your bids, keywords, and targeting to optimize your campaigns and maximize your ROI.

Factors Affecting ACoS

Having in-depth understanding of the different factors affecting ACoS and how they do it can help you increase your profitability.  

Bid Levels and Keyword Targeting

Here are three ways bid levels and keyword targeting impact your ACoS:

  1. Higher bids can increase your ad placement and visibility, but they can also increase your ad spend and reduce your profitability. Finding the right balance between bid levels and profitability is crucial.
  1. Targeting high-converting keywords can improve your ad performance and increase your sales, but it can also increase your ad spend. It’s important to regularly review and adjust your keyword targeting to maximize your ROI.
  1. Negative keywords can reduce wasted ad spend and improve your overall campaign performance. By excluding irrelevant or low-converting keywords, you can focus your ad spend on high-performing keywords and improve your ACoS.

Product Price and Profit Margins

The ACoS formula Amazon is calculated by dividing your total ad spend by your total sales, so it’s important to ensure that your sales are generating enough profit to justify the investment in advertising.

If your product price is too low, you may struggle to achieve a low ACoS as your profit margins will be smaller. On the other hand, if your product price is too high, you may struggle to generate enough sales to justify the cost of advertising.

It’s important to find a balance between price and profit margins to ensure that your advertising investment is generating a low ACoS and a healthy return on investment.

Listing Optimization and Product Relevance

When your product is more relevant to the keywords you’re targeting, your ads are more likely to appear to shoppers who are already interested in what you’re selling. This increases the chances of conversions and reduces your ACoS.

To ensure that your product is correctly positioned in the Amazon marketplace, optimizing your product listings is essential. This includes titles, descriptions, bullet points, and images.

In addition to optimizing your product listings, you need to ensure that your product is relevant to the keywords you are targeting. This means researching and identifying the most relevant keywords for your product and incorporating them into your listings and advertising campaigns. By doing this, you can increase your product’s visibility and attract more qualified traffic, which is more likely to convert and generate sales.

Therefore, it’s important to continuously monitor and adjust your listings and advertising campaigns to ensure that they are optimized and relevant. This will ultimately lead to a lower ACoS and higher advertising ROI.

Here are some tips to help you optimize your product listings:

  1. Keep your product titles concise and include relevant keywords to improve their visibility in Amazon search results.
  1. Optimize your product descriptions and bullet points to highlight your product’s unique features and benefits.
  1. Use high-quality images to showcase your product and attract potential customers.


Competitors can have a big impact on how your advertising performs on Amazon, so it’s important to keep an eye on what they’re doing. One way they can affect your ACoS is by bidding on the same keywords as you.

If they have a larger budget or are willing to spend more on a bid, they may outrank your product and steal potential clicks and sales. This can drive up your ACoS as you spend more on advertising without the corresponding increase in sales.

Another way competitors can impact your ACoS is by offering similar products at a lower price point. If shoppers see a cheaper option from a competitor, they may choose to purchase from them instead of you, even if your product has better reviews or is of higher quality.

This can result in lower sales and a higher ACoS as you continue to spend on advertising without the corresponding return on investment. To combat this, it’s important to regularly monitor your competition, adjust your bids and pricing strategies as needed, and ensure your product stands out in the crowded marketplace.

Strategies for Optimizing ACoS

If you want to optimize your ACoS, there are some key strategies that you can implement.

Conduct regular keyword research and optimization

By regularly researching and optimizing your keywords, you can increase your visibility and ultimately drive more sales on the platform. Keyword research involves finding the right words and phrases that potential customers use when searching for products similar to yours.

Here are four steps to help you conduct keyword research and optimization effectively:

  1. Identify the top-performing keywords: Use Amazon’s search bar to identify the most popular keywords related to your product. Look at the auto-suggestions and related searches that appear to get an idea of what people are searching for.
  1. Analyze your competitors: Look at your competitors’ product listings to see what keywords they are using. Use tools like Helium 10 or Jungle Scout to identify top-performing keywords used by your competitors.
  1. Optimize your listing: Use the keywords you have identified to optimize your product listing. Ensure that your keywords are included in your product title, description, and bullet points.
  1. Monitor and adjust: Regularly monitor your keyword performance and adjust as necessary. Use Amazon’s Advertising Console to see which keywords are driving the most sales and adjust your bids accordingly.

Adjust bids and budget allocations for optimal ACoS

Optimizing your bids and budget allocations is crucial for achieving an optimal ACoS and maximizing your sales potential on the platform. Your ACoS is the ratio of your ad spend to your sales, so it’s important to find the sweet spot where you’re spending enough to get sales, but not so much that it cuts into your profits.

To do this, you need to constantly adjust your bids and budget allocations based on your performance data. Start by analyzing your campaign performance to identify which keywords and products are driving the most sales and which ones are not. Then, adjust your bids and budget allocations accordingly.

Increase bids for high-performing keywords and decrease bids for low-performing ones. Similarly, allocate more budget to campaigns that are driving sales and less to those that are not. By doing this, you can achieve an optimal ACoS and maximize your sales potential on Amazon.

Refine Product Targeting and Campaign Segmentation

Now it’s time to get more granular with your targeting and segment your campaigns to hone in on the specific products and audiences that will drive the most sales and ultimately boost your bottom line.

Refining your product targeting means identifying the specific products that are performing well and allocating more budget towards them. You can also use negative keywords to exclude products that are not performing well. This will help optimize your campaigns and improve your ACoS.

Segmenting your campaigns allows you to target specific audiences and products with different bid adjustments and budgets. For example, you can create a separate campaign for high-margin products and allocate a larger budget towards them. You can also create campaigns for specific audiences, such as targeting customers who have previously purchased from your store.

These targeted campaigns will help you reduce your ACoS and increase your ROI. By refining your product targeting and campaign segmentation, you can optimize your campaigns to drive the most sales and improve your overall Amazon performance.

Utilize negative keywords to reduce irrelevant clicks and improve ACoS

Are you tired of wasting money on irrelevant clicks? Learn how to use negative keywords to drastically improve your Amazon ad performance and increase your profits.

Negative keywords are the words or phrases that you don’t want your ads to appear for. By adding these keywords to your campaign, you can prevent your ad from showing up to people who are searching for something unrelated to your product. This will help you reduce the number of irrelevant clicks, which, in turn, will lower your ACoS.

To use negative keywords effectively, you need to have a clear understanding of your target audience and the keywords they use to search for products similar to yours. You should also keep an eye on your search term reports to identify any irrelevant keywords that trigger your ads.

Once you have a list of negative keywords, you can add them to your campaign at the ad group or campaign level. By doing so, you can ensure that your ads are only displayed to people who are genuinely interested in your product. This will lead to a higher conversion rate and lower ACoS.

Tracking and Analyzing ACoS Performance

Monitor ACoS metrics at campaign and keyword levels

To keep track of your ad spend and ensure profitability, you should closely monitor your campaign and keyword ACoS metrics. This will help you identify which campaigns and keywords are driving sales and which ones are not. By analyzing your ACoS data, you can make informed decisions about your advertising strategy and optimize your campaigns for maximum ROI.

Here are some key metrics to track when monitoring your ACoS:

  1. Campaign ACoS: This metric measures the overall profitability of a specific campaign. It’s calculated by dividing the total ad spend by the total sales generated by that campaign.
  1. Keyword ACoS: This metric measures the profitability of individual keywords within a campaign. It’s calculated by dividing the total ad spend for a keyword by the total sales generated by that keyword.
  1. Conversion rate: This metric measures the percentage of clicks that result in a sale. A higher conversion rate means that your advertising campaigns are more effective at driving sales.
  1. Click-through rate: This metric measures the percentage of clicks your ads receive compared to the number of impressions. A higher click-through rate indicates that your ads are relevant and engaging to your target audience.

Utilize Amazon’s Reporting Tools and Third-Party Analytics

You can take your ad campaign to the next level and gain valuable insights by utilizing Amazon’s reporting tools and third-party analytics.

Amazon provides a range of reporting tools, including Sponsored Products Reports, Search Term Reports, and Placement Reports. These can be used to analyze your campaign’s performance at a granular level. These reports provide detailed information on your campaign’s impressions, clicks, spend, and sales. They allow you to identify which keywords and ad placements are driving the most sales, as well as which ones are underperforming.

Third-party analytics tools, such as Sellics, Jungle Scout, and Helium 10, can also provide valuable insights into your campaign’s performance. These tools offer advanced features, such as keyword research, competitor analysis, and product tracking. They can help you optimize your campaigns and stay ahead of your competitors. By using these tools, you can identify high-performing keywords and products, monitor your competitors’ activity, and track changes in your campaign’s performance over time.

Evaluate ACoS Alongside Other Performance Metrics

When you evaluate your ACoS alongside other performance metrics like CTR and conversion rate, it’s like putting together the pieces of a puzzle to reveal the bigger picture of your campaign’s success, much like how each stroke of a paintbrush adds to a masterpiece.

By analyzing all these metrics, you can identify which areas of your campaign need improvement and which ones are already performing well. For instance, if you have a high ACoS, but your CTR and conversion rate are also high, it means that although you’re spending a lot on ads, you’re still generating a lot of sales.

However, if your ACoS is high, and your CTR and conversion rate are low, it means that you’re spending a lot on ads, but not getting a lot of sales or clicks. In this case, you need to re-evaluate your targeting, ad copy, and keywords to find out why your ads aren’t resonating with your audience.

By comparing all these metrics, you can make informed decisions on how to optimize your campaigns and achieve better results.

Set Up ACoS Goals and Track Progress

Setting up ACoS goals is important because it allows you to have a clear target and a benchmark to measure your success. To set up ACoS goals, you need to consider your profit margins, advertising budget, and your overall business objectives.

For example, if you want to increase your profit margins, you may want to set a lower ACoS goal. On the other hand, if you want to increase your market share, you may want to set a higher ACoS goal to invest more in advertising.

Once you have set up your ACoS goals, it’s important to track your progress over time. You can do this by regularly monitoring your ACoS performance and making adjustments to your advertising campaigns as needed.

By tracking your progress, you can identify what’s working and what’s not, and adjust your strategy accordingly. Remember, setting up ACoS goals and tracking your progress over time is crucial for the success of your Amazon business.

As an Amazon seller, understanding ACoS is a key performance indicator that can make or break your business. By evaluating ACoS alongside other performance metrics, setting up ACoS goals, and tracking your progress over time, you can optimize your advertising campaigns, increase your profitability, and achieve your business objectives.

Balancing ACoS with Business Goals

Align ACoS targets with overall business objectives

By aligning your ACoS targets with your business objectives, you’ll be able to make the most of your advertising budget and achieve your goals. Here are some tips to help you do just that:

  1. Consider your profit margin: ACoS should never exceed your profit margin. If it does, you’re losing money. Determine what your target ACoS should be based on your profit margin and adjust your campaigns accordingly.
  1. Take into account your marketing budget: If you have a set budget for advertising, you’ll want to make sure your ACoS aligns with that budget. This will help you avoid overspending and ensure that you’re getting the most out of your advertising dollars.
  1. Think about your long-term goals: Your ACoS should align with your overall business objectives. If your goal is to increase sales and grow your business, you may be willing to accept a higher ACoS in the short term to achieve those goals.
  1. Analyze your data regularly: Review your ACoS data on a regular basis to ensure that you’re on track to meet your goals. Use this data to make informed decisions about your advertising campaigns and adjust your strategy as needed.

Consider Long-term Profitability and Customer Lifetime Value (CLV)

Maximizing profitability and customer lifetime value requires a strategic approach to ACoS targets that goes beyond short-term gains. As an Amazon seller, it’s important to consider the long-term impact of your advertising campaigns on your overall business objectives.

While it may be tempting to focus solely on lowering your ACoS in the short-term, this approach can have negative consequences for your profitability and customer retention in the long-term. One way to balance short-term gains with long-term profitability is to focus on customer lifetime value (CLV).

By understanding the lifetime value of your customers, you can make more informed decisions about how much you’re willing to spend on advertising to acquire new customers. For example, if you know that the average customer will make multiple purchases from your store over time, you may be willing to spend more on advertising to acquire that customer upfront, knowing that their repeat business will ultimately result in a higher ROI.

Ultimately, the key to balancing ACoS targets with long-term profitability and CLV is to take a data-driven approach to your advertising campaigns. By regularly analyzing your advertising data, you can identify which campaigns are driving the most profitable results, and adjust your ACoS targets accordingly.

By staying focused on your overall business objectives, and taking a long-term approach to your advertising strategy, you can achieve sustainable profitability and growth as an Amazon seller.

Strike a balance between ACoS and market visibility

To strike a balance between ACoS and market visibility, consider the following:

  • Determine your target ACoS based on your profit margins and business goals.
  • Optimize your ad campaigns by regularly monitoring and adjusting your bids, keywords, and ad placements.
  • Evaluate your product pricing and profitability to ensure that your ad spend is generating a positive return on investment.
  • Focus on improving your organic ranking through strategies such as keyword research, product listing optimization, and customer reviews.

By finding the sweet spot between ACoS and market visibility, Amazon sellers can increase their sales and profits while also building a sustainable and successful business.

It may take some experimentation and fine-tuning, but the effort will be worth it in the long run.

Remember, the key is to prioritize profitability and customer lifetime value while also staying competitive in the marketplace.

Leverage ad campaign automation tools

To efficiently optimize your ACoS, you can leverage ad campaign automation tools, which can save you time and increase your productivity. This allows you to focus on other important aspects of your business, such as customer satisfaction. After all, happy customers lead to repeat business.

These tools can help you manage your ad campaigns by automating keyword bids, targeting, budget allocation, and other tasks. By doing so, you can ensure that your ads are being shown to the right audience, at the right time, and on the right platform.

One of the main benefits of using ad campaign automation tools is that they can help you achieve a lower ACoS. These tools use machine learning algorithms to analyze your campaigns and adjust your bids based on real-time data. This can help you optimize your ad spend and improve your ROI. Additionally, these tools can help you identify high-performing keywords and negative keywords, which can further improve your ad targeting and reduce your ACoS.

To get the most out of ad campaign automation tools, it’s important to choose the right tool for your business and to set up your campaigns correctly. You should also monitor your campaigns regularly to ensure that they are performing as expected and to make any necessary adjustments.

With the right approach, ad campaign automation tools can be a powerful tool for optimizing your ACoS and growing your Amazon business.

Amazon DSP (Demand-Side Platform) for Advanced ACoS Management

Diving into the benefits of incorporating Amazon’s DSP for advanced ad management can enhance your advertising efforts and drive better results. Amazon DSP is a programmatic advertising platform that allows you to reach potential customers both on and off Amazon. It uses real-time bidding to display your ads to the right audience, at the right time, and in the right place.

With Amazon DSP, you can target customers based on their behavior, interests, and demographics. This means that you can reach people who are more likely to be interested in your product, which can lead to higher conversion rates and a lower ACoS.

Additionally, Amazon DSP allows you to retarget customers who have already shown interest in your product, giving you another opportunity to convert them into buyers.

Another key benefit of using Amazon DSP is that it provides advanced reporting and analytics. This allows you to measure the effectiveness of your ad campaigns and make data-driven decisions to optimize your ACoS. You can track important metrics such as impressions, clicks, conversions, and cost per click (CPC), as well as view detailed reports on audience performance and ad placement.

By using this data to refine your ad strategy, you can improve your ROI and achieve your advertising goals.


Now that you understand the importance of ACoS as a KPI for your Amazon advertising success, it’s time to take action and optimize your campaigns.

Remember that ACoS is a balancing act between generating sales and maintaining profitability, so don’t be afraid to experiment and test different strategies.

As you continue to optimize your ACoS, consider incorporating Amazon’s DSP for more advanced management.

With patience and perseverance, you can achieve a profitable ACoS and drive success for your Amazon business.

So, what are you waiting for? Start optimizing your ACoS today and watch your advertising success soar.

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