What is the ACoS Metric in Amazon PPC?

amazon acos metric

So, are you selling on Amazon? Amazon PPC advertising is a fantastic channel that will create a roadmap on how to access new clients and increase your sales. It works like this: you get to develop paid announcements that will show on the Amazon search results page. Consumers who click on your advert are taken straight to the particular product page that you advertise, which creates an opportunity to convert the click into a sale.

However, how will you know that the PPC ads that you are placing return on the value that you are investing in? Introduce ACoS, a valuable parameter that specifies the efficiency of your Amazon PPC, Advertising Cost of Sales. Now, let’s take a closer look at what ACoS is and how it can help boost your advertising effectiveness.

What is ACoS?

What is the ACoS Metric in Amazon PPC? ACoS is a company’s Advertising Cost of Sales. That is a ratio that gives the proportion of ad expenses to total sales, which is a primary and effective measure. Essentially, it tells the success of the Pay-per-click campaigns you initiated.

Here’s the ACoS formula to help you calculate it yourself: Here’s the ACoS formula to help you calculate it yourself

Total Ad Spend / Total Sales= ACoS

For instance, suppose you use $25 to run your PPC and you make sales amounting to $100, then the ACoS is 25%. This translates to spending $0. $25 for every dollar of adverts sales that you generate.

Also Read: Sponsored (Products vs Brands vs Display) on Amazon

Why is ACoS Important?

The ACoS provides the idea of the unlimited potential of your ads and how successfully they translate clicks into sales. An ACoS closer to the minimum demonstrates you’re only spending the necessary amount to drive decent profits on your PPC campaigns. This is done by observing changes in ACoS so that you are able to see the points of optimization. 

Advertising Cost of Sales (ACoS) helps in determining where to allocate advertising funds effectively. Sorting campaigns by ACoS highlights those with lower ACoS, maximizing Return on Investment (ROI). ACoS allows for better control of Amazon PPC advertising management, thereby increasing sales and profits.

Interpreting ACoS

Higher ACoS is reasonable, but only up to the point where comprehending that is the first step. Now, it is time to decode what a ‘good’ ACoS is. In fact, the answer is that there is no perfect strategy that works for all. Here’s why:

Product Profit Margin

From this, your expected ACoS is given by the required return on investment and the profit margin of the product in question. More so, if your product has some high-profit margin it can bear a slightly higher ACoS than a product with a thin margin.

Campaign Goals

Do you want to make the people recognize your brand or do you want them to make the purchase right now? The creation of ACoS brand awareness may well be used as an explanation for a higher ACoS in the short term, as this creates a foundation for subsequent sales. On the other hand, campaigns aimed at direct sales decide on a higher ACoS with the thought of converting more prospects to consumers immediately.

Here’s a general guideline to keep in mind

  • Lower ACoS of at least the first digit below 20% – Good. This speaks of highly efficient campaigns yielding large profits to the business.
  • ACoS of 20 to 30 percent – Excellent! This is good for many products provided they can achieve good profits on any sales in that range.
  • ACoS more than 30% means a higher ACoS. It could be used as an indication as to where you should be focusing your efforts when creating your campaigns.
  • Keep on analyzing your keywords, bidding rates, and ad text for better performance of your ad.
  • Do not forget that ACoS is a component of the big picture. While tracking ROI is helpful it is useful to look at other values such as Return on Ad Spend (ROAS).

Also Read: Is Amazon PPC Worth It in 2024? (Pros & Cons)

How to Optimize Your ACoS

It is an essential factor that every Seller on Amazon needs to aspire to have – a low ACoS. Here are some effective strategies to optimize your ACoS and squeeze the most out of your PPC campaigns:

Keyword Research and Targeting

Select words that, thanks to the suggested search frequencies, will bring a high conversion rate and relate to products being sold. Specific keywords help you direct your ads to the right demographic, which in turn implies high-quality clicks and, possibly, low ACoS.

Bidding Strategies

Most of the time you can try using different auctions to be able to find the best price to use in the advertisement while at the same time optimizing the visibility rates. It is advisable to lower the bid for the keywords that have a high ACoS and on the other hand, raise bid on keywords that have high sales or conversion rates.

Ad Copy Optimization 

Convincing headlines and making the ad copy pop, so that the user gets tempted to click it is very important. Craft good ad text so that the target audience can quickly understand the core concept and willingness to click through the ad. Holding a split test on your ad copy means that two versions of the copy are introduced, and the one with the highest conversion rate is used.

Understanding the Key Differences Between ACos And ROAS

ACoS is one of the critical metrics in the sphere of Amazon PPC management, while ROAS is actually known for its role in measuring return on spend. Let’s break down the key differences:


The above formula reveals to you the amount of money you spend on advertising to obtain a dollar in sales. Whereas ROAS elaborates on the aspects of profit in a campaign. It informs you of the magnitude of income per dollar spent on ads.


Sometimes, it is useful to think of ACoS as your gas mileage. A low ACoS means you go a long distance (make sales) with a small quantity of fuel (ad spend). Thus, ROAS would be similar to profit per gallon in this case. The ACoS can be described as a cost-oriented ratio, while the ROAS is primarily a profit-oriented one. 

They are different from each other but when analyzed simultaneously, they will immensely help in giving a proper evaluation of your PPC campaign.

Also Read: Hire Someone Who Provides Amazon PPC management service

Common ACoS Misconceptions

Company analysis can sometimes be misinterpreted by new sellers that use it in their operations. Here are some common ACoS misconceptions we’ll debunk,

Lower ACoS is Always Better

A very low ACoS might indicate you’re targeting inexpensive keywords with minimal sales potential. Finding a sweet spot between ACoS, profit margin, and campaign goals is key.

All Products Should Have the Same ACoS Target

Different products can have different ACoS targets. High-margin products can tolerate a higher ACoS for greater visibility, while lower-margin products might require a stricter target to maintain profitability.

ACoS is Set and Forget

ACoS is dynamic and constantly adjusts based on campaign performance. Regularly monitor your ACoS and optimize your campaigns with keyword adjustments, bid strategies, and ad copy refinements to improve efficiency.

Also Read: Hire Someone Who Provides Amazon Ads Management Services

Advanced ACoS Optimization Metrics

Once you’ve mastered the basics of ACoS management, you can delve into more advanced techniques to further refine your campaigns:

Negative Keywords

Alphabetize the list of keywords and check during its making if some of them are negative and should be added to the list of negative keywords to eliminate the possibility of showing the ads to users who entered irrelevant search terms. This assists in making sure that your advertisement spending plan is used mainly for the target audiences likely to click through to your store, which might push down your ACoS.

Automated Bidding Strategies

Implement one of the automatic bidding strategies that Amazon provides, such as “Target ACoS” or “Downstream Sales.” These mechanisms help in increasing the speed and maybe effectiveness by adjusting the bids according to the ACoS one wants or the specific sales.

Campaign Segmentation

Organize your campaigns in terms of product segment, brand, or any other possible division. In turn, you are able to set different bids and ad text for different audiences, which is thought to cater to potential customers and result in a possibly lower ACoS.

Landing Page Optimization

The influence of the product listing page is massive; the quality of this page determines the conversion rate significantly. Be sure that you add professional photos, good descriptions, and excellent and clear CTA’s to your listing.

Also Read: In-House vs. Outsourced Amazon PPC: Which Yields Better Results?


ACoS is one of the KPIs that put the keys to your advertising efficiency in your hands, allowing you to achieve the maximum profitability of your Amazon PPC campaign. Your cost of ad spend will not go up your pillars because you can monitor ACoS, analyze the data appropriately, and begin the outlined optimization procedures of boosting your ad spend.


What should be the ACoS for my products?

There’s no one-size-fits-all answer. It depends on the profitability of the product that you have, your motor, and the goals of the campaign. In general, ACoS below 20% is considered good and values above 30% should be adjusted.

My ACoS is high. What should I do?

Refute your keywords and make the organization of your initial crucial factors such as bidding rumors and ad contentions. You should also look into negative keywords, different bids, and your landing page to make more sales and, thus, lower your ACoS.

ACoS vs. ROAS: What should be chosen?

ACoS provides information on the cost of ads per dollar of sales, while ROAS represents the indicators of campaign profitability by offering the revenues per dollar spent on advertisements. The components are mutually beneficial; when ACoS is low, ROAS is high, and vice versa, suggesting successful campaigns.

How can AMZ Sparks help reduce ACoS on Amazon?

AMZ Sparks aids in optimizing Amazon PPC management services by refining keyword strategies, managing bids with tools like “Target ACoS,” and analyzing ad performance. These capabilities help sellers achieve lower Advertising Cost of Sales (ACoS) and improve overall campaign profitability on Amazon.

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