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Amazon ACOS Calculator

Enter your campaign's figures and your margin to see whether your ads make or lose money, what ACOS you can afford, and the highest bid per click.

Your campaign

From the campaign report

For one period, from Amazon's campaign manager

What the campaign spent in the period

Sales attributed to the campaign, as the report shows them

To work out the highest bid

The campaign's orders, so the result is judged on enough of them

From your store

For the same period, to work out TACoS

All the product's sales, from ads and not, without VAT

From your profit

To know whether the ads pay, not just what they cost

%

Profit per unit before ads ÷ its price without VAT. It is the "profit margin" in the profit calculator

%

To work out your target ACOS

Result

Fill in these fields to see the result:

  • Ad spend
  • Ad sales

What each ratio means

ACOS: advertising cost of sale
Ad spend ÷ ad sales. A campaign that spent 250 and sold 1,000 has a 25% ACOS: a quarter of what the ads sold went on them.
ROAS: return on ad spend
ACOS turned over: ad sales ÷ spend. A 25% ACOS is a ROAS of 4, four back for every one spent.
TACoS: spend over all sales
Ad spend ÷ all the product's sales, from ads and not. Falling over time, the ads are lifting your organic sales; rising, you are buying your sales.
Break-even ACOS
Your margin before ads. Spend that share of every sale on ads and nothing is left; more than that is a loss. A product with a 30% margin pays for its ads while ACOS stays under 30%.
Target ACOS
Break-even ACOS less the profit you want left. A 30% margin and 10% wanted after ads makes a 20% target ACOS.
Highest bid
Break-even ACOS × what a click brings in (ad sales ÷ clicks). The highest bid that does not lose money. It is not worked out from fewer than 15 clicks: a handful of clicks does not tell you what a click brings in.

A common mistake: the margin on the VAT-inclusive price

Amazon's ads reports in Saudi Arabia count sales without VAT: a 79 SAR product shows in the report as 68.70. Work out your margin on 79 and compare it with the report's ACOS, and your break-even looks lower than it is. Work the margin out on the price without VAT, as the profit calculator does. We assume the same in the other marketplaces whose prices include VAT, but have not checked it there yet.

Common questions

What is a good ACOS on Amazon?+

No single number fits everyone. A good ACOS is one under your break-even, which is your margin before ads. A product with a 40% margin makes money at a 35% ACOS; one with a 15% margin loses money at 20%.

What is the difference between ACOS and TACoS?+

ACOS divides spend by ad sales alone; TACoS divides it by all sales. ACOS says what an advertised sale costs; TACoS says how much advertising takes from your whole business.

Why does the calculator not judge my campaign?+

Under 3 orders it does not, because one lucky order gives a great ACOS that means nothing. Without the number of orders it does not judge at all.

My campaign spent and sold nothing. Why is ACOS not 0%?+

Because 0% is the best ACOS there is, and your campaign did not earn it. Spend with no sales has no ratio, and the calculator says so plainly: you lost what you spent.

How do I know my margin before ads?+

From Sellet's Amazon profit calculator: enter your price, fees and costs without any ad cost, and its "profit margin" is your break-even ACOS. Connect your account and Sellet works it out for each campaign, from its settlements once they have enough orders, and from your costs and Amazon's fee estimates until then.

This is one campaign. Sellet does it for all of them.

Connect your Amazon Ads account and Sellet puts the break-even ACOS of its products beside every campaign: from your settlements once they have enough orders, and from your costs and Amazon's fee estimates until then. It says which campaigns make money and which lose it.

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