What is a good ACoS on Amazon?
There is no universal "good ACoS" — only yours. Break-even ACoS equals your profit margin before ads: with a 30% margin, ACoS below 30% makes money on each sale and above it loses. For context, the median 30-day ACoS across seller accounts on AIAdKing is around 50% — most sellers run above break-even without knowing their number, which is the actual problem.
The reasons, most common first
Margins differ more than sellers do
A 60% margin private-label brand and a 15% margin reseller can run identical ads with identical ACoS — one prints money, the other burns it. Copying someone else's target copies their margin, not their success.
Goals change the right number
Launch campaigns deliberately run high ACoS to buy rank and reviews. Harvest campaigns on established products should run well under break-even. One account holds both at once, correctly.
TACoS tells the fuller story
Total ad spend over total revenue (ads + organic) captures the halo where ads lift organic rank. A rising ACoS with falling TACoS can be a healthy launch; the reverse is quiet decay.
How to check it yourself
Compute your real number in five minutes:
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1
Selling price minus Amazon fees, product cost, and shipping = profit before ads.
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2
That profit divided by selling price = your margin = your break-even ACoS.
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3
Set your working target below it: break-even × 0.7–0.8 leaves real profit per ad sale.
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4
Judge only settled windows (ending 7+ days ago) — recent days always overstate ACoS.
Flying without the number
A seller with a 25% margin "happy" at 35% ACoS is paying ₹10 for every ₹100 of ad sales without noticing — ₹10,000 lost per lakh of ad revenue, forever, until someone computes the break-even.
How AIAdKing handles this for you
AIAdKing computes break-even per product from your actual costs, sets a personal target, and walks ACoS toward it in small steps with a sales guard — because a "good" ACoS achieved by killing sales isn't good. Your plan is always visible: current, this week's goal, end target.
Sellers also ask
What is the average ACoS on Amazon? +
Public studies typically land in the mid-20s to mid-30s percent depending on category and country; across accounts on AIAdKing the 30-day median is around 50% — real-world portfolios run hotter than survey averages. Averages are context, not targets: your margin sets your number.
Is 100% ACoS ever acceptable? +
Only deliberately and temporarily — typically first weeks of a launch where each sale buys rank, reviews, and data. It needs an end date and a step-down plan.
ACoS or TACoS — which should I watch? +
Both: ACoS for campaign efficiency, TACoS for business efficiency. Healthy growth usually shows TACoS flat-or-falling while total revenue grows, even when ACoS moves around.