# What is a good ACoS on Amazon? Your number, not a myth

URL: https://aiadking.com/problems/good-acos-for-amazon
Updated: 2026-09-03

There is no universal good ACoS — only yours: break-even ACoS equals your pre-ad profit margin. How to compute it and when a high ACoS is right.

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.

## FAQ

Q: What is the average ACoS on Amazon?
A: 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.

Q: Is 100% ACoS ever acceptable?
A: 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.

Q: ACoS or TACoS — which should I watch?
A: 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.