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Amazon ACoS Calculator

Calculate your Advertising Cost of Sale instantly. Understand your Amazon PPC efficiency and optimize for profitability.

Calculate Your ACoS

Your ACoS

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Formula: ACoS = (Ad Spend ÷ Ad Revenue) × 100

Calculate Max Budget

Maximum Ad Spend

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Formula: Max Spend = (Target ACoS ÷ 100) × Revenue

How to Use Your ACoS Result

ACoS is ad spend as a percentage of the sales your ads brought in. The full definition is in the ACoS glossary entry. This page is about what to do with the number.

ACoS = Ad spend ÷ Ad revenue × 100

Example inputs, not real data: $100 of ad spend that brings in $400 of ad revenue is an ACoS of ($100 ÷ $400) × 100 = 25%, or 25 cents of advertising for every $1 of ad revenue.

Compare it with your break-even ACoS

Whether an ACoS is good depends on your own margin, not on anyone else's numbers. Your break-even ACoS equals your profit margin before ad spend:

Break-even ACoS = (Price − COGS − Amazon fees − Other costs) ÷ Price × 100

Below break-even, ad-attributed sales make money. Above it, each one costs more margin than it brings in. For example, a product with a 30% margin before ad spend running at 35% ACoS gives away 5% of the sale price on every ad-attributed sale. Work out your own with the break-even ACoS calculator.

Set your target below break-even

Break-even is a ceiling: at break-even, advertising earns you nothing. Subtract the profit margin you want to keep and you have your target ACoS. Enter it in Calculate Max Budget above to see the most you can spend for a given amount of ad revenue, or turn it into a per-click limit with the max CPC calculator.

ACoS and ROAS

ROAS is the same ratio turned upside down: ROAS = 100 ÷ ACoS.

  • 25% ACoS = 4x ROAS ($4 of ad revenue for every $1 spent)
  • 50% ACoS = 2x ROAS
  • 100% ACoS = 1x ROAS (ad revenue equals ad spend)

The ROAS calculator converts between the two and works out your break-even ROAS.

Look at TACoS too

ACoS counts only the sales Amazon attributes to your ads. The TACoS calculator divides the same spend by all your sales, which shows whether advertising is lifting the rest of the business.

Frequently Asked Questions

How do I calculate ACoS?▼
Divide your ad spend by your ad revenue and multiply by 100. For example, $10 of ad spend that brings in $100 of ad revenue is an ACoS of 10%. For the full definition, see the ACoS entry in the Shurq glossary.
What is a good ACoS for Amazon PPC?▼
A good ACoS depends on your profit margin and goals. Your break-even ACoS equals your profit margin before ad spend: an ACoS below it means ad-attributed sales make money, above it means they lose money. For product launches or brand awareness campaigns, running above break-even for a while can be a deliberate choice. The free break-even ACoS calculator works yours out from price, COGS and Amazon fees.
How do I lower my ACoS?▼
To lower ACoS: 1) Add negative keywords to stop wasting spend on irrelevant searches, 2) Optimize your product listing for better conversion rates, 3) Adjust bids based on keyword performance, 4) Focus budget on high-performing keywords, 5) Use an automated bidding tool like Shurq to adjust bids toward the target ACoS you set.
What's the difference between ACoS and TACoS?▼
ACoS measures ad spend against ad-attributed revenue only. TACoS (Total Advertising Cost of Sale) measures ad spend against your total revenue (organic + ad-attributed). TACoS gives a better picture of how advertising impacts your overall business profitability. The free TACoS calculator works out both.
Should I aim for the lowest possible ACoS?▼
Not necessarily. Very low ACoS might mean you're under-investing in advertising and missing growth opportunities. The goal is finding the optimal ACoS that maximizes profit while maintaining competitive visibility. This balance depends on your margins, competition, and business stage.

Automate Your ACoS Optimization

Stop calculating by hand. Shurq adjusts your bids automatically toward the target ACoS you set, using advertising data synced hourly.

Start Free TrialFind Your Break-Even ACoS

Related Free Tools and Guides

Break-Even ACoS Calculator

The highest ACoS a product can carry, and the target ACoS for the margin you want.

Max CPC Calculator

The most you can pay per click from price, conversion rate and target ACoS.

TACoS Calculator

Ad spend against total sales, with ACoS alongside when you know your ad sales.

ROAS Calculator

Return on ad spend, ROAS to ACoS conversion and your break-even ROAS.

ACoS in the Glossary

The full definition of ACoS, with its formula and related terms.

Amazon Bid Optimization Guide

A step-by-step guide to setting and adjusting Amazon PPC bids.