Optimize Average ACoS on Amazon for Success

average acos amazon

As an Amazon seller, understanding the Average Advertising Cost of Sales (ACoS) is vital. In this comprehensive guide, we'll explore the average ACoS on Amazon, factors influencing it, and effective strategies to lower your ACoS. Discover how optimizing your advertising campaigns can lead to improved profitability on Amazon.

What is the Average Amazon ACoS?

When it comes to ACoS on Amazon, experts estimate that the average falls around 30%. However, it's important to note that this figure can vary significantly based on various factors unique to each business and campaign.

What is a Good ACoS: Determining a Good Average Amazon ACoS

There is no one-size-fits-all "good" ACoS for brands. While starting with a target range of 15-30% is a good rule of thumb for beginners, your ideal ACoS will depend on factors such as profit margin, advertising budget, keyword competition, and seasonality. It's crucial to establish specific ACoS goals that align with your business objectives and marketing strategies.

Factors Influencing Your ACoS

Several key factors play a significant role in determining your ACoS on Amazon. These factors include sales goals, campaign type, keywords, seasonality, product newness, competition, product price, and campaign strategy. It's important to analyze and understand how each of these factors affects your ACoS, as they can impact your advertising performance and profitability.

Setting Your Amazon ACoS Goals

Setting clear and realistic ACoS goals is essential. While new product launches may require a higher ACoS to gain initial visibility, it's generally advisable to aim for a lower ACoS over time. For example, targeting a 30% ACoS for a new product could be reasonable, but as the product gains relevancy and competition increases, you may aim for a lower target ACoS, such as 10%. Your ACoS goals should be dynamic and adjusted based on the specific circumstances of your business and advertising campaigns.

Lowering Your ACoS

Lowering your ACoS requires implementing effective optimization strategies. One valuable tactic is Search Term Isolation, a bidding philosophy that focuses your budget on successful keywords. By allocating your resources to keywords that drive conversions and sales, you can gradually reduce your overall ACoS over time. Additionally, optimizing your account structure, refining your targeting, and continuously analyzing and adjusting your campaigns can contribute to lowering your ACoS. Consider working with an Amazon Advertising agency, such as Blue Wheel, to leverage their expertise and optimize your campaigns effectively.


Understanding and optimizing your average ACoS on Amazon is essential for maximizing your advertising performance and profitability on the platform. By continually monitoring your ACoS, adjusting your strategies, and implementing proven optimization techniques, you can achieve a lower ACoS and improve the efficiency and profitability of your advertising campaigns. Remember, there is no one-size-fits-all approach, and your ACoS goals should align with your unique business objectives. With the right strategies and expert guidance, you can unlock the full potential of your Amazon advertising campaigns and drive sustainable success on the platform.  

Contact Blue Wheel, the leading Amazon Advertising agency, to receive personalized support and take your advertising efforts to new heights.

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