Amazon ACOS calculator
Work out Amazon advertising ACOS, TACOS and ROAS, plus the break-even ACOS (= gross margin) and the ad sales or unit price needed to hit a profit target.
Runs in your browserEvery computation happens in your browser — your data never leaves this device.
ACOS benchmark bands (editable constants)
- Excellent (ACOS ≤ 15%)
- Healthy (15% < ACOS ≤ 25%)
- Watch (25% < ACOS ≤ 35%)
- Danger (ACOS > 35%)
Advertising data
Amounts are in US dollars; everything is computed in integer cents.
Result
30.00%15.00%3.3330.00%3.33$30.00$0.00$30.00Watch (25% < ACOS ≤ 35%)$166.67$16.67What this tool does
- Review a campaign: drop in ad spend, ad sales and total sales to see whether ACOS and TACOS are healthy.
- Check whether ads are losing money — an ACOS above your gross margin is a loss, and the tool shows the break-even ACOS and the ad profit directly.
- Set a target: enter the net profit you want and back out the ad sales and unit price required, then use it to justify a price or budget change.
- Compare ACOS with ROAS so you do not optimise one number while ignoring the margin behind it.
Example
Input
Ad spend $30.00, ad sales $100.00, total sales $200.00, gross margin 30%, 10 ad orders, target net profit $20.00
Output
ACOS 30.00%, TACOS 15.00%, ROAS 3.33; break-even ACOS 30.00%, break-even ROAS 3.33; gross profit from ads $30.00, ad profit $0.00, break-even ad spend ceiling $30.00; benchmark band "Watch (25% < ACOS ≤ 35%)"; ad sales needed for the target $166.67, unit price needed $16.67
Here ACOS equals the gross margin, so ad profit is exactly 0 — the line where advertising neither makes nor loses money.
Frequently asked questions
What is the difference between ACOS and TACOS?
ACOS divides ad spend by ad sales, so it only describes advertising. TACOS divides ad spend by total sales (including organic), so it measures the impact on the whole business. A high ACOS with a low TACOS usually means ads are lifting organic traffic.
Why is the break-even ACOS equal to the gross margin?
Every dollar of ad sales can only contribute one dollar of gross profit. When ACOS equals the gross margin the ad spend consumes exactly that profit and net profit is zero; above it you lose money. Hence break-even ACOS = gross margin and break-even ROAS = 1 ÷ gross margin.
How do I use the solved ad sales figure?
It is the minimum ad sales that hits your profit target while keeping the current ad spend. Add the number of ad orders and the tool also returns the required unit price, which you can compare with today’s average order value to decide between raising prices and improving conversion.
Are the ACOS benchmark bands an official standard?
No. They were compiled in 2026-10 from public operations guidance as a quick sanity check. Amazon publishes no fixed target, the bands are not real time, and a sensible ACOS differs a lot by category — your own margin is the real yardstick.
Which gross margin should I enter?
Use the margin after product cost, platform referral fee, FBA or shipping and storage — but before advertising. The Amazon FBA calculator on this site can produce the per-unit gross profit first if you need it.
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