A good ACoS for Amazon ads is one below your break-even ACoS, the profit margin you earn on an order before advertising. There is no universal number: a 30% ACoS is good on a product with a 45% margin and a loss on one with 20%. As rough Indian reference points, mature Sponsored Products campaigns run 15% to 25% and launches tolerate 40% to 60%.
ACoS is ad spend divided by ad sales. Whether a given ACoS is good depends on how much of each sale is profit before ads. Worked example: a ₹999 product costs ₹400 landed and carries ₹250 of Amazon fees, so ₹349 is left, a 35% margin. That 35% is the break-even ACoS. At 25% ACoS the ad order still makes ₹100; at 40% it loses ₹50. So for this product a good ACoS is anything under 35%, and a comfortable target is 25%, leaving room for returns.
This is why published benchmarks mislead. A Seller Central India thread with twelve replies on 'what is a good ACoS' settles on 'below your margin', with the top reply adding that Sponsored Products at 10% is ideal and that launches can tolerate 60%. Both are true for some products and wrong for others.
Blooprint's ACoS glossary on blooprint.in explains the metric itself; this page is about judging the number.
| Situation | Typical ACoS | Why |
|---|---|---|
| Mature Sponsored Products, exact keywords | 10% to 20% | Proven terms, high conversion |
| Mature account overall | 15% to 25% | Mix of exact, broad and auto |
| Sponsored Brands | Often 50% or more | Awareness placement; forum reports SB at 50%+ vs SP 10% to 15% |
| New product, first 4 to 8 weeks | 40% to 60% | Buying reviews and rank |
| Sale event weeks | Up 5 to 10 points | CPCs rise 40% to 80% in the Great Indian Festival |
These come from seller forum replies and agency posts, not from Amazon, and they describe what sellers see rather than what is profitable. Use them to sanity-check, then set the target from margin.
Set a target ACoS from your margin and the profit you want to keep per ad order.
Learn more →The formula and worked example behind the rule.
Learn more →The same question the other way round.
Learn more →The longer guide with the forum evidence.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It means an ACoS below your break-even ACoS, the profit margin before ads. If the margin is 35%, any ACoS under 35% makes money on the ad order, and 25% is a comfortable target.
Mature Sponsored Products campaigns commonly run 15% to 25%, exact-match keywords 10% to 20%, and launches 40% to 60% for a few weeks. Sponsored Brands often sit at 50% or more. These are seller-reported ranges, not Amazon figures.
Amazon does not publish one, and averages hide margin differences. Forum threads show sellers ranging from 10% to 80%. Compare each product with its own break-even instead of an average.
Flipkart shows ROI, which is 1 divided by ACoS. A good ACoS of 20% is a Flipkart ROI of 5; agency posts call 5 to 8 a good Flipkart ROI, which is an ACoS of 12% to 20%.
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