ACoS (advertising cost of sales) is ad spend divided by ad sales, shown as a percentage. Enter the two numbers from your Amazon campaign report and this calculator returns ACoS and its inverse, ROAS. It works for Amazon India, Amazon UAE and any marketplace that reports ad-attributed sales.
Take ad spend and ad-attributed sales for the same period and the same campaign, ad group or keyword.
Worked example: a Sponsored Products campaign spent ₹3,000 last week and Amazon attributed ₹12,000 of sales to it. ACoS is 3,000 ÷ 12,000 × 100 = 25%. ROAS is 12,000 ÷ 3,000 = 4x. Both describe the same result; ACoS is the share of ad revenue that went back into ads, ROAS is how many rupees came back per rupee spent.
Attribution matters. Amazon counts a sale as ad-attributed if it happens within a window after the click (seven days for Sponsored Products in the standard reports), so last week's ACoS will fall a little over the following days as late orders are added.
There is no universal answer, because ACoS is only meaningful next to your margin. A 25% ACoS is profitable on a product with a 40% margin before ads and loss-making on a product with 20%. The number to compare against is break-even ACoS, which equals your profit margin after cost of goods and marketplace fees but before advertising.
For a launch you may run above break-even on purpose to build reviews and rank; for a mature product you want ACoS comfortably below it. Amazon seller forum threads from India regularly mention sellers targeting under 30%, but that is a habit, not a benchmark.
The same formula applies at every level, and the useful comparison is between levels.
| Level | What a high ACoS usually means | First thing to check |
|---|---|---|
| Account | Spend is spread across too many weak keywords | Share of spend in keywords with zero orders |
| Campaign | Bids or placements too aggressive for the conversion rate | Top-of-search adjustment and CPC vs bid |
| Keyword | Wrong match type or irrelevant traffic | Search terms behind the keyword |
| Product | Price or listing converts poorly | Conversion rate against the category |
Calculating ACoS for one keyword is quick. Calculating it for four thousand and acting on the result is where sellers lose a day a week. BlooprintAI puts every keyword and target in one filterable table with ACoS, CPC and CVR, so you can pull out everything above 40% with more than 20 clicks and change those bids together.
Why your profit margin before ads is the ACoS ceiling, with a worked ₹ example.
Learn more →Price, cost and marketplace fees in, profit margin and break-even ACoS out. Sets the ceiling for every bid.
Learn more →Ad spend against total sales, so you can see whether ads are lifting organic sales or replacing them.
Learn more →Bulk campaign creation, bid and budget changes in bulk, and keyword analysis for Amazon India. ₹14,999 per month, 7-day free trial.
Learn more →ACoS = ad spend ÷ ad-attributed sales × 100. ₹3,000 of spend on ₹12,000 of ad sales is 25%. It is the percentage of ad revenue that went back into advertising.
They are inverses. ROAS = ad sales ÷ ad spend, so 25% ACoS is 4x ROAS. Amazon reports both; Flipkart reports only ROI, which is calculated like ROAS.
Anything below your break-even ACoS, which is your margin before ads. A 25% ACoS is good on a 40% margin product and a loss on a 20% margin product. Category averages are less useful than your own margin.
Amazon attributes orders to ad clicks for a window after the click, so sales are added for days after the spend. ACoS for a recent period falls slightly as those orders arrive.
Amazon's reports show ad spend before GST. If you want ACoS on what you actually pay, multiply spend by 1.18 before entering it.
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