Target ACoS in Amazon ads is your break-even ACoS minus the profit you want to keep from each ad sale. Break-even ACoS equals your margin before advertising. Enter your margin and the profit percentage you want, and this calculator returns target ACoS, the matching ROAS and Flipkart ROI, so every bid and budget can be set against one number.
Margin before ads is selling price minus cost of goods, referral and closing fees and shipping or FBA fees, as a percentage of price. The break-even ACoS calculator works it out if you do not have it.
Worked example: a ₹999 product has ₹350 left after cost and fees, a 35% margin. You want to keep 10% of the price (₹100) as profit on each ad sale. Target ACoS is 35 − 10 = 25%, target ROAS 4x. On Flipkart the same target is an ROI of 4.
Check the result against your conversion rate: at 25% target ACoS, ₹999 price and 8% CVR, the maximum bid is 999 × 8% × 25% = ₹19.98. If keywords cost more than that, the target cannot be met at current CVR.
Not every product should aim for the same profit. The same margin supports different targets depending on what the ads are for.
| Goal | Target ACoS | Example at 35% margin |
|---|---|---|
| Launch: buy rank and reviews | At or above break-even, for a set period | 35 to 45% |
| Growth: hold rank, grow sales | A little under break-even | 28 to 32% |
| Profit: mature product | Well under break-even | 15 to 25% |
| Brand defence: branded keywords | Whatever keeps competitors off your listing | Often under 10% anyway |
Write the target and the end date for any launch target down. A launch ACoS that is never reviewed becomes the permanent ACoS.
BlooprintAI lets you store a target ACoS per campaign or for the whole account and filter every keyword against it, so 'ACoS above target with more than 20 clicks' is a saved view rather than a spreadsheet. You then lower those bids in bulk after a summary; nothing is changed automatically.
Price, cost and marketplace fees in, profit margin and break-even ACoS out.
Learn more →Target ACoS, selling price and conversion rate in, maximum CPC bid out.
Learn more →Why your profit margin before ads is the ACoS ceiling, with a worked ₹ example.
Learn more →Bulk campaign creation, bulk bid and budget changes, and keyword analysis for Amazon India and UAE. ₹14,999 per month, 7-day free trial.
Learn more →Target ACoS = margin before ads − the profit % you want to keep. A 35% margin with 10% profit kept gives a 25% target ACoS.
Break-even ACoS is the ACoS at which an ad sale makes zero profit, equal to your margin before ads. Target ACoS is lower by the profit you want to keep.
Often at or slightly above break-even for a fixed launch period, to buy rank and reviews. Set an end date and lower the target once organic sales build.
Flipkart ROI = 100 ÷ ACoS. A 25% target ACoS is a target ROI of 4.
No. Margins differ by product, so set targets per product or campaign, and a lower one for branded keywords.
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