Is 30% ACoS good or bad?

Neither, on its own. It's profitable on a 40%-margin product but a loss on a 20%-margin one, and it's normal on a launch campaign while worth a second look on a mature one.

What's the "average" ACoS across Amazon sellers?

You'll see anywhere from the high teens to the mid-30s percent thrown around, but none of it is an official Amazon figure. Treat any "average ACoS" online as a loose talking point, not a target.

What ACoS should a brand-new seller expect?

Higher than an established listing, since there's no review history or organic rank to lean on yet. That's often intentional.

Can ACoS be 0% or go over 100%?

Yes, both. A 0% ACoS usually means clicks haven't converted yet in that window. Over 100% means you spent more than the sale was worth - common early in a launch, on very competitive keywords, or on a campaign nobody's touched in a while. That last case is usually less an ad-strategy problem and more a sign the account needs Amazon Troubleshoot to find out why nobody caught it sooner.

Does ACoS cover Sponsored Brands and Sponsored Display, or just Sponsored Products?

All three. It's calculated separately for each in Campaign Manager and can be rolled into one blended view in Business Reports.

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What Is a Good ACoS on Amazon in 2026?

A good ACoS is any ACoS at or below your break-even ACoS - the highest percentage you can spend on ads before that sale stops being profitable. That number comes from your own margin, not an Amazon rulebook. Different campaigns are also allowed to run at different levels on purpose - a launch can run hot, a mature campaign defending a top spot should run lean. There's no single "good" percentage for everyone.

Vishal Barot

August 13, 2026

•Updated Aug 13•

12 min read

WRITTEN BY

Vishal Barot

Vishal Barot is an Amazon marketplace expert specializing in high-converting product listings, content strategy, and growth-driven ideas. With deep knowledge of Amazon SEO, buyer psychology, and platform policies, he helps brands create optimized listings that improve visibility, boost conversions, and drive sustainable sales.

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What Is a Good ACoS on Amazon in 2026?

Vishal Barot

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