What's the difference between ROAS and ACOS?

They measure the same thing differently. ROAS = Sales ÷ Spend (higher is better). ACOS = Spend ÷ Sales as % (lower is better). A 4× ROAS equals 25% ACOS. Amazon uses ACOS; Google/Facebook use ROAS.

What is a good ACOS for Amazon?

It depends on your profit margin. Generally: under 15% is excellent, 15-25% is good, 25-35% is average. If your profit margin is 30%, you need ACOS below 30% to profit on that sale.

What is a good ROAS for Amazon?

For Amazon, 4× ROAS (25% ACOS) is considered good for most categories. Aim for at least 3× (33% ACOS) to break even on most products. Higher-margin products like beauty can aim for 6×+ ROAS.

Why does Amazon use ACOS instead of ROAS?

ACOS directly relates to your profit margin. If your profit margin is 25%, you need ACOS below 25% to be profitable. This makes it easier for sellers to set targets based on their unit economics.

How do I compare Amazon ads to Facebook/Google ads?

Use ROAS for comparison since that's what Facebook and Google use. Our calculator shows both metrics. For example, 25% ACOS on Amazon = 4× ROAS, which you can directly compare to other platforms.

What's the difference between ROAS and ACOS?

They measure the same thing differently. ROAS = Sales ÷ Spend (higher is better). ACOS = Spend ÷ Sales as % (lower is better). A 4× ROAS equals 25% ACOS. Amazon uses ACOS; Google/Facebook use ROAS.

What is a good ACOS for Amazon?

It depends on your profit margin. Generally: under 15% is excellent, 15-25% is good, 25-35% is average. If your profit margin is 30%, you need ACOS below 30% to profit on that sale.

What is a good ROAS for Amazon?

For Amazon, 4× ROAS (25% ACOS) is considered good for most categories. Aim for at least 3× (33% ACOS) to break even on most products. Higher-margin products like beauty can aim for 6×+ ROAS.

Why does Amazon use ACOS instead of ROAS?

ACOS directly relates to your profit margin. If your profit margin is 25%, you need ACOS below 25% to be profitable. This makes it easier for sellers to set targets based on their unit economics.

How do I compare Amazon ads to Facebook/Google ads?

Use ROAS for comparison since that's what Facebook and Google use. Our calculator shows both metrics. For example, 25% ACOS on Amazon = 4× ROAS, which you can directly compare to other platforms.

ROAS Calculator

Amazon ROAS Calculator

Calculate your Amazon PPC advertising performance. See both ROAS and ACOS—compare with other platforms easily.

100% Free

Amazon PPC Optimized

Instant Results

Amazon ROAS Calculator

Amazon Ad Spend

Ad-Attributed Sales

Your Amazon PPC Results

Good

ROAS

4.00×

Return on Ad Spend (industry standard)

ACOS

25.00%

Advertising Cost of Sale (Amazon metric)

Ad Profit

$750

Above average Amazon advertising performance. Keep optimizing!

Amazon Ad Type Benchmarks

Average performance by Amazon advertising type:

Ad Type	Avg ACOS	Avg ROAS	Notes
Sponsored Products	20-30%	3.33-5×	Most common, best for sales
Sponsored Brands	25-40%	2.5-4×	Good for brand awareness
Sponsored Display	30-50%	2-3.33×	Retargeting, off-Amazon

Amazon Category Benchmarks

Typical performance by product category:

Category	Avg ACOS	Avg ROAS
Electronics	25-35%	2.86-4×
Home & Kitchen	20-30%	3.33-5×
Beauty	15-25%	4-6.67×
Clothing	25-40%	2.5-4×
Toys & Games	20-30%	3.33-5×
Sports & Outdoors	20-35%	2.86-5×

Benchmarks vary by competition, seasonality, and product price point.

ROAS vs ACOS: Understanding Both Metrics

Amazon uses ACOS, while other platforms use ROAS. This calculator shows both:

ROAS (Return on Ad Spend)

Ad Sales ÷ Ad Spend

How much revenue you get per $1 spent

4× ROAS = $4 sales per $1 ad spend

ACOS (Advertising Cost of Sale)

(Ad Spend ÷ Ad Sales) × 100%

What % of sales goes to advertising

25% ACOS = $0.25 ad cost per $1 sale

ACOS × ROAS = 100. They're inverse metrics—one goes up, the other goes down.

Amazon ROAS & ACOS Formulas

ROAS

Ad Sales ÷ Ad Spend

ACOS

(Ad Spend ÷ Ad Sales) × 100%

Ad Profit

Ad Sales - Ad Spend

High performer

Spend

$200

Sales

$1,000

Profit

$800

5× ROAS20% ACOS

Excellent efficiency — strong profitability

Break-even

Spend

$500

Sales

$1,000

Profit

$500

2× ROAS50% ACOS

Half revenue goes to ads — barely covering costs

Frequently Asked Questions

⚠️ Note: This calculator uses standard ROAS/ACOS formulas. Actual Amazon metrics may vary based on attribution windows and reporting settings. Verify with Amazon Campaign Manager.

Related Tools

ACOS to ROAS Calculator

Convert between ACOS and ROAS

Ecommerce ROAS Calculator

Calculate true profit with COGS

Break-even ROAS Calculator

Find your minimum profitable ROAS

Related Guides

ROAS Formula Guide

Master the ROAS calculation

What is a Good ROAS?

Understand ROAS benchmarks

ROAS Benchmarks by Industry

Compare with industry standards

Need to Convert ACOS to ROAS?

Use our converter tool for quick ACOS ↔ ROAS conversions.

ACOS to ROAS Converter Ecommerce Calculator