Amazon Marketing Cloud · Metric lexicon

ACOS (Advertising Cost of Sales)

Ad spend as a share of attributed ad sales.

Formula

ACOS = ad spend / ad sales x 100 = 100 / ROAS

Interpretation

A lower ACOS means less ad cost per euro of ad sales. The break-even ACOS is set by the contribution margin; ACOS is not TACOS.

Benchmark context

Jungle Scout classifies 25-40 % as an average ACOS range and values above 40 % as high. This is a rough external classification.

Source / as of: Source: Jungle Scout, Amazon ACOS: What Is a Good ACOS? (source checked as of 2026-05-06).

Matching AMC query

AMC query library: Media CPA per ASIN

ldb_09_media_cpa_per_asin.sql; spend/sales derivation

ACOS is calculated from the same spend and sales components as ROAS.

This site links the public library landing page. The verified query documents and SQL files live in the vault project project-analysis/amc-insights-queries/.