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Why Your Amazon ACOS Target Should Be Under 18%, Not 'Whatever It Takes'
Most sellers don't have an ACOS target — they just watch sales and hope. Here's what separates a listing that's profitable from one that's just busy.
Total Amazon seller costs already run 25–35% of the selling price — fees, fulfillment, and platform charges before ad spend enters the picture.
Watching sales volume without an ACOS ceiling means you can be 'busy' on Amazon while losing money on every order.
A <18% ACOS target on Sponsored Products keeps ad spend proportionate to what the listing can actually absorb.
Brand Registry and A+ Content aren't just defensive moves — better conversion rate on the listing itself is what makes a lower ACOS achievable in the first place.