Amazon PPC benchmarks are only useful when they are tied to a strategic phase, and almost nobody publishes them that way. These are the thresholds I grade every audit against: eight metrics, four phases, a pass or a fail for each combination. They come from 6+ years on Amazon Ads and $1.76M+ in monthly PPC sales managed across my career. Averages tell you what the median seller does, and the median seller is leaking money. This table shows what a structurally healthy account looks like at each stage, so you can stop asking "is my ACOS good?" and start asking: good for what phase?
The Amazon PPC benchmark table
Here is the full table.
| Metric | Awareness | Market Share | Growth | Profitability |
|---|---|---|---|---|
| Account ACOS | < 40% | < 30% | < 25% | < 15% |
| Top-of-Search ACOS | ≤ 60% | ≤ 50% | ≤ 40% | ≤ 30% |
| Wasted Spend % | < 50–60% | < 35–45% | < 30–40% | < 15% |
| Conversion Rate | > 3% | > 6% | > 8% | > 10% |
| Branded Sales % | ≤ 5% | ≤ 25% | ≤ 15% | ≤ 15% |
| Auto Campaign % | ≤ 40% | ≤ 25% | ≤ 20% | ≤ 15% |
| Budget Concentration | ≤ 90% | ≤ 80% | ≤ 70% | ≤ 60% |
| Revenue Concentration | ≤ 90% | ≤ 80% | ≤ 75% | ≤ 65% |
Where these numbers come from: they are mine. I set them from the accounts I have run and audited, and I grade every audit against this same table. They are not an industry average, and there are no published figures I could have copied. Amazon does run its own benchmark reporting, but it is peer-matched inside each advertiser's console and publishes nothing publicly. The third-party benchmark posts that do circulate are either years out of date or contradict their own arithmetic. Five of these eight rows (wasted spend, branded share, auto share, and the two concentration metrics) are not standard Amazon metrics at all. I built them because the account problems they catch kept showing up and nothing standard was catching them.
An honest note before you screenshot this: these are general benchmarks, not universal rules, and the phase columns are directional reference points, not cookie-cutter targets. Category, competition, and margin structure all move them. A 45% ACOS fails a profitability phase but may be perfectly acceptable during awareness or market share acquisition.
Why one ACOS target for everyone is wrong
A single ACOS target fails because ACOS is a ratio of ad spend to ad sales, and the right ratio depends on what the spend is for. A launch buying visibility should run a higher ACOS than a mature account defending margin. Same number, opposite verdicts.
Most generic advice hands you one number, usually "keep ACOS under 20%," with no context. Follow it at launch and you strangle visibility before you have data; ignore it in profitability and you donate margin to Amazon. Always ask: what phase am I in, and does this metric fit that phase?
The four strategic phases
Every Amazon PPC account sits in one of four strategic phases: Awareness, Market Share, Growth, or Profitability. Each phase has a different job, so each gets a different set of passing grades. Most sellers never name their phase, so they grade themselves against the wrong column.
Awareness
Awareness is the planting-the-flag phase: getting seen, not yet converting efficiently. High reach, broad targeting, creative first; a higher ACOS is expected and acceptable, because you are buying data and shelf presence, not margin. The mistake: grading a launch like a mature account and pulling budget before the flag is planted.
Market Share
Market Share is owning your real estate: outmuscling competitors for top placements, defending branded terms, building category presence. Deliberately spend-heavy; efficiency is secondary. You are paying to make your shelf expensive for everyone else.
Growth
Growth turns visibility into velocity: bid pushes, budget expansion, new keyword opportunities. ACOS above target is tolerable here, but only if volume actually scales in exchange.
Profitability
Profitability is tightening the system. Everything earns its keep: removing waste, dialing bids, stripping the account down to what pays you back. ACOS at or below target is non-negotiable: the job is no longer proving demand, it is keeping the money.
The eight metrics, one by one
Underneath all eight metrics, every targeting row in your account sorts into one of four buckets: Low ACOS (carrying the account), High ACOS (converting at a margin penalty), High Spend / Non-Converting (the bleed), and Low Visibility (unproven). The metrics say the account is sick; the buckets say where.
Account ACOS: what a good ACOS actually is
A good ACOS on Amazon is under 40% during awareness, under 30% during market share acquisition, under 25% in growth, and under 15% in a profitability phase. ACOS is ad spend divided by ad sales, so the same number can pass or fail depending on the job the spend is doing. Early spend buys data and visibility; by profitability, every dollar has to defend itself. A failing grade is usually structural, not a bid problem: spend pooled on terms converting at a margin penalty, or flowing to targets that never converted at all. Bids move ACOS by points. Structure moves it by tens of points. The structural levers that pull it down without cutting the sales that work are in how to lower ACOS without killing sales.
Top-of-Search ACOS
Top-of-search ACOS gets a looser bar than account ACOS in every phase: up to 60% in awareness, 50% in market share, 40% in growth, and 30% in profitability, because top of search is the most expensive real estate on Amazon. The premium is justified when the placement wins conversions the rest of the page would not have captured. A failing grade usually means placement multipliers were set once and never revisited: a top-shelf toll on keywords that convert just as well further down the page. The fix: read the placement data, keep the premium where it earns, pull it where it doesn't.
Wasted Spend %
Wasted spend is every dollar that went to targets producing zero orders, measured over whatever date range your bulk file covers. There is no minimum-click filter: a target with one click and no order still contributes its full spend, so a short pull will read differently than a long one. I allow under 50–60% of spend in awareness, under 35–45% in market share, under 30–40% in growth, and under 15% in profitability. Some waste is tuition; recurring waste is a leak. This is the High Spend / Non-Converting bucket from my framework: real spend, nothing to show for it. A failing grade almost always means negation discipline broke down: the same unconverting terms taking clicks month after month. My free Wasted Spend Finder ranks those zero-order dollars by worst offender, and the Negative Keyword Finder turns them into a negation list.
Conversion Rate
A good Amazon PPC conversion rate is above 3% in awareness, above 6% in market share, above 8% in growth, and above 10% in profitability. It is orders divided by clicks. Targeting sharpens it (exact match, pruned browsers), and that is PPC's share of the work. But PPC cannot out-target a listing, a price, or a review problem, and that part is not mine to fix. This is the one metric on the table where a failing grade is often not a PPC problem at all. The bar rises with each phase because that sharpening should continue as the account matures. PPC amplifies whatever the detail page already does; if the page does not convert, better bids just deliver the failure faster.
Branded Sales %
Branded sales should stay at or under 5% of ad sales in awareness, up to 25% during market share defense, then back to 15% or less through growth and profitability. The math: ad sales from search terms containing your brand name, divided by total ad sales. It is the only benchmark on this table that rises and then falls. Early on, nobody searches your brand, so branded sales barely exist. During market share you defend your own shelf, so the ceiling loosens. After that, a high branded share stops being defense and starts being flattery: ads taking credit for shoppers who were already coming to you, while masking a non-branded engine that is not recruiting new customers.
Auto Campaign %
Auto campaigns should hold at or under 40% of spend in awareness, 25% in market share, 20% in growth, and 15% in profitability. Auto is a discovery engine, and the point of discovery is to graduate what it finds into manual campaigns. The threshold tightens because a mature account should already know its converting search terms and own them at exact match. A failing grade means the harvest loop is broken: you are paying Amazon, every month, to rediscover terms you have already bought. An N-Gram Analyzer run on your search terms shows the repeating word chunks (n-grams) hiding inside that auto spend.
Budget Concentration
Your top 3 ASINs should take no more than 90% of total ad spend in awareness, 80% in market share, 70% in growth, and 60% in profitability. It is your top 3 ASINs' ad spend divided by total ad spend. Concentration is fine for a launch. It is a liability for a business. Early accounts ride a hero product, and the benchmark allows for it. As the catalog matures, spend still piled on three ASINs starves the rest of the catalog of the traffic it needs to prove itself, and one stockout or suspension can take most of your ad engine offline in a day. Most often nobody decided this; budget just followed history instead of opportunity.
Revenue Concentration
Ad sales from your top 3 ASINs should stay at or under 90% in awareness, 80% in market share, 75% in growth, and 65% in profitability. It is your top 3 ASINs' ad sales divided by total ad sales. Read it next to budget concentration: the pair tells you whether concentration is a choice or an accident. If spend and revenue are concentrated together, the account is at least coherent: you are betting on the products that produce. If revenue is concentrated but spend is not, the money going elsewhere is not diversifying the business. It is subsidizing products the market has not endorsed yet. That subsidy needs an end date.
A worked example: grading a real dataset
Take an account that spent $36,303 on ads and produced $111,058 in ad sales from 4,140 orders on 45,672 clicks: a 32.7% ACOS, 9.1% conversion rate, $0.79 average CPC, and $26.83 average order value. Whether that passes depends entirely on the phase column.
Awareness: both pass. 32.7% clears the under-40% ACOS bar and 9.1% conversion clears the 3% floor.
Market Share: conversion passes the 6% bar; ACOS fails, 2.7 points above the under-30% ceiling. Close, but close is where accounts stall.
Growth: conversion clears 8%; ACOS misses the under-25% bar by a wider margin.
Profitability: both fail. ACOS is more than double the under-15% bar; 9.1% conversion just misses the 10% floor.
A 9.1% conversion rate at a $0.79 CPC is real demand for a $26.83 product. When conversion is strong and ACOS still fails the phase, the problem is almost never the product; it is where the spend sits. The other six metrics cannot be graded from toplines; they need the bulk file. Toplines are where structural problems hide.
What fixing a failing grade looks like
Fixing a failing grade is structural work: rebuilding where spend sits, what gets negated, and which placements earn their premium, not nudging bids and hoping. The clearest example in my book: a private label account that came to me at 39.66% ACOS. Everything looked right on the surface: campaigns built, bids adjusted, budgets allocated. The real problems: search term bleed across campaigns, wasted spend on non-converting keywords that looked active, a bid architecture that rewarded impressions over conversions. I rebuilt the structure. Ninety days later: 27.02% ACOS and monthly profit up $4,735, without a dollar of added budget.
Frequently asked questions
What is a good ACOS on Amazon?
There is no single good ACOS, only a good ACOS for your phase: up to 40% at launch, under 30% acquiring market share, under 25% in growth, and under 15% chasing profit. Your hard ceiling is pre-ad profit margin. Above it your ad program is running at a net loss on average, even where individual sales still cleared, and the gap widens the longer it runs.
What is a good conversion rate for Amazon PPC?
Above 10% for a profit-phase account, above 8% in growth, above 6% in market share, above 3% in awareness. Conversion rate is orders divided by clicks. Below 3% with sensible targeting, suspect the listing or price, not the ads.
How much wasted ad spend is normal?
Some waste is the cost of data. A launch can justify 50–60% of spend on zero-order targets while it learns; a mature account should hold that under 15%. Never normal: the same terms bleeding month after month with no negatives added.
What is the difference between ACOS and TACOS?
ACOS divides ad spend by ad sales alone; TACOS divides it by total sales, organic included. Which one to trust, and when, is its own question: I work through it in my full ACOS vs TACOS guide.
How do I find these numbers for my own account?
Upload your Amazon Ads bulk file to my free Account Health Snapshot. It grades all eight metrics against these exact thresholds, matched to the phase you pick. No email gate, no account, nothing stored.
Do these benchmarks apply to every category?
No. They are directional ranges; category, margin structure, price point, and competition all move them. A high-margin supplement and a thin-margin kitchen gadget cannot share an ACOS target. Find your outlier metrics with the table, then judge them against your own margins.
See your own grades
Your ACOS is not good or bad on its own. It is only ever good or bad for the phase you are actually in.
Want this table applied to your own account? The free Account Health Snapshot grades all eight metrics against your phase: no email, no account, nothing stored. If the scorecard raises a question the table can't answer, the free 30-minute diagnosis call is where I read it with you.