Amazon Advertising

"What should my ACoS be?" is one of the most common questions in Amazon advertising. It's also one of the least useful without context. A 35% ACoS can represent a well-run campaign for one brand and a margin-destroying problem for another. The right target depends on your margins, your goals, and where you are in your product's lifecycle. This post goes beyond the definition of ACoS into the part that actually matters for your business: the margin math behind target-setting,

Most Amazon sellers obsess over ACoS. That's understandable. ACoS is right there in your campaign manager, easy to read, easy to optimize against. But ACoS only tells you one thing: how efficiently your ads convert into ad-attributed sales. It tells you nothing about your business. That's where TACoS comes in. And if you're not tracking it alongside ACoS, you're making strategic decisions with half the information you need. What Is Amazon TACoS? TACoS stands for Total Adverti

The majority of Amazon advertising budgets flow almost entirely into Sponsored Products. Amazon Sponsored Brands and Amazon Sponsored Display - two ad types that operate in less competitive placements, often at lower CPCs - get a fraction of the attention and a fraction of the spend. That imbalance is an opportunity. The brands allocating budget across all three ad types are building category presence that Sponsored Products alone can't create. The ones ignoring SB and SD are

Your product's browse node determines whether you can hit Best Seller in 60 days or burn through $5,000 in ads while stuck at rank #247. We launched a reusable coffee filter into "Coffee, Tea & Espresso" with 48,000 competing products. After spending $3,200 on ads in the first month, we peaked at rank #89 and couldn't break into the top 50. We pulled the listing, moved it to "Coffee Filters > Reusable Filters" with 1,200 products, and relaunched with the same budget. We hit r

If your entire Amazon advertising strategy is Sponsored Products campaigns, you're missing significant opportunities and likely experiencing rising costs as competition intensifies. Most sellers still run 70-90% of ad spend through Amazon Sponsored Products. While this worked well in 2019-2021 when competition was lower, the landscape has shifted substantially. At Amazon Growth Lab, after managing $100M+ in Amazon sales, here's what we've observed: The advertisers achieving t

You've been selling successfully on Amazon. Your Amazon PPC campaigns used to run at 18% ACoS. Profitable. Predictable. Scalable. Now you're at 32% ACoS and climbing. You've increased your budget twice trying to maintain sales volume. Your ad spend hit $50,000 this month. Your profit margins are collapsing. You're caught in Amazon's ad auction inflation spiral, and 90% of sellers responding to rising ACoS are making it worse by doing exactly what you're doing. They're spendin