You only know how good you are on Amazon by comparing with the industry. The ranges below are typical bands observed across mature Amazon accounts, current for 2026. They vary by category, price and market.
| Metric | Min | Average | Good | Excellent |
|---|---|---|---|---|
| Reklam maliyeti / satış | %40+ | %28 | %20 | ≤%12 |
| Toplam reklam / toplam satış | %25+ | %15 | %10 | ≤%6 |
| Conversion rate | %5 | %10 | %15 | %20+ |
| Click-through rate | %0.3 | %0.5 | %0.8 | %1.2+ |
| Reklam cirosu / toplam ciro | %50+ | %35 | %25 | ≤%15 |
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ACOS isn't 'good' or 'bad' on its own; judge it against your margin. 25% can be profitable on a high-margin product while 15% loses money on a low-margin one. Generally below 20% is good and 12% or lower is excellent.
TACOS is total ad spend over total sales and reflects organic strength. If TACOS falls while total sales rise, your brand is growing organically. Below 10% is healthy, below 6% is excellent.
Low CTR usually points to the main image, price or title; low conversion points to listing quality (A+ content, reviews, price). Optimize CTR first, then conversion.
Competition, average price and buyer intent vary by category. So an 'excellent' ACOS in one category can be 'average' in another.
Discover terms with auto campaigns, move converters to manual and cut waste with negative keywords. Instead of blindly cutting bids, improve relevance and listing quality.
Main image, title, A+ content and reviews drive conversion directly. When ad traffic hits a weak listing, ACOS inevitably rises.
Use ads not only for sales but to feed organic ranking. As ranking rises, TACOS falls and profitability improves.
It depends on margin; below 20% is good and 12% or lower is excellent.
TACOS shows ad contribution to organic sales; as it falls, organic strength rises.
Yes; temporarily high ACOS at launch is expected for learning and visibility.
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