Glossary
Break-even ACoS
The ACoS at which a paid sale earns exactly nothing. Your margin before advertising, expressed as a share of price.
FormulaBreak-even ACoS = (price − cost of goods − Amazon fees) ÷ price × 100
Definition
Every ACoS target starts here. Amazon fees include the referral fee (usually 8 to 15% of price) and FBA fulfilment fees; add storage, returns and shipping to Amazon for a precise figure. Products with a high break-even ACoS can afford aggressive advertising; products with a low one need organic sales to be profitable.
Launches deliberately run above break-even to buy rank and reviews; mature products should sit at roughly half their break-even ACoS or lower, so that contribution margin remains after advertising.
Example
Price 49.90 €, COGS 12 €, referral fee 7.49 €, FBA 5.60 €. Margin 24.81 € → break-even ACoS 49.7%. Target ACoS for a mature product: 20 to 25%.
How we use it
We calculate break-even per ASIN from your real fee and cost data in the first week and derive every bid target from it.
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What is your break-even ACoS?
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Get the full analysisPre-ad margin
€13.29
Break-even ACoS
44.3 %
Our target for you
≤ 10 %
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