What Is a Good ACOS? A Poor Question with a Better Answer

When it comes to Amazon advertising, asking “What is a good ACOS?” might seem like the logical move, but it often opens the door to misaligned incentives between you and your agency. A “good” ACOS depends entirely on your margins, unit economics, and long-term goals – not arbitrary benchmarks. This article explores how profitability, not efficiency metrics, should drive your ad strategy and why understanding the lifetime value (LTV) of your customers is the key to sustainable growth.