Dimensions & Metrics Reference

Amazon Ads lets sellers and brands promote products within the Amazon marketplace. Sponsored Products appear in search results and product pages, Sponsored Brands showcase your brand with a custom headline, and Sponsored Display retargets shoppers across Amazon and the web.

ACOS (Advertising Cost of Sales) is Amazon's primary efficiency metric, calculated as ad spend divided by ad revenue, expressed as a percentage. A 25% ACOS means you spent $25 to generate $100 in ad-attributed sales. Lower ACOS means more efficient advertising.

ACOS and ROAS are inverse metrics. ACOS = Spend / Revenue (as %). ROAS = Revenue / Spend (as ratio). A 25% ACOS equals a 4x ROAS. Amazon primarily uses ACOS in its interface, while other platforms typically use ROAS.

A good ACOS depends on your profit margins and goals. For profitability, target ACOS below your profit margin (e.g., 20-25% for products with 30% margins). For launch and ranking campaigns, ACOS up to 50-100% may be acceptable to gain visibility and organic ranking.

Amazon DSP (Demand-Side Platform) lets advertisers programmatically buy display, video, and audio ads both on Amazon properties and across the open web. Unlike Sponsored Ads, DSP campaigns can target audiences based on Amazon shopping behavior even off-platform.