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What’s an Ideal Amazon ROAS? How to Calculate & Improve Amazon Advertising ROI

Updated: Mar 30

Understanding ROAS vs. ACoS for Amazon Sellers


Understanding Return on Advertising Spend (ROAS) is crucial when selling on Amazon. ROAS measures the revenue generated for every dollar spent on advertising. For Amazon sellers, knowing how to calculate and optimize ROAS can significantly impact their profitability and success on the platform. Understanding ROAS and ACoS: Key Differences



Discover the ideal Amazon ROAS (Return on Advertising Spend) and learn how to optimize your campaigns for maximum profitability. Find out what experts recommend and how to achieve a successful ROAS on Amazon.



ROAS vs. ACoS: Defining Metrics


Return on Advertising Spend (ROAS) and Advertising Cost of Sales (ACoS) are crucial metrics for measuring the effectiveness of your Amazon advertising campaigns. ROAS measures the revenue generated for every dollar spent on advertising, clearly indicating campaign profitability. ACoS, on the other hand, calculates the ratio of ad spend to ad revenue, representing the percentage of sales attributed to advertising costs.


ROAS: Maximizing Revenue Efficiency


ROAS focuses on revenue generation efficiency, indicating how effectively ad spend drives sales. A higher ROAS indicates better performance, generating more revenue for each advertising dollar spent. A ROAS of 5, for instance, signifies that for every $1 spent on ads, $5 in revenue is generated.


ACoS: Cost Management and Profitability


ACoS, in contrast, is more concerned with cost management and profitability. It reveals the portion of sales revenue that is spent on advertising. A lower ACoS is desirable, as it indicates that a smaller percentage of sales is used to cover advertising costs, leaving a higher margin for profit.


ROAS and ACoS: Complementary Metrics


While ROAS and ACoS focus on different aspects of advertising performance, they are complementary metrics that together provide a comprehensive view of campaign effectiveness. A high ROAS paired with a low ACoS signifies a profitable and efficient advertising campaign, indicating that revenue is generated at a low cost.


Optimizing ROAS and ACoS for Success


To maximize ROAS and minimize ACoS, continuously optimizing your advertising campaigns is essential. This involves refining targeting, bidding strategies, ad creatives, and keyword selection to improve performance and drive more efficient results. By understanding and effectively managing both metrics, you can enhance the profitability and effectiveness of your Amazon advertising campaigns.


Why ROAS Matters for Amazon Sellers


ROAS is a key metric that Amazon sellers use to evaluate the effectiveness of their advertising campaigns. It helps sellers determine which campaigns drive revenue and which need adjustments. By focusing on ROAS, sellers can maximize the return on their advertising investment and increase their overall profitability on Amazon.

Calculating ROAS on Amazon


Calculating ROAS on Amazon is relatively straightforward. To calculate ROAS, divide the total sales attributed to advertising by the total ad spend. For example, if a seller spends $100 on ads and generates $500 in sales, the ROAS would be 5.


What is a Good ROAS on Amazon?


The average ROAS on Amazon is around 3.5 as volume starts to appear, but the ideal ROAS can vary based on factors such as profit margins and business goals. Sellers should aim for an ROAS that ensures profitability while considering costs such as product expenses and Amazon fees.

Long Term Seller ACOS Below 3 To Keep Ad Costs Aligned to Sales Goals

Established Amazon Seller


A ROAS of 3.92 Over One Month Newer Amazon Seller

Newer Amazon Seller

Strategies to Improve ROAS on Amazon



As an Amazon Seller, this is one of the most vital metrics.


ROAS is a critical metric for Amazon sellers to assess the effectiveness of their advertising campaigns. By understanding how to calculate and improve ROAS, sellers can optimize their advertising efforts, increase sales, and maximize profitability on Amazon.


Understanding ROAS Under 3 Different Types of Ad Campaigns for Amazon Sellers Amazon offers various advertising products that can yield high ROAS, particularly for brand-registered sellers. These ad types, all in PPC format, cater to different advertising goals, potentially resulting in varying returns on your ad spend. Sponsored Brand ads closely follow in performance, with Sponsored Display ads often yielding a lower ROAS. However, this doesn't diminish the value of these ad types for your brand. Sponsored Product advertising has proven to be a profitable strategy for many products, offering a solid return on ad spend (ROAS).

While not as high in ROAS as Sponsored Products, Sponsored Brand ads offer significant value. Similarly, Sponsored Display ads, although known for lower ROAS, can enhance visibility and re-engage potential customers.


While sponsored Display ads have a lower ROI, they are a valuable tool for enhancing visibility and re-engaging potential customers. These ads target users who have previously visited your listing, increasing the likelihood of conversion due to their familiarity with your products or their interest in similar items.

It's important to note that what may not be effective for one brand could be highly beneficial for yours. Therefore, it's advisable to experiment with different strategies to determine what resonates best with your audience.


Understanding Return on Advertising Spend (ROAS) is crucial when selling on Amazon. ROAS measures the revenue generated for every dollar spent on advertising. For Amazon sellers, knowing how to calculate and optimize ROAS can significantly impact their profitability and success on the platform.


Why ROAS Matters for Amazon Sellers


ROAS is a key metric that Amazon sellers use to evaluate the effectiveness of their advertising campaigns. It helps sellers determine which campaigns drive revenue and which need adjustments. By focusing on ROAS, sellers can maximize the return on their advertising investment and increase their overall profitability on Amazon.


Calculating ROAS on Amazon


Calculating ROAS on Amazon is relatively straightforward. To calculate ROAS, divide the total sales attributed to advertising by the total ad spend. For example, if a seller spends $100 on ads and generates $500 in sales, the ROAS would be 5.


What is a Good ROAS on Amazon?


The average ROAS on Amazon is around 4, but the ideal ROAS can vary based on profit margins and business goals. Successful sellers typically aim for a long-term average of at least three or higher; however, in the thousands of campaigns we have tested, this number can be upwards of 15 ROAS, which fluctuates to ensure profitability.


Strategies to Improve ROAS on Amazon


  • Optimize product listings: To improve conversion rates, ensure that product titles, descriptions, and images are compelling and relevant.

  • Use relevant keywords: Conduct keyword research to identify high-converting keywords and incorporate them into your ad campaigns.

  • Monitor and adjust bids: Regularly review and adjust keyword bids to maximize ad visibility and ROI.

  • Analyze performance data: Use Amazon's Advertising dashboard to track key metrics and identify trends that can inform future advertising strategies.


Successful ROAS Examples on Amazon


  • A ROAS of 5 means that for every $1 spent on advertising, $3 in revenue is generated. This indicates a successful campaign that is driving significant returns.

  • Some top-performing sellers aim for a ROAS of 10 or higher, which indicates highly efficient advertising campaigns that generate substantial revenue relative to ad spend.

Conclusion for Amazon Sellers: Balancing ROAS and ACoS


ROAS (Return on Advertising Spend) is a crucial metric for Amazon sellers to gauge the performance of their advertising campaigns. It measures the revenue generated for each dollar spent on ads. While ROAS is important, it's equally essential to consider ACoS (Advertising Cost of Sales), which calculates the ratio of ad spend to sales revenue.


To optimize Amazon's advertising efforts, sellers must balance ROAS while controlling ACoS. A high ROAS indicates efficient ad spending, but it must be considered alongside ACoS to ensure advertising costs don't outweigh the revenue generated. By understanding and managing both metrics, sellers can improve their advertising strategies, increase sales, and maximize profitability on the platform.

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