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Enter your average order value, conversion rate, and target ACoS to instantly calculate the maximum CPC you should bid on Amazon PPC.
All monetary values in USD. Profit margin is optional.
Clicks that convert into sales
The ACoS you want to achieve
Used to calculate break-even bid
Max CPC Bid
—
AOV × CVR × Target ACoS
Break-even Bid
—
AOV × CVR × Profit Margin
Expected ROAS
—
1 ÷ Target ACoS
Cost Per Acquisition
—
AOV × Target ACoS
Your calculated max bid is the ceiling — not necessarily where you should start. Use these strategies based on your goals.
Bid lower to preserve margins and minimize risk. Best for products with thin margins, new campaigns you are testing, or categories with volatile CPCs. You may get fewer impressions but each click is more profitable.
A balanced approach that maintains profitability while staying competitive. Ideal for established products with proven conversion rates. This is the sweet spot for most sellers scaling campaigns.
Bid near your maximum to win top placements and maximize visibility. Best for product launches, ranking pushes, or high-margin products where you can afford minimal profit per click.
Bidding above your calculated max means you are paying more per click than your economics support. You will lose money on every ad-attributed sale. Reduce your bid or improve your conversion rate and AOV.
Max CPC Bid = AOV × Conversion Rate × Target ACoS
For example, if your average order value is $35, your conversion rate is 10%, and your target ACoS is 30%, your max bid is $35 × 0.10 × 0.30 = $1.05. Bidding at or below $1.05 per click keeps you at or under your 30% ACoS target.
Why this works: The formula reverses the ACoS equation. ACoS = Ad Spend ÷ Revenue. Ad Spend per sale = CPC ÷ Conversion Rate. So CPC = AOV × CVR × ACoS. If you bid at this level, every click that converts will hit exactly your target ACoS.
Break-even bid replaces Target ACoS with your profit margin. If your pre-ad margin is 40%, then AOV × CVR × 0.40 gives you the bid at which you make zero profit — every dollar of ad spend is covered by margin. Bid below this to stay profitable.
Need help optimizing your bids?
Our specialists will review your bid strategy, identify wasted spend from overbidding, and map out a plan to hit your target ACoS while maximizing sales volume.