The ACOS where ads stop making money — computed from your real fee stack.
Every SKU has an ACOS ceiling — the ad spend ratio where contribution hits zero. Enter price and the full fee stack; get break-even ACOS and the target ACOS that protects your margin goal.
Contribution before ads = price − referral fee − closing/fulfilment fees − product, packing and other variable costs. Break-even ACOS = contribution before ads ÷ price.
Target ACOS subtracts your contribution goal: a SKU with 33% pre-ad contribution and a 10% target can spend up to 23% ACOS.
ACOS measures ads against ad-attributed sales; TACOS against total sales. High TACOS with rising organic rank can be strategy; high ACOS with flat rank is usually leakage.
Illustrative figures, not a client outcome.
During launches and rank-building, yes — as a time-boxed investment with a review date. The calculator tells you the price of that investment per unit so it stays a decision.
Blended (TACOS) is the healthier primary metric, but insist on seeing both. A widening gap between them means ads are doing work organic sales used to do for free.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
Know your ceiling. Want the marketplace P&L managed against it?
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