Amazon PPC Budget Calculator
Target sales, AOV, conversion rate, CPC — out comes the budget and click volume the goal actually requires. Most budgets are set by feel; this is the math version.
Budgets work backwards, not forwards
"What can I afford?" is the wrong first question. Start from the target: $10,000/mo in ad sales at a $30 AOV needs ~333 orders. At a 10% conversion rate that's ~3,333 clicks, and at a $1.20 CPC that's roughly a $4,000 budget — a 40% implied ACoS.
That last number is the reality check. If your break-even ACoS is 35%, this plan loses money before it starts — and no amount of budget optimization fixes inputs that don't work. Fix conversion rate or CPC first, then fund the plan.
How much should I spend on Amazon PPC?
Work backwards from the goal: target ad sales ÷ average order value = orders needed; orders ÷ conversion rate = clicks needed; clicks × CPC = budget. That's what this calculator does — budget follows math, not a percentage rule of thumb.
What's a typical Amazon conversion rate?
Roughly 8–12% is a common range for established listings, but it varies widely by category and price point. Use your real unit session percentage from Business Reports, not an average.
My implied ACoS looks too high — what now?
Compare it to your break-even ACoS. If implied ACoS is above it, the plan loses money at those inputs — you need a higher conversion rate (listing quality), a lower CPC (bid and placement strategy), or a higher AOV before more budget helps.
Should the budget go up before sales do?
Spend leads, sales follow — but only into campaigns with proven converters. Scaling budget into a broken structure just scales the waste.
More free tools: see the full toolbox →
Numbers not where they should be?
Free audit: I'll find the wasted spend and the 3 highest-leverage fixes on your account.
Independent specialist. Not affiliated with or endorsed by Amazon.com, Inc.