Free tool

Amazon Profit & PPC Calculator

Enter one product. See its real margin after every Amazon fee and refund, your break-even ACOS, and the most you can pay per click to stay profitable, or to push for rank.

Runs in your browser. Nothing you type is sent anywhere. Share your numbers with the link in your address bar.

Example product: a $29.99 kitchen item sold with FBA. Change anything.

01Price and marketplace

Marketplace Sets the currency and the usual VAT rate.

Selling price

The price shoppers pay on Amazon.

Average discount

VAT included in price

UK and EU prices include VAT. US and Canada: 0.

02Product costs, per unit

Product cost

What you pay the supplier.

Freight and duties

Factory to your warehouse.

Prep and packaging

Labels, polybags, inserts.

03Amazon fees

Category (sets the referral fee)

Fulfillment

FBA FBM (you ship)

FBA fulfillment fee

From Amazon's Revenue Calculator for your size and weight.

Monthly storage, per unit sold

Storage fees ÷ units sold. Higher in Oct–Dec.

Shipping to Amazon + placement fee

Per unit, including the inbound placement fee.

04Returns and other costs

Return rate

From your Returns report. Varies a lot by category.

Returns you can resell

The rest are damaged or unsellable.

Returns processing fee

Optional. Only if Amazon charges one for your category. Leave 0 if not.

Other costs per unit

Software, photography, insurance, spread per unit.

05Ads

Profit to keep after ads

Of the selling price. Sets your target ACOS.

Conversion rate

Your current average CPC

From your Ads console, last 30 days.

Units sold per monthAll Amazon sales, ads and organic.

Share of units from ads

Ad orders ÷ total orders.

US referral rates. Check yours in Seller Central for other marketplaces.

Profit per order, before ads––

Break-even ACOS–Above this, every ad sale loses money

What you can pay for ads per product

Target ACOSBreak-even minus the profit you want to keep–

Ad spend per order, at targetSpend more than this and you dip under your profit goal–

Ad spend per order, at break-evenThe absolute ceiling for a profitable ad sale–

Monthly ad budget, at targetAd-driven units × spend per order at target–

Your cost per click at – conversion

Ideal CPCKeeps your target profit–

Break-even CPCZero profit on the ad sale–

Max ranking CPCFor a planned push to move organic rank–

Your CPC → your ACOSCost per order at your CPC–

Ranking budget why overspending can make sense

Max tolerable ranking ACOS3× break-even. Past this, the payback takes too long. Most pushes run at 40–60%.–

Loss per ranking order at that ceilingThe price of buying rank, per sale–

Ranking campaigns lose money on purpose. Each ad sale on a main keyword helps you climb page one, and organic sales there cost nothing per click. The push is worth it when the organic sales it wins back pay for the loss within a few months.

Email me this breakdown

Your numbers and a link back to them, in your inbox.

How this is calculated

Price after discount: price = list × (1 − discount)
VAT: VAT = price − price ÷ (1 + VAT rate). Amazon prices in the UK and EU include VAT, so it comes out of what you keep.
Referral fee: Amazon US rates by category. Some categories charge one rate on the whole price based on a threshold (Beauty, Baby, Grocery, Clothing). Others are tiered: one rate up to a price, a lower rate on the part above it (Electronics Accessories, Furniture, Compact appliances, Jewelry, Watches). A $0.30 minimum applies in most categories.
Profit kept on a sold order: price − VAT − referral − fulfillment − storage and inbound − product, freight and prep − other
Returns: On a returned order the customer is refunded, Amazon keeps the fulfillment fee and an admin fee (min($5, 20% × referral)), and unsellable units are lost: loss per return = admin + processing fee + fulfillment + (1 − resellable) × landed cost.
Profit per order, before ads: (1 − return rate) × profit kept − return rate × loss per return
Break-even and target ACOS: break-even ACOS = profit per order ÷ price, and target ACOS = break-even − profit to keep.
CPCs: Each click is worth price × conversion rate. Ideal CPC = that × target ACOS. Break-even CPC = that × break-even ACOS. Max ranking CPC = that × 3 × break-even ACOS. Your ACOS at your CPC = CPC ÷ (price × conversion rate).
Conversion estimate: When you leave conversion blank, we use typical rates by list price: under $10 about 30%, $10–25 about 20%, $25–35 about 15%, $35–70 about 9%, $70–100 about 5%, over $100 about 3%. Use your own if you have it.