Amazon PPC Bid and Budget Planner
Turn your price, conversion rate and target ACoS into a ceiling on what a click can cost. The planner gives you a max break-even CPC, a suggested starting bid, clicks needed per order and the daily budget for a number of orders per day, and warns you when your conversion rate and CPC make the target ACoS unreachable. It is for Amazon sellers setting Sponsored Products bids. It runs in your browser; nothing is uploaded, stored or sent.
How it works, and what it does not cover
Max break-even CPC = price x conversion rate x target ACoS. Set the target to your break-even ACoS to get the highest click cost that still earns zero profit; set it lower to leave margin. Clicks per order = 1 / conversion rate. Cost per order = clicks per order x average CPC, and the daily budget is that multiplied by your orders-per-day goal. The suggested starting bid is 80% of the max CPC, a rule of thumb that leaves a cushion; it is not an Amazon figure.
Unreachable-ACoS warning. At your average CPC, expected ACoS = CPC / (price x conversion rate). If that is above your target, the table also shows the minimum conversion rate you would need, and the grid shows which conversion rates pass or fail at your CPC.
Assumptions and limits
- Conversion rate and CPC are treated as constant. In practice they differ by keyword, placement, match type and day, and a new listing converts worse until it collects reviews.
- One order is one unit at the price entered. Multi-unit orders, coupons and price changes are not modeled.
- The daily budget is an expected value. Small order counts are noisy, so a day at half or double the plan is normal. Amazon may also spend more than the daily budget on some days, so check how your campaign budget behaves in the console.
- Max CPC is a ceiling per click, not a bid recommendation for every keyword. Branded, competitor and broad terms usually convert at different rates; use one planner run per segment.
Arithmetic on your inputs, not advice. For disclosures about products the author builds in this space, see the disclosure page.
Data last verified 2026-10-23. Prices, hours and rules change; confirm fees, limits and program terms with the official source before you rely on a number.
Sources
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Frequently asked questions
How is the max break-even CPC calculated?
Max CPC = price x conversion rate x target ACoS. At that click cost, the ad spend per order equals your target ACoS on the price. Bid above it and ACoS exceeds the target, assuming your conversion rate holds.
Why is the suggested starting bid below the max CPC?
The tool suggests 80% of the max CPC as an arbitrary starting point, leaving room for conversion rates that come in lower than hoped. It is a starting point, not a recommendation from Amazon. Adjust with real data.
What conversion rate should I enter?
Use your own number: orders divided by clicks for the product or campaign from the ads console over a meaningful window. If it is a new product, use a cautious guess and treat results as a range.
What does the warning table mean?
It shows the ACoS you would get at your average CPC across a range of conversion rates. Rows in red are over your target. If your actual conversion rate sits in a red row, either the CPC must fall, the price or margin must improve, or the target must rise.
Does the daily budget guarantee orders?
No. It is the expected spend to earn N orders at your CPC and conversion rate. Real results vary day to day, and budgets do not buy impressions on their own. Use it as a planning figure.