Platform guidance and benchmark figures reflect the source edition shown above. Check current marketplace requirements before making changes to your account.
Every week, an Amazon seller somewhere is writing a check they don't fully understand. They know PPC is working, their sales are up, but they're not sure if they're paying the right price for it or whether their agency is actually delivering what they're charging for.
BOTTOM LINE FIRST
Most legitimate Amazon PPC agencies charge 10-15% of monthly ad spend with a minimum retainer. For brands spending less than $5K/month on ads, flat-fee models make more financial sense.
The 3 Fee Structures And Who Each One Actually Serves
Agency pricing on Amazon comes in three primary models. Most sellers focus on the percentage and miss the structure.
Model 1: Percentage of Ad Spend
The most common structure. You pay a fixed percentage typically 10-15% of whatever you spend on Amazon advertising each month.
| Monthly Ad Spend | Fee at 10% | Fee at 12% | Fee at 15% | Best For |
|---|---|---|---|---|
| $5,000 | $500 | $600 | $750 | Usually below minimum |
| $10,000 | $1,000 | $1,200 | $1,500 | Entry-level brand |
| $25,000 | $2,500 | $3,000 | $3,750 | Growing brand |
| $50,000 | $5,000 | $6,000 | $7,500 | Scaling brand |
Model 2: Flat Monthly Retainer
A fixed monthly fee regardless of ad spend. Common in the $1,500-$5,000/month range for full-service PPC management.
Model 3: Performance-Based Fees
The model that sounds the most aligned with your interests and the one that most often creates problems in practice.
Red flag:
Any agency offering "no management fee, only a percentage of revenue growth" should be scrutinized carefully.
The Real Cost of Amazon PPC: Bid Economics
Agency fees are only part of the equation. The larger cost is the actual cost-per-click Amazon charges.
$1.20
Avg. CPC, Health & Beauty 2026
$0.78
Avg. CPC, Pet Supplies 2026
$1.45
Avg. CPC, Home & Kitchen 2026
MAXIMUM ALLOWABLE CPC FORMULA Max CPC = (Price × Target ACoS) × CVR Example: (34.99 × 0.18) × 0.12 = $0.76
ACoS Benchmarks by Category
One of the most common mistakes we see: sellers targeting ACoS numbers that have nothing to do with their category or margin profile.
| Category | Launch Phase ACoS | Scale Phase ACoS | TACoS Target | Avg. CPC Range |
|---|---|---|---|---|
| Supplements / Health | 25-40% | 10-18% | <8% | $0.90-$1.40 |
| Pet Supplies | 30-45% | 12-20% | <10% | $0.60-$1.00 |
| Home & Kitchen | 25-38% | 13-22% | <9% | $0.95-$1.60 |
Put the question in context.
Connect what you’ve read to your products, account, and business goals.
Send a message