When analyzing your ACoS, it is important to think of the metric as a trend over time. Spikes in your ACoS are not uncommon and should not be alarming if you understand the reasons for it. Some reasons for an increase in ACoS include:

  • Adding on new campaigns or new products to existing campaigns

  • Seasonality (for instance, the holiday season) and special events such as Prime Day

  • Increased competition within a product category. If there are more sellers bidding on particular search terms or keywords, that can drive up the cost-per-click and, thus, your ACoS

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