How much does marketplace advertising cost on Amazon, Wildberries and Ozon?

How much does marketplace advertising cost?

Marketplace advertising means paying for a better position inside a shop that works like a search engine: Amazon, Wildberries or Ozon. It is not Facebook Marketplace, a separate Meta product with its own fees, which is what search results for the bare phrase mostly show.

What do CPC, CPM and CPO mean for your bill?

• CPC, cost per click: you pay when a shopper clicks. Amazon sponsored ads and Wildberries click campaigns work this way. On Wildberries a click also counts when a shopper opens quick view or adds the item to the cart or favourites from the results, says SelSup.
• CPM, cost per 1,000 impressions: you pay for visibility. SelSup repeats Wildberries' own example: a ₽400 bid and 3,000 impressions cost ₽1,200.
• CPO, cost per order: you pay a share of the price per order. Ozon sells it as pay per order. SelSup reports that the Wildberries contract also lists CPO, with orders counted for seven days after the campaign and 30% of a top-up held for them.

Whatever the model, turn it into one number: cost per order equals the cost of a click divided by the share of clicks that become orders. A ₽9 click with 2.4% of clicks ordering costs ₽375 per order; at 1.2% it costs ₽750. The listing sets that percentage, not the bid.

How big should your first budget be?

A platform floor says how little you may spend, not how much you need to learn anything. Work backwards from orders:

1. Pick the orders you need to read a result, for example 20.
2. Divide by the click-to-order rate: at 8%, 20 orders need 250 clicks.
3. Multiply by the click price: at $0.90, that is about $225.
4. Check that stock covers the extra orders.

By this arithmetic Amazon's $1.00 daily minimum buys about one click a day, which teaches nothing. On Wildberries you can end a campaign early and get the remainder back, and promo bonuses, which include the registration licence fee returned as bonuses, can pay up to 100% of a campaign within a year.

How are ACoS, TACoS and DRR calculated?

Break-even ad share is the profit you make on a sale before ads, divided by the price. It is the ceiling for any ACoS target: Amazon's guide says ACoS has to stay below the profit margin, or you spend more on ads than you earn.

What is a good ACoS, and what ad share is normal?

Amazon says there is no single good ACoS: it depends on the industry and the size of the company, among other variables. Agency benchmarks are opinions: Darkroom puts a good ACoS at 40–70% for a launch and 15–30% for an established product.

For Wildberries, a July 2026 sample from the iSeller service (19 shops, 2,638 cards, ₽1.77 million of ad spend) found a median DRR of 6.1% on direct ad orders; the worst quarter began above 13.8%. It averaged a ₽8.7 click, 2.4% of clicks becoming orders and ₽359 per ad order.

The figures differ because the scope differs: one describes an account across campaign phases, the other direct ad orders on one marketplace in one month. Neither knows your margin. SelSup adds that Wildberries publishes no official norm, so a rule such as 20–25% repeats other reviews.

How does one order turn into profit or loss after ads?

Take an assumed product priced at $40 on a marketplace that keeps 15% of each sale. Every number is a round assumption, not a fee schedule; take yours from your seller account.

Break-even ad share is $1,208 ÷ $4,000 = 30.2% when spend is divided by order value, or 32.8% when divided by the $3,680 of kept sales. Dashboards use one or the other; check which.

Now the click side. A $0.90 click with 8% of clicks ordering costs $11.25 per order, 28% of the price, and leaves about $0.83 an order. At 4% the cost is $22.50 and every order loses about $10. The bid is unchanged; the card halved its conversion and turned a thin profit into a loss.

What would your budget buy at your own numbers?

Enter your budget, click price and rates. The calculator counts revenue only for kept orders, so 1 divided by the last result is your ad share on kept sales; compare it with the break-even above.

At the defaults, $1,000 buys about 1,100 clicks, 89 orders and 82 kept sales worth $3,271: an ad share of 30.6% against the 32.8% break-even, leaving roughly $74. A small move in click price or conversion decides the result.

What do agencies and freelancers charge to run marketplace ads?

Judge a fee against the ad spend your margin can carry. If break-even leaves room for $1,000 of ads a month, a 20% fee is $200 and a $2,500 retainer cannot pay for itself. Ask for the break-even ad share per product in writing, and keep the ad account in your own name.

Which mistakes make marketplace ads eat the margin?

• Advertising a weak card. SelSup, summarising Wildberries' rules, says a bid lifts a card within a zone but does not make it relevant; a campaign on a weak card only spends the budget faster.
• Counting orders as profit. Ozon's analytics show spend, ad sales and DRR but not commission, logistics or cost of goods, per SelSup.
• Pausing and expecting silence. On Wildberries, impressions stop within three calendar days of a pause and are billed, SelSup reports.
• Switching off one Ozon tool and forgetting the other. A product left in pay per order keeps being promoted at its category rate, per SelSup.
• Raising bids before fixing the basics. A unit-economics model from $53 and listing work from $53 often cost less than a month of clicks on the wrong card.