Features
The Dark Side of Albert: Einstein and Mileva Marić, his First Wife
By DAVID TOPPER Albert Einstein was the most photographed scientist of the 20th century. The scope of emotions depicted range from the serious to the silly: from looking like a secular saint with hands folded and deep in contemplation of supposedly solemn thoughts, to the image hanging in front of me on the bulletin board over my computer table, showing him sticking out his tongue at the cameraman. Living during the heyday of the development of the film camera, he and the press surely took advantage of it. The positive persona of the genius was formed out of these visual images. This visual disposition was supplemented with endless quotations on not only science and the universe, but also with homilies on life and how to live it, with much of that which you will find quoted, being things he never said. Overall, the general image of him and his personality has him coming out seemingly squeaky-clean.
Nonetheless, those of us who have looked into the man in more detail are aware of episodes of less than saintly behavior by Albert – the famous scientific idol. If, for example, you read any of the half-dozen or so lengthy biographies about him, you will find scattered therein stories of him speaking inappropriately or behaving, one might say, as a jerk. Having read all those books, and others – and even written three books on him myself – I knew this. So when I started reading a recent long biography of his first wife, Mileva Marić, I had no reason to think I’d be shocked, since I had already read a lot about her, including a book of letters to and from her best friend, which also contained a brief biography. But to my surprise, I was staggered in reading over 400 pages of his nasty behavior concentrated around this one woman – a woman whom he fell in love with as a university student, and who was the only mother of his children.
Here is the sad – and probably surprising to most readers – story of Mileva and Albert.
Mileva Marić was born on December 19, 1875, into a Christian Orthodox Serbian family. With a dislocated left hip, she walked with a limp throughout her life. (Her sister, Zorka, had the same congenital condition.) Forced to wear an orthopedic shoe, she was teased and mocked in school. Nonetheless, this very bright girl filled her lonely childhood with her studies (she was especially good at math) and piano lessons. Encouraged by a very loving father, she excelled in school, and was the first girl to attend high school physics courses in the Austro-Hungarian Empire. After graduating in 1896, she applied to the prestigious Zurich Polytechnic, since in Switzerland women were admitted to all classes. She passed the entrance exam and majored in mathematics. It was a small freshman class of about two-dozen students, she being the only woman. That’s where she met, in the even smaller physics course, fellow student, Albert Einstein.
One of the earliest pictures we have of Mileva is dated 1897. In this portrait, I see a very serious, confident, determined woman with large penetrating eyes, a full crop of dark wavy hair and full lips. I would call her plain but attractive. I say this, because I was shocked at several instances when someone, upon first meeting Mileva, is quoted as describing her as “ugly.”
As a fellow student, Albert Einstein was attracted to her, and they quickly became a couple. He probably was the first male to take a romantic interest in her, overlooking her “handicap.” I suspect he was attracted to her gutsy attitude and her smartness. Plus, being Serbian, Mileva exuded an exotic “otherness” to the “German” in Albert. They spent most of their free time together, studying and falling in love. She did well in her courses, initially passing all of them, as Albert did too (of course). That is, until she was pregnant – a fact she tried to hide until she could not. And so she went home to her parents to inform them of this, and eventfully to have the baby.
Her parents were very supportive, which was unusual for the times. A girl was born early in 1902; they named her Lieserl (probably a Yiddish diminutive of Liese, a shortened Elizabeth). Albert stayed in Zurich and never saw his daughter; she was raised by Mileva’s parents, as Mileva returned to Zurich to continue her studies. No one knows what ultimately happened to Lieserl; she has seemingly vanished from all records. She may have died from Scarlet Fever as a child; or, she may have been adopted and grew up. One thing I do know: Mileva never forgot her. I believe that the loss of Lieserl is the major reason for Mileva’s depression and lingering melancholia throughout her life – as will be seen. As a result, she didn’t take care of her grooming and was a bit overweight – as seen in photos of her later in life. This, I suspect, may be a source of her “ugliness.”
Back to Zurich in the late 1890s and her studies: she passed all her courses over the first three years, and in her fourth year she started her thesis, hoping for a diploma and further work toward a PhD. But in 1900 she failed her final exams, while the other male students all passed. In July 1901 she repeated her final exams and flunked them again. I find it hard to believe that this sudden change in her performance was due to the tests being too tough for this woman, in light of all we know of her up to this time. Look at the last date above: she was pregnant with her child. I’m convinced that she just couldn’t concentrate on her studies. Albert passed, graduated, and started looking for a job – as well as working toward his PhD.
On January 6, 1903, they were married in a small civil ceremony. Mileva became a housewife; no more thinking of going any further in her studies. She then became the mother of two boys: Hans Albert (born in 1904) and Eduard (nicknamed Tete; in 1910).
All that promise came to nothing, not even a university degree. If she had not met Albert, who knows what she would have achieved? But that was not the path taken, and since she married what became the most famous scientist of the 20th century – if not the most famous person, as Time Magazine said at the end of the millennium – that’s why there is a plethora of documentation about her life, terribly sad as it was.
Now briefly fast forward a century or so, to around 1987, and the publication of the early love letters between Albert and Mileva, which had only been known by a few, and purposely suppressed. For example, Hans Albert, who had the letters much earlier, had wanted to publish them. But he was thwarted by Helen Dukas and Otto Nathan, who threatened litigation. Dukas was Albert’s lifelong secretary and Nathan was an economist and close friend, who eventually was the executor of Einstein’s will. And so, the letters never surfaced until Dukas and Nathan were both dead.
Even today, writing about these letters is an ideological minefield. Here’s why. The letters date from 1899 to 1903, when a new theory of physics was brewing in Albert’s mind. The result, in the so-called miracle year of 1905, was the publication of five papers that changed physics forever: two on what became his Theory of Relativity; one on a particle theory (much later called a photon) of light, as part of the emerging Quantum Theory; and two supporting the reality of atoms, which were still only hypothetical entities at this time. Knowing this, how much can we read into the love letters when Albert, in talking about his scientific ideas, uses “we” and “our work”? Well, it seems, a lot; for the initial response from primarily feminist quarters was that Mileva should at least be seen as a co-author of the famous papers, since it seemed that they conceived of the theory together. Given, as we will see, Albert’s shabby treatment of her later in life, then all the more sympathy was directed toward Mileva and her plight by history. Indeed, some went so far (you will still find websites saying this) that Albert stole the theory of relativity from Mileva. Nonetheless, after that initial flurry of debate, the consensus has moved away from this viewpoint, so that today the select scholars looking over the Einstein Papers Project in Pasadena, California assert unabashedly that Mileva made no input to Albert’s theory.
Nonetheless, I am one of the few “Einstein scholars” (if I may call myself such), who gives Mileva some credit in the 1905 marvel. She was good at mathematics, she had patience in her life and work, and she was a thorough researcher – all qualities severely lacking in Albert. Let me put it this way: over his life as a physicist, Einstein hired a series of companions (whom he called “calculators”) to do the tedious and complicated mathematics required for his theory, especially as it developed over the later years with the use of tensor calculus in his General Theory of Relativity. All were men; except, famously, his last calculator was the Israeli-American woman, Buria Kaufmann – about whom you will read in the literature as his “first female calculator.” (Incidentally, there is a website giving her credit for Einstein’s later theory, which is complete fiction.) I, however, would assert that Buria was the second woman; for Mileva was Albert’s first “calculator.” She was also his researcher and proofreader. Since she knew the physics, as we know from the letters, she also was his sounding-board – Albert bouncing ideas off of Mileva, as they say.
So, what about Albert speaking of “we” and “our work”? Let me put this into context by quoting from some of the letters in chronological order. In a letter Mileva wrote to Helene Savić (née Kaufler), her closest and longest friend throughout her life (they roomed together in a boarding house in Zurich when they were students), she speaks of a paper “written” by Albert that will be published soon that is “very significant.” She then says that “we” sent it to an important physicist – revealing how much she was involved with Albert’s work. Later in a letter from Albert to Mileva, let me quote from the opening lines to give you a trace of their intimacy: “Thank you very much for your little letter and all the true love that’s in it. I kiss and hug you for it from all my heart, exactly the way you would want it & are entitled to, love.” He then goes into a discussion of other people, followed by his going back to how much they love each other, and ending with this key sentence. “How happy and proud I will be when the two of us together will have brought our work on the relative motion to a victorious conclusion.” I put in italics the famous (or is it infamous?) phrase: our work. But there’s nothing more on this, although a bit later in the letter he goes on to talk about another physics problem he is working on: specific heats. He discusses the physics problem in detail, with equations and his proposed solution, and he ends the topic with this: “Don’t forget to look up to what extent glass obeys the law of Dulong and Petit.” My guess is that it was this sort of task that was part of their work together. The letter ends where it began. “Tender greetings and kisses, my dear little dumpling, from your … Albert.”
I’ll leave the topic there, nonetheless aware of the possibility that Mileva did help Albert in even more significant ways, and that hence she’s been slighted by history.
Back to Zurich in 1903. Initially, their life together was harmonious, a reflection of the camaraderie in the love letters, as she kept house and raised her boys. But by around 1909, when Albert was being seen as an important physicist, there clearly was a severe strain on the marriage. For example, in a letter that year to Helene, she says that Albert “lives only for his work” and the family is “unimportant to him.” By 1914, when they moved to Berlin for Albert’s prestigious position at the Kaiser Wilhelm Institute of Physics, their marriage entered a new phase. In fact, Albert had been having relations with a divorced cousin, Elsa Löwenthal, who lived in Berlin. Moreover, Albert made it clear to Mileva that their previous relationship was over. He went so far as to give her a list of demands: that she do the laundry, prepare him three meals a day, and keep his office clean – all without any personal relations. No intimacy in the house, and no being together in public. It was degradingly cruel: Mileva’s role was reduced to being a maid and cook. She tried to accept it, but quickly found that she couldn’t endure the humiliation; and so she took her two boys back to Zurich, where she remained for the rest of her life.
They officially divorced in 1919, and Albert immediately married Elsa – all in the same year that he became the world-famous scientist, because of the solar eclipse experiment that proved that light from a star is bent around the sun, as predicted by his theory. He got the Nobel Prize for Physics in 1921 and transferred the money to a bank in Zurich for the support of their boys, where Mileva had access to the interest in the account.
What happened after all that infatuation seen in the love letters and in their early life together? In retrospect, Mileva surely realized that she had ignored or overlooked what we might call the dark side of Albert. As a student he was overly sarcastic, often mocking and even degrading people whom he saw as inadequate or not too smart. He even teased her in ways that revealed an underlying hostility. When she pointed this out, he would laugh it off – and she’d forgive him. In a letter to Helena in 1900 she writes of Albert’s “wicked words with deeds! What an insolent boy he is, and yet I love him so much!” Telling words. Even after the acrimonious divorce, she still, as will be seen, was under Albert’s spell. I believe that she never got over that initial infatuation when they were students. It became a pattern: she was always trying to get on his good side.
Overall, Albert was very much a 19th century male chauvinist in his attitude and communications with women. Here are some of his words about women that reveal his overt misogyny: they are “passive, insecure, needy, and wanting to be dominated.” I knew that he liked to flirt with women throughout his life. But seeing him do so with other wives, with Mileva present, made it less frivolous and more malicious. In short, he was a cad and a rake, rolled into one.
The turnaround in their relationship seemed to bring out the worst in him. He was petty and vindictive, and especially very cruel towards her. There is no direct evidence of any real physical abuse. However, there was an incident in the spring of 1913 when a friend reported seeing Mileva with a badly swollen face, which was attributed to a “toothache” – and hence she and Albert missed some social events. Possibly the swollen face was a sign of something more malevolent, but we will never know the truth. Nonetheless, pondering this, I wish to quote something Albert wrote in a letter in 1925: “Not only children need a bit of thrashing, but also grownups and especially women.” And I’ll leave it there.
After the divorce, he accused her of poisoning his relationship with the boys – a common trope between divorcing couples. But it got more vicious as her financial situation became grave, and she asked for more money. She made some extra money tutoring students in math and giving piano lessons. But it wasn’t enough. Albert’s letters to her contain nasty personal attacks: saying she is “abnormal,” a “nonentity,” and that her pleading is “rubbish.” I can only imagine how Mileva felt being called this. At the time, she was in severe physical pain with chronic back problems, often forcing her into bed for long periods, even stays in hospital, when she was trying to raise two boys alone. Moreover, all this was exacerbated by problems in her Serbian family. Her sister Zorka was diagnosed as schizophrenic and was in and out of asylums; her only living brother disappeared into Russia after World War I; and her parents had serious financial problems.
Could it get any worse? It could. And it did. Tete became a handful. He was very bright and creative; he had musical talent on the piano, and he wrote promising poems and stories. But he was also prone to falling into depressive episodes, for apparently no reason – anger fits, throwing things, being out of control. I suppose Mileva saw this coming: Tete, like her sister, eventually was diagnosed as schizophrenic.
Albert, of course, knew all this, but being in Berlin, he didn’t have to deal with it. He did make occasional visits and took summer trips with the boys (giving Mileva short breaks), all while he was still living in Europe. But when he moved to Princeton, N.J., in 1933, with Hitler in power in Germany and Einstein’s name being high on a hit list, their meetings were over; until 1938, when Hans Albert (now with a wife and two children) moved to the USA. The last meeting between Albert and Tete is recorded in a 1933 photograph that bears a close look. Both are seated in a room, with Tete looking over a large, open portfolio – perhaps reading it. Albert is facing in a different direction (about 90-degrees away), holding a violin and bow, and staring off into space. It may be that Tete is reading to him, but more likely they are inhabiting two different worlds.
In the years during World War II, living in Zurich, Switzerland (a country surrounded by a Nazi-occupied Europe), Mileva was terrified that the Nazis would swoop up this last free space. Moreover, she knew that they were rounding up Jews by the trainloads and moving them to Concentration Camps. She was somewhat safe as an Orthodox Christian, but Tete was “Jewish,” being a child of Einstein. She wrote pleading letters to Albert, asking him to take Tete to the USA. She even contacted the Red Cross, and they agreed that the best bet was to get Albert to sponsor him. “Bring us to safety,” she wrote. But being Mileva – ever still the dutiful wife, even though they had been divorced for two decades – she added (and I assert that she was not being sarcastic in saying this), “[I am] not intending to disturb your peace and freedom.” Petrified that “Tete is in danger because he is your son,” she concluded: “you can’t just leave him in the lurch.”
In fact, Einstein, Dukas, and Nathan were diligently rescuing Jews from Europe by using Einstein’s name to get emigration papers and such. Albert once spoke of this, saying that they were running a little refugee office over his cluttered “lawyer’s desk.” And they did save lives. Relevant here is a 1939 letter from Albert to Helena on this very topic. Helena’s father was Jewish, and she had numerous relatives whose lives were in peril, and so apparently, she was asking Albert for help. He wrote in response. “How gladly would I help! But I am desperately trying to at least get younger people out. Relocation of old people must under present horrible conditions be set aside.” In the end, we know of two aunts of Helena who died in gas chambers. Interestingly, in this same letter, Albert mentions that Hans is now in America, but that Tete is with Mileva in Zurich, saying that Tete is “incurably mentally ill.”
So, what about Tete? And Mileva’s pleading letters? As far as we know, these pleading requests were never answered. Albert, it seems, did leave his son “in the lurch.” My guess is that he just couldn’t fathom the chaos in his life of dealing with someone with such a severe mental illness. Listen to what he later wrote to Hans about Tete after learning of Mileva’s death. “If I had been fully informed [apparently referring here to what he saw as a genetic mental illness in Mileva’s family], he [Tete] would never have come into the world.” I can only imagine how Hans must have felt after reading these appalling words from his father about his beloved brother. Sometimes Albert’s behavior is plainly pathetic. Fortunately, the Nazis never invaded Switzerland.
Much of Mileva’s adult life was centred on Tete, as she watched him descend into the depths of mental illness. Overweight and chain-smoking, he was in and out of mental institutions. For Mileva, he was a full-time job. She, being the caring mother, was obsessed with making sure he would be safe after she died. And she succeeded; for seven years after his mother died, he lived in the renowned Burghölzli psychiatric clinic in Zurich. He was 55 when he died.
I believe Mileva never got over two things: the loss of Lieserl and her infatuation with Albert. We don’t know what happened to Lieserl; but Mileva surely did, and it haunted her all of her life; as seen, she flunked her final chance for a university degree because of it. Lieserl was a source of her constant despondent behaviour and possibly her so-called “ugliness.” In a letter to Helena in 1925 she wrote of “my unfulfilled desire for a daughter”– another telling phrase, since she had a daughter, but was forced to abandon her.
Regarding Albert, no matter how abusive he was, Mileva still was open to forgiveness. She once asked herself this question: “When has a man ever listened to reason, when a woman is involved?” She should have listened to her own words.
Mileva Marić died on August 4, 1948, at the age of 72.
This story of Albert falling in and out of love with Mileva was not the first such episode in his life. It was previewed by and even overlapped with his first sweetheart: Marie Winteler.
In 1895 he spent a year enrolled in the cantonal school in the town of Aarau, near Zurich. He had taken the rigorous entrance exams for the Polytechnic (which Mileva later passed) and had flunked the non-science and non-math parts. But since he did so well on the science and math parts, it was recommended that he do a year of make-up in Aarau; plus, he was applying at age 16, a year early. He boarded with the family of Jost Winteler, a teacher at the school. Jost and Pauline had three daughters, the prettiest being Marie, two years older than Albert. Albert quickly fell for her, and she for him. She was an accomplished pianist, and so their love interests were supplemented with piano and violin duets. After that year, and after passing the entrance requirement at the Polytechnic, Albert moved to Zurich – where he met Mileva, and then broke off with Marie. In short, he jilted her, as he would later do with Mileva.
Marie, however, thought the relationship was to be forever, and wrote pleading letters when he stopped writing to her. After all, he was still mailing her his dirty laundry to wash and send back. (I am not making this up.) Being deeply hurt, she fell into a depression that (may have) plagued her throughout her life. She became a schoolteacher (whose records show that she missed a lot of classes due to sickness); in 1911 she married a man whose first name was Albert. They had two boys, but divorced in 1927. We also know that she tried to reach the first Albert in the 1940s about emigrating to the USA, but there is no record of his having received her letters. (Albert’s secretary was known to censor his mail.) She died in a mental institution in 1957, two years after Einstein died.
I mention this for two reasons. One, the obvious – this being a preview to the story of Albert’s shabby treatment of Mileva and the parallel terrible consequences. The other reason is the dirty laundry. This, also obviously, needs to be explained.
In 2019 I published an historical novel on Einstein’s life, called A Solitary Smile. In it, Marie is one of the characters, especially near the end and in a dream sequence that has Einstein recalling their time together, where he realizes how he hurt her. In recalling this part of my book, while writing this story of Mileva, and now Marie again – I suddenly realized that I didn’t include the dirty laundry bit. Why? I knew it then, as I do now. So why not mention it? Ruminating on this, I can only surmise that I was subconsciously protecting Albert from more scorn. Why dig up all the dirt (seemingly, literally in this case). How interesting this is. Me, being part of the problem. Protecting Albert’s image.
Well, I caught myself. And here I acknowledge my error – to supplement my saga on the dark side of Albert Einstein.
* * *
Readings: Mileva Marić Einstein: Life with Albert Einstein, by Radmila Milentijević (United World Press, 2010). In Albert’s Shadow: The Life and Letters of Mileva Marić: Einstein’s First Wife, edited by Milan Popović (The Johns Hopkins University Press, 2003). A Solitary Smile: A Novel on Einstein, by David R. Topper (Bee Line Press, 2019).
Features
Tiblisi, Georgia – a new hotbed for dental tourism, especially for Israelis
Introduction: A few weeks ago we received an interesting email from someone who asked whether we would consider publishing a story about dental tourism in Georgia (not the Georgia in the U.S. – the Georgia that is a former Soviet republic). In that email we were told that Georgia has become an especially popular destination for Israelis looking for quality dental care at affordable prices. So we responded: Go ahead and send us something.
The author of what you’re about to read, whose name is Constantin Dicusar, admits that English is not his first language, so he asks that you forgive any awkward phrasing. But I’m sure that, if you read at least part of this story you’ll be intrigued by what he has to say about a part of the world that I doubt many of our readers know much about.
By CONSTANTIN DICUSAR Tbilisi, Georgia, is the latest destination for Jews from all over the world seeking dental tourism. Dr. Iza Dzidzikashvili, co-founder of a dental clinic in Tiblisi, says: “Jews come from all over the world and choose Georgia because of the low level of anti-Semitism, the low prices and the high quality, as well as the good relations between Israel and Georgia.”
Georgia is a country in the South Caucasus that is relatively little known in the West and in Canada. In 1991, it declared its independence from the USSR, becoming one of the first Soviet union republics to break away from the former imperial power, which was to collapse a year later.
Although it has only very recently chosen to pursue the path of European integration, Georgian society had already distinguished itself long before independence as a nation with deep-rooted Christian-European cultural and civilisational values. Georgian hospitality bears many similarities to that of Moldova, and Georgian wines, renowned throughout the world, have made Georgia the cradle of global winemaking.
Georgian wines are believed to have an 8,000-year-old tradition based on the unique method of fermentation in clay vessels called qvevri, which are included in UNESCO’s Intangible Cultural Heritage list. Among other interesting facts, Georgia was one of the first nations in the world to adopt Christianity as its state religion, in the 4th century.
More recently, Georgia has also managed to build a strong reputation in another sector: international dental tourism. Tens of thousands of tourists from all over the world visit Georgia every year – particularly the capital, Tbilisi – to combine sightseeing with dental treatment.
According to Georgia Today, the majority of foreign tourist-patients come from neighbouring countries or the wider region (Russia, Azerbaijan, Armenia, as well as from the Middle East – Israel, Qatar, Kuwait and Saudi Arabia). In recent years, Georgia has also become a magnet for many people from Europe and the US. Jews – both Israeli citizens and Jews from the Diaspora and around the world – represent a distinct group of patients who have chosen Georgia for dental services.
Read more about this in the exclusive interview conducted with Dr Iza Dzidzikashvili, a dentist, practising surgeon and co-founder of Bucho Denti in Tbilisi, Georgia:
Constantin Dicusar (for jewishpostandnews.ca): When was Bucho Denti founded, and who is behind the project? Tell us more about how your story began.
Dr. Dzidzikashvili: First of all, welcome, and thank you very much for your interest in our clinic. Bucho Denti was founded in 2000 by sisters Iza and Tea Dzidzikashvili and Vasif Aliyev. Today, all three are among the leading dental specialists in Tbilisi. Since we were already three experienced specialists, we decided to create an environment where patients could feel comfortable, safe, and confident, while receiving the highest standard of dental care. This philosophy became the foundation of Bucho Denti and continues to guide our development today.
Constantin Dicusar: What do you know about international dental tourism in the Caucasus region, and specifically in Georgia and Tbilisi?Dr. Iza Dzidzikashvili, dentist, surgeon practicing and co-founder of Bucho Denti: International dental tourism has been growing significantly in the Caucasus region, and particularly in Georgia. One of the main reasons is Georgia’s combination of hospitality, safety, high-quality dental care, and affordability. Dental standards in Georgia are comparable to European standards, while treatment costs are more accessible than in many other countries. This combination of quality, safety, affordability, and comfort has created growing interest among international patients.
Constantin Dicusar (The Jewish Post & News reporter): How has international dental tourism changed your operational, staffing, sales, and marketing strategie
Dr. Dzidzikashvili: The growth of international dental tourism significantly changed our vision and the way we operate. One of our main goals became to reduce the overall treatment time as much as possible — without compromising quality. We developed our infrastructure and workflows to allow patients to complete their treatment efficiently while maintaining a high standard of care. We also introduced complete treatment packages that can include hotel accommodation, airport transfers, and other services international patients may need. Our goal is to make patients feel safe, comfortable, and supported throughout their entire stay. We also incorporated tourism into the experience, giving patients the opportunity to explore Georgia and travel during their treatment period.
Constantin Dicusar: Did you envision engaging in international dental tourism right from the time the clinic was established, or did that come about later?
Dr. Dzidzikashvili: To be honest, we had always considered the idea of working with international patients. However, this direction developed much more actively as demand for international dental treatment increased. We adapted and developed our services according to the needs of international patients.
Constantin Dicusar: Tell us more about your staff. In which languages do you communicate with your international patients, and does the multilingual staff include dental assistants as well as the doctors themselves?
Dr. Dzidzikashvili: Our doctors have decades of professional experience, with some of our specialists having more than 30 years of experience. Our team communicates with international patients in English. To make the experience even more comfortable, we also provide communication support in Hebrew and Arabic, including professional interpreters. For us, it is very important that patients understand every stage of their treatment clearly and feel comfortable throughout the process.
Constantin Dicusar: Let’s also talk about international patients: which countries do most of them come from, and which dental services do they seek out most often? We know from reports originating in Israel and Georgia that Tbilisi has become an increasingly popular dental destination, frequently chosen by Jewish patients as well. Have you observed this trend at your clinic? If so, which countries do most of these Jewish patients come from?
Dr. Dzidzikashvilii: Yes, we have definitely noticed this trend, and the number of Jewish patients has been increasing every year. We would like to point out that the majority of our Jewish patients are citizens of Israel; they come from Israel. One important factor is the relatively short travel time between Israel and Tbilisi — approximately 2 hours and 30 minutes. Dental treatment in Georgia is also more affordable compared with Israel. Georgia is already well known and popular among Israeli travelers, so patients are generally familiar with the country and feel more confident about choosing it for treatment. After Israel, the United Kingdom is another important market for us, followed by different European countries. We have also treated Jewish patients from Canada, which shows that interest in Georgia is not limited to one or another particular country. The most common treatments requested by international patients are full-mouth rehabilitation, dental implants, and zirconia crowns.
Constantin Dicusar: Do you think that the good relations between Israel and Georgia, along with the low level of antisemitism in Georgia, encourage Jewish patients—particularly Russian-speaking Jews from across the former Soviet Union—to choose Georgia for such services?
Dr. Dzidzikashvili: Of course, the long-standing friendship and positive relationship between Georgia and Israel is very important. This relationship helps Israeli patients feel safe and comfortable when choosing Georgia for treatment. When a patient travels to another country for medical care, price and quality are not the only factors that matter. Trust, safety, communication, and the overall environment are equally important. We believe that the strong relationship between Georgia and Israel contributes significantly to this sense of trust.
Constantin Dicusar: What strategies do you plan to develop over the coming years to grow international dental tourism? Are you considering becoming more attractive destination for Jewish people from Canada and USA who are looking for dental services that are more affordable than those in their home countries?
Dr. Dzidzikashvili: In the future, our goal is to create a large-scale international dental center where everything is available in one place. We envision a facility combining a dental clinic, hotel, and restaurant, creating a comfortable environment specifically designed for international patients. Our vision is for patients to receive high-quality dental treatment, relax, enjoy their stay, and, if they wish, explore Georgia — all as part of one complete experience. At the same time, we are actively working to make Bucho Denti better known internationally and to reach more patients who could benefit from our services. Our main goal is to offer international patients accessible treatment while maintaining European-level standards of dental care.
Constantin Dicusar: Finally, we would like to turn our attention once more to Georgia and Tbilisi as tourist destinations. You are likely aware that in Europe—particularly in the western part—the worrying rise of antisemitism has limited the options available to Jewish travelers seeking dental tourism. Budapest remains the dental capital of Europe and is well-known within the Jewish community; more recently, Romania, Moldova, and perhaps Riga (Latvia) have also emerged as options, each offering distinct advantages and tourism amenities. From this perspective, what can Georgia and its capital, Tbilisi, offer? What makes Georgia unique as a destination compared to the others?
Dr. Dzidzikashvili: Compared with the countries you mentioned, one of Georgia’s main advantages is the combination of more affordable dental treatment with European-level quality. Another important advantage is the availability of complete treatment packages, including dental care, accommodation, transfers, and other services. Georgia is also an attractive tourism destination. Patients can combine their dental treatment with the opportunity to explore beautiful places, experience Georgian culture, and discover the country. Safety is another important factor. Georgia is a relatively small country, which contributes to a well-controlled environment, and the level of crime is relatively low. Ultimately, we believe that the combination of quality, affordability, safety, hospitality, and tourism opportunities gives Georgia a unique position. Our goal is that when an international patient comes to Georgia, they receive not only high-quality dental treatment, but a complete, safe, comfortable, and well-organized patient experience from beginning to end.
Features
Buck In Situ: A Dog Story
By DAVID TOPPER I suppose the first thing I should say is that, although this is a true story, it’s not about a real dog. (That may be obvious if you look at the picture accompanying this tale.) Yes, the dog – a wooden statue – is Buck.
I do want to explain what “in situ” means. For those who know the term, it betrays the fact that I was a teacher of art history before I retired. It’s a Latin term that refers to an art object being in its original or natural place. For example, the famous Elgin Marbles (statues of Greek gods, goddesses and other mythological figures), which are prized objects in the British Museum in London, were taken by Lord Elgin from the Acropolis high over Athens in Greece, in the early 19th century. If the museum ever returns the statues (as Greeks have been demanding them to do for years), and if the statues were then placed back on the Acropolis – then they would be “in situ.”
All this has been my way of introducing you to a story about a little statue that has been sitting in my home ever since my late wife, Sylvia, and I returned from a trip to Jamaica many years ago.
Here’s Buck’s story. One afternoon during our vacation on the island, we went to an Art Fair. I was particularly interested in wooden carvings. There was a long line of tables, end to end, with different carvers showing off their wares. As we walked along the tables, among the different carvers, I was dumbfounded because they were all carving the same statues! Different artists: same statues. The statues were of some local deities; none of whom I had any interest in taking back home – no matter what magic it could perform.
Sylvia and I were baffled as we strolled along the long row, eventually coming to the end. Then, lo and behold: the last carver was carving different statues – not necessarily of gods. Coming across his table filled with a wide variety of subjects was a breath of fresh air.
Of course, the first thing I asked him was why everyone else was carving the same things. His answer was simply that they thought that was what tourists wanted, and they were afraid to try anything else. I asked him why he was not afraid. He said he was afraid; nonetheless, he would be bored doing the same thing over and over – even if he made more money.
By now you can see where this story is going. It was among his wares, on the last table, that I saw the statue of the dog – which I immediately fell for. Sylvia, a dog lover, fell for it, too, and hence we bought it. I don’t recall the price, or if we haggled over it. But what I do remember – and why I am telling this story – is this. While talking with him and watching him at work, I noticed the way he was squinting. I asked him about this, and he said his eyes were not what they used to be, that he needed glasses but he couldn’t afford them.
At the time, I was in an early stage of permanently wearing glasses. Having gone through various stages of over-the-counter reading glasses during the previous decade or more, I was now wearing my first prescription glasses. I gave them to the carver to try on, and he said they were too strong. “Good,” I said. I told him I had several pair of different power reading glasses at home, which I had used before I got these. I’d be pleased to mail him those glasses, which perhaps could get him through the next decade or more. He gave me his address, and that’s when I found that his name – or, maybe, it was his nickname – was Buck.
“Would you mind if I name the dog Buck?” I asked – because I liked that name for the dog. He had no problem with that, and hence Buck it was, and Buck it always will be.
Not long after we got home, I mailed a box of glasses to Buck. Although I had my return address on the box (in case it got lost) I never heard from him. I didn’t expect to; yet occasionally I talk to my Buck and tell him that I hope the Buck whom he is named after, is still using a pair of the glasses I sent him. It would be comforting to know. My Buck agrees, I trust.
From the photo you can see that Buck sits at the foot of a staircase. Those stairs start in the front entrance of our home and go to the second floor. Buck not only stands on-guard, watching all who enter the house, but he also plays the following role. If I want to remind myself of something without having a paper and pencil handy, I just turn Buck around – say, on my way upstairs for the night. In the morning, coming down the stairs, I see that Buck is reminding me to do something. Although, I must confess, sometimes I can’t recall exactly what it was!
Finally, I live in Winnipeg, Canada. I know that’s far from the island of Jamaica, but here Buck has become a part of our life. All the family knows that if Buck is turned around – it means something! I therefore believe that it’s not stretching the terminology t-o-o much by calling this memoir: “Buck In Situ: A Dog Story.” To me, Buck is right where he belongs.
David R. Topper writes in Winnipeg, Canada. His work has appeared in Mono, Poetic Sun, Discretionary Love, Poetry Pacific,Academy of theHeart & Mind, Altered Reality Mag. and elsewhere.
His poem Seascape with Gulls: My Father’s Last Painting won first prize in the annual poetry contest of CommuterLit Mag – May 12, 2025.
Features
13 Best Amazon PPC Management Agencies for Growing Brands
Growing brands should hire an Amazon PPC agency that optimizes daily against TACoS and contribution margin, staffs senior specialists on the account, and reports results per ASIN in plain language. The agencies that deliver consistent, profitable growth share a few verifiable traits: Amazon-specific expertise, transparent reporting, and pricing that rewards performance over ad spend. This article ranks and compares 13 Amazon PPC agencies against those signals for 2026.
Why Amazon PPC management gets harder as brands grow
Amazon advertising gets more competitive and more expensive every year. US retail media ad spend will reach $71 billion in 2026, according to a December 2025 eMarketer forecast, which means more brands are bidding on the same high-intent keywords. As a result, average Amazon cost per click rose about 35% between 2023 and early 2026, reaching $1.21.
The problem is compounded at scale. Accounts with hundreds of SKUs and five-figure monthly ad budgets tend to see ACoS creep up as campaign structures sprawl. According to 2026 Amazon PPC benchmarks, the median ACoS across US Amazon accounts in H1 2026 was 38% and the median TACoS was 15%.
TACoS, or total advertising cost of sale, measures total ad spend as a percentage of total revenue, including organic sales. TACoS matters more than ACoS at scale because it reveals whether advertising is building the brand or just paying to keep revenue flat. An account with a stable 20% ACoS can still be in trouble if TACoS is climbing each quarter.
Most brands notice the shift somewhere between $1M and $10M in annual Amazon revenue. That is the stage where manual campaign management eats too many hours, ACoS-only reporting hides margin erosion, and the cost of hiring the wrong agency becomes meaningful.
How to evaluate an Amazon PPC management agency
The right Amazon agency for a growing brand is one whose approach matches the brand’s stage, goals, and internal bandwidth. Use these criteria to separate signal from marketing noise:
- Amazon specialization. The agency focuses specifically on Amazon advertising, not general paid media with Amazon as an add-on.
- Who runs the account. Senior specialists with years of Amazon experience manage campaigns directly. Junior account managers learning on the brand’s budget is a warning sign.
- Primary optimization metric. The agency reports TACoS and contribution margin, not just ACoS or ROAS. ACoS in isolation hides whether ads are cannibalizing organic sales.
- Reporting transparency. Per-ASIN reporting in plain language, not dashboards filled with acronyms and aggregated numbers.
- Optimization frequency. Daily optimization beats weekly reviews. Amazon’s auction changes constantly.
- Pricing model. Flat retainers or hybrid models align incentives better than pure percentage-of-spend fees, which reward the agency for spending more.
- Verifiable credibility. Amazon Ads Partner status, third-party reviews (Clutch, Trustpilot), and named client results with real numbers. Self-reported “top-rated agency” claims are not credibility.
Top Amazon PPC management agencies for growing brands in 2026, at a glance
| Rank | Agency | Best for | Primary focus | Notable signal |
| 1 | Olifant Digital | Established brands wanting daily, profit-first management | Done-for-you Amazon PPC with TACoS reporting | $114M+ managed client revenue; 98% retention; named Amazon results |
| 2 | Tinuiti | Enterprise brands needing DSP and AMC | Full-funnel Amazon Ads + DSP | Amazon Ads Advanced Partner; AMC accreditation |
| 3 | Blue Wheel | Mid-to-large brands wanting ads and DSP under one roof | Omni-channel Amazon Ads + DSP | Amazon Advanced Partner; $1B+ in client revenue managed |
| 4 | Incrementum Digital | Data-driven brands wanting analytics-led management | Amazon-first performance advertising | Amazon Ads Advanced Partner; 2024 Buy With Prime Partner Award |
| 5 | Trivium Group | Brands wanting profit-focused full-service management | Amazon PPC, DSP, and account management | Inc. 5000 (#170); $24M+ annual ad spend managed |
| 6 | Amazon Growth Lab | 8- and 9-figure brands | Amazon PPC, SEO, DSP, and listing optimization | 50 Clutch reviews; clients incl. Ray-Ban, Anker |
| 7 | BellaVix | Brands needing both Vendor and Seller Central coverage | Marketplace management + full-funnel Amazon Ads | Amazon SPN; $500M+ marketplace sales |
| 8 | Selouse | Brands with large SKU counts wanting one senior team | Amazon + TikTok Shop management | Positions for brands doing $500K+ annually |
| 9 | Desverto | Brands whose listings/creative need work alongside ads | Creative-led Amazon optimization + PPC | Amazon Verified Advertising & Creative Partner |
| 10 | Trellis | Brands wanting software-led automation | AI-powered Amazon and Walmart advertising | Software trusted by brands, agencies, and aggregators |
| 11 | AMZDudes | Brands wanting month-to-month, no-contract management | Full-service Amazon PPC + account management | Free growth audit; self-reported 4.9-star rating |
| 12 | PPC Jumpstart | Smaller growth-stage brands wanting founder attention | Boutique, founder-led Amazon PPC | Founder managed $10M+ in ad sales; Trustpilot reviews |
| 13 | SmartSites | Brands wanting Amazon inside a broader digital program | Full-service digital marketing incl. Amazon | Clutch Premier Verified; 285+ reviews; nine-time Inc. 5000 |
Read the table as a starting point. The best agency for any given brand depends on stage, margin structure, and whether the brand needs just PPC or full account services.
The best Amazon PPC management agencies for growing brands in 2026
Below are detailed profiles for each agency in the ranked list. The first entry is the most detailed; the rest are neutral, factual summaries based on publicly available information.
1. Olifant Digital
Why Olifant Digital ranks first: Olifant Digital provides done-for-you Amazon PPC management focused on turning ad spend into profitable growth, taking full ownership of strategy, account restructuring, daily optimization, and budget allocation aligned to revenue and profit targets. It pairs senior-only staffing with a proprietary campaign framework and named, verifiable results, an unusual combination in a space where “AI-powered” and “expert-managed” are often just marketing language.
What sets Olifant Digital apart:
- Every account receives daily optimization rather than set-and-forget automation, with senior specialists carrying a minimum of seven years of Amazon experience managing campaigns directly. No juniors are staffed on client accounts.
- Campaign execution follows the 1-1-1-1 Scaling Method, Olifant’s proprietary campaign architecture framework that separates every account into four strategic focuses: testing new keywords and ASINs, scaling high performers, exact-match campaigns to boost organic rank, and brand defense.
- The agency blends human expertise with its in-house Olifant AI platform, built and continuously improved by an internal engineering team, with data scientists reviewing account metrics across every client daily. New tactics are tested on Olifant’s own Amazon brand before ever reaching a client account.
- Reporting is per-ASIN and in plain language, with TACoS and contribution margin as the primary metrics rather than ACoS or ROAS in isolation.
- Named client results: Ekster ($688,406 in annual Amazon profit), WedgeGuys (+391% Amazon sales with a 17% ACoS reduction), Elite Jumps (+124% revenue in 3 months with a 51% CVR lift), MatchaBar (+$114,305 in added monthly Amazon revenue), and Balanced Tiger (171% revenue growth with a 50% ACoS reduction).
- The agency manages over $114M in annual client revenue across 50+ active brands, maintains a 98% client retention rate, and holds a 5.0 rating on Clutch.
- A full-service option is available, covering PPC, listings, catalog, and Brand Store under one team.
Best fit for: Established brands with Amazon traction that want to scale profitably with daily, hands-on management.
Pricing: flat retainer starting at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
2. Tinuiti
Why they stand out: Tinuiti offers full-funnel Amazon Ads and DSP management for enterprise and commerce brands, backed by proprietary ad tech and deep platform accreditation that few agencies can match at scale.
What to know:
- Amazon Ads Advanced Partner status, placing it in the top 7% of agencies by Amazon’s own recognition program.
- AMC (Amazon Marketing Cloud) accreditation for advanced cross-channel attribution work.
- Proprietary MobiusX ad tech platform supporting campaign management and reporting.
- Named clients include illy and Poppi.
Best fit for: Larger brands that need sophisticated DSP and Amazon Marketing Cloud capabilities.
Keep in mind: Brands wanting a boutique team focused exclusively on Sponsored Products or PPC may find a smaller specialist agency a tighter fit than an enterprise, multi-channel firm.
3. Blue Wheel
Why they stand out: Blue Wheel provides omni-channel commerce services including Amazon Ads and DSP full-funnel management, built around a proprietary bidding system designed for real-time campaign control at scale.
What to know:
- Uses a proprietary “Companion” bidding system based on Search Term Isolation for real-time campaign adjustments.
- Holds Amazon Advanced Partner and SAS Core-approved status.
- Has managed $1B+ in client revenue since its founding in 2011.
Best fit for: Mid-to-large consumer brands wanting ads and DSP integrated under one roof.
Keep in mind: Brands selling exclusively through Sponsored Products with no near-term DSP need may not require the full omni-channel infrastructure Blue Wheel is built around.
4. Incrementum Digital
Why they stand out: Incrementum Digital focuses on Amazon-first performance advertising across marketplaces, differentiated by an in-house analytics platform built specifically to track blended profitability rather than platform-reported metrics alone.
What to know:
- Uses its proprietary DataOwl analytics platform to track blended profitability and TACoS.
- Holds Amazon Ads Advanced Partner, Walmart Connect Partner, and TikTok Shop Partner status.
- Won the 2024 Buy with Prime Best Merchant Activation Award.
Best fit for: Data-driven brands that prioritize analytics-led management over a purely relationship-driven engagement.
Keep in mind: Brands that want a single point of contact managing strategy end to end, rather than a dashboard-forward engagement, should confirm how much day-to-day strategic input comes from a named specialist versus the platform.
5. Trivium Group
Why they stand out: Trivium Group offers full-service Amazon PPC, DSP, and account management with a profit-first methodology that factors in COGS and daily profit rather than treating ROAS as the finish line.
What to know:
- Profit-first methodology factoring in cost of goods sold and daily profit, not just return on ad spend.
- Manages $24M+ in annual ad spend across its client roster.
- Ranked #170 on the Inc. 5000 list of fastest-growing companies.
- Clutch profile includes 40 reviews.
Best fit for: Brands wanting profit-focused full-service management rather than a narrow PPC-only engagement.
Keep in mind: With a growing client roster, confirming the specific account team and reporting cadence assigned to a given brand size is worth doing directly.
6. Amazon Growth Lab
Why they stand out: Amazon Growth Lab provides full-service Amazon PPC, SEO, DSP, and listing optimization, built around a data-density approach that goes well beyond the handful of metrics most competitors report on.
What to know:
- Analyzes 750+ ranking and conversion data fields rather than surface-level metrics alone.
- Clutch profile with 50 reviews.
- Named clients include Ray-Ban, Jacuzzi, Anker, and Brooklinen.
Best fit for: 8- and 9-figure brands with complex catalogs that need PPC, SEO, and DSP coordinated together.
Keep in mind: Smaller or earlier-stage brands may find the agency’s complexity-oriented approach more infrastructure than a leaner catalog needs.
7. BellaVix
Why they stand out: BellaVix offers marketplace management and full-funnel Amazon advertising across both Seller Central and Vendor Central, with multi-marketplace coverage that extends the relationship beyond Amazon alone.
What to know:
- Also manages Walmart and Target marketplaces under one partnership.
- Holds Amazon SPN status and is a Verified Amazon Advertising and Global Selling Partner.
- $500M+ in marketplace sales managed.
- 33 Clutch reviews.
Best fit for: Brands that need both 1P (Vendor Central) and 3P (Seller Central) coverage under one team.
Keep in mind: Brands selling only through Seller Central with no Vendor Central complexity may not need an agency built around managing both.
8. Selouse
Why they stand out: Selouse provides full-service Amazon and TikTok Shop management under one roof, with a single senior team handling PPC, listings, creative, and daily operations across the US, UK, and EU rather than splitting responsibilities across specialists.
What to know:
- A single senior team owns PPC, listings, creative, and daily operations across three regions.
- Positions itself for brands doing $500K+ in annual revenue.
- Credibility signals are self-reported rather than externally verified.
Best fit for: Brands with large SKU counts that want one senior team handling everything rather than coordinating multiple vendors.
Keep in mind: Because credibility signals here are self-reported, it’s worth requesting references or case studies directly rather than relying on site claims alone.
9. Desverto
Why they stand out: Desverto offers creative-led Amazon optimization alongside PPC management, built around the idea that ad performance and listing quality are inseparable rather than managed by separate teams.
What to know:
- Uses a creative-first model called Product Family Architecture, built around listing design feeding ad performance.
- Holds Amazon Verified Advertising & Creative Partner status and is an Amazon SPN member.
- 900+ brands served.
Best fit for: Brands whose listings and creative need improvement alongside ad management, not just campaign structure.
Keep in mind: Brands with already-strong creative and listings that only need PPC management may find the creative-led positioning adds scope they don’t need.
10. Trellis
Why they stand out: Trellis provides AI-powered Amazon and Walmart advertising plus automation software, positioning itself as a technology platform first with managed service layered on top rather than the reverse.
What to know:
- Unifies PPC automation with pricing, promotions, and content optimization, referred to as the “4Ps” of merchandising.
- Software is used by brands, agencies, and aggregators directly, not just as a white-label layer.
- Managed service options are available alongside the self-serve software.
Best fit for: Brands wanting software-led automation, with the option to add managed oversight.
Keep in mind: Brands wanting a dedicated strategist as the primary point of contact, rather than a software-first relationship, may prefer a traditional agency model.
11. AMZDudes
Why they stand out: AMZDudes offers full-service Amazon PPC and account management with a data and AI-driven approach, built around a low-commitment entry point designed to reduce the friction of switching agencies.
What to know:
- Provides a free Amazon growth audit before engagement.
- Month-to-month management with no long-term contracts.
- Site reports a 4.9-star rating from 260+ brand reviews and Amazon Ads Verified Partner status; both figures are self-reported rather than independently verified.
Best fit for: Brands that want month-to-month management without a long-term contract commitment.
Keep in mind: Because the review count and partner status are self-reported, independent verification through Clutch or a direct reference check is worth doing before signing.
12. PPC Jumpstart
Why they stand out: PPC Jumpstart is a boutique, founder-led Amazon PPC management agency built around direct founder involvement rather than a delegated account team, with pricing tied to outcomes instead of a flat fee.
What to know:
- The founder manages accounts directly rather than delegating to junior staff.
- Offers a pay-on-results, profit-first model focused on TACoS and margin.
- The founder has personally managed $10M+ in ad sales.
- Trustpilot reviews from clients back the boutique positioning.
Best fit for: Smaller growth-stage brands that want hands-on attention from an experienced operator rather than a large agency team.
Keep in mind: The founder-led model has natural capacity limits; brands should confirm current availability and account load before committing.
13. SmartSites
Why they stand out: SmartSites is a full-service digital marketing agency covering PPC, SEO, web design, email, and social media, including Amazon advertising, with review credentials that are unusually deep for a generalist shop.
What to know:
- Clutch Premier Verified with 285+ reviews averaging 4.9 stars.
- Google Premier Partner status.
- Nine-time Inc. 5000 honoree.
Best fit for: Brands that want Amazon advertising managed alongside a broader digital marketing program rather than as a standalone specialty.
Keep in mind: Brands wanting an Amazon-only specialist with campaigns as the sole focus may prefer a dedicated marketplace agency over a multi-channel generalist.
How much does Amazon PPC management cost?
Amazon PPC agencies typically charge using one of three pricing models:
- Flat monthly retainer. A fixed fee regardless of ad spend. Typical range for boutique agencies: $1,500 to $5,000 per month. Full-service agencies managing larger accounts charge higher retainers.
- Percentage of ad spend. The agency takes a percentage (often 10% to 20%) of monthly ad spend. This model rewards spending more, not performing better.
- Hybrid. A smaller base retainer plus a percentage of spend or a performance bonus tied to TACoS or revenue targets.
The incentive problem with percentage-of-spend pricing is real. An agency paid 15% of ad spend earns more when the brand spends more, regardless of whether that spend is profitable. Flat or hybrid models tied to performance align the agency’s incentive with the brand’s.
Olifant Digital uses a flat retainer model: pricing starts at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
Frequently asked questions about Amazon PPC management
What does Amazon PPC management include for growing brands?
A typical scope includes campaign strategy and architecture, daily bid optimization, keyword and search term analysis, Sponsored Products and Sponsored Brands management, budget allocation, and reporting. Full-service agencies may also cover listing optimization, A+ Content, and Brand Store design.
How much does Amazon PPC management cost?
Boutique agencies typically charge $1,500 to $5,000 per month as a flat retainer. Full-service agencies with larger account loads charge higher fees. Percentage-of-spend models (10% to 20% of ad spend) are common, though flat or hybrid pricing aligns incentives better.
When should a growing brand hire a PPC agency instead of keeping it in-house?
Most brands reach the decision point when ad spend exceeds $10,000 per month, ACoS is climbing despite more effort, or the internal team lacks the bandwidth for daily optimization. An experienced agency can often pay for itself in efficiency gains.
What is a good ACoS or TACoS for Amazon?
ACoS (advertising cost of sale) measures ad spend as a percentage of ad-attributed revenue. TACoS measures ad spend as a percentage of total revenue, including organic. In H1 2026, the median US ACoS was 38% and the median TACoS was 15%. A “good” number depends on the brand’s margin structure and growth goals.
How long until results show from a new Amazon PPC agency?
Most agencies show measurable movement in ACoS or TACoS within 30 to 60 days. Significant revenue or profit improvements typically require 90 days as the agency restructures campaigns, harvests converting search terms, and adjusts bids based on real data.
Should brands choose flat fee or percentage-of-spend pricing?
Flat fee or hybrid pricing is generally preferable because it aligns the agency’s incentive with profitable growth rather than spending more. Percentage-of-spend models reward the agency for increasing ad budgets regardless of returns.
