TACoS Calculator
See what your advertising really costs as a share of all your sales, not just ad sales.
- ACoS
- 25%
- Organic sales
- $14,000.00
- Organic share of sales
- 70%
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How to use the TACoS calculator
- Enter your ad spend and the sales your ads reported for the same period.
- Enter your total sales for the period, including organic sales.
- Track TACoS over time: falling TACoS means ads are helping organic sales grow.
TACoS formula
Use the same date range for every number. Amazon attributes ad sales within a set window after a click, so recent days can change.
Example
A seller spent 1,500 on ads, which drove 6,000 in sales, out of 20,000 total. ACoS is 25%, but TACoS is only 7.5%, and 70% of sales (14,000) came organically.
TACoS vs ACoS
ACoS judges each campaign against the sales it directly drove. TACoS compares ad spend with all sales, so it shows whether advertising is building organic rank and repeat buyers or just buying sales.
What is a good TACoS?
Many Amazon brands aim for 5% to 15%, depending on margin and growth stage. Launches often run higher; mature products should see TACoS fall as organic sales grow. Keep TACoS well below your gross margin.
Frequently asked questions
What does TACoS stand for?
Total advertising cost of sales: ad spend as a percentage of total sales.
Why is TACoS lower than ACoS?
Because it divides by all sales, including organic ones, not just sales from ads.
Is rising TACoS bad?
Not always. It is expected during a launch, but if it keeps rising without sales growth, ads are not building organic demand.
Where do I find total sales on Amazon?
In Seller Central Business Reports, or Vendor Central for vendors.
Does TACoS work outside Amazon?
Yes. It works for any store or marketplace where you can separate ad spend and total sales.
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