Amazon TACoS Calculator
Calculate your Total Advertising Cost of Sales (TACoS) — the metric that shows your ad spend as a percentage of total revenue, not just ad-attributed revenue.
Inputs
All revenue from this product or account — organic + ad-attributed
Revenue Amazon attributes to your ads (from Seller Central reports)
Total PPC spend across all campaigns for the period
Results
How This Works
ACOS vs. TACoS — What's the difference?
ACOS (Advertising Cost of Sales) = Ad Spend / Ad-Attributed Revenue. It only measures the efficiency of your ads in isolation — how much you spend for every dollar Amazon credits to your ads.
TACoS (Total Advertising Cost of Sales) = Ad Spend / Total Revenue. It measures what percentage of your entire business revenue goes toward ads. This is a much more accurate picture of advertising's impact on your brand health.
Why TACoS matters more
A low ACOS can look impressive while your TACoS is high — meaning your ads are efficient but your organic sales are weak. A healthy business has a declining TACoS over time as organic rank improves and you rely less on paid traffic to drive sales.
Healthy benchmark ranges by business stage
| Stage | TACoS | ACOS | Organic % | Context |
|---|---|---|---|---|
| Launch | 15–30% | 40–80% | 10–30% | Ads drive most sales; building rank |
| Growth | 8–15% | 20–40% | 40–60% | Organic picking up; optimizing campaigns |
| Mature | 3–8% | 10–20% | 70–85% | Mostly organic; ads maintain rank |
Download our 1-page ACOS optimization checklist used by 6-figure sellers.
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