Good TACoS Benchmark
Essential Amazon seller metric for profitability
A healthy TACoS depends on brand maturity. Launch brands live at 25%+ TACoS while they build organic ranking. Growth brands sit at 15-25%. Mature brands with strong organic ranking run 8-15%. The trend line matters more than the number: falling TACoS on rising sales is compounding organic strength.
Data Source
Nova Analytics benchmarks
Update Frequency
Monthly
Measurement Units
Percent
Available at: Account, Brand
TACoS = Ad Spend / Total Sales (organic + paid) × 100You spent $3,000 on ads this month. Total sales (organic + paid) were $30,000. TACoS is 10%. Compared to last month's $2,500 on $22,000 (TACoS 11.4%), your TACoS is trending down while sales grow — the sign of an organic flywheel starting to spin.
| Tier | Range / Signal |
|---|---|
| Good | Mature brand 8-15% • Growth brand 15-20% |
| Average | Growing brand 20-25% |
| Watch out | 25%+ for months in a row on a mature brand |
Good TACoS Benchmark is measured in Percent and reported through Nova Analytics benchmarks. Data is typically updated monthly.
Note:
Watch the trend, not the number. Rising TACoS on flat sales means ad dependence is growing.
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Compare Good TACoS Benchmark with
Benchmarks in profitability
Related KPIs
Your price vs. average competitor price.
Direct cost to produce/acquire the product.
Fee for FBA pick, pack, and ship.
Revenue - COGS - Amazon Fees.
Rate of margin decline over time.
Ad Spend / Attributed Sales * 100.
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