What is a good TACoS for Amazon sellers?

Most healthy brands run between 8% and 15% TACoS. New launches can sit at 25-40% for the first 90 days, then trend down as organic rank builds. A rising TACoS over multiple months is a red flag.

Why is TACoS more important than ACoS?

ACoS only measures ad-attributed sales. TACoS captures the full picture, including the organic sales that ads helped trigger. A campaign with high ACoS can still be a win if it lifts organic rank and reduces overall TACoS.

How do I calculate TACoS in Seller Central?

Seller Central does not display TACoS natively. Pull total Ad Spend from the Advertising Console and Total Sales from Business Reports, then divide. Most analytics platforms calculate it automatically per ASIN and brand.

Can TACoS be too low?

Yes. A TACoS under 3-4% often means you are under-investing in growth and ceding placements to competitors. Healthy growth usually requires keeping ad pressure on category and competitor keywords.

How long does it take for TACoS to improve?

For a new product, expect 60-120 days of higher TACoS while organic rank builds. For an established product, well-targeted Sponsored Products campaigns typically lower TACoS within 30-60 days.

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Profitability

Advertising ROI

Total Advertising Cost of Sales (TACoS)

Essential Amazon seller metric for profitability

What is Total Advertising Cost of Sales (TACoS)?

TACoS, or Total Advertising Cost of Sales, is the percentage of your total Amazon revenue spent on advertising. It is calculated as Ad Spend divided by Total Sales (organic plus paid), multiplied by 100. A falling TACoS means organic sales are growing faster than ad spend — the goal for every brand.

Data Source

Advertising + Business Reports

Update Frequency

Daily

Measurement Units

Percent

Available at: Account, Brand

Formula

TACoS = (Ad Spend / Total Sales) × 100

Worked Example

If you spent $5,000 on ads in a month and your total Amazon revenue (organic + paid combined) was $50,000, your TACoS is 5000 / 50000 × 100 = 10%. If next month ad spend stays flat at $5,000 but total revenue grows to $80,000, TACoS drops to 6.25% — proof that ads are creating an organic halo.

Typical TACoS by brand maturity

Tier	Range / Signal
Good	Under 10% — established brand with strong organic flywheel
Average	10-20% — growing brand still investing in awareness
Watch out	Over 25% — over-reliant on paid; organic ranking is not compounding

Frequently Asked Questions

Related Metrics & Tools

ACoS vs TACoS What is ACoS?Free TACoS Calculator

Where to Find Total Advertising Cost of Sales (TACoS)

Total Advertising Cost of Sales (TACoS) is measured in Percent and reported through Advertising + Business Reports. Data is typically updated daily.

Note:

Includes organic sales; shows total ad efficiency.

Need This Data?

See if Nova can deliver Total Advertising Cost of Sales (TACoS) for your business.