TACoS calculator: measure ads against total sales
TACoS (total advertising cost of sales) is your Amazon ad spend divided by your total sales, paid and organic, shown as a percentage. Enter ad spend and total sales in the calculator. A stable or falling TACoS while sales grow usually means advertising is lifting organic sales, not just buying them.
- Ad spend against total sales
- Track the trend month by month
- Free, no sign-up
TACoS calculator
Use one month of figures from Seller Central and the Amazon Ads console.
How is TACoS calculated?
TACoS = ad spend ÷ total sales × 100. Total sales means every sale in the period, whether it came from an ad or from organic search.
Ad spend comes from the Amazon Ads console. Total sales come from Seller Central business reports. Use the same date range for both, and the same marketplace.
What do you enter in the calculator?
| Input | Where to find it | Notes |
|---|---|---|
| Ad spend | Amazon Ads console | All ad types for the period |
| Total sales | Seller Central, business reports | Ordered product sales, paid and organic |
| Previous period (optional) | Same sources, earlier dates | Lets you compare the trend |
What does a worked example look like?
Example: in a month you spend £2,000 on ads and total sales are £40,000. TACoS = £2,000 ÷ £40,000 × 100 = 5%.
Example: the next month ad spend stays at £2,000 and total sales rise to £50,000. TACoS falls to 4%. Advertising cost did not change, but the business grew around it, which usually points to stronger organic rank and conversion.
How should you read the trend?
| Pattern | Likely meaning | What to check |
|---|---|---|
| TACoS falling, sales rising | Ads are feeding organic growth | Keep going, protect the converting terms |
| TACoS steady, sales rising | Healthy, balanced growth | Look for lines that can take more budget |
| TACoS rising, sales flat | Paying more for the same sales | Wasted search terms, weak listings, rising competition |
| TACoS rising, sales rising | Investing in growth or a launch | Make sure margin can carry it and set an end date |
What should you do after calculating TACoS?
- Track it monthly rather than judging one period
- Compare it with your margin to see how much room you have
- Check ACoS by product line with the ACoS calculator
- Look at paid and organic sales side by side
- Read ACoS vs TACoS to understand how they work together
Why TACoS leads our reports
ACoS tells you how efficient your ads are. TACoS tells you whether advertising is growing the business. Our sample monthly report shows how we put both in front of clients.
Common questions
Short, direct answers. Ask us anything else on a free audit call.
What is a good TACoS on Amazon?
It depends on your margin and growth stage. A TACoS that is stable or falling while total sales grow is usually a healthy sign.
What is the difference between ACoS and TACoS?
ACoS divides ad spend by ad sales only, while TACoS divides ad spend by total sales including organic. TACoS shows the effect of ads on the whole business.
Can TACoS be higher than ACoS?
No, not for the same period and ad spend. Total sales always include ad sales, so TACoS is equal to or lower than ACoS.
Should TACoS always go down?
Not always. It can rise during a launch or growth push, but it should come back down as organic sales build.
Where do I find total sales?
In Seller Central business reports, as ordered product sales for the same dates as your ad spend.
Keep reading
ACoS vs TACoS
ACoS measures ad spend against the sales your ads directly generated; TACoS measures ad spend against all your sales, paid and organic.
ACoS calculator
ACoS (advertising cost of sales) is your Amazon ad spend divided by the sales those ads generated, shown as a percentage.
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