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Amazon TACoS calculator
TACoS shows how much of your total revenue goes to advertising, and whether ads are lifting organic sales.
How it is calculated
TACoS = ad spend / total sales x 100ACoS = ad spend / ad sales x 100Organic share = (total sales - ad sales) / total sales x 100
Track TACoS weekly next to organic share of sales. If ad spend holds steady and organic share rises, TACoS falls: advertising is building rank. If TACoS climbs while organic share shrinks, you are renting traffic instead of earning it.
Compare like with like: use the same date range for spend and sales, and remember Amazon attribution windows mean recent days can look worse than they end up.
Questions about the tacos calculator
What is a good TACoS?
It depends on margin and growth stage. Mature brands often aim for a stable or falling TACoS as organic sales grow; launches run higher. Judge it against your margin and trend, not a universal number.
Why can TACoS fall while ACoS rises?
Because organic sales are growing faster than ad spend. That is often the result of ranking campaigns working, even if their own ACoS looks high.
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