How is TACoS different from ACoS?

ACoS divides ad spend by PPC sales only, so it measures advertising efficiency. TACoS divides ad spend by total sales (organic + PPC), so it measures advertising dependence — how reliant your overall revenue is on ads.

How do I calculate TACoS?

Enter your total sales, PPC sales, ad spend, and optionally promo spend. Organic sales is derived automatically (total sales − PPC sales). Ad-only TACoS = ad spend ÷ total sales × 100. Total TACoS also includes promo spend: (ad spend + promo spend) ÷ total sales × 100. For example, $3,000 ad spend on $30,000 total sales is a 10% Ad-only TACoS.

Promo spend captures marketing costs beyond ads: coupon redemption costs, BXGY (Buy One Get One), Lightning and 7-Day Deals, and price discounts. It's optional and defaults to 0 — including it gives a truer picture of your total marketing cost against revenue.

What's the difference between Ad-only TACoS and Total TACoS?

Ad-only TACoS counts just your Amazon Ads spend against total sales. Total TACoS also includes promo spend (coupons, deals, discounts), so it reflects your complete marketing cost — the true marketing ecosystem cost — as a share of revenue.

What does a rising or falling TACoS mean?

It depends on context. With stable revenue, a decreasing TACoS may indicate growing organic sales, while an increasing TACoS may indicate greater reliance on advertising or increased competition. Always read TACoS as a trend over time, not a single number.

What is a good TACoS?

There is no universally good or bad TACoS. An acceptable TACoS varies by category, margins and business strategy, and should always be evaluated alongside profitability and your business objectives.

Should I use TACoS as an optimization target?

TACoS is best used as a long-term business metric rather than a standalone optimization target. Monitor it over time alongside profitability rather than optimizing campaigns to hit a specific TACoS number.

Do I need to connect my Amazon account to use this?

No. The calculator is purely mathematical and uses only the three values you enter. There is no login, no email and no Amazon Ads account connection required.

Calculator

TACoS Calculator

See how much of your total revenue is going to advertising — in under 30 seconds, from your organic sales, PPC sales and ad spend.

Marketplace

Total Sales

Your total Amazon revenue.

Ad Sales

Sales attributed to Amazon Ads.

Ad Spend

Promo Spend (optional)

Coupon costs + BXGY (Buy 1 Get 1) + Lightning/7-Day Deals + Price Discounts.

Enter your total sales, ad sales and ad spend to see your TACoS.

Frequently Asked Questions

TACoS (Total Advertising Cost of Sales) measures your advertising spend against your total sales — organic plus PPC. It shows how much of your total revenue is going to advertising.