Amazon TACoS: A Key Metric for Sellers


Among the myriad of metrics available to Amazon sellers, Total Advertising Cost of Sales (TACoS) stands out as a vital indicator of how effectively advertising spend contributes to overall sales growth. This blog dives into what Amazon TACoS is, why it matters, and how you can use it to drive better business decisions.

What is Amazon TACoS?

Amazon TACoS measures the relationship between your advertising spend relative to your total sales revenue (from both advertised and non-advertised products) on Amazon. It is calculated by dividing the total advertising spend by the total sales generated, then multiplying by 100 to get a percentage. The formula looks like this:


Unlike the more commonly known ACoS (Advertising Cost of Sales), which only considers sales directly generated from ads, TACoS gives you a broader view of how your advertising efforts affect your overall sales, including organic sales.

Why Does TACoS Matter?

Understanding your TACoS is essential for several reasons:
  1. Holistic Advertising Insight: TACoS provides a more comprehensive understanding of how advertising spend impacts your entire business, not just the sales derived from ads. TACoS can guide you in balancing your investment between seeking immediate returns (via ACoS) and building brand awareness and organic sales over time.
  2. Growth Indicator: A low or decreasing TACoS amidst increasing ad spend suggests that your organic sales are growing proportionally faster than your ad spend, indicating healthy business growth. Conversely, a high or increasing TACoS may indicate your ad spend is growing faster than your revenue, signaling a need for strategy adjustment.
  3. Budget Allocation: Knowing your TACoS can help you make more informed decisions about how much to spend on advertising in relation to your overall sales goals.

How to Improve Your Amazon Business Using TACoS

  1. Set Realistic Goals: Use TACoS as a benchmark to set and adjust your advertising goals. Aim for a TACoS that supports both profitability and growth.
  2. Optimize Ad Spend: Use TACoS to identify the efficiency of your ad spend across different campaigns. If your TACoS is high, it might be time to optimize your advertising strategy. This could mean refining your target keywords, improving your product listings, or reallocating budget to more profitable products. You can navigate to SellerSprite's module named Keyword Sprite to better optimize your target keywords.


  1. Enhance Organic Performance: Since TACoS reflects the impact of ads on overall sales, improving your organic sales can lead to a healthier TACoS. Focus on SEO strategies, improving product listings, and gathering more customer reviews to boost organic visibility and sales. When it comes to the product listing, you are also able to utilize SellerSprite's free Listing Builder for effectiveness.


  1. Monitor and Adjust Regularly: E-commerce is dynamic, and what works today may not work tomorrow. Regularly review your TACoS alongside other key performance indicators (KPIs) to identify trends, make data-driven decisions, and adjust your strategies accordingly.
  2. Leverage TACoS for Product Lifecycle Management: Use TACoS to determine where each product stands in its lifecycle. Products with a high TACoS may be in the introduction or growth phase and could benefit from increased advertising. In contrast, products with a low TACoS might be in the maturity or decline phase, where maintaining organic sales becomes of vital importance.


To sum up, Amazon TACoS is a critical metric for sellers aiming to maximize their advertising efficiency and overall sales performance. By providing a more holistic view of how advertising expenses affect total sales, TACoS enables sellers to craft smarter, more effective advertising strategies. Whether you’re new to Amazon selling or looking to refine your approach, paying attention to TACoS can lead to more informed decisions, better resource allocation, and ultimately, stronger sales growth. Remember, the key to leveraging TACoS effectively lies in continuous monitoring, analysis, and adjustment. Embrace TACoS as part of your broader Amazon strategy for a more profitable and sustainable business.

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