TACoS Calculator
Total ACoS is ad spend against everything you sold, organic included. One period gives you a number; two periods give you the answer — whether your advertising is building rank you keep, or renting sales you don't.
Earlier period
Later period
TACoS fell 3.85 points while total sales grew 30%, and organic sales grew with them. This is the pattern you want: the ads are buying rank and the rank is starting to carry the sales. It's the strongest signal in Amazon reporting that advertising is compounding rather than renting.
TACoS is a trend, not a snapshot
A single TACoS figure is close to meaningless. 18% could be a healthy account defending a strong organic position, or a struggling one about to stall — you can't tell from the number. What you can tell from two periods is the direction, and the direction is the whole point of the metric.
The pattern worth chasing is TACoS falling while total sales hold or grow. That means each dollar of ad spend is supporting more total revenue than it used to, which happens when advertising has bought you rank and the rank is now generating organic sales on its own. It's the clearest evidence in Amazon's reporting that ad spend is an investment rather than a running cost.
The pattern to watch for
The inverse is the one that costs people money: TACoS climbing while total sales stay flat. Ads are covering for a business that has stopped growing underneath them, and because ACoS can look perfectly acceptable the entire time, the problem is invisible if you only watch the advertising console. That is exactly what TACoS exists to surface, and why it belongs in a monthly review rather than a daily one.
Use total sales from Business Reports, not attributed sales from the Advertising console — the console can only see what it can attribute, so using it here quietly turns TACoS back into ACoS and defeats the point.
What is TACoS?
Total Advertising Cost of Sales — ad spend divided by total sales, not just ad-attributed sales. Where ACoS tells you how efficient a campaign is, TACoS tells you how dependent the whole business is on advertising.
How do you calculate TACoS?
TACoS = ad spend ÷ total sales × 100. Total sales is everything the ASIN or account sold in the period, organic included — pull it from Business Reports, not from the Advertising console, which only reports attributed sales.
What's a good TACoS?
There isn't a universal number, and anyone quoting one is guessing about your margins. The direction matters far more than the level: TACoS falling while total sales hold or grow means organic rank is carrying more of the load, which is what advertising is supposed to buy. That's why this calculator asks for two periods instead of one.
What's the difference between ACoS and TACoS?
ACoS uses ad sales as the denominator; TACoS uses total sales. TACoS is always the lower of the two, and the gap between them is your organic business. If ACoS is flat but TACoS is falling, organic sales are growing underneath the ads — the single most useful thing these two numbers tell you together.
Can TACoS go up for a good reason?
Yes. During a launch or a rank push you're deliberately buying visibility, and TACoS rising is the cost of that. The problem isn't a high TACoS, it's a high TACoS nobody chose — drifting upward while total sales stay flat means ads are holding up a business that isn't growing.
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ACoS Calculator
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