TACoS (total advertising cost of sales) is ad spend divided by total sales, organic and ad-attributed together, shown as a percentage. It tells you how dependent the whole business is on advertising, which ACoS cannot. Enter ad spend and total sales for the same period to calculate it.
Total sales means everything the account sold in the period, from your Business Reports or Seller Central sales dashboard, not only the sales the ad console attributes.
Worked example: you spent ₹3,000 on ads in a week in which the account sold ₹40,000 in total. TACoS is 3,000 ÷ 40,000 × 100 = 7.5%. If ₹12,000 of that ₹40,000 was ad-attributed, ACoS for the same week is 25%. The gap between the two is the organic share: here 70% of sales came without an ad click.
The formula is the same as ACoS with a different denominator, which is why sellers track both. ACoS judges the ads; TACoS judges the business.
A single TACoS figure is not very informative. The trend is.
| ACoS | TACoS | What is happening |
|---|---|---|
| Steady | Falling | Ads are building rank; organic sales are growing. The best case. |
| Steady | Rising | Ads are cannibalising organic sales, often on branded keywords |
| Rising | Steady | Ads are getting less efficient but the business is holding; check bids and placements |
| Rising | Rising | Spend is growing without total sales following; cut the weakest keywords first |
For a new product TACoS can be 20% or more because nearly every sale comes from an ad. As reviews and rank build, organic sales grow and TACoS should fall even if ad spend does not. A mature product with strong organic rank often runs a TACoS in single digits. These are patterns, not benchmarks; the right number depends on your margin and on how much you are willing to invest in rank.
Blooprint's blog on blooprint.in has a longer piece on ACoS versus TACoS versus ROAS. This page is only the calculator and how to read it.
Because TACoS needs sales data the ad console does not have, most sellers compute it monthly by hand. BlooprintAI reads both advertising and seller data through Amazon's APIs, so ad spend sits next to total sales on the same dashboard, by product and by portfolio, and the trend is visible without an export.
Ad spend and ad sales in, ACoS and ROAS out. The first number every Amazon seller checks.
Learn more →Return on ad spend as a multiple, with the matching ACoS, for sellers who think in x rather than %.
Learn more →Bulk campaign creation, bid and budget changes in bulk, and keyword analysis for Amazon India. ₹14,999 per month, 7-day free trial.
Learn more →TACoS = ad spend ÷ total sales × 100, where total sales includes organic and ad-attributed sales. ₹3,000 spend on ₹40,000 total sales is 7.5%.
ACoS divides ad spend by ad-attributed sales only; TACoS divides it by all sales. TACoS is always lower and shows how much of the business depends on ads.
In Seller Central's Business Reports (ordered product sales) or the sales dashboard, for the same date range as your ad spend. The ad console does not show it.
Not during a launch or a sale event, when you deliberately spend ahead of organic rank. It is a problem when it keeps rising for a mature product, which usually means ads are taking sales you would have got anyway.
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