Amazon TACoS Calculator

What These Metrics Mean

ACOS (Advertising Cost of Sale) is your ad spend divided by ad-attributed revenue, expressed as a percentage. It measures how efficiently your ad spend converts into ad-driven sales. Lower is better, but the "right" ACOS depends on your margins and growth stage.

TACoS (Total Advertising Cost of Sale) is your ad spend divided by total revenue (organic + ad-attributed). It reveals how dependent your overall business is on paid traffic. A declining TACoS with growing total revenue is the healthiest pattern -- it means organic sales are growing faster than ad spend.

ROAS (Return on Ad Spend) is ad-attributed revenue divided by ad spend. It's the inverse of ACOS expressed as a multiple. A 4.0x ROAS means every $1 of ad spend generates $4 in ad-attributed revenue.

Benchmarks by Stage

These are general ranges. Your target depends on product margins, category competitiveness, and whether you're optimizing for growth or profitability. See our deep dive on Amazon advertising metrics.

When to Worry

• TACoS is rising while total revenue is flat -- you're spending more on ads without growing the business.
• ACOS consistently exceeds your break-even threshold -- every ad-driven sale loses money. Use our FBA Margin Calculator to find your break-even ACOS.
• ROAS is declining month-over-month without a strategic reason (like a product launch or seasonal ramp).
• Ad-attributed revenue accounts for more than 60-70% of total revenue -- the business has minimal organic foundation.