Amazon TACoS shows organic health. 5-15% is healthy. Declining TACoS = ads building organic momentum.
By The Ad Spend
Amazon metric showing total ad spend as percentage of total revenue (including organic sales). Shows whether ads build or replace organic sales.
Formula
(Total Ad Spend ÷ Total Sales) × 100
Benchmark range
Healthy TACoS: 5-15%. Decreasing TACoS over time = ads driving organic growth. Stable high TACoS = ad dependency.
Why it matters
TACoS reveals if ads are building organic momentum or just renting sales. If ACoS is 30% but TACoS is 10%, organic sales are strong. If ACoS and TACoS are similar, you're dependent on ads for nearly all sales—risky.
