Amazon advertising
How ad-dependent are your sales?
Compare ad-attributed sales with total sales, against a threshold you choose.
Ad share of sales = ad-attributed sales / total sales. If $6,000 of $10,000 is credited to ads, 60% of sales are ad-attributed and, as a worst case, up to $6,000 is at risk if ads stop.
Your numbers
Result
Worked example
Ad-attributed sales $6,000, total sales $10,000, ad spend $1,500. Ad share 60%, organic share 40% ($4,000). TACoS 15%, ACOS 25%. With a 50% limit the ad share is above it, and up to $6,000 of sales is directly ad-attributed.
How it works
Ad share = ad-attributed sales / total sales. Organic share = 1 - ad share. Both depend on how the ad console attributes sales, so use the same period and attribution window for both inputs.
Worst case = ad-attributed sales. It assumes none of those sales would have happened without the ads. In practice some would have been bought anyway, and some organic sales may rely on ad-driven ranking. This is an upper bound on direct loss, not a forecast.
The limit is yours. There is no industry standard for a safe ad share, so the tool only compares your number with the threshold you set.
The Amazon Ads ACOS guide defines ACOS as ad spend divided by ad revenue. It does not define TACoS, so on this page TACoS means ad spend divided by total sales (ad-attributed plus organic).
Source (opened 2026-10-18): What is advertising cost of sales (ACOS)? Calculation and tips - Amazon Ads. Everything else is arithmetic on your inputs.
Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast. This tool is not affiliated with or endorsed by Amazon. Everything runs in your browser. Nothing you type is sent or stored.
FAQ
What is a healthy ad share of sales?
There is no official number. It depends on category competition, stage of the product and margin. Set your own limit and track the trend.
What happens if I turn ads off?
Ad-attributed sales are the ceiling of the direct loss. Real impact is usually lower because some buyers would purchase anyway, but ranking effects can change organic sales too.
How is this different from TACoS?
TACoS measures ad cost against total sales. Ad share measures how much of the sales themselves are credited to ads. You can have a low TACoS with a high ad share if ads are efficient.
Where do I get ad-attributed sales?
From your Amazon Ads console reports for the same dates as your total sales.