Amazon Ads is the largest retail media platform, offering Sponsored Products, Sponsored Brands, and Sponsored Display. Mastering Amazon's unique metrics - ACoS, TACoS, and new-to-brand - is essential for profitable marketplace advertising.
Sponsored Products Analytics
Sponsored Products appear in search results and product pages. Key metrics: ACoS (Advertising Cost of Sales = spend ÷ attributed sales), click-through rate, conversion rate, and attributed sales within Amazon's 14-day attribution window.
Sponsored Brands Analytics
Sponsored Brands drive brand awareness with headline banners. Track new-to-brand percentage - the share of purchases from customers who haven't bought from you in the past 12 months. This metric justifies awareness spend.
TACoS: The Holistic Metric
TACoS (Total Advertising Cost of Sales) = ad spend ÷ total sales (paid + organic). A declining TACoS means your advertising is building organic momentum. This is the metric that tells you whether Amazon Ads is creating lasting value or just renting demand.
Optimization Strategies
Segment campaigns by match type (exact, phrase, broad). Use search term reports to find converting keywords. Optimize bids by dayparting and placement. Track performance against marketing KPIs to ensure Amazon spend aligns with overall strategy.
How Xplainr Helps
Xplainr pulls Amazon Ads data into your unified marketing dashboard, comparing ACoS and TACoS alongside ROAS from Google, Meta, and other channels.
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Related Resources
- Marketplace SEO
Optimize product listings to improve ad relevance and organic rank.
- Calculate Marketing ROI
Frameworks for measuring true return on ad spend.