If someone gives you the “ideal” TACOS or ACOS… They’re guessing Because on Amaz
By Robert Prime · April 24, 2026 · Curated by George's Blog
If someone gives you the “ideal” TACOS or ACOS…
They’re guessing
Because on Amazon—
There is no universal playbook.
It always depends on the account.
Here are two recent examples:
1) Supplement brand (stuck for 6 months)
Sales flat. Ads steady. No growth.
The obvious answer? “Optimise ads.”
The real answer? Fix the funnel.
We audited:
• New-to-brand sales
• Repeat purchase rates
• Subscribe & Save trends
• TACOS + profit by SKU
• CTR → Click → Add to Cart → Purchase
What we found:
→ Low CTR on key SKUs (main image, price, reviews issue)
→ Weak repeat purchase behaviour
→ Some SKUs losing money
→ Low new-to-brand contribution
Changes:
• Improved creatives + listing conversion drivers
• Pushed Subscribe & Save with stronger entry incentives
• Rebalanced SKU focus
Result:
→ 3x revenue in 90 days
2) Office products brand (7,000 SKUs)
Problem wasn’t growth.
It was clarity.
We audited profit by SKU and:
→ Cut 3,000 underperforming SKUs
→ Focused on top 100 revenue drivers
→ Set strict TACOS target (5%) aligned to margins
Then:
• Increased AOV with bundles (customers were buying in bulk anyway)
• Optimised for Amazon Business (B2B tiers, case packs)
Result:
→ Revenue doubled to £175k
→ Profit more than doubled
→ Fewer units sold, higher efficiency
Same platform.
Completely different levers.
That’s why “best practices” often fail.
Most brands aren’t underperforming because of ads.
They’re pulling the wrong lever.
If your growth has plateaued, it’s rarely random.
It’s structural.
#AmazonStrategy