The Challenge
The brand was already selling well, which is the hardest place to add advertising. Spend more and you cannibalise organic sales you were winning for free; spend less and competitors take the share. The question was not how to grow ad sales — it was how little advertising the account could run while still defending and expanding category position.
Quick answer
A plant-based food brand on Amazon India ran ₹11.25 L of ad spend against ₹5.76 Cr of total revenue over 90 days — a TACoS of 1.95%. Ad-attributed sales were ₹1.18 Cr at 10.52× ROAS and 9.51% ACoS. The remaining 79.5% of revenue arrived organically.
That combination — very low TACoS, very high ROAS, dominant organic share — is what a mature, well-defended Amazon account looks like. It is not the goal for a new brand, and treating it as one is a common and expensive mistake.
The numbers
| Metric | Value |
|---|---|
| Total Amazon revenue | ₹5.76 Cr |
| Ad-attributed sales | ₹1.18 Cr |
| Ad spend | ₹11.25 L |
| TACoS | 1.95% |
| ACoS | 9.51% |
| ROAS | 10.52× |
| Organic share of revenue | 79.5% |
| Total orders | 1,51,034 |
| Conversion rate (ad clicks) | 21.28% |
| Sponsored Display ROAS | 13.03× |
Period: 4 June – 1 September 2026, settled through 31 August. Figures from the live ad account and Amazon Sales & Traffic, not estimated.
Why the name is withheld
Client name protected under NDA. Every figure above is pulled from the live account.
What we did
1. Treated TACoS as the constraint, not ACoS
ACoS only describes the advertising. A 9.51% ACoS looks excellent in isolation and tells you nothing about whether ads were buying sales the brand already owned. We managed to total advertising cost of sale, which forced a different question on every campaign: is this spend defending share, or re-buying a customer who was already going to convert?
2. Let the organic engine carry the volume
A 21.28% conversion rate on ad clicks indicates listings and reviews are doing the selling. Where that is true, the correct move is to spend less, not more — advertising is there to hold position on contested terms and open new ones, not to carry the category.
3. Used Sponsored Display for defence, not reach
Sponsored Display returned 13.03× ROAS — higher than Sponsored Products — because it was pointed at defending the brand’s own detail pages and conquesting adjacent listings, rather than buying broad audiences.
4. Kept the account small on purpose
56 active campaigns against 1,188 paused. A mature account is one where most things are switched off. Structure is a means of control, not a scoreboard.
What this does not mean
Under-2% TACoS is not a target for a growing brand. It is the output of a strong organic position that took time to build. A brand chasing category share should expect TACoS in the low double digits and should be worried if it is too low — that usually means it is under-investing while a competitor takes the shelf.
Is a 1.95% TACoS good?
For an established brand defending an existing position: yes, exceptionally. For a brand launching or trying to take share: it is a warning sign, not an achievement. The correct TACoS is a function of what stage the brand is at, and any agency quoting a single number across all clients is not managing to your business.
Free Amazon audit — we will run the same diagnostic on your account.
Result
1.95% TACoS across ₹5.76 Cr of total Amazon revenue. 79.5% of sales came organically. Ads carried a 10.52× ROAS at 9.51% ACoS while accounting for under a fifth of revenue.
1.95%
TACoS
10.52×
Blended ROAS
₹5.76 Cr
Total Amazon Revenue
79.5%
Organic Share
90 days, Jun–Aug 2026
Period
Under NDA
Client Name
Live ad account + Amazon Sales & Traffic
Data Source