The ideal tacos ratio on Amazon changes from year to year.
In 2020: It was usually around 3-5%.
In 2022: This ratio increased to around 8-10%.
In 2024: It is seen as around 10-15% as a healthy metric for a fast-growing brand. (There is a direct correlation between ad spend and market share developments on Amazon.)
When we look at it in general, the ratios are as follows;
Fast-growing brands: 10-15%
Established brands: 7-10%
Brands only available on Amazon: More than 10%
New brands: 20-25% (edited)
