Why Are My Sales Lower in AdLabs Than in the Amazon Ads Console? (EU/UK VAT)

If clicks, orders, and spend match between AdLabs and Amazon Ads Console but sales are lower (and ACOS higher), and you're a Seller in an EU or UK marketplace, this is a VAT setting issue, not an attribution or sync issue.

Why It Happens

Amazon reports EU and UK sales gross of VAT.

If you've set a VAT rate on the profile, AdLabs strips it back out:

AdLabs Sales = Amazon Sales ÷ (1 + VAT rate)

Spend, clicks, impressions, orders and units are never adjusted, because Amazon doesn't add VAT to those. That's why only the sales column moves, and why ACOS reads higher, since only the denominator shrinks.

More details on adjusting VAT in AdLabs in the article below.

How to Confirm It

Divide the Amazon sales figure by the AdLabs one. If it matches your VAT rate, that's your answer.

Example calculation below.

Amazon Sales ÷ AdLabs Sales

€515.86 ÷ €429.88 = 1.20

→ 20% VAT

Setting Your Target ACoS

With VAT on, every ACoS in AdLabs, including the one the bid optimizer works against, is net of VAT.

Set your Target ACOS on that same net basis.

For example, a target carried over from gross Ads Console numbers will make the optimizer bid more conservatively than you intend.

Good to Know

• VAT applies per profile, not per product. Multiple VAT bands (e.g. food at 6%, clothing at 22%) can't be split out, the profile rate applies uniformly.

• It affects every sales-derived metric: Total Sales, Organic Sales, Profit, ACOS, TACOS, ROAS, RPC and AOV.

• AMC data is not VAT-adjusted, so AMC figures won't tie out to campaign tables on a VAT-enabled profile.

Still not matching? If clicks or spend differ too, it's something else. Please reach out to us via the chat bubble in AdLabs.