Amazon organic vs PPC sales breakdown

The buckets, in order

Each order lands in the first bucket that claims it, so nothing is counted twice and the buckets add up to total orders:

1. Wholesale — business orders of 5+ units.
2. S&S first order — a new Subscribe & Save subscription.
3. S&S recurring — a subscription delivery.
4. Repeat buyers — a returning buyer of this ASIN.
5. New-buyer pool — everything else, split using Amazon’s own ad numbers:
   • Attribution: Amazon Attribution purchases of this ASIN from off-Amazon links (14-day window, from the Amazon Ads API).
   • PPC: Sponsored Products 7-day same-SKU orders — the buyer bought the exact ASIN the ad promoted. All-SKU orders are shown for reference only.
   • Organic: the pool minus Attribution and PPC.

Why Organic can be negative

Selario doesn’t cap Amazon’s ad numbers. Amazon’s 7-day click window can credit ads with repeat and Subscribe & Save buyers and with orders placed days after the click, so ads can claim more orders than the new-buyer pool holds. When that happens Organic shows as negative and the excess is shown, rather than quietly hiding it. Sample: a pool of 40 new-buyer orders with 46 PPC same-SKU orders shows Organic −6.

Measured vs inferred

Subscriber, repeat and wholesale orders come from the Recurring Hub, which separates subscribers from organic buyers per product — data Amazon doesn’t provide to most API connections; PPC and Attribution are Amazon’s aggregate numbers (they carry no order ids). Products with under 20 orders in two years show as not classified.

Using it

• High PPC share with falling Organic: you may be paying for sales you’d get anyway — or rank is slipping. Check keyword ranks and SQP.
• Rising Organic after a TikTok push: see whether Ripple confirms a halo.

See also Amazon analytics.

Frequently asked questions