The PPC Den: Amazon PPC Advertising Mastery podcast

How to Find Your Amazon Cross-Sales and True Organic Sales

11/09/2026

The PPC Den: Amazon PPC Advertising Mastery

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30:33

Today Mike is joined again by Steve Patenaude, the closest thing this show has to a PPC detective, to open a case that starts with a boring question and ends somewhere much more interesting: which of your products is actually earning the sale?

Amazon has retired the old sponsored product reports. The drag-and-drop builder that replaced them looks like extra homework, and it is — but it also hands you two columns the old reports kept apart: the ASIN that was advertised, and the ASIN that was purchased. Put those side by side and the account stops being a list of products and becomes a set of relationships.

Steve found it while doing something ordinary — tightening up CM1, CM2 and CM3 to set targets product by product. The numbers refused to sit still: cross-sales were everywhere, in an account with no parent-child variations at all. He and Mike build two reports out of that: one showing what share of each ASIN's ad revenue was really a cross-sale (one product in the sample: 94%), and one that lands on a number almost nobody calculates correctly — true organic sales, business report revenue minus same-ASIN ad sales minus the sales that product picked up as somebody else's halo.

You'll also hear why total ACoS per product is usually wrong in both directions, what a 0% same-ASIN product is telling you, the loss-leader SKU trick that pulls shoppers onto a listing, and the stock-out that tanked a hero product's sales — except the hero product was never the one doing the work.

We'll see you in The PPC Den!

🦡 Highlights

00:00 – Intro with Steve Patenaude
02:50 – The end of the old sponsored product reports
03:43 – The new drag-and-drop report builder
04:29 – A client mystery: per-product profit targets
06:52 – One report for sponsored products, brands and display
07:22 – Advertised product ID vs converted product ID
07:59 – The most common total ACoS miscalculation
09:01 – The size of the halo without parent-child variations
09:31 – The non-hero ASIN driving the traffic
12:39 – A lookback window longer than 60 days
13:04 – Report 1: cross-sale share by advertised ASIN
14:42 – The reasons behind click A, buy B
15:48 – The cross-sale engineered on purpose
17:38 – The meaning of a 0% same-ASIN product
19:52 – The wrong way to read total ACoS per product
22:19 – Report 2: the true organic sales formula
23:16 – The share of product B's sales that PPC earned
27:04 – A rank drop misdiagnosed after a stock-out
28:26 – 100% organic vs 10% organic: the levers
30:09 – Three dashboards from the new reporting tool