One of the fastest ways to accidentally tank a brand's "organic" sales on Amazon
By Michael Erickson Facchin · November 15, 2026 · Curated by George's Blog
One of the fastest ways to accidentally tank a brand's "organic" sales on Amazon is pausing a high-ACOS hero campaign without checking your Purchased Product Report first.
Steve Patenaude and I broke this down recently on The PPC Den, and I still see experienced operators get burned by it every month:
1. You advertise Product A heavily.
2. Shoppers click Product A's ad, land on your variation family or brand store, and end up buying Product B instead.
3. If you only look at standard top-level SKU dashboards, Product A looks like an inefficient ad spender, while Product B looks like an organic superstar getting "free" sales.
4. So somebody cuts Product A's ad budget to clean up ACOS, and a week later Product B's "organic" sales drop 25%.
Those were not purely organic sales on Product B. They were paid cross-sales funded by Product A's traffic.
Before you cut budget on a high-traffic ASIN with mediocre own-SKU conversion, always pull the Purchased Product Report (Other SKU sales) to see how much revenue it is quietly feeding the rest of your catalog.
What percentage of your ad-attributed revenue typically comes from "Other SKU" purchases?