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

<p>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?</p><p>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 looking like a list of products and starts looking like a set of relationships.</p><p>Steve found it while doing something ordinary. He was tightening up CM1, CM2 and CM3 to set targets product by product, and the numbers refused to sit still - cross-sales were everywhere, in an account with no parent-child variations at all. In the episode he and Mike build two reports out of that: one that shows what share of each ASIN&#39;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&#39;s halo.</p><p>You&#39;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&#39;s sales - except the hero product was never the one doing the work.</p><p>We&#39;ll see you in The PPC Den!</p><p><strong>🦡 Highlights</strong></p><ul><li>00:00 – Intro with Steve Patenaude</li><li>02:50 – The end of the old sponsored product reports</li><li>03:43 – The new drag-and-drop report builder</li><li>04:29 – A client mystery: per-product profit targets</li><li>06:52 – One report for sponsored products, brands and display</li><li>07:22 – Advertised product ID vs converted product ID</li><li>07:59 – The most common total ACoS miscalculation</li><li>09:01 – The size of the halo without parent-child variations</li><li>09:31 – The non-hero ASIN driving the traffic</li><li>12:39 – A lookback window longer than 60 days</li><li>13:04 – Report 1: cross-sale share by advertised ASIN</li><li>14:42 – The reasons behind click A, buy B</li><li>15:48 – The cross-sale engineered on purpose</li><li>17:38 – The meaning of a 0% same-ASIN product</li><li>19:52 – The wrong way to read to