Question

Can I see organic vs paid performance side-by-side in the Amazon Ads dashboard?I’m trying to figure out if my ads are just stealing sales from my organic listings or actually helping overall. Is there a way to compare organic vs ad-driven sales in the Amazon dashboard, or do I need to cross-check with Seller Central data?

Answer 1

Amazon Ads doesn’t directly give you a clean “organic vs. paid” comparison inside the ad console, they only show ad-attributed sales in the Ads dashboard.

If you want to see the full picture (so you can tell whether ads are cannibalizing organic sales or truly adding incremental sales), you’ll need to combine Ads data with Seller Central business reports.

1. In Amazon Ads (Advertising Console)

• Pull a Campaign report or Search term report , this shows only sales that happened after a click on your ad (paid sales).

• Keep your time range consistent with what you’ll pull from Seller Central (e.g., last 30 days).

2. In Seller Central (Business Reports)

• Go to Reports → Business Reports → Detail Page Sales and Traffic by ASIN (or “By Parent ASIN” if you prefer).

• This shows total sales for each ASIN (organic + paid).

3. Compare the two

• Organic sales = Total sales (Seller Central) − Ad-attributed sales (Advertising Console).

• You can do this in Excel or Google Sheets to get a side-by-side table for each ASIN.

4. Look for trends

• If ads are running and organic sales stay steady or grow → ads are likely helping overall visibility and keyword ranking.

• If ads are running and organic sales drop while paid sales rise → you may be cannibalizing.

Important tip:
Amazon’s “Brand Metrics” (inside Brand Analytics, if you have Brand Registry) gives some visibility into Total Sales vs Sponsored Sales at a category level, but it’s still not a perfect organic vs. paid split for individual ASINs.