Organic sales inconsistent with PPC sales

Scale Insights compute organic sales based on the formula Total Units Sold - PPC Units Sold.

Total Units Sold: 48 units
PPC Units Sold: 6 units
Projected Organic Units: 48 - 6 = 42 units

However, this is only a projection, as Amazon does not provide the data to correlate PPC orders with the actual order, making it difficult to accurately compute a product's organic sales on a specific day.

As a result, it is possible for PPC units sold to be higher than the total units sold due to sales attribution and variation attribution.

Sales Attribution

Amazon attributes PPC sales to the date a customer clicked on your ad, not the actual purchase date.

For example,

1. A customer clicked on your ads on 10th May and purchased on 15th May.
2. Amazon's advertising console will show the PPC sales made on 10th May, when the customer clicked on your ad.
3. Amazon's business sales dashboard will show an order made on 15th May, the day the customer makes the purchase.
4. Scale Insights will reflect the exact numbers shown on Seller Central, mapping advertising console sales as PPC Orders/Units while mapping business sales dashboard sales as Orders/Units.

Variation Attribution

Amazon attributes PPC sales to the variation a customer clicked on, not the actual variation purchased.

For example,

1. A customer clicked on your ad for VariationA ($10 selling price) but purchased VariationB ($15 selling price).
2. Amazon's advertising console will attribute the PPC sales to VariationA, but with the $15 selling price of the purchased product.
3. Amazon's business sales dashboard will show the sale for VariationB.
4. Scale Insights will reflect the exact numbers shown on Seller Central, mapping advertising console sales as PPC Orders/Units while mapping business sales dashboard sales as Orders/Units.