How do I see organic vs sponsored sales per product on Amazon?

To see organic vs sponsored sales per product on Amazon, take each product's sales and subtract the sales Amazon attributes to your Sponsored Products, Sponsored Brands and Sponsored Display ads: the rest is organic. Nova does that split for every product and every day, and its MCP connector gives Claude, ChatGPT and other assistants the same figures. Through Nova, the assistant gives each product's organic share, follows it week by week, and names the products where ads add sales, where they only replace organic ones, and where organic is slipping.

Updated 11 November 2026

Connect your AI Copy the playbook

The playbook

Every step calls a Nova tool that reads your live Amazon data, so paste this into Claude, ChatGPT or any assistant connected to Nova's MCP server. Run it once a month, and after any change to your ad budgets.

This needs an assistant connected to Nova. Start the 14-day free trial, then connect your assistant.

Use Nova to show me organic versus sponsored sales for each of my Amazon products, and tell me where my ads add sales and where they only replace organic ones.

Scope: my Seller Central accounts and the last 30 complete days, unless I name products, marketplaces or a period.

1. Check the ad history. Call Nova's query_metrics with sales, sponsoredSales, organicSales and adSpend over the period, with no groupBy. If the answer carries adsHistoryNotice, start every comparison at the first day of ads data it gives, and say so.

2. Split each product. Call Nova's query_metrics with groupBy "childAsin", sortBy "sales", limit 50, and sales, organicSales, sponsoredSales, sponsoredSalesRate, adSpend, sponsoredTacos, sponsoredAcos, units, organicUnits and sessions, with the previous period of the same length as comparisonFrom and comparisonTo.

3. Compute the organic share. For each product, organic share is organicSales divided by sales. Give it with its change in points against the previous period.

4. Read the trend. For the 10 products with the most sales, call Nova's query_metrics with groupBy "childAsin", timeGrain "week", limit 10, and sales, organicSales, sponsoredSales and adSpend over the last 12 complete weeks. Mark the weeks where the organic share moved by more than 10 points.

5. Sort the products. Ads add sales: sponsored sales and total sales both rose. Ads replace organic: sponsored sales rose, organic sales fell and total sales barely moved. Organic slipping: organic sales fell while ad spend stayed flat or fell. Ad dependent: organic share under 50%. Organic leader: organic share above 80% with TACOS under 5%.

6. Look for the cause where organic slips. For those products, call Nova's query_listing_health, then query_inventory with groupBy "asin", then query_bsr with groupBy "childAsin" and granularity "week" over the same 12 weeks. Name a suppressed listing, a lost Buy Box, a stockout or a rank drop when you find one.

7. Check organic search. For the products where ads replace organic, call Nova's query_sqp with their childAsins, grain "month", groupBy "period", queryTypes ["core"], and your_impression_share and your_purchase_share over the last 6 months. Say whether your share of the core searches held or fell.

8. Report. One short table per group: product, sales, organic share and its change, sponsored sales, ad spend, TACOS, and the one thing to check next. End with the three products to look at first.

Rules: organic sales are product sales minus the sales Amazon attributes to your ads, so an ad sale can include a buyer who would have found you anyway. Never present that split as proof that an ad caused a sale. Relay every notice Nova returns before the figures it qualifies. You cannot change bids, budgets or campaigns.

Raw markdown

How Nova customers use this

Real requests from Nova customers, names removed.

“Audit our organic ratio: when did the organic share of sales start falling, in which marketplaces, and which products carry it?”
What the assistant did
It read the monthly organic and sponsored share since early 2025, compared clean windows that left out Prime Day and days without traffic data, found the parent products behind a step down in one week, and checked their listings and stock. In a later session it built a weekly recovery table per marketplace against the pre-Prime baseline.
Nova tools used (5)
1. list_metrics
2. list_accounts
3. query_metrics
4. query_listing_health
5. query_inventory
“Did the ad push on this product buy extra sales, or did the ads only take sales it was already winning organically?”
What the assistant did
It compared the push weeks with the weeks before, with deal days marked, split units into organic and sponsored week by week, read the rank over the push, and took the paid impressions off the product's Search Query Performance impressions to see whether its organic share grew.
Nova tools used (5)
1. query_metrics
2. query_advertising
3. query_bsr
4. query_sqp
5. list_cost_inputs
“Before we relaunch exact campaigns on a product back in stock, build a daily organic vs paid baseline so we can test whether the ads cannibalize organic sales.”
What the assistant did
It checked the restock and the open inbound shipment, read daily organic and sponsored sales, ad spend, TACOS, sessions and Buy Box over the previous months, confirmed the product sells in one marketplace only, and checked the stock of sibling products that organic buyers could switch to.
Nova tools used (3)
1. query_inventory
2. query_inbound_shipments
3. query_metrics
“After our stockouts, was the rank recovery earned organically or bought with ads?”
What the assistant did
It read the Best Sellers Rank history of every product that had stocked out since spring, then the monthly ad spend and organic and sponsored sales per SKU over the same months, to see whether the recovery came with higher ad spend.
Nova tools used (4)
1. list_accounts
2. list_metrics
3. query_bsr
4. query_metrics

How does Nova split organic and sponsored sales?

Sales

How Nova gets it

Product sales from your Seller Central orders

How to read the result

Limits

Organic sales are product sales minus ad-attributed sales. Amazon does not report organic sales directly.
Sponsored sales include Sponsored Products, Sponsored Display and Sponsored Brands. Sponsored Brands sales are spread across the products those campaigns advertise.
Ad attribution follows Amazon: 7 days for Sponsored Products on Seller Central, 14 days for Sponsored Brands and Sponsored Display.
Nova's ad history starts about 60 days before you connected Amazon Ads. Before that date, sales read as organic.
Written for Seller Central accounts.
The assistant reads your ads and recommends. It does not change bids, budgets or campaigns.

Questions sellers ask

Does Amazon report organic sales?

No. Amazon reports total sales in Seller Central and ad-attributed sales in Amazon Ads. Organic sales are the difference, which Nova computes for every product and every day.

Are my ads cannibalizing organic sales?

When sponsored sales rise, organic sales fall and total sales barely move, the ads are likely buying sales you were already winning. Step 5 of the playbook flags those products, and step 7 checks your share of the core searches.

Can I see organic sales from before I connected Amazon Ads?

Amazon Ads gives Nova about 60 days of history at connection. Before that date, every sale reads as organic. Nova's team can load older months from Amazon Ads report exports.

Figure	How Nova gets it
Sales	Product sales from your Seller Central orders
Sponsored sales	Sales Amazon attributes to Sponsored Products and Sponsored Display on the product, plus its share of Sponsored Brands sales
Organic sales	Sales minus sponsored sales
PPC sales %	Sponsored sales divided by sales
TACOS	Ad spend divided by sales, organic included
Organic units and orders	Units and orders minus those attributed to ads

What you see	What it usually means	What to do
Sponsored up, organic down, total flat	Ads take sales you were already winning	Lower bids on the searches you rank for organically
Sponsored up, total up	Ads bring buyers you did not reach	Keep the spend while the margin holds
Organic down, ad spend flat	Ranking, listing, stock or Buy Box changed	Read step 6 before touching the ads
Organic share under 50%	The product sells mostly through ads	Check that its profit after ads is positive
Organic share up after an ad push	The push lifted rank and organic sales followed	Lower the spend step by step and watch organic
Share starts at the first day of ads data	Older weeks have no ad sales in Nova	Compare only from that day