Amazon PPC revenue attribution often conflates "Same SKU" sales—where the clicked product is purchased—with "Other SKU" sales, where a different item from the catalog is bought. This distinction is critical for accurate performance analysis, as relying solely on blended ACoS can mask true profitability. Advertisers should download the "Purchased Product Report" to identify which items act as "click magnets" versus those that function as "sales closers." By comparing click-through rates and conversion metrics, sellers can strategically advertise high-CTR products to drive traffic while ensuring the catalog math supports overall profitability. Failing to isolate these metrics leads to suboptimal bidding and potential overspending on products that fail to convert, whereas aligning the right product with the right advertising role optimizes both traffic acquisition and bottom-line performance.
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