FBA Due Diligence: Is That Amazon Revenue Organic or Propped Up By PPC?

February 13, 2026

4 Min Read

FBA Due Diligence: Is That Amazon Revenue Organic or Propped Up By PPC?

📌 Contents

Key Takeaways

Quick summary

FBA Due Diligence: Is That Amazon Revenue Organic or Propped Up By PPC?

Key takeaway: If revenue only holds when bids stay high, you’re not buying a brand — you’re buying an ad-dependent machine.

Here’s the problem: Some FBA sellers “pump” revenue 3–6 months before selling by ramping PPC hard. Top-line looks like a rocket ship, but profitability is often near break-even.

Then you take over, reduce ads to a “profitable” level… and revenue collapses. That’s the bought-revenue trap.

The “Pre-Sale Revenue Pump” Buyers Don’t See

Verdict: A listing can look healthy while being propped up by temporary PPC aggression meant to inflate the sale multiple.

What’s happening: The seller increases ad spend to buy more sales, boost keyword visibility, and make the growth chart irresistible.

What you risk: You inherit a business that needs the same ad intensity just to stay alive — and when you “optimize” spend, the sales drop reveals the truth.

ACoS versus TACoS dashboard comparison for Amazon FBA metrics

ACoS vs TACoS (The Truth Serum)

Key takeaway: ACoS can look “healthy” while the overall business is still addicted to ads — TACoS exposes the dependency.

ACoS tells: “How expensive were sales attributed to ads?”

But ACoS does NOT tell: how dependent the entire business is on ads to maintain total sales.

TACoS is the real audit: it measures ad spend against total sales (paid + organic) and answers the only question that matters: are customers finding you organically, or are bids holding the business up?

How to Calculate TACoS (Simple)

Verdict: If you can calculate TACoS, you can spot “bought revenue” faster than any broker spreadsheet.

Use this formula: TACoS = Total Ad Spend ÷ Total Sales (Paid + Organic)

Interpretation: TACoS shows the business-wide “ad tax” you pay to keep revenue stable.

TACoS calculation formula and benchmark zones visualization

Quick TACoS Benchmarks (Practical)

Key takeaway: High TACoS usually means weak organic strength — you’re paying to exist.

Use these ranges: as a fast warning system (context matters, but these are practical):

5%–15% TACoS: Often a healthier balance (ads support ranking, organic carries weight)
20%+ TACoS: Major warning sign (paid traffic is the engine, not brand equity)

Trend matters more: One “good month” means nothing. You want the TACoS trend over time.

The PPC Efficiency Report (Your Forensic Audit)

Verdict: You’re not judging marketing — you’re proving whether organic demand exists without PPC life support.

A mature product rule: For established products (6+ months), a strong long-term mix often looks like ~70–80% organic sales and ~20–30% PPC sales.

Red flag: If PPC still drives 60–70% of sales after months on the market, the listing is likely pay-to-play.

Request these exports:

24–36 months of settlement reports (or as much history as exists)
Amazon Business Reports (total sales)
Campaign Manager exports (PPC sales + spend)

Then map:

Total sales trend vs PPC-driven sales trend
TACoS trend over time (not just one month)

What you’re hunting: If revenue rises while TACoS explodes, that’s often a pre-sale PPC ramp — not durable demand.

The “Cannibalization” Trap (Paying for Free Sales)

Key takeaway: Some sellers pay for sales they would’ve gotten organically — you must test how sales react when PPC changes.

Here’s the issue: Sellers sometimes run heavy PPC on keywords where they already rank #1 organically. That can inflate PPC “importance” and waste spend.

Sanity test:

If you reduce PPC and total sales barely drop → the business was likely cannibalizing organic traffic.
If you reduce PPC and sales fall off a cliff → the business is dependent on ads.

Either way: you need to know before you buy, because it changes your valuation and your takeover plan.

The Affiliate Alternative (Zero Ad-Spend Stress)

Verdict: If PPC dependency feels like a second job, affiliate models can be a cleaner “traffic → cash” path.

If managing bids: watching TACoS, and fighting PPC competitors sounds exhausting, consider models where traffic is driven by content, not costly clicks.

Two solid references: