Sales mostly coming from Amazon Ads

I have been selling in Amazon for few months now. This is my first year into the holiday season (though I don’t feel much of sales kick yet…)

I did not have ads running at first, because I have orders coming in without it.

But when I lose my grace period with Amazon, I started to invest ads.

Recently, I notice my orders are mainly comes in from the Ads, say 8 out of 10 orders would be coming just from the Ads…

Does it mean my organic search is just very bad? or is it because my Ads actually boosted my new listing to the front page and it somehow brings to the people that are more willing to purchase??

I love to see the orders coming in from ads, which means I am doing something right.

But at the same time, I hate to not be able to generate sales from my own without the ads.

Could anyone give me a short insight on it?