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Sales Concentration (Details) (USD $)
3 Months Ended 12 Months Ended
Oct. 31, 2014
Oct. 31, 2013
Jul. 31, 2014
Jul. 31, 2013
Concentration Risk [Line Items]        
Sales Revenue, Goods, Net $ 117,000us-gaap_SalesRevenueGoodsNet $ 115,000us-gaap_SalesRevenueGoodsNet $ 550,000us-gaap_SalesRevenueGoodsNet $ 820,000us-gaap_SalesRevenueGoodsNet
Concentration Risk, Geographic     The geographic breakdown of net product sales was as follows: 100% U.S. The geographic breakdown of net product sales was as follows: 86% U.S. and 14% foreign.
Sales Revenue, Goods, Net [Member]        
Concentration Risk [Line Items]        
Concentration Risk, Customer     two three
Concentration Risk, Percentage     66.00%us-gaap_ConcentrationRiskPercentage1
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
69.00%us-gaap_ConcentrationRiskPercentage1
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
U.S. Concentration Risk, Percentage     100.00%pure_DomesticConcentrationRiskPercentage
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
86.00%pure_DomesticConcentrationRiskPercentage
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
Foreign Concentration Risk Percentage       14.00%pure_ForeignConcentrationRiskPercentage
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
Maximum [Member] | Sales Revenue, Goods, Net [Member]        
Concentration Risk [Line Items]        
Concentration Risk, Percentage     10.00%us-gaap_ConcentrationRiskPercentage1
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
10.00%us-gaap_ConcentrationRiskPercentage1
/ us-gaap_ConcentrationRiskByBenchmarkAxis
= us-gaap_SalesRevenueGoodsNetMember
/ us-gaap_RangeAxis
= us-gaap_MaximumMember