- Key Metrics in Amazon Repeat Purchase Behavior Report
- How to Use Amazon Repeat Purchase Behavior Report for Marketing Optimization
- Conclusion
Understanding customer loyalty is crucial for Amazon sellers and vendors aiming to build sustainable businesses. The Amazon Repeat Purchase Behavior Report within Amazon Brand Analytics provides essential insights into customer buying patterns, helping you identify which products drive repeat purchases and maximize customer lifetime value. This powerful report reveals not just who buys again, but how much revenue these loyal customers generate.
Key Metrics in Amazon Repeat Purchase Behavior Report
Amazon shows you the number of orders placed for each product over a period of time, as well as the number of customers who placed those orders. Repeat purchases always occur when the number of orders exceeds the number of customers. In addition, Amazon shows the revenue in euros that was generated per product with repeat purchases.
The most important metrics of the report are therefore the orders and unique customers. An order can include multiple quantities of the product and thus differ from the units ordered. The unique customers metric shows the (unique) customers who placed an order each time. These two values allow you, as the brand owner, to identify products or brands that have been ordered multiple times by a customer in a given time period.
If the number of orders matches the number of customers, then there was exactly one order per customer for that item, even if the customer ordered the item multiple times within the order. You can filter the report by category, subcategory, brand, and time period, among others.
Below you will find an overview of all key figures in the report:
| Key figure | Explanation |
|---|---|
| ASIN | The ASIN is the Amazon Standard Identification Number. The unique identifier is assigned to all products offered on Amazon. |
| Product Title | The product title is the product name of your product. |
| Oders | This key figure shows the number of orders. One order may contain several copies of a product and may differ from the ordered units. |
| Unique Customers | The number of customers shows the unique customers who placed an order in the selected time period. Additional key figure: Multiple customers: % of total (displayed percentage of total). Example: If there were 41 orders but only 39 customers, then Amazon divides here 2/39 = 5.13%. |
| Repeat Purchase Revenue | This key figure indicates the order turnover of multiple customers (goods returns are not taken into account). Additional key figures: Revenue from repeat purchases: % of total (displayed percentage of total), Revenue from repeat purchases: Previous period (compared to previous time frame) |
You cannot break down in this report exactly which customer triggers how many orders, how much revenue the individual customer generates and which products they have purchased from you.
You can only see whether a product has been ordered more than once by a customer. From this you can see, for example, how satisfied the customer is with the product.
How to Use Amazon Repeat Purchase Behavior Report for Marketing Optimization
You can use the report to identify the products that are most likely to be purchased repeatedly. For example, sort by Revenue from repeat purchases in descending order to see the products that generate the highest revenue from repeat purchases. With this knowledge, you can now readjust your marketing campaigns, for example. For products with a high probability of repeat purchases, you can invest more money in the first conversion, as this product will continue to generate further revenue for you after the first purchase. So you can accept higher click prices and increase your maximum bid on these products.
If you find that you are not yet promoting products with repeat purchases, then you should change this as soon as possible. It will help you attract more repeat buyers to your brand in the future.
PPC Campaign Optimization
You can find more tips on PPC campaign optimization here: continue to article
Conclusion
The Amazon Repeat Purchase Behavior Report is one of the most valuable tools within Amazon Brand Analytics for building customer loyalty and maximizing lifetime value. By analyzing this data alongside insights from the Market Basket Analysis and Sales Diagnostic Report, you can develop comprehensive strategies to increase your repeat buyer base, optimize marketing spend, and assess whether your campaigns attract one-time or returning customers. These insights are crucial for sustainable brand growth on Amazon.
