What is Subscribe & Save on Amazon?

Subscribe & Save is Amazon's automatic reorder program for consumable products. Shoppers pick a delivery cadence (1, 2, 3, or 6 months) and receive a discount on every recurring order in exchange for the commitment.

Who pays for the Subscribe & Save discount?

Sellers fund the base discount, typically 5%, 10%, or 15%. Amazon adds an additional 5-10% loyalty discount on top once the shopper has 5+ active S&S subscriptions in a single delivery — at no cost to the seller.

What products are eligible for Subscribe & Save?

Eligibility requires FBA fulfillment, consumable categories (vitamins, food, household, pet, baby, beauty), Amazon's brand-safety review, and a minimum in-stock history. Brand Registry is not required.

Is Subscribe & Save profitable for sellers?

It depends on category and unit economics. The recurring revenue, lower customer acquisition cost, and organic rank lift typically offset the discount. Sellers with high return rates or razor-thin margins should run the math carefully before enrolling.

How do I increase my Subscribe & Save enrollment rate?

Offer the 10% or 15% discount tier on top SKUs, highlight S&S value in A+ Content, run a Subscribe & Save Coupon promotion, and ensure your in-stock rate stays above 98% — frequent stockouts kill subscriptions.

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Growth

Traffic & Engagement

Subscribe & Save Enrollment

Essential Amazon seller metric for growth

What is Subscribe & Save Enrollment?

Subscribe & Save (S&S) is Amazon's recurring purchase program that lets shoppers auto-reorder eligible consumable products at a discount. Sellers fund a 5-15% discount and Amazon adds an additional 5-10% loyalty discount. S&S Enrollment measures the percentage of an SKU's orders that come through the program.

Data Source

Subscribe & Save Reports

Update Frequency

Weekly

Measurement Units

Percent

Available at: Account, ASIN, SKU

Formula

S&S Enrollment % = (S&S Orders / Total Orders for SKU) × 100

Worked Example

A vitamin SKU received 4,000 orders last month. 1,200 of them came through Subscribe & Save. S&S Enrollment = 1,200 / 4,000 × 100 = 30%. At a 10% seller-funded discount, the gross discount cost was 1,200 × $24 × 10% = $2,880. The trade-off is recurring revenue, higher LTV, and better organic rank from predictable demand.

Typical S&S Enrollment by category

Tier	Range / Signal
Good	Over 30% — strong consumable with sticky reorder behavior
Average	10-30% — typical for vitamins, household goods, and pet supplies
Watch out	Under 5% — either the product is not S&S-eligible or the discount/value prop is too weak to drive enrollment

Frequently Asked Questions