How do I run a cohort analysis for Amazon consumable SKUs?
Group customers by first-purchase month for the SKU. Track how many buy again in months 1, 2, 3, and so on. Amazon does not give you customer identifiers, so you approximate with the Repeat Purchase Behavior report at brand level plus S&S subscriber data.
Jul 26, 2026 · 3 min read
What Amazon lets you see
Brand-level repeat behavior in Brand Analytics. Active S&S subscribers per SKU. Purchase counts and orders. Not: individual customer IDs or per-customer email addresses.
A working approximation
Approximate cohort curves by pairing monthly S&S subscriber counts with total repeat customers. It is directional, not exact, but good enough to compare SKUs against each other.
Frequently asked questions
Can I identify individual repeat customers?
No. Amazon does not expose customer identity to sellers.
Is the approach different for one-time SKUs?
Yes. For durable goods use warranty registration or off-Amazon channels to build cohorts.
Does Nova compute this automatically?
Nova tracks S&S metrics and repeat behavior at the SKU level. Full customer-level cohorts require off-Amazon data joined externally.
See this in Nova
Nova surfaces this metric per SKU so you can act before your next monthly close catches it.
Try Nova free for 14 daysRelated questions
What is the difference between Amazon Business Reports and Brand Analytics?
Business Reports show what happened on your listings: sessions, page views, buy box, unit-session percentage. Brand Analytics shows what shoppers did across the whole marketplace: which search terms drove clicks and purchases, which ASINs share cart with yours, and repeat purchase behavior.
What is Market Basket Analysis on Amazon and how do I use it?
Market Basket Analysis in Brand Analytics shows which ASINs are most frequently purchased together with yours in the same order. Use it to find bundle candidates, cross-sell opportunities in A+ Content, and PPC ASIN targeting for complements.