How do I use Amazon's Repeat Purchase Behavior report?
The Repeat Purchase Behavior report in Brand Analytics shows how many customers bought your brand once vs multiple times over a chosen window. Use it to identify consumables with real repeat velocity, plan Subscribe & Save enrollment, and forecast lifetime value at the brand level.
Jul 26, 2026 · 3 min read
What to look at
Percentage of unique customers who bought again within 30, 60, and 90 days. Median time between purchases per SKU. Compare across your catalog to find the strongest repeat SKUs.
What to do with it
High-repeat SKUs deserve S&S enrollment and aggressive customer follow-up compliance-safe messaging. Low-repeat SKUs need acquisition-focused PPC, not retention play.
Frequently asked questions
Does the report show LTV in dollars?
No. It shows customer counts and frequency. You compute LTV by multiplying against AOV.
How far back can I look?
Up to a year of trailing data in most cases.
Does it distinguish new vs repeat within the window?
Yes, that is the core segmentation.
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 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.
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.