Repeat purchase: which products bring buyers back
The Repeat purchase column group on the Products page comes from Amazon's Brand Analytics Repeat Purchase report. It tells you, per product, how much of your business comes from customers who buy again, so you can see which products are worth winning a customer for even at a thin first-order margin.
The columns
| Column | What it is |
|---|---|
| Repeat customers | The share of the product's customers who bought it more than once in the period. |
| Repeat revenue | Sales to those repeat customers in the period. |
| Repeat revenue % | The share of the product's sales that came from repeat customers. |
Which period you see
Amazon gives this report per month and per quarter. The Products page shows one period for the whole store, named in the note under the table: the newest quarter that has loaded, or the newest month if no quarter has. It does not follow the page's date range. SKUs that share one ASIN show the same value (it is per ASIN, never added up).
Why the columns can be empty
- Brand Registry is required. Amazon only gives this report to brands registered in Amazon Brand Registry, and the connection needs the Brand Analytics role. Without them the note under the table says so and the columns stay blank.
- Nothing has loaded yet. The first load can take several hours after you connect. Months and quarters load as Amazon publishes them.
- A product has no row. Amazon leaves out products without enough repeat data; those cells stay blank rather than showing a zero.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.