Repeat purchase rate: what the report shows
According to Amazon's documentation, the Repeat Purchase report contains data on the quantity of repeated purchases of the selling partner's items, by week, month or quarter. By ASIN, it shows:
- orders and unique customers in the period;
- the percentage of repeat customers — people who bought the same product more than once;
- repeat purchase revenue and its share of the product's total revenue.
For replenishable products — supplements, pet, beauty, cleaning, coffee — this is where you see whether the first sale turns into a customer. A product with high sales and low repeat purchase needs an ad for every order; one with high repeat purchase earns back its acquisition cost on later orders.
Market basket: what sells together
Market Basket Analysis shows the items most commonly purchased in combination with yours at checkout, by day, week, month or quarter. For each of your ASINs, the report lists the products purchased together, ranked, and the combination rate — in how many orders with your product the other item was also present.
Amazon notes that the purchased-with item might or might not be in your catalog. That splits the reading in two:
- Your own brand's item: a candidate for a bundle, a combined offer or an ad for one product on the other's page.
- Another brand's item: it shows what the customer is solving — and where to advertise your product, or which product to launch next in your line.
Who has access
Per the SP-API documentation, both reports are available to sellers and vendors with the Brand Analytics role who are registered in Amazon Brand Registry, in 18 Amazon stores, including the US, Canada, Mexico, Brazil, the UK and Germany. Without a registered brand you don't see this data — not in Seller Central, not in third-party tools.
The data comes in closed periods: in the weekly view, the week runs Sunday to Saturday. It is not real-time data.
How to use both
- Split products into high and low repeat purchase. High: advertise to past buyers and watch inventory, because a stockout breaks the habit. Low: put the effort into new customers.
- Look at repeat purchase revenue, not just the rate. A small rate on a best seller can be worth more than a high rate on a small product.
- Read the basket as a map for bundles and ads. A combination that repeats week after week is the candidate; one that shows up once may be seasonal.
- Compare with the funnel. A product that loses shoppers at the cart and has a strong basket with another item of yours may sell more as a bundle than alone.
How EcomVision helps
The Shopper Funnel brings together, in one screen, the search funnel, the cart, Repeat Purchase and Market Basket. Amazon delivers these reports one week at a time; EcomVision joins the weeks, shows the period average by ASIN and the week-by-week trend, with each product's photo and title.
