Repeat Purchase: how many customers come back to buy again.
The repeat purchase rate of each product — the share of customers who buy the same product more than once — plus repeat units and how many buyers are new-to-brand. It's the Brand Analytics Repeat Purchase data, by product and by week.
Repeat Purchase · see it in action
Know who comes back to buy.
Repeat customers and the share of revenue that comes from people who buy again, product by product.
Illustrative demo with sample data.
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What it is and who it's for
It lives under Voice of the Customer → Repeat Purchase, next to Market Basket, and the Shopper Funnel links straight to it. Two views: By ASIN (summary) — average rate, repeat units and new customers — and By period, week by week, with an ASIN filter. The default window is 90 days.
It's built for brands selling replenishable consumer products — supplements, pet, beauty, cleaning, food — that want to know whether customers come back and whether the brand is bringing in new people.
The problem it solves
For consumables, the first sale pays for the ad and the repeat purchase pays for the business. But the sales report doesn't separate returning customers from first-time buyers. Without that, you can't tell whether to invest in past buyers or in new customers — and each one calls for different campaigns.
How it works
Repeat purchase rate
The share of customers who bought the same product more than once, with the period average per ASIN.
Repeat units
How many units came from customers who had already bought the product.
New-to-brand
How many buyers are new-to-brand (NTB), so you can see whether you retain and also acquire.
Week by week
The By period view shows how each product trends, with an ASIN filter.
Retention and acquisition on one screen
Read the two columns together: a high repeat rate with few new customers means you retain well but attract few people — the bottleneck is acquisition. Lots of new customers with a low repeat rate means your ads bring people in, but they don't come back — the bottleneck is the product, the packaging or the experience.
The data is weekly, the way Amazon delivers it, and comes from Brand Analytics — available only to brand owners enrolled in Brand Registry.
Example
A pet food brand sees a 35% repeat purchase rate on its hero product and few new customers in the period. The customer base is loyal; what's missing is new shoppers. Instead of raising bids for everyone, it uses Audience Bid Boost to compete for shoppers who clicked but didn't buy, and tracks week by week whether the new-customer column goes up.
Integrations and data used
Brand Analytics (Amazon)
Weekly Repeat Purchase report: repeat purchase rate, repeat units and new customers per ASIN.
Voice of the Customer
Sits next to Reviews and Market Basket, in the same module.
Shopper Funnel
Direct link from the funnel to Repeat Purchase and Market Basket.
Controls and limits
Registered brands only
Repeat Purchase is part of Brand Analytics, which Amazon only makes available to brand owners enrolled in Brand Registry. Without registration, the screen explains why.
Read-only
Repeat Purchase shows the data; the strategy is yours.
Weekly data, not daily
Amazon publishes the report weekly, and the screen says so.
Learn more in our Privacy Policy.
Repeat Purchase vs. the sales report
Sales report
Shows how much you sold, without separating returning customers from first-time buyers.
In EcomVision
Repeat purchase rate, repeat units and new customers by product and by week, next to Market Basket and the Shopper Funnel.
Frequently asked questions
What is Repeat Purchase?
It's an EcomVision screen that shows the repeat purchase rate of each of your Amazon products — the share of customers who buy the same product more than once — plus repeat units and new-to-brand customers, built from the Brand Analytics Repeat Purchase report.
What are new-to-brand (NTB) customers?
Shoppers who had never bought from your brand before. A high repeat rate with low NTB means you retain well but attract few new customers.
Which Amazon marketplace does it support?
Repeat Purchase works for Amazon Brazil accounts with Brand Registry.
Do I need Brand Registry?
Yes. The report is part of Brand Analytics, which Amazon only makes available to brand owners enrolled in Brand Registry.
Is the data daily?
No, it's weekly, the way Amazon publishes it. The default view covers the last 90 days.
Related features and articles
Market Basket
The top 3 products bought together with each of your ASINs. Learn more →
Shopper Funnel
The stage where each product loses the shopper. Learn more →
Audience Bid Boost
Higher bids for shoppers who already bought from your brand. Learn more →
Article: Amazon Repeat Purchase Rate and Market Basket: What Brand Analytics Shows
How many customers come back to buy and what they buy together, according to Amazon Brand Analytics. Read the article →
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