Repeat Purchase
Not every sale is worth the same amount of ad spend. A product that pulls buyers back for a second and third order can support a higher acquisition cost than a product nobody reorders, because you recover that cost over time. Repeat Purchase shows you, ASIN by ASIN, which products actually earn loyal customers and which ones only ever sell once.
That distinction should change how you bid. A high-repeat product justifies pushing Smart Bidding harder, since today's expensive click may buy a customer who orders again next quarter. A low-repeat product needs to earn its keep on the first sale alone, so its Target ACOS should stay close to break-even.
Before you start
- An Amazon Selling Account connected (not an ads-only connection)
- Brand Registry enrollment, since the underlying data comes from Amazon Brand Analytics
If your account only has an Ads connection, the page shows a banner asking you to connect a Selling Account for Brand Analytics data instead of the report.
Find the page at Analytics > Repeat Purchase, or directly at https://app.sellerjar.com/analytics/repeat-purchase.
Weekly, Monthly, and Quarterly views
A toggle at the top switches the whole page between three period types:
- Weekly: the most granular view, useful for catching a recent shift
- Monthly: the default working view for most reviews
- Quarterly: the steadiest view, best for spotting a real trend instead of noise
Each period type has its own list of closed periods. A dropdown next to the toggle lets you pick a specific period; the page defaults to the most recent one available. Every KPI and table value on the page is scoped to whichever period you pick, and compared against the period immediately before it of the same type.
The KPI cards
- Total Customers: unique customers across all your ASINs in the period
- New Customers: customers buying from you for the first time in the period
- Repeat Customers: customers who had purchased before
- Repeat Customer %: the share of your customers who are repeat buyers
- Avg Spend/Customer: total sales divided by unique customers
- Avg Repeat Spend: repeat sales divided by repeat customers alone, so you can see whether your repeat buyers spend more per order than the average customer
Each card compares against the prior period of the same type, so you can see whether loyalty is improving or slipping.
Because these account totals sum per-ASIN rows, a customer who buys two different ASINs from you in the same period is counted once for each ASIN, not once for the account. Use the totals to spot trend direction, and use the products table below for the ASIN-level truth.
The trend chart
Below the KPIs, a stacked bar chart plots new versus repeat customers (or new versus repeat sales, via the Customers/Sales toggle) across your trailing periods. New customers appear in a muted gray, repeat customers in teal, so you can see at a glance whether your repeat base is growing as a share of the total or shrinking as new-customer bars come to dominate.
The products table
The table breaks every metric down by ASIN, with a change badge on each column against the prior period:
| Column | What it shows |
|---|---|
| Total Sales | Total sales for the ASIN in the period |
| Repeat Sales | Sales from repeat customers only |
| Repeat Sales % | Share of the ASIN's sales that came from repeat customers |
| Total Customers | Unique customers for the ASIN |
| New Customers | First-time customers for the ASIN |
| Repeat Customers | Returning customers for the ASIN |
| Repeat Cust % | Share of the ASIN's customers who are repeat buyers |
| Sales/Customer | Total sales divided by unique customers |
| Sales/Repeat Cust | Repeat sales divided by repeat customers |
The product cell links out to the live Amazon listing, so you can jump straight from a repeat-purchase number to the product itself.
Use the search box to filter by ASIN or product title. Click any column header to sort by it, useful for finding your highest-repeat products (sort by Repeat Sales % or Repeat Cust %) or your biggest repeat-revenue earners (sort by Repeat Sales). The table is paginated at 25, 50, or 100 rows per page.
If no products match your search for the selected period, the table says so instead of showing an empty grid.
Export CSV
The Export CSV button downloads the full filtered product set for the selected period and search term, including rows beyond the current page. Use it to pull repeat-purchase data into a spreadsheet or share it outside SellerJar.
Related
- Customer LTV: see lifetime value trends for the customers this page counts
- Smart Bidding: raise Target ACOS on your highest-repeat products to acquire more of them
- Products: see the full performance picture for any ASIN you find here