Operator glossary
Repeat Purchase Behavior (ABA)
The Brand Analytics report that counts your repeat customers per ASIN — the ground truth for whether Subscribe & Save, LTV-based bidding, and retention plays are worth building.
Repeat Purchase Behavior reports, per ASIN and per period, how many customers were repeat buyers, what share of orders and revenue they represent. It converts 'we think this is a replenishable product' into a measured percentage.
The number sets strategy. Meaningful repeat share justifies Subscribe & Save enrollment, higher acceptable launch CAC, and Brand Tailored Promotions aimed at past buyers. Near-zero repeat share means every sale must be profitable on its own — no LTV story should excuse an underwater TACoS.
The numbers
- Reports repeat-customer counts and their share of orders and sales, per ASIN, monthly and quarterly.
- Repeat share is the empirical gate for S&S and retention promotions — measure before building.
Primary sources: Amazon Brand Registry (official)
Related terms