Overview

Amazon’s Repeat Purchase Behavior report, part of Brand Analytics, lets brand‑registered sellers see how often shoppers return to buy the same brand or individual ASIN again. The tool is accessible through Seller Central and is essential for anyone who wants to gauge customer loyalty and shape retention‑focused strategies.

Key Points

• Brand Registry prerequisite — Only users listed as internal brand representatives in Amazon Brand Registry can open the report; external sellers or agencies without that role are blocked.
• Three core metrics — The dashboard shows (1) repeat‑ordered product sales, (2) repeat‑ordered units, and (3) the count of repeat customers for any chosen date range.
• Three‑year data window — Amazon stores up to 36 months of history, allowing analysis of multi‑year trends, holiday spikes, and product life‑cycle changes.
• Definition of repeat purchase — A repeat is any order placed after the first purchase of the same brand or ASIN within the selected period; the initial order is excluded from the count.
• Bulk ASIN lookup — Users may enter up to 100 ASINs at once, separated by commas or spaces, to pull a consolidated view of many products in a single query.
• Export capability — The report can be downloaded as a CSV file, enabling sellers to merge the data with external analytics tools for deeper modeling.

How the Report Works

1. Select time frame — Choose a start and end date; for example, setting the range to 01 Jan 2023 through 31 Dec 2023 shows all repeat activity during that calendar year.
2. Choose view level — Toggle between “Brand” to see aggregate repeat metrics across every ASIN, or “ASIN” to drill down to individual product performance; a seller might view the brand level to assess overall loyalty, then switch to ASIN level for a low‑performing SKU.
3. Interpret sales vs. units — The tool separates repeat‑ordered product sales (number of orders containing the product) from repeat‑ordered units (total quantity shipped); a single repeat order that includes three bottles of the same supplement counts as one repeat sale but three repeat units.