How many of your Amazon buyers buy again? What the Repeat Purchase report shows for one month
If your brand is in Amazon Brand Registry, you see the Repeat Purchase Behavior report under Brand Analytics. For each product and period it shows how many orders came in, from how many different buyers, what percentage of buyers bought more than once, and what percentage of revenue came from them. The question is how much of that you can build on.
We looked at the monthly reports of 10 seller accounts from May to September 2026. 493 product-months had orders: 3,893 orders from 3,775 buyers. 3.0% of the orders were the same buyer's second or later order in the same month. In 427 product-months there was not a single repeat buyer.
The data
In the report every row is one product in one month. We counted how many orders came in and from how many different buyers. The difference between the two is the number of orders a buyer placed as their second or later purchase within the month.
| Month | Product-months with orders | Orders | Different buyers | Repeat orders | Share |
|---|---|---|---|---|---|
| May | 70 | 440 | 427 | 13 | 3.0% |
| June | 98 | 769 | 746 | 23 | 3.0% |
| July | 117 | 885 | 859 | 26 | 2.9% |
| August | 111 | 934 | 903 | 31 | 3.3% |
| September | 97 | 865 | 840 | 25 | 2.9% |
| Total | 493 | 3,893 | 3,775 | 118 | 3.0% |
The report had 591 rows, 98 of them empty: no orders, no buyers. The table leaves these out. Where we could check against daily traffic data (12 rows), the product had no sales in that month. The orders were on the German, French, Italian, Spanish, UK and US marketplaces, most of them on the German one.
Repeat buyers made up 2.4% of buyers (92 buyers, counted per product-month). It barely moved from month to month: between 2.9% and 3.3% of orders were repeat orders.
Where buyers come back, and where they do not
Most repeat buyers were on one account, Going Forward: 55 of the 92 on its German marketplace. It sells herbal blends in small packs. One 50-gram marshmallow leaf blend got 116 orders from 98 buyers in five months. 13 buyers bought it more than once within a month, and it had repeat buyers in all five months, between 4.8% and 26.3%.
A durable product is not far behind. Felinetiq's stainless steel cat litter box got 316 orders from 305 buyers in five months, and 9 buyers bought more than once within a month. That is 3.0% of buyers, only a little above the average of 2.4%. A board game at Bohema Games had 4 repeat buyers on 340 orders and 336 buyers.
The report does not tell you why someone bought again. For the litter box, a second unit is more likely than a buyer replacing it after a month. A repeat buyer is not the same thing as a loyal returning customer.
Small numbers mislead
Of the 493 product-months, 388 had fewer than 10 orders. In 14 of these, the share of repeat buyers was above 20%, and in three it was 100%. In the 26 product-months with at least 30 orders, the highest share was 6.8%.
The most extreme case was an activated carbon filter in June: 14 orders from 2 buyers. One buyer ordered once, the other 13 times. The report says 50% of buyers were repeat buyers and 86.7% of revenue came from repeat purchases. In reality it is a single buyer. The product's July row was already empty.
If you only look at the percentage, one buyer in one month looks like a loyal customer base.
What the monthly report cannot see
The monthly report only counts a buyer as a repeat buyer if they bought more than once in the same month. Someone who bought once in May and once in June appears in two separate months as one buyer each, and is a repeat buyer in neither. If one pack of your product lasts longer than a month, the monthly view cannot show repurchase by design. The report can also be pulled for a quarter; use that view then.
Our data is monthly, so we cannot tell how many buyers came back in a later month.
What to do
- Look at the counts, not the percentage. The difference between orders and different buyers tells you how many repeat orders there were. If that is 1 or 2, the percentage means nothing.
- Only compare when there are enough orders. In our data no product-month with 30 or more orders went above 6.8%, while 14 with fewer than 10 orders went above 20%.
- Check whether one buyer carries it all. If a few buyers place most of a month's orders, that is not a returning customer base, it is one or two buyers.
- Pick the period that fits the product. If one pack lasts longer than a month, look at the longer period.
- Compare with the baseline. In our data about 3% of orders within a month were repeat orders. If one of your products stays above that month after month, like the marshmallow leaf blend, there is something to build on, for example with a larger pack.
- Where to find it: Seller Central, Brands menu, Brand Analytics, Repeat Purchase Behavior. The search data is in the same place; we covered it in our article on the Search Query Performance report.
Why the numbers are not exact
- We looked at the monthly reports of 10 seller accounts for five months. With other products, on other marketplaces and over longer periods, the numbers may differ.
- We worked out the number of repeat buyers from the report's percentage and the number of buyers. A buyer who bought two different products of yours in the same month counts as one buyer for each product.
- The report does not tell you who the buyer is or why they bought again: a private buyer, a business or a reseller.
- Not every account has orders in all five months: Bohema Games and Going Forward's UK marketplace from June, Quadrofixing only in June and July, The Healthy Food Development only in September.
Across 493 product-months, 3.0% of orders were the same buyer's second or later order in the same month, and it barely moved from month to month. Every rate above 20% came from fewer than 30 orders. Where there were at least 30 orders, no product-month went above 6.8%. So in this report, look at the counts rather than the percentage, and pick the period that fits the product.