Amazon sellers—especially new and low-revenue ones—often find it hard enough to generate first-time sales, let alone repeat purchases. But turning one-time buyers into loyal, repeat customers is a powerful lever for increasing profitability and scaling sustainably. The challenge? Amazon controls the customer relationship, and strict Terms of Service (TOS) limit traditional retention strategies. Still, there are numerous legal and creative tactics you can deploy to increase customer loyalty without breaking Amazon’s rules.
Why Repeat Customers Are Your Most Valuable Asset
Repeat customers drive profitability. They:
- Cost less to convert: No new ad spend required
- Spend more: They trust you already
- Boost ranking: More consistent sales improve your Best Seller Rank (BSR)
Yet according to brand analytics and seller interviews, the average repeat purchase rate is only ~25%. That means there’s huge room for improvement—especially since even a 5% lift in retention can yield 25–75% more profit.
The Barriers New Sellers Face
Insights from our analysis and seller testimonials highlight common struggles:
- Review scarcity: Sellers report trying all legal means to earn reviews, only to be ignored
- High competition + fees: Tight margins make discounts or retention incentives feel risky
- Ineffective advertising: Some sellers spend heavily on PPC with little to show for it
- Amazon policy unpredictability: Sudden listing removals or seller support dead-ends add to frustration
- Fulfillment issues: Delayed or missing inventory causes bad experiences that prevent repeat sales
So what actually works in 2026? Below are 10 compliant, scalable strategies that are working for sellers right now.
1.Master the First Impression
The journey to a second purchase starts with a great first one.
- Polished listings: Honest descriptions, helpful images, and detailed specs set clear expectations.
- Fast, accurate delivery: Use FBA or reliable 3PLs to meet Prime-level speed.
- Quality packaging + inserts: Add value with helpful guides or simple thank-you cards (no promotions or review asks).
This is your moment to shine. Impress, don’t just transact.
2.Include Inserts That Delight (and Comply)
Inserts can be retention gold—but only if they’re Amazon-compliant:
- ✅ Helpful setup tips
- ✅ Customer Support Info or After Sales Support Info
- ✅ Story about your brand mission
- ✅ Optional QR code to value-adding content (e.g. a how-to video or PDF)
Avoid anything promotional or review-related. One seller increased repeat orders by 12% by upgrading their insert to offer setup tips and introduce their broader product catalog (without asking for anything).
3.Offer Subscribe & Save (If Relevant)
If your product is consumable or replenishable, Subscribe & Save is the easiest repeat sale you’ll ever make.
Sellers like Simmons Pet Food grew from 20 to 1,217 subscribers in 2 months during a promotion—achieving 80% retention at 30 days and a 448% MoM sales increase.
Offer:
- 5–15% discount
- Reliable delivery window
The convenience of autoship builds loyalty—and profit.
4.Build a Brand, Not Just a Product
Amazon customers are loyal to brands, not listings. To build brand affinity:
- Use A+ Content to highlight your story
- Maintain a consistent voice across listings
- Encourage Amazon Storefront follows
- Consider Sponsored Brand ads to grow recognition
In a sea of lookalike products, strong branding leads to repeat searches and brand-name purchases.
5.Launch Bundles and Line Extensions
Most Amazon sellers hope customers buy again—but give them nothing else to buy.
Fix this:
- Offer kits or bundles that upsell your hero product
- Launch complementary products or accessories
- Create value packs (3-packs, multi-flavors, etc.)
This drives retention and increases AOV (Average Order Value). One seller added 3 product extensions and saw a 30% rise in repeat purchases within 90 days.
6.Use Brand Tailored Promotions
As of late 2023, Amazon allows sellers to create exclusive discounts targeting:
- Past customers
- High spenders
- Brand followers
- Cart abandoners
- High Potential New Customers
- High Intent Customers
These promos show directly on Amazon, don’t require emails, and convert at 3–8%. One brand used a “Welcome Back” coupon for past buyers and saw a 19% repeat order boost in 30 days.
7.Retarget With Sponsored Display
Use Amazon’s Sponsored Display ads to show product suggestions to:
- Past purchasers
- Recent product viewers
- Lapsed customers (via Amazon DSP)
Unlike broad PPC, retargeting drives ROI by focusing on known audiences. It’s a smart antidote to “lots of ad spend, no return.”
8.Offer Exceptional Customer Service
Even within Amazon’s rules, you can:
- Respond fast to Buyer-Seller messages
- Use the “Request a Review” tool (legal and underutilized!)
- Issue proactive refunds to 1–3 star reviewers via Amazon’s Engagement Tool
Sellers who engage unhappy buyers before they leave negative reviews are more likely to retain them.
9.Encourage Brand Following and Social Engagement
Customers can follow your Storefront and see future deals or launches. Encourage this via:
- Packaging language (“Follow us on Amazon for exclusive deals!”)
- Amazon Live or Posts content
- Virtual bundles for followers only
Brand followers can also be retargeted later, making this a simple but high-ROI tactic.
10.Track Repeat Purchase Rate Like a Hawk
Use Amazon Brand Analytics and Repeat Purchase Behavior reports to monitor your:
- Customer retention % by ASIN
- Branded search volume
- Repeat order value trends
Look for gaps and iterate. Test: new inserts, improved product experience, or new retargeting creative. Measure what works.
Why This Matters More Than Ever in 2026
With ad costs rising and competition fierce, retention isn’t a bonus—it’s survival. Many sellers dream of hitting 6–7 figures or quitting their day jobs, but hit roadblocks like high fees, low review counts, and PPC burnout.
Repeat customers help solve those problems:
- Lower acquisition cost
- Higher average order value
- More reviews from happy buyers
- More predictability and financial freedom
Focus here, and your Amazon business can become not just sustainable—but scalable.
Take Action:
- Add an insert to your next shipment
- Enable Brand Tailored Promotions
- Repackage a product as a bundle
- Create a retargeting ad for past buyers
Retention is the secret lever most new Amazon sellers ignore. In 2026, it may be the most powerful one you have.
Need help building your repeat purchase strategy? Visit sellerscatalyst.com to connect with our team and grow your brand the smart (and legal) way.
