Under Consumer Behavior you'll find Loyalty & Retention, Brand. There you will find three graphs:
The Purchase Frequency graph shows how often shoppers buy in the selected brand over the last 12 months. Shoppers are grouped into One-timers (1 transaction), Loyalists (2–4), and Fanatics (5+), and you can see how each group contributes to the following:
Unique Customers - the share of customers who fall into each purchase frequency group
Transactions - the share of total brand transactions generated by each user type
Revenue - the share of total brand revenue contributed by each user type
You can also click See Trend Over Time to view how the distribution of Unique Customers, Transactions, and Revenue has changed month by month.
Tip: Use the purchase frequency graph to understand the buying power for each customer group.
In the New vs. Returning Customers graph, you can analyze the distribution of new and returning customers.
- New customers: customers who made their first purchase in the past month
- Returning customers: customers who made at least one prior purchase in the past 6, 12, or 18 months.
The Days Since Last Purchase graph uncovers the distribution of returning customers based on the number of days since their last purchase of the selected brand.
Tip: Use the new vs. returning customers data to adjust your marketing strategy to different types of customers.
The Subscribe & Save vs. One-Time Purchases graph allows you to analyze subscribe & save's impact on brand revenues, estimate how many new customers you're losing to Amazon's subscription program, and evaluate subscribe & save's potential for your brand.
Retail Intelligence > Consumer Behavior > Loyalty & Retention > Brand
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