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By Prem Gupta · August 12, 2025 · Curated by George's Blog
In the last few months, we have experimented with multiple different strategies to increase the repeat purchase rate across accounts and across markets. We tested multiple scenarios, learned from them, and implemented them across all the accounts. As a result, 70%–80% of accounts have seen an increase in repeat purchase rate in the range of 20%–400%.
If you are in consumable or subscription-friendly categories, the major metric to look at is repeat purchase. If your repeat purchase is constant or increasing month over month, that means you can sustain for long and you can experiment with multiple things at the same point of time.
We started with the combination of Brand Tailored Promotions and SD purchase retargeting campaigns. We created multiple Brand Tailored Promotions starting with the goal of customer retention and targeted all three audiences: one-time customers, repeat customers, and brand followers via 3 separate promotions.
Then we selected the re-engagement goal and targeted all lapsed customers. Under the new customer acquisition goal, we targeted views and cart remarketing audiences. Apart from that, under the cross-sell goal, we targeted complementary products remarketing audiences.
Basically, we tested each and every option available inside Brand Tailored Promotions which can increase our repeat purchases. When you are testing with different kinds of audiences and promotions, the promotion name becomes the major factor to understand the performance, similar to campaign naming structures.
After that, from the SD ad type, we combined the retargeting campaigns to complement the Brand Tailored Promotions. We tested multiple types of targeting, starting with purchase retargeting for “similar to advertised product” and “advertised products” in separate campaigns. Also, your lookback window becomes really important in these cases. Try to do the math before selecting the lookback window from the orders reports to understand the purchase frequency. Otherwise, the wrong lookback window will drain money.
For each product, we created multiple different SD retargeting campaigns by selecting different optimization strategies. Few campaigns with reach, few with page visits, and few with conversion strategy. The idea was to understand the combination which works well.
For a few accounts, we even combined DSP retargeting with all the strategies like ASIN-based, competitor product, and in-market retargeting with different types of ad formats.
Overall, the whole idea was to test each and every aspect of retargeting options available across Amazon tools. We analyzed all the performances every week and paused the campaigns which were not performing or meeting the goals. After running these kinds of experiments, you will easily find a better combination which works really well for your accounts. It is always about test and learn.
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