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By Mansour Norouzi · October 27, 2025 · Curated by George's Blog

🚀 Most CPG brands are flying blind on Amazon, the data’s literally right there.

They obsess over TACoS and ROAS,

but they ignore the metrics that actually determine long-term brand health

New-to-Brand and Repeat Customers.

If you run a CPG brand, Here are some questions your business should answer every single month:

1️⃣ How many new-to-brand customers are we acquiring?

2️⃣ How many repeat customers are we retaining, and is that number growing month-over-month?

4️⃣ And what’s the average order value for each group?

These aren’t vanity metrics.

They tell you if your brand is compounding or if you’re just renting customers through ads.

💡 Here’s the part most brands miss on Amazon:

You don’t need a data science team or expensive analytics software to do this.

Amazon already gives you this information inside Customer Loyalty Analytics.

But beware:

Amazon’s definition of “Repeat Customers” is misleading — it only counts those who purchase more than once within the same time period.

To find your true repeat base, you need to calculate:

Total Customers – New-to-Brand = True Repeat Customers

Once you do that, the story of your brand unfolds:

If your New-to-Brand curve is growing but Repeat is flat, you’re buying growth, not earning it.

If your Repeat AOV is rising, your brand storytelling and product ladder are working.

If it’s not, you’re missing a cross-sell or bundling opportunity.

And remember

Repeat AOV ≠ Lifetime Value.

It’s a monthly snapshot that helps you see whether you’re monetizing loyalty or just maintaining it.

The data is right in front of you.

Most brands just never take the next step to make it meaningful.

🔥 Question for you:

If you could only grow one thing next quarter - your new-to-brand customers or your repeat customer base - which would have a bigger impact on your profitability?

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