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By Jason Landro · September 22, 2025 · Curated by George's Blog
Amazon recently made a HUGE update (through Amazon Marketing Cloud) for 1P brands relying on subscription revenue, but Amazon didn’t announce it…
On Seller Central, brands have been able to segment their revenue between new-to-brand customers and repeat purchases/subscriptions for years
They also have been able to measure the customer lifetime value which allows them to back into a customer acquisition cost
This data is huge to inform any consumable brand’s strategy because you want to use a vast majority of your ad spend to drive NTB purchases
Those are the incremental sales
You also want to make sure you aren’t over investing in customers who are going to buy from you regardless
1P brands haven’t been able to do any of this…until now
Vendors can now access customer lifetime value data and segment revenue and media-driven revenue between subscription and NTB customers
This is an extremely powerful data set to drive incremental growth
Amazon has made this data available through Amazon Marketing Cloud for vendors
At Nectar, we’re now leveraging it for our client partners and will be making it available in a couple dashboards in our iDerive analytics platform
One shows you the CLV waterfall by month
Another shows the segmentation of NTB versus recurring and correlates media spend accordingly
This is an absolute game changer for 1P brands that can allow you to level up your ads strategy to ensure it’s truly driving incrementality
For what it’s worth, we are staying at the forefront of AMC
We’re digging deep to make ground breaking improvements and developments
If you’re a vendor that has a big subscribe and save business such as beauty, supplements, food, everyday consumables, etc, you need to check this out
Don’t hesitate to reach out to me or the Nectar team