When I look at an Amazon brand for the first time... I skip the revenue. I go st
By Adam Weiler · November 7, 2026 · Curated by George's Blog
When I look at an Amazon brand for the first time...
I skip the revenue.
I go straight to one number.
Repurchase rate.
That single metric tells me more about the health of a brand than any P&L ever could.
Here's why, and what the benchmarks actually look like.
1️⃣ 40%+ — Strong brand. Product is working. Customers are choosing to come back without being pushed. This is where you want to be.
2️⃣ 25-30% — Average. Typical for a basic supplement company. Not alarming, but there's real room to grow.
3️⃣ Below 25% — Red flag. One in four customers returning means something isn't clicking. Could be the product. Could be wrong customer acquisition. Could be a category mismatch.
And here's the thing people miss.
That 40% who repurchase... they don't represent 40% of revenue.
They represent closer to 75-80% of the lifetime revenue of the business.
Read that again.
The returners carry the business.
So if repurchase rate is low, you're not just losing some customers. You're losing the engine that funds everything else.
Revenue can look fine on the surface while repurchase rate slowly bleeds out underneath.
By the time you feel it in total sales... the damage is already deep.
First thing I'd do this week?
Find your Amazon repurchase rate. Not estimated. Actual.
If you don't know it off the top of your head right now... that's exactly where to start.
What's your repurchase rate, and does your team track it as a core KPI?