A Brand Analytics section, separate from Customer Loyalty Analytics (Brand Analytics Dashboard), that reports repeat ordered product sales as a percentage of total sales, a repeat customer count, and repeat ordered units as a percentage of total units — without ever showing total customer count.
Because total customers isn't exposed, this report's percentages are the raw inputs for back-calculating totals elsewhere (see LTV Calculation Spreadsheet (Back-Calculating LACoS)).
Apply: Use the repeat-sales percentage to classify a brand via Repeat-Purchase Rate Product Classification (Consumable / Semi-Consumable / Non-Consumable) — 20-50% marks a consumable brand, lower (e.g. ~8%) marks non-consumable — which determines how much the LTV exercise matters for that brand.
Brand Analytics only counts a purchase as a "repeat" if the same customer bought the same product within the prior 90 days. This is a narrower window than the Advertising side's own definition of "new-to-brand," which treats anyone who hasn't purchased in the last 365 days as new. The mismatch means metrics pulled from this report (Total Orders, Repeat Ordered Product Sales, Repeat Units) can't be reconciled precisely with the advertising report's new-to-brand orders — a caveat that surfaces directly in Amazon Customer Acquisition Cost (CAC) Calculation Method, which draws Total Orders and Repeat Units from here.
The report (Customer Behavior Analytics → Repeat Purchase Behavior, viewable by ASIN or brand) surfaces Total Orders, Repeat Ordered Product Sales, and Repeat Units. It classifies a purchase as 'repeat' only if the customer bought again within a 90-day window — a narrower lookback than Advertising's new-to-brand reports, which use 365 days (see Amazon Customer Acquisition Cost (CAC) Calculation Method). Total Orders and Repeat Units are the two fields used to approximate new-customer counts for blended CAC math.