Amazon New vs Repeat
See how much of your Amazon revenue comes from new customers versus returning ones, and which channels drive each, so you can optimise towards a CAC that reflects your whole marketplace impact.
What this does
Fospha's halo modelling already shows the impact of your marketing on all Amazon sales. Until now, new-customer information wasn't available for those sales, so you couldn't optimise Amazon-related spend towards acquiring new customers.
New vs repeat data from Amazon fixes this. You can now:
- See which Amazon sales come from new customers and which from returning ones
- Understand which channels (including Meta, TikTok and Google) drive new customers on Amazon
- Get a more accurate CAC that accounts for the full marketplace impact of your paid media
How Amazon defines "new"
We use Amazon's own new-to-brand definition:
"We review the last 12 months of a customer's purchase history to determine if a purchase is new to your brand. If the customer hasn't purchased from your brand within the 12-month look back window, the purchase is considered new-to-brand." – Amazon
This can differ from the new-customer rate you see on your website or app. Buyer behaviour on Amazon is different (for example, Subscribe & Save repeat patterns), and the measurement method is different too.
How it works
The data comes from Amazon Marketing Cloud (AMC), a free product Amazon provides to advertisers. Once you've given us access, we pull new-to-brand data daily and feed it into the same modelling as the rest of Fospha.
The table shows where the new-customer figures come from for each Amazon channel:
| Amazon channel | Source of new vs repeat |
|---|---|
| Sponsored Brands | Amazon data |
| Sponsored Display | Amazon data |
| Sponsored Products | Amazon data |
| Organic | Modelled by Fospha |
Amazon-reported: AMC gives us a new-customer total for each ad type, per day, per market.
Modelled: Amazon doesn't report new customers for Organic sales, so we estimate them. Each day we work out your blended new-customer rate across your ad types, smooth it over the last 3 days, apply it to your total conversions (ads and Organic), and subtract the new customers already credited to ads. What remains is Organic. No one is counted as new twice.
How to turn it on
You'll need Admin access to your Amazon Ads account. It takes a few minutes, with no extra cost or paid dataset.
- In the Amazon Ads console (UK) go to User management.
- Invite data.connectors@fospha.com with Viewer access to every Sponsored Ads account you've connected to Fospha.
- If prompted, make sure Fospha also has Viewer access to Amazon Marketing Cloud in your account.
- Let your Fospha contact know once you've sent the request.
What happens next: we confirm access, start ingesting new vs repeat data from AMC, and tell you when it's ready.
Is any customer data shared? No. AMC only returns aggregate counts.
Known limitations
- Non-Amazon channels share one new-customer rate. We don't yet know how Meta, TikTok and other platforms differ in their new-customer impact on Amazon, so they currently share the Amazon Organic rate. We still measure the volume each drives, and results remain directionally accurate. We're testing improvements this quarter.
- Incremental Forecasting doesn't yet show CAC curves that include Amazon sales.
- Other limitations may appear. That's the purpose of the beta.
FAQ
Is there a cost? No. The AMC tables we use are free for advertisers.
Why do I see a different new-customer rate on Amazon than on my website? Different buyer behaviour and a different measurement method. See How Amazon defines new.
Can I see this by campaign? Yes, though new-customer rates are applied at campaign-type level, so campaigns of the same type share a rate.
How do I share feedback? Reach out to your AM. We'd like to hear what's working and what isn't.