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Introduction & Benefits
Perpetua's AMC reporting dashboards offer brands a robust, long-term perspective on how shoppers discover products, make purchases, and return over time. These dashboards are currently powered by 12 months of Amazon purchase history, and they cover all ad units across Sponsored and DSP advertising.
💡 To use this feature, brands need to already have an AMC instance to analyse consumer behaviour and purchasing patterns. Learn how to create one in Perpetua here.
Key benefits of Perpetua's AMC Reporting solution include:
Streamlines the process for advertisers to both set up their AMC instance and access AMC data.
Leveraging AMC data provides valuable insights into audience behaviours, enabling the development of effective strategies to target consumers throughout their purchasing journey.
Visualise AMC data without the need to write SQL, while utilising customizable configuration and filtering options to tailor data views as needed.
Target Audience
Established brands with comprehensive historical purchase data
📊 While newer brands can still benefit, those with a longer presence on Amazon are uniquely positioned to extract meaningful insights.
Brands with longer purchase cycles or larger pack sizes
🛒 This data is particularly valuable for brands in categories like CPG, furniture, consumer electronics, or durable goods, where products often have extended purchase cycles or larger pack sizes.
Brands that want to better understand their unique consumer behavior
💡 AMC data allows you to better understand the shoppers who are actually purchasing from you and gain deep insight into their behaviour over time, supporting more strategic advertising efforts.
Factors to Consider
Availability: Available globally for all advertisers with a Sponsored or DSP AMC Instance. Learn how to create one in Perpetua here.
Filters: When applying ASIN filters at the top of the dashboard, only one ASIN can be selected when generating a report.
Monthly Granularity: The data is updated on a monthly basis, meaning advertisers cannot access real-time or daily insights. Note that as a monthly update, you will then have access to the 12 months prior to that date, e.g. April 2024 - April 2025 > May 2024 - May 2025.
Report Creation & Dashboard Navigation
Our Initial dashboard release will focus on CLTV metrics (Consumer Long-term value), with a 12-month lookback period at first. These dashboards are built to answer critical strategic questions like:
What does long-term retention really look like?
Which entry-point products drive the strongest LTV?
When are consumers most likely to return or churn?
To create your report in Perpetua:
1️⃣ Access the "Custom Reporting" tab from the left-side bar of your account (1), click on the "AMC Reports" section (2) and then select the "Consumer Long-term Value", CLTV, report (3).
2️⃣If you wish, you can apply the ASIN filter to view the data related to ASINs specifically:
High-Level Metrics Index
The following metrics represent the high-level account overview data (High-Level metrics).
They highlight the 12-month LTV (Long-term Value) of your earliest NTB (New-to-Brand) cohort with a full year of data. For example, if today is April 10, 2025, the report reflects shoppers acquired in May 2024 and their cumulative metrics over the following 12 months. This view offers a stable benchmark of consumer value over time and shows you how effectively you are acquiring and retaining customers over time. At a glance, you can monitor the following metrics.
Metric | Description |
Total NTB Sales | New-to-brand sales showing how effective your campaigns are at acquiring new consumers. |
Total Returning Sales | Sales from repeat consumers, which illustrates how well you’re retaining consumers over time. |
Total NTB Users | The number of new consumers acquired in the 12-month timeframe. |
Total Repeat Users | The number of returning consumers showcasing consumers' loyalty and retention. |
Average Consumer LTV | Long-term value per consumer, reflecting the long-term revenue potential of your consumer base. |
Let's dive deep into each report/graph. Click on the ▶️ icon to expand and view the content:
Monthly Shopper Frequency Groups
Monthly Shopper Frequency Groups
📍Description
The "Monthly Shopper Frequency Groups" report shows grouped shopper repeat behaviour, i.e. how frequently shoppers return to your brand.
Each colour group (1) represents the number of times the consumers in that group have made a purchase from your brand.
By default, each group shows the number of shoppers in it. You can use the icons on the top right of the chart to view the data as a %, or the sales value of each group (2).
Data is shown for the monthly cohort selected on the top right of the chart (3). This means shoppers in the chart are only shown if they are New to Brand (NTB) in the selected cohort, and their behaviour is tracked over the subsequent months in the lookback period.
This data helps you identify patterns in customer loyalty and engagement.
Monthly Cohort Repurchase Behaviour
Monthly Cohort Repurchase Behaviour
📍Description
This report tracks new-to-brand (NTB) purchasers by monthly cohorts and follows their purchasing behaviour over time.
Each row in the table represents a monthly cohort.
The top row represents the aggregated data of the months (1).
Switch from user to Percentage using the top-right corner icons (2)
This uncovers the retention rates of new customers and tracks their repurchase behavior over time, showing how effectively you are turning first-time buyers into repeat purchasers and how to better measure their retention.
Weeks Until 2nd Purchase for NTB Purchasers
Weeks Until 2nd Purchase for NTB Purchasers
📍Description
This report tracks how long it takes for first-time buyers to make a repeat purchase.
Each bar shows the % of NTB purchasers from the selected Cohort Month who repurchased in that week over X weeks, with the cumulative line tracking total repurchase %.
Hover over the graph to view more details (1).
Switch the month by selecting tit from the drop-down list on the top-right corner (2).
This supports identifying consumers retention trends and how quickly users return over time, allowing you to better fine-tune your retention and re-engagement strategies.
ASIN Point of Market Entry Report
ASIN Point of Market Entry Report
📍Description
This table shows consumers LTV and behavior based on their entry-point ASIN.
Switch the month by selecting it from the drop-down list on the top-right corner.
If you haven't applied any filters, all the ASINs belonging to your catalogue with AMC data will show up on the list
You can use this information to gain insights on how customers progress through your product catalog after their initial purchase, and which products bring in the most long-term value when purchased first - revealing natural category progression and potential bundling opportunities.
💡 These reports provide insights into consumers' behavior, including return frequency, repurchase timing, and product entry points. They help optimize retention strategies, plan follow-up campaigns, and identify opportunities for bundling and cross-selling to drive long-term value.
Use Cases
In this section, we will explore practical use cases that demonstrate how you can utilise the data from the CLTV report to identify high-value consumer segments, refine acquisition strategies, improve retention efforts, and maximise overall profitability. By applying these actionable insights, you can make data-driven decisions to enhance consumer relationships and boost their bottom line.
Objective | Description |
Long-term visibility into consumer behaviour. |
|
Validate long-term brand growth tactics |
Brands can better analyse the impact of their brand-building efforts. Are NTB shoppers from previous months still coming back? Are they buying across more categories? This data helps inform whether long-term growth strategies are working.
|
Identify and capitalise on high-value repeat behaviours |
Advertisers can identify valuable patterns and lifecycle windows that were previously invisible, which allows brands to see how long it takes consumers to form them. These insights can inform better campaign planning and SKU prioritisation, especially for brands with longer purchase cycles.
|
Forecast tentpole event performance (Prime Day, Cyber Monday, etc) |
Analyse trends to see how key events drive spikes in NTB (New-to-Brand) vs returning consumers' sales. Use this information to plan budgets, messaging and timing for tentpole events.
|
Re-engage lapsed consumers (i.e. consumers who would have otherwise repurchased from their last purchase date, but have not) |
Identify when consumers typically drop off after their first purchase and build tailored AMC Audiences to target users with reactivation campaigns, e.g. creating an audience to target purchasers of ASIN X who have not yet repurchased inside the usual repurchase window - re-engaging them and encouraging repurchase and loyalty.
|
Improve cross-selling strategy |
Track downstream category behaviour to know what products consumers buy after their first purchase. Create campaigns that promote the relevant follow-up products based on their actual journey data to encourage cross-selling and consumer loyalty.
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Optimise AMC audience creation |
Through custom AMC audiences*, segment users by when they first purchased, how frequently they return, or how they progress through a product line and create consumer lifecycle-aware audiences.
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Other Related Articles
Explore additional resources in our Help Centre that may assist you with other AMC Audiences-related questions.
Please don't hesitate to reach out to your Customer Success Manager or our Live Chat Support Team if you have any further questions.
Article last updated April 2025. If you find this information to be out of date, please contact hello@perpetua.io.