Why Most Amazon Health & Beauty Brands Struggle with Repeat Purchases—and How to Fix It

In the competitive world of Amazon health & beauty, attracting new customers is only half the battle. The real challenge lies in turning one-time buyers into repeat customers who consistently choose your brand over competitors. Despite the vast opportunities, many Amazon health & beauty brands struggle with increasing customer retention and driving repeat purchases. In a market where consumer loyalty is harder to earn, brands need to implement strategic tactics to boost lifetime value.

In this blog post, we’ll unpack the key reasons why many Amazon health & beauty brands struggle with repeat purchases and offer practical solutions to improve customer retention. From using Subscribe & Save to leveraging DSP retargeting and enhancing post-purchase flows, we’ll walk you through the strategies that will help you turn first-time buyers into loyal customers.

1. The Importance of Repeat Purchases in Amazon Health & Beauty

Repeat purchases are critical to long-term profitability. Not only do they indicate customer satisfaction and brand loyalty, but they also increase the customer lifetime value (CLV). Health and beauty products, especially consumables like skincare, supplements, and hair care, often require replenishment. If your customers are satisfied with their first purchase, they’ll likely return for more.

However, many Amazon health & beauty brands fail to nurture repeat business because they overlook the importance of customer engagement post-purchase. Without the right retention strategies, customers may move on to other brands after one-time purchases, leading to a lost opportunity for future sales.

2. Using Subscribe & Save to Increase Repeat Purchases

One of the best ways to ensure repeat purchases for health & beauty brands is through Amazon’s Subscribe & Save program. It allows customers to subscribe for automatic deliveries of your products, typically at a discounted price. This recurring purchase model can significantly improve customer retention by offering convenience and savings.

Why Subscribe & Save is key for health & beauty brands:

• Convenience: Health and beauty products like skincare, vitamins, and shampoo often need to be replenished. Subscribe & Save ensures that customers don’t have to worry about running out of their favorite products.
• Discounts and Incentives: Offering a discount for subscription orders incentivizes customers to commit to purchasing regularly. For example, offering a 5-10% discount on Subscribe & Save orders can make your product more appealing than a competitor’s.
• Customer Stickiness: Once customers sign up for a subscription, they’re less likely to switch brands. It’s easy for them to forget to reorder, but Subscribe & Save guarantees consistent sales while reducing churn.

3. DSP Retargeting: Bringing Back Lost Customers

Even with Subscribe & Save, you may still lose customers if they stop using the service or cancel their subscription. To address this, leveraging Amazon’s DSP (Display and Video Ads) for retargeting can bring back those lost customers.

How DSP retargeting helps increase repeat purchases:

• Target High-Intent Customers: DSP allows you to target customers who have previously interacted with your products but did not complete a purchase. By showing them tailored ads, you can reignite interest and drive them back to your product page.
• Cross-Selling and Upselling: Use DSP retargeting to showcase other products that may interest your past customers. For example, if someone bought a facial cleanser, show them an ad for your moisturizer or sunscreen.
• Segmented Campaigns: DSP lets you run different retargeting campaigns based on customer behavior. For instance, you can run one campaign for people who viewed your product but didn’t buy it and another for those who purchased but haven’t re-ordered in a while.

By targeting past visitors with relevant, personalized ads, you keep your brand top of mind and encourage them to return for repeat purchases.

4. Optimizing Post-Purchase Flows to Build Customer Loyalty

A seamless post-purchase experience can be the deciding factor in whether a customer will return to buy from you again. Brands often overlook the post-purchase flow, but this is where you can nurture customer loyalty.

How to optimize your post-purchase flow:

• Follow-Up Emails: Send a personalized email to customers after their purchase thanking them for choosing your brand. Include useful content, such as how-to guides, tips on using your product, and recommendations for other products.
• Encourage Reviews: Use the post-purchase flow to request reviews from satisfied customers. Positive reviews can act as social proof, which encourages future customers to buy and strengthens loyalty from existing ones.
• Customer Feedback: Ask for feedback through post-purchase surveys. Not only will this help you improve your products and services, but it also shows customers that you value their opinions. This kind of engagement builds stronger relationships and improves customer retention.
• Exclusive Offers: Provide exclusive offers, like discounts on future purchases or early access to new products, to encourage repeat orders. Limited-time promotions can drive customers back to your page.

By optimizing the post-purchase flow, you make it easier for customers to re-engage with your brand, creating a stronger bond that encourages them to return.

5. Why Amazon Health & Beauty Brands Need a Holistic Approach to Repeat Purchases

Many Amazon health & beauty brands focus solely on acquiring new customers. While customer acquisition is important, repeat purchases are where you will see sustainable growth and higher profitability. The most successful brands integrate multiple strategies for repeat purchases into their business model.

Key tactics include:

• Retention-Focused Advertising: Use both DSP retargeting and Sponsored Products to stay in front of customers even after their initial purchase.
• Comprehensive Subscription Models: Offer Subscribe & Save and even discounts for bulk orders to build loyalty.
• Engagement Post-Purchase: Focus on providing an exceptional post-purchase experience with follow-up emails, reviews, and exclusive offers.

Taking a holistic approach to customer retention ensures that you’re not just generating sales, but building lasting relationships with customers who will return for future purchases.

Conclusion

As the Amazon health & beauty category becomes more competitive, it’s essential for brands to move beyond initial sales and focus on driving repeat purchases. By implementing strategies like Subscribe & Save, DSP retargeting, and optimizing post-purchase flows, brands can increase customer lifetime value (CLV) and foster long-term loyalty.

If your brand is looking to boost repeat purchases and scale on Amazon, Goamify is here to help. Contact us today for expert guidance on creating and executing strategies that drive customer retention and growth for your Amazon business.