Your best customer is already in your account and you are ignoring them.
Amazon brands are obsessed with new-to-brand and almost blind to the second purchase. That is backwards, especially going into Q4.
Here is the part most sellers miss. A repeat buyer costs you nothing in ad spend, converts without comparison shopping, and improves the sales velocity that drives your organic rank. One reorder is worth more than one new sale, and it is cheaper.
Three levers actually move it
Subscribe and Save, if you sell anything consumable. Most brands enable it and never merchandise it. Say the reorder cadence in the images and the A+, not just in the buy box.
Pack size laddering. Give the proven buyer a bigger, better-value option. A single-unit buyer who returns for a three-pack has doubled their lifetime value in one click.
The insert and the follow-up. Not a review beg. A reason and a moment to come back.
A treadmill, fixed
We worked with a pet brand where 89% of revenue came from first-time buyers. That is a treadmill, and their ACoS reflected it.
We built a three-pack, pushed Subscribe and Save into the creative, and rewrote the insert around when to reorder rather than asking for stars.
Nine months later repeat purchases were 34% of revenue and blended ACoS had dropped six points, because a third of their sales no longer needed an ad to happen.
Growth does not always mean more traffic. Sometimes it means the same people, twice.
What percentage of your revenue came from repeat buyers last quarter? Most sellers cannot answer that.