Harness the power of AMC purchase data with Perpetua

With five years of Amazon Marketing Cloud (AMC) purchase data now available, brands have an unprecedented window into consumer behavior and long-term value. At Perpetua, our Consumer Long-Term Value (CLTV) dashboard transforms this rich dataset into actionable insights, empowering marketers to make smarter decisions, optimize campaigns, and fuel sustainable growth.  

Why does five years of AMC purchase data matter? 

Amazon Marketing Cloud has already revolutionized how brands analyze and activate against consumer behavior, enabling precise connections between behavioral and purchase data, and unlocking high-intent audience targeting. However, until recently, advertisers could only access a 12-month slice of purchase data—far too short to reveal the full story of consumer loyalty, repeat purchasing, or what truly defines a “new-to-brand” (NTB) shopper. Ecommerce adoption surged in 2020 and has only accelerated since, meaning many of your customers have measurable multi-year relationships with your brand. With AMC’s five-year lookback, you can finally: 

• Distinguish true NTB shoppers from lapsed buyers—enabling smarter targeting and more efficient acquisition spend. 

• Track and measure real consumer loyalty—spotting which customers and behaviors drive sustainable, long-term growth. 

• Calculate long-term value with greater precision—helping you invest in the right products, campaigns, and loyalty-driving strategies. 

Combining these insights with AMC Audiences lets you personalize your marketing and create a deeper, more nuanced understanding of the entire consumer journey. 

Introducing Perpetua’s CLTV Dashboard 

Perpetua’s AMC Consumer Long-Term Value (CLTV) dashboard is purpose-built to give your brand a strategic view of shopper journeys, loyalty, and cross-category purchasing over time. Each report surfaces a different dimension of consumer behavior, with data visualizations and metrics that illuminate key growth opportunities. Here’s how each dashboard works, and why it matters: 

High-Level Account Overview 

The Account Overview is your strategic command center. Here, you’ll find core metrics with trailing 5 years of data—Total NTB (New-to-Brand) Sales, Total Returning Sales, and Average Consumer LTV—that reveal how effectively you’re acquiring and retaining valuable customers. This summary helps you benchmark your acquisition and loyalty-driving efforts, track shifts in consumer value over time, and adapt your strategy for long-term success. For example, if your NTB sales are rising but average LTV is flat, it may be time to focus more on loyalty-driving and upsell strategies. Conversely, a steady increase in returning sales signals strong loyalty and healthy brand equity.  

Monthly Shopper Frequency Groups 

This report explores how often shoppers from each monthly cohort come back to your brand. By analyzing purchase frequency, you’ll spot patterns in loyalty and engagement—identifying which campaigns, seasons, or shopper types are most likely to return. Imagine discovering that shoppers acquired during a spring campaign repurchase at a higher rate than those from winter—insights like this let you double down on what works, and refine your remarketing to boost lifetime value.  

Monthly Cohort Repurchase Behavior 

Retention is the bedrock of sustainable growth, and this dashboard lets you track just that. By monitoring repurchase rates of NTB consumers across different cohorts (including deal events like Prime Day or BFCM), you can see how effectively you’re converting first-time buyers into loyal, repeat purchasers. Heat maps make it easy to compare performance across time periods. Are customers acquired during deal periods sticking around, or are they just there for the discounts?  

Weeks Until Second Purchase 

Timing is everything in driving loyalty. This dashboard tracks how long it takes for NTB shoppers to make their second purchase—giving you actionable intelligence on when to trigger re-engagement campaigns. If you find that most second purchases occur three weeks after the first, you can time your post-purchase emails and ads for maximum impact, boosting conversion and accelerating the path to loyalty. 

Point of Market Entry (POME) Long-Term Value 

Which products are true gateways to your brand? The POME Long-Term Value report uncovers which ASINs bring in new shoppers and how those shoppers evolve after their initial purchase. This helps you identify natural category transitions, ideal bundling opportunities, and the SKUs that drive not just acquisition, but also long-term loyalty and profitability. If your hero product draws in the most NTB purchasers and those shoppers have high LTV, you’re prioritizing the right entry points. If not, you might want to reallocate budget or bundle high-LTV products to maximize both acquisition and loyalty.  

Cross Purchase Progression 

The ultimate view of product journey expansion, this report tracks how shoppers move from their first purchase to other categories over time. Are customers who start with your moisturizer also buying your sunscreen or cleanser next? Understanding these cross-category trends helps you unlock basket-building, upselling, and more effective product journeys. These insights enable you to design bundles or targeted cross-sell campaigns that increase average order value and deepen customer engagement.  

Answering business-critical questions with Perpetua’s CLTV Dashboard 

With Perpetua’s CLTV dashboards and five years of AMC data, you can answer strategic questions that drive growth: 

Am I prioritizing the right Point of Market Entry (POME) ASINs? 

• How to use the dashboard: In the POME Long-Term Value report, sort ASINs by highest Total NTB Purchasers to see which products attract the most new shoppers. 

• Next, check their LTV: If these top NTB ASINs also have high LTV, your entry points are working well. If not, consider cross-selling or bundling strategies—or promote high-LTV ASINs with untapped NTB potential more aggressively. 

• Outcome: This ensures your POME strategy is fueling both acquisition and long-term customer value. 

Are NTB purchasers from deal periods as valuable as non-deal shoppers? 

• How to use the dashboard: In the Monthly Cohort Repurchase Behavior report, identify shopper cohorts from deal periods (like Prime Day or BFCM) and compare their repeat purchase rates to those from regular periods using the heat map. 

• Dig deeper: Use the POME report to see which ASINs brought in the most NTB purchasers during deal periods, and compare their LTVs to those from non-deal periods.  

• Lower LTV during deals: Shoppers may be primarily deal-seekers. 

• Higher or equal LTV: These customers are valuable and could become long-term loyalists. 

• Outcome: Shape your promotional strategies to attract the right kind of customer during deal events. 

What categories should I target next to maximize cross-sell? 

• How to use the dashboard: The Purchase Progression report reveals where customers enter your brand and which categories they transition to next. 

• Act on insights: Develop cross-sell campaigns targeting these downstream categories, or create product bundles that combine entry products and popular follow-up purchases. 

• Outcome: Boost average order value and build deeper relationships with your customers. 

Unlock your brand’s full potential

Perpetua’s CLTV dashboards, powered by five years of AMC purchase data, provide the strategic clarity you need to build sustainable growth. By understanding every facet of your customers’ journeys—from first purchase to loyal brand advocate—you can optimize campaigns, refine product offerings, and drive loyalty in today’s always-evolving retail landscape.