It would appear so…
Subscribe and Save is a tool that most buyers use to rip the seller off.
We have 3000 subscribers total and the program represents 10% of our total monthly sales.
If all those subscribers were actual, the program would represent 34% of our sales based on the avg ring.
I tell you all this because of my first point above.
Simple math leads me to believe that 69% of those that signed up did it for the discount and have or will cancel before they get their first reorder. Some will argue that this is true because our products suck. I don’t think that’s the case with our reorder rate at 55% which is insane for an Amazon brand with literally 2800 other “like” items to shop from. We figure our reorder rate 2X a year using a little technique I developed in excel to identify each unique buyer based on a few things that are available in the reporting. I don’t actually know who these people are, but they are identified as an individual that can be identified later on reorders.
This scenario is very common so don’t expect a lot out of the program. Amazon touts this as a tool to forecast with. Don’t do that… lol
A program that does seem to be all it’s cracked up to be is the Brand tailored promotions for those that have access to that with brand registry. Clearly incremental sales with just a 10% discount and no additional fees.
I encourage all of you that have access to BTP to test it out. We started these on Sept 17th and I am shocked at the sales attributed to them and although the reporting is lackluster to say the least, I can say with confidence that it’s helping us grow.
It’s my understanding (from a variety of sources) that the reporting and functionality will become more robust by EOY.
ETA - I only have this up for my higher volume Amazon account. Setting it up today for my other account which I’m considering closing down in 2024. I’ll know for sure if BTP is a good move in a couple weeks because this account is declining pretty steadily. Righting the ship or growing again will be a clear indication of success.
Don’t have the time to really care about this other account / brand. My biz partner for it has been MIA for almost a year in another country… Don’t ask… 