Introduction

Subscribe & Save subscribers are not just repeat buyers — they are the most committed, highest-value customers in your brand's entire portfolio. This model shows you who they are, how they behave, and where you're losing them before they ever reach their second delivery.

Without dedicated analysis, you know your subscription count, but nothing else. You can't see whether those subscribers are renewing, which ASINs retain them longest, or which high-spending shoppers haven't subscribed yet. Subscribe & Save Analysis answers all of that in a single, point-and-click model — no data team or SQL required.

Use this data to answer:

Which of my ASINs is best at turning one-time buyers into subscribers?
How many times does a shopper typically buy before committing to a subscription?
Are my subscribers actually spending more than non-subscribers?
What percentage of my first-delivery subscribers come back for a second?
Which subscribers are on the verge of churning after just one box?
Which high-spending customers haven't subscribed yet — and should I be targeting them?

When to Use This Report

Build your subscription acquisition strategy. Before launching a Subscribe & Save push, use Tab 1 to identify which ASINs have the highest conversion rate and the shortest pre-subscription purchase journey. Put your ad budget behind products where the path to subscription is already short.

Diagnose unexpected churn. If your subscriber count has plateaued or declined, use Tab 2 to check which ASINs have a high Single Delivery % — this signals that subscribers are receiving one box and not renewing. Address these ASINs with a targeted re-engagement campaign before they fall completely inactive.
Expand loyal subscribers into your broader portfolio. When an ASIN shows strong Multi-Delivery % in Tab 2, the subscribers attached to it have demonstrated deep brand commitment. These are the highest-receptivity audience for cross-sell campaigns featuring other products in your catalog.
Prepare for QBRs. Use the Overall Renewal Rate (Tab 3) as the headline retention metric when presenting subscription performance to stakeholders. Pair it with the ASIN heatmap to show which products are building habitual, long-term subscribers and which are churning at the first delivery.

How to Use It

Page	Goal	Use Case
Tab 1: ASIN Conversion (No FSI required)	Identify which ASINs are most effective at converting shoppers into subscribers. Entry point for all SnS analysis.	Find your highest-converting SnS ASINs Understand the pre-subscription journey
Tab 2: Advanced Analysis (FSI required)	Diagnose subscription health through the SnS conversion funnel: Total Shoppers → Subscribers → First Delivery → Repeat Delivery.	Check Single Delivery % vs. Multi-Delivery % Compare Avg. Subscriber Sales vs. Avg. Non-Subscriber Sales. Find ASINs with high Multi-Delivery %
Tab 3: Delivery Frequency Analysis (FSI required)	See the full subscription lifecycle — how long subscribers stay and at what delivery frequency they peak.	Check Overall Renewal Rate at the top of the tab. Find your loyalty anchors vs. churn ASINs

FAQ

Q: Do I need FSI to use this model?

A: Tab 1 is available without FSI and shows subscription rates, pre-subscription purchase behavior, and two exportable audiences. However, without FSI you can only see how many shoppers subscribed — not what happens afterward. Renewal rates, delivery frequency, and churn patterns are only visible with FSI enabled. This delivery-level data is not available in Seller Central or your ad console; it is exclusive to AMC with FSI.

Q: What does a high Single Delivery % mean for my brand?

A: It means most subscribers received one delivery and did not renew. This is a churn signal. The recommended response is to activate the Single-Delivery Subscribers audience for that ASIN in a re-engagement campaign — reaching them before they fully disengage significantly improves the chance of bringing them back into an active subscription.

Q: Can I compare SnS data with my ad campaign performance metrics?

A: They are not directly comparable. Your ad console tracks purchases from shoppers exposed to an ad within the attribution window only. FSI tracks all SnS subscribers — including those who found the product organically, with no ad touchpoint. Comparing them directly will undercount true subscriber value and distort your LTV calculations.

Q: How much does FSI cost?

A: Pricing is set by Amazon directly and varies by entity and DSP advertiser data size — typically ranging from $100 to $10,000+ USD per month. Log in to your Amazon Advertising console or contact your Amazon account team for the exact price applicable to your account.

Q: My SnS% is low across all ASINs. Does that mean my products aren't suitable for subscription?

A: Not necessarily. Low SnS% can also mean shoppers aren't aware of the subscription option, or that they need more purchase repetitions before committing. Check Avg. Pre-SnS Unit Sold — if shoppers are buying 3–4 times before subscribing, the intent is there but the timing of your subscription ask may be too early in the journey.

Q: Once I activate FSI on Amazon, how quickly will Tabs 2 and 3 be available in Xnurta?

A: FSI activation does not automatically update your Xnurta account. As soon as you subscribe on Amazon, contact your CSM — they will enable the advanced tabs on the Xnurta platform as quickly as possible.

Glossary

Type	Term	Description
Metric	SnS%	Subscription rate for an ASIN — the percentage of total shoppers who have an active subscription
Metric	Avg. Pre-SnS Unit Sold	Average number of purchases a shopper makes before their first SnS order
Metric	Single Delivery %	Percentage of subscribers who received exactly one delivery and did not renew
Metric	Multi-Delivery %	Percentage of subscribers who received two or more deliveries
Metric	Overall Renewal Rate	Repeat SnS deliveries / first SnS deliveries — the primary retention signal
Metric	Avg. Fulfillment Frequency	Average number of deliveries per subscriber within the selected period
Metric	Peak Frequency	The delivery stage at which an ASIN's subscriber count is highest
Subscription	FSI (Flexible Shopping Insight)	Amazon paid data add-on that unlocks organic conversions, SnS delivery events, and up to 5 years of purchase history
Audience	High Value Non-Subscribers	Top 30% spenders for an ASIN who have not yet subscribed
Audience	Elite Subscribers	Top 30% most engaged current subscribers for an ASIN
Audience	Multi-Delivery Subscribers	Subscribers in the top 30% by annual delivery frequency (2+ deliveries)
Audience	Single-Delivery Subscribers	Subscribers who received exactly 1 delivery in the past 365 days