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The ROAS Blind Spot in Your Amazon Brand Analytics
Description
Episode 26 of Performance Marketing with Fexingo dives into a specific, overlooked data set inside Amazon Brand Analytics that most advertisers ignore: the 'Repeat Purchase Behaviour' and 'Item Comparison' reports. Lucas and Luna break down how these two reports reveal the true long-term value of your ad spend, beyond the last-click attribution window. Using a concrete example of a mid-tier kitchen gadget brand, they show why focusing only on ROAS from Sponsored Products can hide that your best customers are actually coming from organic discovery, and how optimising for first-purchase ROAS may be cannibalising repeat buyers. The hosts walk through a simple method to merge Brand Analytics data with your ad console to calculate blended ROAS over 90 days, and explain why a campaign that looks like a 2.0 ROAS in 7 days might actually be a 6.5 ROAS over a quarter. They also discuss a real brand that shifted budget from high-ROAS retargeting to lower-ROAS top-of-funnel and saw total attributed revenue increase by 34%. No fluff, just a specific tactical takeaway you can use this week.