Improve Subscribe & Save performance with AMC and AI
For many CPG brands, Subscribe & Save customers are one of their most significant revenue sources.
Brands want to know why certain customers subscribe to them (which ads did they see before subscribing?), as well as how long they stay subscribed.
Within Seller Central, Amazon gives you an aerial view of your overall Subscribe & Save health—but you’ll need a bit of savvy to understand the granularity of subscriber count, retention, LTV, and more.
Many of the subscriber metrics in Seller Central are not available on the ASIN or SKU level.
Plus, they only give you data in broad strokes. You can only see subscriber retention, for instance, broken down in two buckets: people who are still subscribed after 30 days or after 90 days.
If you want to map subscriber retention beyond three months, assess the effectiveness of ad campaigns to refer subscribers, or more clearly audit why your overall SnS revenue has swung, you’re going to need to to use Amazon Marketing Cloud and Claude.
Unlock more granular Subscribe & Save metrics with AMC
Amazon Marketing Cloud brings your Subscribe & Save analytics to the next level.
One thing to note: the free version of AMC only shows you ad-attributed metrics by default. So you’ll only be able to track subscribers who converted after viewing one of your ads, which is obviously only a slice of your overall subscribers.
To also measure data about organic subscribers, you’ll need the Flexible Shopping Insights subscription. That subscription, for what it’s worth, is currently free until the end of 2026.
(Download our whitepaper on the 5 use cases of AMC’s Flexible Shopping Insights subscription.)
But anyway—back to it. With AMC, you can track:
ASIN-level subscriber metrics. With AMC, you can filter all of your metrics on the ASIN level. LTV, retention, discount share, CAC—you’ll be able to compare all of these by ASIN.
Long-term subscriber retention. Whereas Seller Central only lets you track retention after the first 90 days of a subscription, you probably want to know your subscriber retention over a longer term.
How many people are still subscribed after 6 months? 1 year? 2 years? To track long-term retention and LTV, you’ll need to use AMC.
Full LTV data. With AMC, you can also generate any kind of LTV comparisons you like. How does the LTV of organic subscribers compare to the LTV of ad-attributed subscribers?
What about the LTV of subscribers who visited your Brand Store vs. subscribers who didn’t?
Or go even more granular: how does the LTV of subscribers who first saw a DSP ad on Netflix compare to the LTV of subscribers who first saw a Sponsored Products ad on Amazon.com?
You get the point—you can slice and dice subscriber performance (whether it’s LTV, retention, or another metric) based on pretty much any touchpoint you can imagine.
Audience creation. AMC lets you create custom audiences to target with Amazon ads.
First of all, you can create audiences of people who haven’t yet subscribed—e.g. shoppers who have purchased from your brand once or twice—and then send them DSP ads encouraging them to subscribe.
Or if you’re looking at just a pool of existing subscribers, maybe you want to exclude them from your DSP or Sponsored Display ads for that specific product. You can easily build these exclusion audiences in AMC.
Speed up AMC-derived subscriber insights with Claude
Intentwise’s AI Gateway MCP brings your AMC data directly into Claude, Copilot, or your preferred AI client.
From there, you can speed up all of your AMC-powered subscriber analytics, as our Product Manager Kenton Snyder discussed in our recent webinar.
You can, for instance:
Trend subscriber data. Claude can quickly combine all of your AMC outputs for you, making it easy to trend data over time.
You might want to compare your overall number of subscribers over the last 5 years for a specific ASIN or brand.
Or maybe you want to see how the LTV of your subscribers has shifted over time: are you seeing the LTV of subscribers of your top ASINs go down over time?
Claude can quickly build you a dashboard showing LTV and retention trends of your subscribers, letting you see if your subscriptions are moving in a healthy direction, or if there are some negative signals you need to investigate.
Rank ASINs by the number of subscriptions they drive. Which of your ASINs have the highest number of overall subscribers? We’re talking about net people who subscribe, not net orders.
You might key into this ASIN to see which tactics seem to explain why that ASIN is performing so well.
And again, you can trend this data over time: ask Claude which ASINs have seen the biggest drop-off or increase in subscribers over the last 6 months.
Compare ad-attributed to organic subscriber performance. AMC data gives you the ability to compare organic shoppers to ad-exposed shoppers across all kinds of metrics.
Maybe you want to compare the retention rate of ad-exposed vs. organic subscribers.
Your ads might be driving a lot of shoppers on paper, but if most of those subscribers are dropping off after one purchase, they might not be worth your time.
Claude can also easily overlay the overall CAC vs. LTV of all of your subscribers, so you see exactly how cost-effective your ad spend on Subscribe & Save really is. No abstractions—just hard numbers.
Another use case we like here is to compare subscribers who have just one active subscription to repeat subscribers, who have 2+ active subscriptions with your brand.
How many of the repeat subscribers are ad-exposed? How many are organic?
You might find that your number of first-time subscribers is pretty even between ads and organic, but there are a lot more ad-attributed repeat subscribers.
If that’s the case, that indicates your ads promoting Subscribe & Save are working.
Audit overall subscriber revenue swings. The best part of funneling all of this AMC data into Claude or Copilot is that you can easily audit what’s happening under the hood with your subscriber revenue.
In a Live Artifact, Claude can track your overall subscriber revenue over time.
If you notice that it is dipping MoM or YoY, then you can return to those views you already built comparing retention and repeat subscriber rate by ad-exposed vs. organic subscribers.
By trending your data over time, maybe you’ll see that the number of ad-attributed repeat subscriptions has been dropping. That tells you the problem lies with your SnS ad strategy.
Either you need to boost your ad spend, or you need to rethink the specific ad creatives you are choosing to push your subscriptions.