Amazon listings show the number of items purchased in the last month. This represents a shift toward greater transparency based on recent customer feedback, compared to the previously aggregated reviews over a listing’s lifetime.

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That display does more than simply track sales — it enhances seller listings and builds credibility, subtly nudging potential buyers to make a purchase. The visual cue taps into a basic buying principle: People are drawn to what others are buying.

Sellers can leverage this update to boost their sales and foster customer loyalty through Amazon’s Subscribe & Save program. We’ll share tips on how to take advantage of the feature and maximize its conversion potential.

What is Subscribe and Save?

Amazon’s Subscribe & Save program lets customers unlock savings by setting up regular deliveries. From home cleaning products to food items, shoppers can have them sent right to their doorstep based on their needs and preferred schedules.

The more your buyers subscribe, the more they save: Shoppers can enjoy 15% off when they subscribe to five or more products delivered to the same address. So, it’s a win-win of convenience and savings.

How join Amazon’s Subscribe and Save program

While customers enjoy the convenience of Subscribe & Save, sellers receive benefits too. Not only do you have the opportunity to secure repeat sales, but you also foster brand loyalty over time.

The path to join the program begins at your Seller Central account, where you need to enroll your brand in the Amazon Brand Registry to participate. This is more than a mere formality: In 2023 alone, over 99% of product listings blocked or removed were due to the program’s proactive measures.

It’s free and designed to protect your brand, manage your listings, and support business growth, but Brand Registry does have specific guidelines for participants. To enroll, you must be the rights owner or have permission to be a brand representative. Further, sellers must have a pending or active registered trademark — either text- or image-based — approved by government intellectual property bodies.

After you’ve enrolled, the next steps are as follows.

Check product eligibility

Amazon has strict criteria to ensure product eligibility:

• A minimum in-stock rate of 90% for 28 days or more
• The product must not be included on the “Prohibited Products and Services” list
• An average selling price of no more than $200
• The offer must be buyable (e.g., not limited to specific customer groups/regions, not requiring a special promotional code, not subject to any additional fees, not contingent upon the purchase of another product)

Sign up for FBA

To take advantage of Subscribe & Save, you have to set up Fulfillment by Amazon (FBA) in your Seller Central account. Simply log in, add your products, prepare them for shipment, and send them off to Amazon.

Under this model, Amazon manages your inventory, shipping, and customer service, which allows you to focus on growing your business. You can still oversee your operations through Seller Central while benefiting from significant cost savings — up to 70% per unit on shipping alone.

Meet program requirements

To continue enjoying the benefits of the Subscribe & Save program, you must consistently meet its criteria. If your products fail to comply post-enrollment, Amazon will remove them, leading to customer subscription cancellations. Worse, it can significantly impact your store’s credibility and hinder your ability to participate in the program in the future.

Maintain adequate inventory levels to meet consumer demands without interruption and avoid the dire consequences. Staying proactive will help safeguard your reputation and keep your subscribers happy.

8 Ways to grow your Amazon store with Subscribe & Save

Subscribe & Save can strengthen your brand while guaranteeing continuous, hassle-free orders for your buyers. However, keep in mind they can cancel subscriptions at any time. That’s why it’s crucial to take strategic steps to grow and maintain your subscriber base.

1. Incentivize subscribers with discounts

Shoppers love extra savings. Besides the convenience and discounts that Subscribe & Save offers, you can sweeten the deal even more by encouraging your customers to subscribe to your store.

In your Seller Central account, you can unlock these additional savings for buyers:

• Seller funded at 0%: There’s no discount if a customer has four items scheduled for the same delivery date. But, with five or more products, they receive a 5% discount, fully covered by Amazon.
• Seller funded at 5%: For four subscribed products, customers receive a 5% discount, which you cover. If they subscribe to five or more, they save a total of 10% — 5% funded through you and the other 5% through Amazon.
• Seller funded at 10%: Customers enjoy a 10% discount from you for four subscriptions. When they have five or more products, they receive 10% from you and an additional 5% from Amazon, totaling 15% in savings.

2. Optimize product listings

You can help customers discover your products on Amazon in several ways. Here are some effective tips to heighten visibility:

• Limit your product listing titles to 80 characters or fewer.
• Product description character limits vary by category, so be sure to review them before publishing your listings.
• Craft clear, concise titles and descriptions to help your products stand out.
• Add high-quality images to boost credibility and attract attention.

Developing solid sales strategies will enhance your product visibility, attract more buyers, and increase profits.

3. Focus on products with repeat purchase potential

Some products, like cleaning supplies and household essentials, naturally have more repeat purchase potential than others due to their higher rate of consumption.

While you may offer unique items, it’s important to ask yourself, “Will my customers need to replenish this monthly?” If not, it might be worth shifting your focus to products that encourage repeat purchases.

4. Promote your Subscribe & Save offering

Like any marketing or sales initiative, promotion is essential for growing your subscriber base. Raising awareness about your offerings is key, especially the savings involved.

Some shoppers tend to add items to their cart with no intention of buying them — or, at least, not at that moment. However, you can boost engagement and nudge them towards a purchase by targeting these customers in your marketing campaigns, as well as those actively seeking lower costs. Consider utilizing Amazon’s exclusive ad options to maximize your reach, like:

• Sponsored Products: These ads only charge you when someone clicks on them. According to Amazon, products with this feature see a 50% increase in weekly orders within the first year.
• Sponsored Brands: This option empowers you to promote your brand with static and video creatives, which increase visibility and brand recognition.
• Sponsored Display: These ads leverage rich media and contextual signals to reach your target market and make them more appealing to potential subscribers.

5. Encourage buyers to leave reviews

While influencer marketing has gained popularity, recommendations from friends and family remain the most powerful: 89% of people trust them over expert reviewers or shops themselves.

Customer reviews work the same way, playing on that previously mentioned desire to buy what others already bought. With 98% of consumers combing through feedback before they purchase, reviews play a major role in shaping how your offerings are perceived, making them an essential part of the buying process.

6. Take advantage of Amazon’s marketing tools

Amazon is incredibly supportive of their sellers. In addition to the many benefits of the Subscribe & Save program, you can also employ various marketing tools and features on the platform to build your brand, including:

• A+ Content: Enhance product detail pages with rich media to better inform customers.
• Amazon Influencer Program: Collaborate with influencers to reach wider audiences.
• Amazon Vine: Invite trusted reviewers to try out products before they launch.
• Amazon advertising solutions: Use the platform’s exclusive advertising tools to drive traffic to your listings.

7. Monitor and adjust

As a further show of seller support, Amazon offers a way to test whether your listings are working effectively. With their Manage Your Experiments tool, you can run split tests to compare two versions of your content. This will help you determine which option best resonates with your consumers so you can fine-tune your listings.

8. Maintain stock levels

Stock levels are critical to your success in Subscribe & Save. As mentioned earlier, a key requirement to participate is maintaining an in-stock rate of 90% or higher. Failure to meet that criterion disqualifies you from the program and makes you ineligible to join in the future. So, stock up and ensure your products are always available.

Wrapping up — Optimize your eCommerce business for success with Amazon’s Subscribe and Save

Amazon’s Subscribe & Save program can significantly boost profitability and help establish a loyal customer base. However, simply setting it up isn’t enough. With so many opportunities available, your active involvement is a must. Understanding how to take full advantage of this powerful feature will ensure you don’t miss out on any benefits while turning a healthy profit.

It’s easy to feel overwhelmed though, and that’s where MyFBAPrep comes in. With years of experience working alongside top-performing Amazon sellers, we’ve helped businesses simplify and gain a competitive edge on the marketplace. With our team of top eCommerce specialists (and some former Amazon employees), we know the ins and outs of the Subscribe & Save program and can assist you in optimizing your store for maximum impact.