BLOG: Advertising
6 Min Read | march, 2025 | BY Benjamin Weyrich
Customer Lifetime Value (CLV) has long been a critical yet elusive metric in e-commerce. While marketers have always recognized it's importance, measuring and optimizing CLV effectively has remained a challenge—until now. Thanks to Amazon Marketing Cloud (AMC) and its new five-year lookback window, brands can now gain unparalleled insights into customer purchase behavior, transforming CLV from an abstract concept into a powerful strategic tool.
Historically, AMC only provided brands with a one-year customer behavior analysis. This limited scope made it difficult to track long-term engagement and loyalty. Now, with the extended five-year data window, businesses can uncover valuable insights such as:
This deeper level of analysis allows brands to move beyond short-term conversion goals and instead focus on building lasting customer relationships, increasing loyalty, and driving sustainable revenue growth.
Consider two brands with different customer retention rates. By leveraging AMC’s five-year lookback, businesses can compare:
These insights enable brands to refine their marketing strategies, optimizing for long-term profitability rather than just short-term sales spikes.
A recent case study with a partner brand highlighted the transformative power of AMC’s extended data view. The brand faced a common challenge: 80% of its revenue came from just 20% of its product catalog. The goal? Increase CLV without relying solely on bestsellers.
Customers who started with the brand’s top-selling products were significantly more likely to return. Those who purchased lower-performing SKUs first were less likely to make repeat purchases.
The data revealed a fundamental truth: first impressions matter. Here’s why:
Rather than spreading marketing efforts thinly across all products, data-driven brands are adopting a smarter approach:
Many brands assume that increasing ad spend on weaker products will drive growth. However, AMC’s long-term insights reveal a far more effective strategy:
With AMC’s extended lookback window, CLTV is no longer just a theoretical KPI—it’s an actionable, measurable advantage. Brands that embrace this data-driven strategy today will secure a competitive edge for years to come.
Benjamin Weyrich
He is the Founder and Managing Director of CATAPULT. With around ten years of experience in ecommerce and business intelligence, he focuses on strategic consulting for global brands aiming to strengthen their market position both on and beyond Amazon. Through his deep expertise, he helps companies make data-driven decisions and scale their growth across digital channels.
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