Amazon Customer LTV Calculator
Customer Lifetime Value tells you what a customer is really worth across their full relationship with your brand — not just their first order. Enter AOV, purchase frequency, lifespan, and margin to see it.
❤️ Customer LTV Calculator
Inputs
Type a value or drag the slider
Results
Enter values & calculate
Adjust the sliders and click Calculate to see your results.
Formula
LTV = AOV × Frequency × Lifespan × Margin%LTV estimates the total margin-adjusted revenue from one customer across their entire relationship with your brand.
AOV $55 · Freq 3.5× · Lifespan 2.5 yrs · Margin 35% → LTV = $168FAQs
The concept
Why LTV changes how you bid
A seller who only looks at first-order profit will underbid on acquisition relative to a seller who knows a customer is worth 3–5× their first purchase over time. LTV is what justifies a higher CPC or a loss-leading launch price when the math on repeat purchases supports it.
Amazon makes LTV harder to see — and more valuable to know
Amazon doesn't expose repeat-customer data the way a DTC store's analytics platform does, which is exactly why most Amazon sellers underestimate LTV and under-invest in retention. Brands that build an off-Amazon email/SMS channel are the ones who can actually see and act on this number.
Common mistakes
What sellers get wrong
- ✕Setting PPC bids based only on first-order profitability, ignoring repeat-purchase value entirely.
- ✕Assuming Amazon customers won't repurchase off-platform, and skipping any investment in email/SMS capture.
- ✕Using an industry-average lifespan or frequency instead of a realistic estimate for the specific product category — consumables and apparel have very different repurchase cycles.
Related reading & services
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