Where is Buy Again on Amazon?

On the website, open Your Orders and select the Buy Again tab, or find it in the account menu. In the Amazon Shopping app it sits in the orders area, and reorder suggestions also appear on the home screen based on what you bought before.

Why is an item missing from my Buy Again list?

Items can drop off if the product was discontinued, the listing changed or merged, the seller stopped selling it, or it is unavailable in your region. Search your order history in Your Orders to find the original purchase and the current product page.

Is the Buy Again price the same as my last order?

No. Buy Again links to the current product page, so you pay today's price from whichever seller currently has the featured offer. Delivery dates also reflect current stock, so check both before you check out.

Is there a discount for reordering on Amazon?

Sometimes. Seller news and deal sites in 2026 reported reorder discounts for Prime members buying several qualifying everyday items, run alongside Subscribe and Save. Terms vary, so rely on the discount Amazon shows on the product page and at checkout.

How can sellers get more repeat buyers on Amazon?

Keep repeat products in stock, avoid replacing ASINs, enroll consumables in Subscribe and Save, and use Brand Tailored Promotions to reach past buyers. Track repeat purchase share in Brand Analytics so you can react quickly when it drops.

Amazon Buy Again: How Reordering Works in 2026

What changed: Amazon's reorder list of products a shopper has bought before
When: Updated October 2026
Who it affects: Amazon shoppers and brands selling repeat-purchase products
What to do: Brands: keep repeat ASINs in stock and on the same listing

Key takeaways

Buy Again lists past purchases for quick reorders at today's price and seller.
Alexa for Shopping can now rebuild carts from past orders in plain language.
Brands keep reorders by staying in stock and keeping the same listing live.

	Buy Again	Subscribe
Manual, shopper decides
Automatic schedule
Seller-funded discount
Today's price at checkout
Skip or cancel needed

Auto Buy adds a third path: it orders when a target price is hit.

What is the Amazon Buy Again page?

Buy Again is a personalised list of items from your order history. Instead of searching the catalog, you open the list, find the product and add it to your cart. On the website it sits with Your Orders and in the account menu; in the Amazon Shopping app it appears in the orders area and in reorder suggestions on the home screen.

The list favours products people actually rebuy: groceries, household supplies, personal care, pet products and office basics. Items that were one-off purchases tend to sit further down.

How to use Amazon Buy Again, step by step

Reordering takes seconds once you know where to look.

Sign in to Amazon on the website or app
Open Your Orders, then the Buy Again tab
Browse or filter by category to find the item
Check the current price, seller and delivery date
Add to cart, or choose Subscribe and Save if offered
Check out as normal

1Open Your Orders
Select the Buy Again tab
2Find the item
Filter by category
3Check offer
Price, seller, delivery
4Add to cart
Or subscribe if offered

Why the price or seller may differ from last time

Buy Again links to the product, not to your old order. The price, the seller winning the featured offer and the delivery promise are all current, so they can differ from your last purchase. If the product has been discontinued or the listing changed, the item may show as unavailable or point to a newer version.

That is worth a quick check before checkout, especially for products sold by several sellers.

Price is today's price, not your last price
The featured offer may come from a different seller
Delivery speed depends on current stock
Discontinued items may show as unavailable

Reordering with Alexa for Shopping

Amazon renamed Rufus to Alexa for Shopping on May 13, 2026. Amazon's feature overview says the assistant can reorder past purchases from a description, such as a request to reorder everything used for a recipe, and suggest alternatives when an item is unavailable. It can also search past orders and build a cart from a conversational request.

For shoppers this makes Buy Again less of a list and more of a conversation. For brands it means product names, titles and attributes need to be clear enough for the assistant to match a vague request to the right item. Our guide to optimizing for Rufus and Alexa for Shopping covers how.

Reorder discounts and Buy Again & Save

Seller news reports in June 2026 described a program called Buy Again & Save, run inside the Subscribe and Save structure, that applies a reorder discount for Prime members who rebuy several everyday essentials in one order without subscribing. Deal sites have also reported a label offering 10% off when Prime members reorder five qualifying items.

Amazon's own terms for this are not public in full, and reports differ on whether it is a standing program or a time-limited promotion. Shoppers should rely on the discount shown at checkout. Sellers should check the Subscribe & Save page in Seller Central to see whether their ASINs and funding settings are affected, and read our Subscribe and Save guide for how the seller-funded discount works.

Buy Again vs Subscribe and Save vs Auto Buy

Amazon now offers three repeat-purchase paths, and each suits a different shopper. Buy Again is manual and flexible. Subscribe and Save is scheduled. Amazon Auto Buy waits for a target price and then orders automatically.

Brands should support all three, because the same customer may use each one for different products.

Why Buy Again matters for brands

A product that lands in a shopper's Buy Again list can be reordered without a single ad click. That repeat revenue is what makes the first order worth paying for. If you know a typical customer reorders several times a year, you can afford a higher cost to win that first sale.

The risk is losing the reorder. A stockout, a price spike or a listing merge can push the shopper to a competitor at exactly the moment they were ready to rebuy.

Repeat orders need no new ad spend
Higher lifetime value supports higher first-order bids
Stockouts send reorders to competitors
Listing changes can break the link in a shopper's history

How sellers can win more reorders

Most of the work is operational rather than promotional. Keep reorder ASINs in stock, keep the same listing live, and give repeat buyers a reason to stay.

Plan stock for repeat demand, not just new demand
Avoid creating new ASINs for small packaging changes
Enroll consumables in Subscribe and Save
Target past buyers with Brand Tailored Promotions
Use product inserts that point buyers to reorder on Amazon, within Amazon's rules
Track repeat purchase data in Brand Analytics

Seller reorder checklist

Weeks of cover on repeat ASINs
Keep the same ASIN live
Enroll in Subscribe and Save
Brand Tailored Promotions
Track repeat share monthly

Measuring repeat purchase performance

Brand Registry sellers can see repeat purchase behaviour in Amazon Brand Analytics. Watch the share of orders and sales coming from repeat customers per ASIN, month by month. A falling repeat share usually points to a quality problem, a competitor undercutting you, or a stock gap that broke the habit.

Where PPC Spider helps

PPC Spider is an Amazon and marketplace agency. SpiderOS monitors bids, budgets, search terms and stock, so repeat ASINs are protected from stockouts and ad spend is set from product margin after fees, including the value of reorders. Our Amazon agency services cover the full account, and a free Amazon audit shows where repeat revenue is leaking.

Sources

Amazon: How to use Amazon's AI shopping assistant (aboutamazon.com/news/retail/how-to-use-amazon-shopping-ai-assistant)
Amazon: Rufus renamed Alexa for Shopping (aboutamazon.com/news/retail/amazon-rufus)
My Amazon Guy: Amazon Buy Again & Save coming July 23 (myamazonguy.com/news/amazon-buy-again-save-july-23/)

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