DTC SUBSCRIPTION
BRANDS
What do DTC subscription brands actually charge? Here are subscription pricing examples from 117 of them, straight from each brand's own store: the price, the subscribe & save discount and the option that comes pre-selected.
We also subscribe to fast-scaling brands ourselves and document what happens next, from the emails and the portal to the cancel flow. Nothing is gated.
Subscription pricing examples by category
Across the buy boxes in this library, the median subscribe & save discount, taking each brand's largest, is 16%, and 82% of them open with the subscription already selected.
| Category | Typical discount | Subscription pre-selected |
|---|---|---|
| Supplements & Wellness | 18% | 86% |
| Food & Drink | 15% | 71% |
| Beauty & Personal Care | 15% | 78% |
| Pet | 18% | 89% |
Most-used subscription tactics
How many of the 123 buy boxes whose prices we could read use each tactic, and why brands use it.
| Tactic | Buy boxes using it |
|---|---|
| Subscription pre-selected | 76% |
| Cancel or pause anytime | 68% |
| Savings badge | 67% |
| Free shipping | 65% |
| One-time price struck through | 57% |
| Money-back guarantee | 45% |
| Price per day or serving | 32% |
| Free gift | 22% |
Subscription brands head to head
Two brands people compare, side by side: both buy boxes, their prices and their terms.
Latest captures
Torn down by YOCTO, the retention agency
YOCTO is a retention agency for DTC subscription brands. We run subscription and lifecycle programs on Klaviyo, Skio, Recharge and Loop, and we built this library because we needed it ourselves. The results below were published by the platforms we work with.
We buy the product. We film the unboxing. We use it, and then we try to cancel. Every screen along the way ends up here, dated and labelled. Watch the channel
Every screen is filed against one of the nine numbers in the LTV Parthenon, the framework we publish and work to. Read the framework
+252%
Email and SMS revenue
Read the case study
7x
WhatsApp ROI
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-48%
Cancellations, reactivations up 208%
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5.2x
Incremental ROAS, holdout-measured
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8x
Subscription growth
Read the case study
$54K
Attributed order value
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£700KCollagen brand
Annual upgrade revenue
Read the case study
+51%
Member LTV, 16x ROI
Read the case study
How we capture these prices
We open each brand's subscription product page, or the page its top ads send people to, in a desktop Chrome browser and screenshot the buy box the way a shopper sees it.
We record the offer as displayed: each option's name and price, struck-through prices and the option that comes pre-selected. Every capture is dated and labelled with the store we were served.
When we can't read a page's prices reliably, the brand's page shows the screenshot only. A price the page advertises as a first-order offer is marked as one. Est. revenue is our estimate from public sources, and the ads come from Meta's Ad Library.
Need professional services?
Start with a free audit. We go through your account with you live on a screen-share, and you keep the scorecard, the gameplan and the recording.