Mastering the Amazon advertising funnel is essential for advertisers aiming to efficiently guide potential customers from initial awareness to final conversion.

By understanding the unique buyer persona at each stage — Awareness, Discovery, Intent, and Conversion — advertisers can craft strategies that drive engagement, influence decision-making, and maximize sales.

Amazon Advertising and DSP offer tailored tools for every stage of the funnel, helping you reach the right audience, build relationships, and drive long-term growth.

Let’s dive in and explore how Amazon Advertising and DSP channels can be leveraged to optimize ad campaigns and achieve business goals.

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1. Awareness: Building Brand Visibility

Objective: Introduce your product to a broad audience and generate brand awareness.
Goal: Make potential customers aware of your brand or product.

At the top of the funnel, your focus is on capturing the attention of users who may not yet know your product exists. You need to maximize exposure to a wide audience and create a memorable first impression.

Amazon Sponsored Brands:

• Format: Showcases your brand logo, headline, and multiple products.
• Use Case: Best for building brand recognition across Amazon’s search results.
• Targeting: Broad keywords and category-specific campaigns.
• Impact: Boosts visibility and helps shoppers discover your brand, laying the foundation for future engagement.

Amazon DSP:

• Format: Display ads shown across Amazon and third-party websites.
• Use Case: Expands reach beyond Amazon to engage potential customers who may be browsing related content elsewhere.
• Targeting: Lookalike audiences, interest-based targeting, and third-party data.
• Impact: Widens your audience, introducing your product to new segments across the internet.

Goal: Increase product visibility and introduce your brand to new audiences who are not yet actively searching for your product.

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2. Discovery: Engaging Interested Shoppers

Objective: Capture the attention of potential customers who are starting to explore their options.
Goal: Encourage engagement and deeper exploration of your product.

In the discovery stage, users have become aware of your product and are now researching different brands and solutions. This is where you want to provide more information and encourage them to explore your product offerings.

Amazon Sponsored Products:

• Format: Product ads displayed in search results and product detail pages.
• Use Case: Ideal for introducing new products to potential buyers who are exploring their options.
• Targeting: Auto, broad, and phrase match keywords allow for flexible targeting that reaches users showing early interest.
• Impact: Encourages deeper product exploration and research while guiding shoppers through their product evaluation process.

Amazon DSP:

• Format: Retargeting ads shown across external websites and apps.
• Use Case: Retargets users who have shown initial interest, guiding them back to your product.
• Targeting: Interest-based and contextual targeting to re-engage users at this crucial stage.
• Impact: Keeps your brand in front of customers who are actively researching their options, moving them closer to a decision.

Goal: Engage potential customers and encourage them to consider your product as they continue their research.

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3. Intent (Consideration): Driving Serious Evaluation

Objective: Nurture leads and influence their decision-making process.
Goal: Move prospects closer to making a purchasing decision by providing relevant information.

During the intent stage, users are seriously evaluating your product alongside others. They may have already visited your product page, viewed related items, or added your product to their cart. Your ads need to be more targeted and focus on driving conversions.

Amazon Sponsored Product Ads:

• Format: Targeted product ads that appear in search results, product detail pages, and more.
• Use Case: Reach users who have shown clear interest in your product or similar ones.
• Targeting: Exact match keywords and ASIN targeting ensure that you focus only on high-intent shoppers.
• Impact: Captures users during their decision-making phase, providing the final push toward conversion.

Amazon DSP Remarketing:

• Format: Dynamic ads that remind users of products they’ve already viewed.
• Use Case: Retargets users who have previously interacted with your product, such as visiting your detail page or adding items to their cart.
• Targeting: Purchase-intent targeting based on behavioral data and Amazon’s first-party data.
• Impact: Keeps your product top-of-mind for users who are considering multiple options.

Goal: Influence customers who are close to purchasing, providing the information they need to make an informed decision.

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4. Conversion: Sealing the Deal

Objective: Drive the final purchase and maximize conversions.
Goal: Turn interested shoppers into paying customers.

At the bottom of the funnel, the focus is on converting high-intent shoppers. They are now ready to purchase, and your ads should be optimized to encourage immediate action. This stage is all about maximizing conversions and reducing cart abandonment.

Amazon Sponsored Display Ads:

• Format: Product and display ads shown both on Amazon and across the web.
• Use Case: Perfect for targeting users who are ready to buy but haven’t yet completed the purchase.
• Targeting: Purchase-based targeting, ASIN retargeting, and behavioral targeting.
• Impact: Drives immediate action by targeting users who are most likely to convert.

Amazon DSP Purchase-Based Targeting:

• Format: Personalized display ads that follow users across different platforms to finalize the purchase.
• Use Case: Targets high-intent shoppers with ads based on purchase signals such as adding products to their cart or viewing a product multiple times.
• Targeting: Amazon’s first-party data allows you to reach users with the highest likelihood of completing the purchase.
• Impact: Reduces cart abandonment and seals the deal with customers who are ready to buy.

Goal: Convert shoppers into paying customers by delivering ads that encourage immediate action and purchase.

Conclusion

Leveraging both Amazon’s Sponsored Ads and DSP channels enables you to scale your campaigns, target with precision, and ultimately drive conversions, ensuring long-term growth and success for your business.

What strategies have you found most effective in navigating the Amazon advertising funnel and driving conversions? Share your experiences and let us know what has worked best for you so far!