The Amazon advertising landscape has become more competitive, more sophisticated—and more full-funnel than ever before. To win in 2025, ecommerce sellers need to do more than just turn on Sponsored Products and hope for the best. You need a structured, funnel-first advertising approach that maps directly to your customers’ buying journey.
That’s exactly what our new resource, The 2025 Full-Funnel Amazon Playbook, is designed to help you do (grab your copy below 👇)
This guide covers every layer of Amazon’s ad ecosystem—Sponsored Products, Sponsored Brands, Display, Video, and DSP—and shows you how to align each with strategic funnel goals. Whether you’re a brand looking to scale, a performance marketer aiming to improve ROAS, or an agency helping clients grow, this playbook is your go-to roadmap for Amazon ad success in 2025.
Why a Full-Funnel Strategy Matters in 2025
Amazon’s ad landscape continues to evolve toward a more nuanced and layered ecosystem. Shoppers don’t move in straight lines anymore—they browse, compare, return, explore alternatives, and only then decide to buy.
If your ad strategy is focused only on bottom-funnel conversion, you’re missing out on massive opportunities to build awareness and influence consideration.
A full-funnel approach allows you to:
- Retarget and re-engage near-converters for incremental revenue
- Build brand recognition with cold audiences
- Influence decision-making during the consideration phase
- Convert high-intent shoppers more efficiently
Mapping Ad Types to the Funnel: What to Use & When
Each Amazon ad format plays a different role in the funnel. Here’s how to align your campaigns for maximum impact:
Top Funnel: Awareness Stage
Sponsored Display (Audience Targeting)
These ads introduce your brand to new audiences based on interests, behaviors, or competitor engagement. They’re ideal for initiating brand discovery.
Mid Funnel: Consideration Stage
Sponsored Brands
Showcase multiple products and use lifestyle imagery to build trust and engage shoppers actively exploring their options.
Sponsored Brand Video
These thumb-stopping video creatives speak directly to a shopper’s needs, helping to communicate value quickly and persuasively.
Bottom Funnel: Purchase Stage
Sponsored Products
With 84% of Amazon ad spend going here, these are the workhorse of conversion. They blend into organic search results and are highly effective for purchase-ready shoppers.
Sponsored Display (Retargeting)
Bring back shoppers who’ve visited your product pages but haven’t yet purchased. With a 7.4 average ROAS, these are critical for closing the sale.
Campaign Structures That Actually Work
How you organize your campaigns is just as important as what ads you run. The ebook recommends a hybrid of autoand manual campaigns to maximize data insights and efficiency.
Start with Auto Campaigns
Use auto campaigns for keyword harvesting. Let Amazon test what works, then move the best-performing terms into manual campaigns.
Build 6–8 Manual Campaigns Per Product or Subcategory
Break them into:
- Branded Keyword Campaigns (1–2): Protect your brand from competitors.
- Non-Branded Keyword Campaigns (2–3): Capture broad category search terms.
- Competitor Keyword Campaigns (1–2): Target your competitor’s branded terms.
- Sponsored Brand Campaigns: Use both branded and non-branded keywords to tell your story and control the top of search.
This structured approach ensures you’re maximizing visibility, defending your turf, and efficiently acquiring new customers across the funnel.
Expanding Reach with Amazon DSP
If you’re ready to go beyond traditional ads, Amazon DSP is where to scale.
Amazon DSP allows you to:
- Retarget product viewers on and off Amazon (like on Prime Video and Twitch)
- Exclude recent buyers to focus only on new-to-brand shoppers
- Serve full-funnel ads, from awareness to post-purchase cross-selling
For mature brands or those looking to break out of plateaued growth, DSP is a critical piece of the 2025 strategy puzzle.
Your 2025 Amazon Ad Action Plan
Want a quick summary of what you should do today? Here’s your checklist:
✅ Launch Sponsored Product ads targeting branded and non-branded terms
✅ Use Sponsored Brands and Sponsored Brand Video to deepen engagement
✅ Retarget visitors with Sponsored Display and DSP
✅ Structure your manual campaigns to support a full-funnel strategy
✅ Layer in DSP for advanced targeting and sustained growth
✅ Monitor, iterate, and optimize consistently
How Teikametrics Can Help
Need help building, optimizing, or scaling your Amazon ad strategy?
Teikametrics is the leading optimization platform for marketplace sellers. We combine AI-powered campaign automation with expert human insights to help brands win on Amazon. From full-funnel setup to ongoing campaign refinement, we’ve got your back.
