If you’re running Amazon Ads and still managing each campaign type in isolation, you might be missing out on bigger opportunities. Isolated campaigns can work on their own, but combining Sponsored Products, Sponsored Brands, Sponsored Display, DSP, and AMC creates a stronger, more connected strategy.

Today, Amazon advertising is less about experimenting with one format at a time and more about understanding how different ad types support each stage of the funnel.

The biggest wins now come from synergising ad types across the funnel. When used together, they reinforce each other - driving awareness, consideration, and conversion in ways a single campaign type can’t.

TOFU – Top of Funnel (Awareness)

Goal: Reach cold audiences and drive product discovery.

• Sponsored Display (SD): Audience targeting to reach new customers based on interests and lifestyle.
• Sponsored Brands (SB) Headline Search Ads: Creative lifestyle messaging focused on category or brand introduction.
• SB Video Ads: Use long-tail keywords with HALO effect to boost both discovery and positioning.
• SB Product Targeting: Target complementary ASINs to introduce your product as part of a broader solution.
• Amazon DSP:
  • Video Ads targeting lifestyle audiences off Amazon.
  • Display Ads with lookalike targeting to expand reach.
  • Category Retargeting for users who browsed similar products elsewhere.

MOFU – Mid Funnel (Consideration)

Goal: Engage users already aware of your product or category.

• Sponsored Products (SP): Phrase match targeting with high-volume category keywords.
• SD: Remarketing based on recent product detail page views.
• SB Video: Exact match campaigns with product-benefit-focused messaging.
• Product Targeting: Competitive ASINs or similar items for conquesting.
• DSP: “Viewed but not purchased” audiences for precise remarketing.

BOFU – Bottom of Funnel (Conversion)

Goal: Capture purchase-ready shoppers and drive final conversion.

• SP: Exact match with high-converting, bottom-funnel keywords.
• SD: Purchase retargeting — re-engage recent buyers.
• Brand Defense: Combine SP, SB, and SD to block competitors from poaching your branded searches or PDPs.
• Cross-Sell: Use AMC to identify ASIN overlap and create bundled or complementary product campaigns.

Post-Funnel – Recurrence & Retention

Goal: Drive repeat purchases and customer loyalty.

• SD: Purchase retargeting + Brand Tailored Promotions to reactivate past customers.
• SB: Promote bundles, multi-packs, or new versions to increase LTV (lifetime value) and upsell opportunities.

Here are 6 effective campaign strategies worth considering.

1. Full-Layer Brand Defense with SP + SD + SBV

Losing high-intent branded traffic to competitors? 

1. SP: Exact match brand terms with high bids.
2. SD: Retarget PDP visitors with defensive product targeting.
3. SBV: Branded video ads in search for maximum real estate.

Result: Full SERP and PDP coverage = higher CTR + ROAS.

2. Full-Funnel Structure with AMC + DSP + SP

Disconnected campaigns lacking synergy? 

1. DSP: Target lifestyle-relevant audiences for awareness.
2. AMC: Analyze conversion time and cross-campaign attribution.
3. SP: Retarget with exact keywords when they return.

Result: Cohesive, data-driven funnel across touchpoints.

3. Cart Abandonment Recovery Without Sponsored Display

Missed sales from cart abandoners? 

1. Use AMC to identify users who added to cart but didn’t purchase.
2. Retarget them with SP auto campaigns.
3. Capture them when they resume shopping.

Result: Native recovery without needing Sponsored Display.

4. Launch with SB Discovery + SD Retargeting

Poor conversion from TOFU traffic?

1. SB: Broad keyword discovery campaign.
2. SD: Retarget those who viewed the PDP with urgency-driven creative.
3. Optional: Offer a Bundle or Best Deal badge.

Result: TOFU capture + BOFU reconversion = launch success.

5. Automate Frequency with Combined SD + DSP

Over-saturation or underexposure. 

1. SD: Low-frequency retargeting for recent viewers.
2. DSP: High-frequency branding (5–8x/week).
3. AMC: Monitor if total exposures exceed optimal thresholds.

Result: Balanced impact, optimised ROAS.

6. Real Impact Attribution via AMC (SP + SB + DSP)

Do you have over-reliance on direct ROAS? You may want to consider this:

1. Use AMC to analyse cross-channel conversion paths.
2. Identify key assisting roles (e.g., SB view → DSP click → SP purchase).
3. Adjust the budget based on contribution, not just last click.

Result: Smarter media mix, better investment decisions.

Key Takeaway

Mastering Amazon Ads today is less about simply running campaigns and more about delivering the right message to the right audience at the right stage of the funnel.

When ad formats and strategies are aligned with TOFU, MOFU, BOFU, and even post-purchase goals, brands can improve performance, reduce wasted spend, and build stronger long-term customer value.

These strategies are practical ways to create a more connected, effective approach to Amazon advertising.

You can find Jordi's curated selection of Amazon tools here.