Why Most Amazon “Full-Funnel” Strategies Aren’t Real Funnels

Most brands say they are doing full-funnel marketing on Amazon.

But let’s be honest…

They are not.

Running Sponsored Products across a bunch of keywords isn’t a funnel.

It’s coverage.

Spray and pray.

Hope and hustle.

A real funnel strategy is about timing.

Sequencing.

Speaking to the shopper based on where they are in the journey.

And on Amazon, that journey is actually super clear:

Top of Funnel – They saw you, didn’t click.

• They searched for something relevant.

• Your product showed up.

• But they scrolled past.

• You are on their radar. Barely.

Middle of Funnel – They clicked, but didn’t convert.

• They checked you out.

• Maybe even read a few reviews.

• But something held them back.

• Price?

• Uncertainty?

• Another tab open?

Bottom of Funnel – They added to cart… and bounced.

• This one hurts.

• Because this audience is

• They were this close. And left.

Here’s where most sellers slip:

They only retarget inside Amazon.

So if that shopper doesn’t come back soon?

Your chance disappears.

Meanwhile, they are scrolling the web.

Reading blogs.

Using apps.

And you are nowhere to be seen.

This is where Amazon DSP really proves its value.

Because now you are not sitting back, hoping they return.

You are showing up where they already are.

On their phone.

In their feed.

While they are still deciding.

Here’s what the winning strategy looks like:

• Build 3 separate AMC audiences. One for each funnel stage

• Tie each audience to the exact ASIN they interacted with

• Set smart lookback windows. 7, 14, or 30 days

• Push to DSP with stage-specific creative

This isn’t just visibility.

Its relevance.

You are not just showing up.

You are showing up with purpose.

Full-funnel retargeting isn’t a nice-to-have.

It’s how you stop leaking intent and start turning it into revenue.

The real question is:

Are you following your shoppers through the funnel?

Or are you hoping they find their way back?

P.S. I’m in Seattle until the 19th. If you are around and want to jam on DSP strategies, shoot me a DM. Would love to connect.