Amazon Ads’ advertising solutions operate independently of each other, with each ad product serving a single, specific stage of the marketing funnel.

Amazon Ads solutions can work together across a full-funnel strategy rather than operating as isolated products. Many ad products can support more than one stage of the marketing funnel , depending on the campaign goal, audience, creative, and measurement approach. Coordinated planning helps connect awareness, consideration, conversion, and loyalty activity across the customer journey. This makes Amazon Ads campaign planning more effective than assigning each product to only one fixed funnel stage.