Shopper behavior on Amazon is nonlinear. Customers pause, compare, switch devices, and return later to make a purchase. Every action sends a signal about what they’re looking for, what matters most, and when they’re ready to buy.

The brands gaining ground today are the ones paying close attention to how shoppers browse, search, and engage. They’re not just launching campaigns. They’re interpreting intent, adapting in real time, and showing up where relevance makes the biggest impact.

Here are five strategies to help advertisers connect with shoppers at every stage of the funnel—from early interest to final conversion—and drive measurable growth.

1. Expand into adjacent categories

At the bottom of the funnel, high-intent shoppers don’t always stay in one category. Many explore related or alternative-use categories, creating overlooked opportunities for conversion.

For example, a pet care brand ran Sponsored Display ads for a stain remover product in the "Household Cleaning" category. Though outside its core vertical, the ad addressed a shared use case and drove a 19% lift in new-to-brand orders and a 22% increase in conversion rate.¹

By identifying your product’s core problem and targeting adjacent categories that share that need, you can reach additional high-intent shoppers who may be browsing just outside of your direct vertical—unlocking new demand when targeting aligns with shared shopper intent.

2. Track keyword momentum

Search is a critical mid-to-lower funnel touchpoint. Advertisers who monitor Share of Voice (SoV) alongside click-through and conversion metrics can identify rising queries and capture demand before the competition does.

One luggage brand saw SoV for the term “lightweight carry on with wheels” rise from 4% to 8% in two weeks. They increased exact match bids across Sponsored Products and Sponsored Brands. Within 30 days, the product became a top seller and moved from page three to page one organically.²

To identify the right opportunities, monitor keyword trends in your category and look for terms with rising engagement but relatively low competition. Prioritize keywords with specific shopper intent and test exact match targeting to maximize efficiency. Remember: rising SoV signals emerging demand. Acting early with exact match bidding helps brands win visibility before costs spike.

3. Test micro video variants

In the consideration phase, Sponsored Brands video is a powerful format for driving engagement and introducing products in an impactful way. But performance often hinges on the first few seconds.

A car detailing brand created three 15-second variants of a product demo video. One started with a transformation, another with a product benefit, and the third with a close-up. The version titled “Before & After in 10 Seconds” delivered a 61% higher click-through rate (CTR) and 38% more new-to-brand orders. It became the brand’s top performer after being scaled across high-intent keywords.³

The takeaway? The first few seconds of video matter. Test multiple openings to find your strongest hook.

4. Re-engage high-intent shoppers with AMC

Branded shopping queries are a key lower-funnel signal, but not every visit leads to a purchase. Especially for high-consideration products, advertisers need smart remarketing tactics to win the sale.

With Amazon Marketing Cloud (AMC), advertisers can build custom audiences of shoppers who engaged with their brand but didn’t convert. While Sponsored Display allows for some basic remarketing, AMC enables more advanced re-engagement by layering in event-based insights.

For example, a premium brand used AMC to create an audience of shoppers who clicked on branded placements but didn’t purchase. They then launched a Sponsored Display campaign with a 900% placement modifier. The result: $64,000 in sales from $5,600 in spend and a 13% increase in branded conversions during Q1.⁴

AMC provides deeper visibility into customer behavior and helps advertisers refine remarketing beyond default options—unlocking smarter re-engagement by turning missed clicks into measurable returns.

5. Target contextually with Amazon DSP and Sponsored Display

Not all high-intent moments begin with a shopping query. Top-of-funnel contextual targeting in Amazon DSP and Sponsored Display allows advertisers to reach shoppers based on the types of products and pages they’re actively exploring—even before they start searching.

A pet health and wellness brand combined product-based placements, Amazon’s related product targeting, and contextual segments to appear alongside relevant browsing content. This strategy helped keep the brand visible mid-journey, when shoppers were looking for solutions but hadn’t yet narrowed their choices. Compared to competitive campaigns, contextual targeting delivered up to 4x the return on ad spend.⁵

Contextual placements help brands meet shoppers earlier in the journey when interest is forming and competition is lower.

Tying it all together

Amazon has become a dynamic store where shoppers browse, discover, compare, and purchase. But that journey doesn’t always begin in the Amazon store. Reaching shoppers wherever they spend their time is more important than ever. The brands that succeed are those who interpret shopper signals, act quickly, and refine their advertising strategy as behavior evolves. When creative, media, and intent align, brands can influence decisions at every stage of the funnel.

About the Author

Dan Brownsher is Executive Chairman and Co-founder of Channel Key, an Amazon Ads Advanced Partner, helping brands scale through strategy, analytics, and marketplace expertise.

Sources

^1-2 Channel Key-provided data, Amazon, 2024.

^3-5 Channel Key-provided data, Amazon, 2025.