Consideration advertising
and mid-funnel marketing solutions

Help drive consideration by telling your brand’s story and connecting with shoppers using Amazon Advertising’s mid-funnel marketing solutions.

Man and woman looking at a tablet.

What is consideration advertising?

Consideration advertising is about introducing new audiences to your business and building lasting connections with them. It's what you might refer to as driving discovery, connecting with shoppers or mid-funnel marketing.

Woman opening an Amazon package while standing in a kitchen.

Why consideration advertising is important

Consideration advertising builds on your brand awareness as part of a full-funnel marketing strategy. Shopping is more than a process of selection based on functionality and price point: customers want to get to know your brand. Driving consideration means educating audiences about your brand, differentiating your business from competitors and developing loyalty among shoppers.

How Amazon Advertising can help drive consideration

Amazon’s selection of brand content solutions makes it easy and effective to lead with your brand story and connect with shoppers.

Two users inside a circle

Grow your reach

75% of customers use Amazon to discover new products or brands.1 With 300+ million worldwide active customer accounts,2 Amazon’s reach can help you foster brand awareness and engagement in new audiences.

Hand holding a heart

Connect with audiences

Build relationships with customers when they’re already in market for your brand or product by driving discovery in a trusted environment. 52% of shoppers say they are more willing to buy a brand they’re unfamiliar with on Amazon than they would be at any other store.3

Chart trending upwards

Measure ad performance

Our first-party measurement allows brands to demonstrate results, including new-to-brand acquisition.

1 Tinuiti (formerly CPC Strategy) and Elite SEM, The 2019 Amazon Consumer Shopping Study, 2019, US.
2 Amazon quarterly earnings release, Q1 2020. Active customer accounts represent accounts that have placed an order during the preceding 12-month period.
3 Tinuiti (formerly CPC Strategy) and Elite SEM, The 2019 Amazon Consumer Shopping Study, 2019, US.

Mid-funnel marketing solutions for consideration advertising

Combine our organic brand content solutions – Stores, Amazon Live and Posts – and Sponsored Brands advertising to help achieve your consideration goals.

Showcase of marketing solutions on multiple devices.
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Sponsored Brands

More than 75% of shopping queries on Amazon start without a specific brand name.4 Use Sponsored Brands campaigns to reach customers right at the moment they’re looking for products in your category. You can feature rich custom images in your Sponsored Brands ads to tell your brand story and drive recognition.
Learn more
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Stores

Create a Store to offer shoppers a custom branded destination on Amazon where they can explore your product offerings and discover your brand story. Introduce shoppers to your Store through Sponsored Brands ads or drive traffic through off-Amazon marketing and advertising campaigns. Use immersive videos and imagery to help shoppers connect with your brand.
Learn more
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Posts

Posts (beta) are image-led brand content, served to shoppers as they actively browse in your brand’s category. Drive discovery and consideration with curated lifestyle imagery in a custom feed.


Learn more
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Amazon Live

Educate customers on product features, benefits and offers via a shoppable Amazon livestream. Utilise the chat feature to answer audience questions live and develop relationships in real time.


Learn more

4 Marketplace Pulse, Only 22% of Searches on Amazon Include a Brand Name, 2019.

Getting started

Register or contact your Amazon Advertising account executive to get started.

Consideration advertising resources

Hippeas snack packets

Case study

Healthy snacking pioneers grow brand with Amazon Advertising

See how an organic chickpea puff brand used sponsored ads, Stores, display ads and video ads on Amazon DSP to drive awareness, consideration and conversion.

Vermont Teddy Bear Store on Amazon.

Stores example

Vermont Teddy Bear

Listerine Store Vermont Teddy Bear Store on Amazon.

Stores example

Listerine

Lemonbug on Amazon Live

Amazon Live example

Lemonbug

Beachwaver on Amazon Live

Amazon Live example

Beachwaver

FAQs

Is there a cost to use brand content?

It’s free to set up your Store, participate in the Posts beta or create your own Amazon livestream. There is a cost associated with buying guaranteed product-feature minutes in an Amazon-produced livestream. Sponsored Brands campaigns are priced on a cost-per-click (CPC) basis. Please get in touch with your Amazon Advertising account executive to find out more.

How can I drive discovery of my Store once I’ve built it?

Stores are accessible from both paid and organic sources, on and off Amazon. Use your Store as a landing page for your Sponsored Brands and display campaigns, and use source tags to drive traffic to your Store from your off-Amazon marketing activities.

Stores can also be reached by customers via the Store’s short URL (Amazon.com/BRAND) and off-Amazon search listings.

How do I measure ad performance in my mid-funnel marketing?

Amazon Advertising offers a variety of metrics and reporting options for understanding the effectiveness of your advertising throughout the marketing funnel, such as new-to-brand metrics. Learn more about measuring ad performance.