Icon of hand holding a product

Full-Funnel Campaigns

One campaign, from discovery to purchase

Full-Funnel Campaigns brings sponsored ads, display, video, and streaming TV into one AI-optimized campaign. Drive new-to-brand and long-term sales growth from one unified launch.

Register
Illustration of laptop with icons representing online communication, including video, profiles, and megaphone.

How does Full-Funnel Campaigns work?

Set your products, budget, ROAS threshold, and creatives (or use our creative tools). Amazon AI orchestrates one campaign across formats, reaching relevant shoppers and helping drive them toward a sale. It runs alongside existing campaigns, using Amazon's shopping signals to find new growth opportunities.

AD placements

Where can my Full-Funnel Campaigns show up?

Your Full-Funnel Campaign coordinates your ads across Amazon and beyond, reaching shoppers at every stage of their journey.

On Amazon

On the Amazon store, your ads may be displayed at the top of, alongside, or within shopping results and on product pages.

Beyond Amazon

Your ads appear beyond Amazon, including other Amazon-owned and operated sites as well as third-party destinations, with support for browser and app experiences.

Video ad placements

Video ads show up across premium inventory including online video and streaming TV.

Benefits

Benefits of Full-Funnel Campaigns

icon of driving sales with a few clicks

Proven long-term sales growth

Advertisers observe 67% higher long-term ROAS than independently configured campaigns on average, and 29% lower cost per new-to-brand (NTB) purchase.1

icon of lightbulb

Find new shoppers at scale

Add upper-funnel reach to your advertising. Full-Funnel Campaigns uses Amazon's shopping signals to identify relevant new audiences and bring them into your funnel when they're ready to engage.

icon of consumer engagement with a heart

Simplify with one campaign

Get full-funnel reach in a few clicks with one campaign, one budget, every format, and no incremental fees. Spend less time managing campaigns and more time growing your business.

icon of a bar chart and line graph

Generate TV-ready ads with AI creative

Generate TV-quality video and images in minutes, right inside campaign setup. No production timelines; launch your campaign today and reach new shoppers.

How do I create a Full-Funnel Campaign?

Register

1

Register for an Amazon Ads Agent account or sign in to your existing account.

2

Select Full-Funnel Campaigns.

3

Review recommended setup.

4

Update your budget, products, and optional ROAS threshold.

5

Add creative assets or generate them with our creative tools.

6

Review your campaign details and launch.

person holding a magnifying glass

Frequently asked
questions, answered

Who can use Full-Funnel Campaigns?

Full-Funnel Campaigns is available to U.S. advertisers selling products in the Amazon store, sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell on Amazon. A minimum daily budget applies.

Does Full-Funnel Campaigns work with existing campaigns?

Full-Funnel Campaigns works alongside your existing campaigns, aiming to add new shoppers to your marketing funnel while using optimization to unlock new growth opportunities.

How much does Full-Funnel Campaigns cost?

Full-Funnel Campaigns uses a daily budget, which Amazon's AI then allocates across sponsored ads, display, video, and streaming TV in real time to grow long-term sales (LTS). You're charged on a cost-per-click (CPC) or cost-per-mille (CPM) basis depending on where your ad is served. You control the total amount you spend and can adjust your daily budget at any time. There are no upfront fees or additional charges for orchestration or AI-powered creative generation.

What results can I expect?

Full-Funnel Campaigns is designed to drive new-to-brand customer growth and long-term sales. The AI optimizes over an initial learning period of approximately two weeks, so allow time for it to calibrate before evaluating results. With full-funnel reporting, including long-term sales, you can measure both your immediate sales and a 12-month estimate of future sales from new-to-brand shopping events. The accumulated sales report lets you compare estimated LTS to sales driven by your campaign cohorts over time, measuring whether the revenue estimated by LTS actually materialized.

What is full-funnel advertising?

Full-funnel advertising is a strategy that reaches customers at every stage of their shopping journey, from awareness (streaming TV, video) to consideration (display) to purchase (sponsored ads). By adding upper-funnel reach to your advertising, you can find new customers earlier in their journey and guide them toward a purchase. Full-Funnel Campaigns connects this entire process in one campaign.

Sources

  • 1Amazon internal. June - August 2026. Based on early beta results; individual performance may vary.