Grow total sales with Full-Funnel Campaigns

What launched?

Full-Funnel Campaigns is now available in open beta. For the first time, any US advertiser who sells on Amazon can provide a few strategic inputs and launch one coordinated campaign across sponsored ads, display, video, and streaming TV, with the goal of finding new customers and growing total sales with one budget and one optimization engine.

Advertisers provide strategic inputs like their products, budget, and an optional ROAS threshold. Amazon's AI handles the orchestration: selecting formats, allocating budget across funnel stages in real time, engaging audiences with Amazon's first-party shopping signals, and continuously optimizing toward sales growth. When additional creative assets are needed, built-in tools help advertisers generate and approve new images and TV-ready video in minutes.

Full-Funnel Campaigns runs alongside existing campaigns, so brands can add new reach and sales without rebuilding their current strategy. It's available to brands of all sizes who sell on Amazon.

Review and refine recommendations to launch your campaign.

Generate and approve images and TV-ready creatives within the campaign builder.

Why is it important?

Advertisers using Full-Funnel Campaigns in beta observed 67% higher Long-Term ROAS* compared to the same formats configured independently, and acquired new-to-brand customers at 29% lower cost per purchase*.

These results reflect what can happen when demand generation and demand capture work together, thanks to Full-Funnel Campaigns' shared signals between the ads in a campaign. This means a streaming TV ad can help a sponsored ad perform better, and vice versa. Advertising has traditionally required advertisers to choose how to divide their strategy between creating demand and capturing it. Full-Funnel Campaigns changes that by connecting the two. Instead of managing these moments separately, advertisers can use one campaign to reach new customers, move them toward purchase, and grow total sales.

Advertisers can see their full-funnel impact with additional metrics like Long-Term Sales (LTS), which captures both immediate conversions and the estimated future value from new-to-brand customer actions over 12 months. This gives advertisers a more complete view of campaign impact, and the confidence to invest across the full funnel. Advertisers can also interact with Full-Funnel Campaigns through a natural language conversational experience, which provides personalized insights, guides campaign creation, helps generate creative assets, and explains performance and recommendations. Get started and launch your first campaign.

SOURCE: Results based on Full-Funnel Campaigns against the blended average of other campaign performance across beta advertisers. Amazon internal (June – August 2026). Early beta advertiser data; individual results may vary.

Where is the feature available?

• North America: United States

Who can use it?

• Self-service advertisers, vendors, sellers, agencies, enterprise advertisers, and small businesses

Where do I access it?

• UI - ADSP Self Service, UI - Ads Console