Amazon isn’t just a marketplace. It’s a massive ecosystem where shoppers are constantly discovering, considering, and buying products. Many sellers focus heavily on conversion tactics, but that’s like watering only the leaves of a plant. Without attention to the roots (awareness) and stem (consideration), your growth will stall.
Full-funnel thinking ensures you’re investing in every stage of the buying process. That means strategically balancing brand-building ads, mid-funnel engagement campaigns, and bottom-funnel conversion drivers so your business can thrive year after year.
The Funnel Stages & Buyer Behavior
On Amazon, your funnel might look like this:
- Awareness: Shoppers are discovering your brand for the first time. They may be browsing a category, clicking on Sponsored Brands, or seeing your product in search results.
- Consideration: They’re comparing your product to competitors, reading reviews, and evaluating price and value.
- Conversion: The moment of purchase, often influenced by Sponsored Products, promotions, and optimized listings.
- Loyalty & Advocacy: Repeat purchases, cross-sells, and positive reviews that fuel long-term growth.
Each stage reflects a different shopper mindset. Knowing how to reach customers where they are is key to turning one-time buyers into lifelong customers.
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Aligning Strategies with Growth & Profitability Goals
Full-funnel marketing isn’t about spending more. It’s about spending smarter. By aligning your advertising strategies with your business objectives, you can improve return on ad spend (RoAS) while building brand equity. That means tracking the right metrics, testing new tactics, and continually refining campaigns to maximize both sales volume and profitability.
Awareness
If customers don’t know you exist, they can’t buy from you. The awareness stage is about planting seeds in fertile ground: Introducing your brand to shoppers who are most likely to become loyal customers. By driving high-quality traffic to your listings and Brand Store, you set the stage for stronger mid- and bottom-funnel performance.
Think of Amazon as the world’s busiest garden center. Thousands of products compete for shoppers’ attention, and only the most visible brands earn a place in the cart. Awareness campaigns make sure your brand shows up in the right place, at the right time, in front of the right people.
This isn’t about reaching everyone. It’s about reaching your ideal customers before they’ve committed to a competitor. When awareness campaigns are done right, they fill your funnel with engaged prospects who are more likely to convert later.
💡 Trellis Pro Tip: Test one new awareness tactic per quarter, and track its impact on New-to-Brand Customers. For example, launch an Amazon Live event and monitor how many shoppers purchase within 14 days. If the lift is measurable, expand the program. If not, reallocate budget to higher-performing channels or try something new.
Consideration
On Amazon, shoppers often compare multiple products before committing. They’ll weigh price, features, quality, and trust signals before making a purchase. In our gardening metaphor, this is where your plant begins to take shape. Your job is to give it the right structure and support (like a trellis) so it grows toward the sale.
By investing in the consideration stage, you’re guiding shoppers toward a confident purchase. This often results in higher conversion rates, better reviews, and more repeat customers.
💡 Trellis Pro Tip: Run A/B tests on your A+ Content and/or Brand Store images and copy every quarter. Even small improvements in Add-to-Cart Rate can have a significant compounding effect on your overall sales and ad efficiency.
Conversion
On Amazon, your product detail page is the final garden bed. Shoppers have arrived, curious and ready to decide. The way you present your product, through copy, pricing, visuals, and competitive positioning, will determine whether your seeds take root or get plucked by a competitor.
High-converting pages are:
- Clear: Shoppers can quickly understand features, benefits, and use cases.
- Persuasive: The value outweighs the price in the shopper’s mind.
- Competitive: Offers match or beat comparable products in quality, pricing, and delivery.
💡 Trellis Pro Tip: Set automated alerts for Buy Box loss and significant price changes. Even a few hours without the Buy Box can hurt conversion rates and stall sales momentum. Quick action keeps revenue flowing.
Retention
Many Amazon sellers focus heavily on front-end acquisition (ads, promotions, and search ranking) while neglecting post-purchase engagement. The reality? Repeat customers cost less to convert, spend more over time, and can become powerful brand advocates.
Think of retention as tending a well-established plant. Once the roots are strong, continued care yields more fruit with less effort. The same goes for your customer base: consistent, thoughtful engagement keeps them coming back season after season.
💡 Trellis Pro Tip: Segment your Subscribe & Save customers by tenure (new vs. long-term) and tailor your messaging accordingly. New subscribers may need education and reassurance, while long-term customers respond better to loyalty perks and product cross-sells.
Advocacy
While retention keeps customers coming back, advocacy multiplies your reach. Word-of-mouth marketing, fueled by trust and authenticity, often converts better than even the best paid ads. On Amazon, where competition is fierce, advocacy can give you a competitive edge that money alone can’t buy.
Think of advocacy as planting wildflowers: once established, they spread naturally, attracting more growth without constant planting effort. Loyal customers become part of your brand’s growth ecosystem.
💡 Trellis Pro Tip: When launching a new product, combine Amazon Vine enrollment with a UGC outreach campaign. This ensures you capture both detailed written reviews and authentic lifestyle content you can repurpose for ads and product listings.
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Integrating the Funnel
A shopper might first see your brand in an off-Amazon display ad, click through to a product page, add an item to their cart days later after watching a video ad, and finally complete the purchase after receiving a coupon. Understanding this multi-step path-to-purchase journey helps you place the right message at the right moment.
Map each stage of the journey for your target customers, and ensure your campaigns work together rather than in isolation. For example:
- Awareness campaigns that prime audiences for brand recall later.
- Consideration tactics that build trust and differentiate your product.
- Conversion efforts that close the sale.
- Retention programs that secure repeat purchases.
- Advocacy initiatives that bring new customers into the funnel organically.
Metrics That Matter in Funnel Integration
- Overall ROAS and TACoS — Profitability across the full customer journey.
- Attribution Reports — Contribution of each stage to final conversions.
- Budget Efficiency — Percentage of spend driving measurable results.
- Seasonal Lift — Incremental sales during campaign periods.
💡 Trellis Pro Tip: Before peak season, run a “funnel audit” to identify weak links. If your awareness CTR is strong but conversion rates lag, focus on product page optimization. If repeat purchases are low, shift resources toward retention offers.
Grow in the Right Direction
Think back to the gardening metaphor that inspired Trellis’s name: a trellis doesn’t grow the plant for you. It gives it the structure and support it needs to thrive. In the same way, your full-funnel marketing strategy provides the framework for your brand to grow upward and in the right direction.
The Trellis Advantage
Managing a cohesive full-funnel strategy takes expertise, tools, and constant optimization. Trellis makes this easier by using automation, data intelligence, and AI-powered insights to help you:
- Target the right audience at the right time.
- Allocate budgets efficiently across the funnel.
- Track the true performance of multi-touch campaigns.
- Adapt quickly to market shifts and seasonal opportunities.
Book a demo today to see the platform and our full-funnel methodology in action!
