"Marketers are caught between how businesses are structured and how success is measured. Organizational incentives and limited attribution tools often trap us at the bottom of the funnel, rewarding short-term efficiency over long-term growth. Amazon Ads is starting to change that. With the rise of retail media and Amazon's expanding measurement capabilities, brands now can see further up the funnel and connect investment to topline outcomes."
"Amazon is in a unique position where most touchpoints have a digital trail that can be tracked at the user level - especially when a shopper: Is a Prime member. Consumes content. Checks out (or doesn't) within a trusted, closed loop. Few other channels offer that level of visibility. Even physical retailers like Walmart or Target struggle with attribution, given the many offline interactions."
Amazon Ads and the broader rise of retail media enable brands to measure and influence the entire customer journey by linking ad exposure to topline outcomes. Amazon captures user-level data across Prime status, content consumption, and checkout behavior within a closed loop, providing attribution clarity few other channels can match. Physical retailers often lack comparable visibility due to offline interactions and weak loyalty adoption. Leveraging Amazon's ad types, content formats, and attribution windows reveals shopper paths and gateway products that prompt purchases of different SKUs. Brands focused on long-term, sustainable growth should implement a full-funnel model rather than solely optimizing short-term bottom-of-funnel efficiency.
Read at MarTech
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