The Customer Journey consists of three phases: Awareness, Consideration & Purchase. Different advertising strategies & ad formats are recommended for each phase. This is why it is generally a good idea to adapt your sales funnel to those phases and choose one to focus on.

Let’s have a look at the 3 phases and their corresponding ad formats:


Awareness is at the top of the sales funnel. By reaching a wide audience, your goal is to gain new customers and raise brand awareness.

Amazon DSP is the optimal ad format for brand awareness. Not only does it offer many options for choosing the audience you want to reach, but your ads will also be shown outside of Amazon, which lets you reach potential customers before they even consider buying anything. If you’d like to learn more about the benefits of Amazon DSP, check out this blog post.

Additionally, Amazon DSP lets you  have your ads displayed on streaming platforms such as Twitch and Amazon Streaming. The mobile trends for 2022 suggest that this will become increasingly relevant.


At this stage of the Customer Journey, customers are contemplating buying a certain type of product, but they haven’t decided on a specific brand or product yet. During their research process, they may have already visited your competitors’ product detail pages. The goal of this phase is to attract shoppers interested in a specific type of product that you offer onto your product detail page

You can easily target customers who have already visited product pages that are similar to your own using ASIN-Targeting for Similarities. In addition, it is recommended to use Sponsored Ad campaigns focusing on generic and competitor keywords. If you are unsure of your current visibility for certain keywords or who your competitors are, then you check out our Visibility Tracker – a tool we just launched as part of our e-Commerce cloud. 


At this point the customers have reached the bottom of the sales funnel and are about to make a purchase. They are familiar with your brand and all they need is a final push.

To prevent competitors from occupying valuable placements on Amazon’s search results page, defensive Sponsored Product campaigns are a great choice, meaning you focus on keywords of your own brand and product. 

Another valuable tool is the ASIN-retargeting function of Amazon DSP, as it allows you to reach customers, who already visited your product detail page, on and off Amazon. This way potential customers won’t lose sight of your product/brand and hopefully make a purchase in the end. 

Do you need any help with your Amazon Advertising campaigns or Amazon DSP? Feel free to contact us. If you want to know more about the Customer Journey, download our free whitepaper. Let’s empower your e-Commerce business together!