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Amazon Full-Funnel Campaigns: What Sellers Need to Know

Writer: Allison Johnson
Allison Johnson
Nov 2
8 min read

High-Level Overview: Amazon Full-Funnel Campaigns is a new Amazon Ads campaign type that puts sponsored ads, display, video, and streaming TV into one AI-run campaign with one daily budget. Amazon announced it at unBoxed on September 29, 2026, and it's open to U.S. advertisers. In the first campaign we launched for a client, 75% of orders (195 of 259) came from shoppers who were new to the brand.


For years, running a true full-funnel strategy on Amazon meant juggling Sponsored Products, Sponsored Display, and DSP as separate campaigns with separate budgets, then trying to figure out how they worked together. Full-Funnel Campaigns is Amazon's attempt to fold all of that into a single setup. We've been running one for a client since mid-September, so here's what it is, how to set it up, what we're seeing, and where the limits are right now.



What are Amazon Full-Funnel Campaigns?

A Full-Funnel Campaign is one campaign that reaches shoppers at every stage of the buying journey, from first hearing about your brand to checking out. According to Amazon Ads, it brings sponsored ads, display, video, and streaming TV together in a single AI-optimized campaign built to drive new-to-brand and long-term sales growth.


It lives inside Amazon Ads Agent, which is what Amazon now calls its combined ad console and DSP. Full-Funnel Campaigns sits next to sponsored ads and DVA+ (display, video, and audio) as one of three campaign types there.



How do Full-Funnel Campaigns work?

You give Amazon four things: your products, a daily budget, an optional ROAS threshold, and creative. Amazon's AI handles the rest. Here's how the split works in practice:


  • You provide: products (ASINs), a daily budget, creative assets, and an optional ROAS threshold

  • Amazon decides: which formats to use (search, display, video), which audiences to reach, how to divide the budget, and ongoing optimization

  • How the funnel connects: video and display introduce the brand to new shoppers, search ads catch them when they're ready to buy, and retargeting brings back people who visited but didn't convert


One thing to know going in: you're handing Amazon a lot of control. You can approve the creative but you can't pick individual channels or specific audiences. You get format-level reporting, not line-by-line control like you'd have in your other campaigns.


The campaign also runs alongside your existing campaigns. Amazon positions it as a way to add new shoppers to your funnel, not as a replacement for your Sponsored Products structure.



Where do Full-Funnel Campaign ads show up?

Per Amazon Ads, ads can run in three places:

  • On Amazon: at the top of, alongside, or within shopping results, and on product detail pages

  • Beyond Amazon: other Amazon-owned sites plus third-party websites and apps

  • Video: online video and streaming TV inventory



Who can use Full-Funnel Campaigns?

It's available to U.S. advertisers selling in the Amazon store. That includes sellers enrolled in Brand Registry, vendors, and agencies managing clients who sell on Amazon. Amazon says a minimum daily budget applies but doesn't list the amount on its product page. Amazon hasn't said when it will open up to other countries.


During the beta, you can only run one active Full-Funnel Campaign per advertiser. If you want to add products or more budget later, you do it inside that same campaign.



How much do Full-Funnel Campaigns cost?

There's no extra fee for the campaign type itself. You set a daily budget and Amazon spreads it across formats in real time. You pay cost-per-click or cost-per-thousand-impressions depending on where each ad serves. Amazon says there are no upfront fees and no added charges for the AI orchestration or the AI creative tools.


What Amazon reports so far: in early beta results from June through August 2026, advertisers saw 67% higher long-term ROAS than independently configured campaigns and 29% lower cost per new-to-brand purchase, on average. Those are Amazon's internal numbers and individual results will vary.



What results are we seeing?

We launched a Full-Funnel Campaign on September 15, 2026 for an outdoor optics accessories brand we manage. It runs on a $200 daily budget, covers 44 ASINs, and has no ROAS threshold set. Here's the funnel as of October 13:



  • Awareness: 770,815 impressions across display and video

  • Consideration: 14,627 detail page views and 1,045 branded searches

  • Purchase: 259 orders

  • New-to-brand: 195 of those 259 orders (75%) came from shoppers who hadn't bought from the brand in the prior 12 months

  • Long-term sales: $34,986.20 so far, per Amazon's estimate


The number we care about most is the 75% new-to-brand rate. Branded searches were small compared to impressions, which tells us the campaign isn't just picking up people who already knew the brand. It's actually finding new customers, which is the whole point of going upper funnel.



What does the Ads Agent show you?

One of the more useful parts of the setup is the Ads Agent chat inside campaign settings. You can ask it how the campaign works or how it's performing, and it pulls your actual campaign data into the answer.



When we asked for a funnel breakdown, it laid out impressions, detail page views, branded searches, and orders by stage, then called out the NTB rate. It's a fast way to get a read on the campaign without building a report. Only one active Full-Funnel Campaign per advertiser is supported right now.




How do you set up a Full-Funnel Campaign?

Amazon lays out six steps:

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

Select Full-Funnel Campaigns

Review the recommended setup Amazon drafts for you

Update your budget, products, and optional ROAS threshold

Add creative assets, or generate them with Amazon's creative tools

Review your campaign details and launch


From our setup, here's what to have ready before you start:

  • Brand logo

  • Headline for your ads

  • Products: you can add a lot of them (we added 44)

  • Video: recommended, not required. If you don't have one, Amazon's AI creative tools can generate video and images right inside setup

  • Daily budget that meets Amazon's minimum


Here's what the campaign settings screen looks like for a second campaign we launched on October 15, 2026:



A few things worth pointing out. Amazon suggests a daily budget for you (ours was $200). If you turn on the ROAS threshold, Amazon recommends a number based on your brand's history and the ASINs you picked, then works to keep your trailing 7-day ROAS above it. Amazon is clear that it isn't guaranteed, there's a 14-day learning period, and setting it too high can limit reach and sales.


After launch, most of your changes happen in campaign settings. That's where you edit products, budget, ROAS threshold, and assets, and where the Ads Agent chat lives.



What are the current limitations?

  • One campaign per advertiser. You can't split by product line or test two setups side by side yet.

  • Less control. Amazon picks the channels, audiences, and budget split. If you're used to tight control over targeting and bids, this is a different way of working.

  • Very little visibility into what's working. Amazon doesn't show you which keywords are converting, which audiences it's targeting, or where the ads are placed. What you get is results: ROAS, new-to-brand customers, long-term sales, and similar top-line metrics. You can't take learnings from this campaign and apply them to the rest of your account.

  • No third-party tool integration yet. In our experience, Full-Funnel Campaign data isn't pulling into tools like Skai or MerchantSpring yet, so reporting happens inside Amazon Ads for now. We expect that to change as it moves out of beta, but plan for manual reporting in the meantime.

  • Give it two weeks. Amazon says the AI needs about two weeks to calibrate. Ads Agent told us cost and sales can take up to 14 days to stabilize, so don't judge it, or start making changes, too early.

  • U.S. only. No word yet on other marketplaces.


Because of that, we don't recommend Full-Funnel Campaigns for brands that need data on what's working and what isn't. We do recommend it for brands that want to spend more on top of their regular campaigns and are looking for a better full-funnel approach on Amazon.



How should you measure Full-Funnel Campaign success?

If you judge this campaign on day-one ROAS, it'll probably look worse than your Sponsored Products campaigns. That's expected. It's built to find new customers, and new customers take longer to pay off. These are the metrics we focus on:


  • New-to-brand (NTB) orders and NTB rate: orders from shoppers who haven't bought from your brand in the past 12 months. This tells you whether the campaign is actually growing your customer base.

  • Long-term sales (LTS): Amazon's metric that combines immediate sales with a 12-month estimate of future sales from new-to-brand shoppers.

  • Long-term ROAS: return on ad spend using long-term sales instead of only same-session sales.

  • Accumulated sales report: this compares Amazon's LTS estimate against what your campaign cohorts actually bought over time, so you can check whether the projected revenue showed up.


Our advice is to watch NTB and LTS during the first couple of months, then use the accumulated sales report to keep Amazon's estimate honest. A long-term number is only useful if the sales actually come in.



Full-Funnel Campaigns vs. Regular Sponsored Ad Campaigns

The biggest trade-off is simplicity and reach versus control and data. Here's how a Full-Funnel Campaign compares to running sponsored ads, display, and video as separate campaigns:


Full-Funnel Campaign

Regular Sponsored Ad Campaigns

Setup

One campaign, one budget, a few inputs

A campaign, budget, and targeting for each format

Who controls targeting

Amazon's AI

You

Keyword and audience data

Not shown

Keyword, audience, and placement reports

Budget split across formats

Amazon shifts it in real time

You set it per campaign

Optimizes for

New-to-brand and long-term sales

Whatever goal you set per campaign

Third-party reporting tools

Not yet, in our experience

Supported & Detailed. 

Number of campaigns

One per advertiser during beta

No limit

Best for

Brands adding spend for full-funnel reach

Brands that need data on what works



Should your brand try Full-Funnel Campaigns?

Our take: it's a good fit for brands that want to spend more on top of their regular campaigns and want a better full-funnel approach on Amazon. It's a quick way to get video, display, and streaming TV running without a big creative budget or a separate DSP setup.


It's not a fit if you need data on what's working and what isn't. You won't see keywords, audiences, or placements, and you can't run more than one at a time to compare setups.

Either way, keep your Sponsored Products and Sponsored Brands campaigns running. Full-Funnel Campaigns is meant to sit on top of what's already working, not replace it.


Want help deciding if it's a fit for your brand? Reach out to Ridgeline Insights and we'll walk through it with you.


Frequently Asked Questions

What is an Amazon Full-Funnel Campaign?

It's an Amazon Ads campaign type that combines sponsored ads, display, video, and streaming TV into one AI-optimized campaign with one daily budget.

Amazon announced it at unBoxed on September 29, 2026. It's available to U.S. advertisers and still labeled beta in the Ads console.

No added fee. You set a daily budget and pay CPC or CPM depending on where ads serve. There's no charge for the AI orchestration or AI-generated creative.

Amazon recommends one, but you can generate video and image assets with Amazon's AI creative tools during setup.

Amazon says the AI needs about two weeks to calibrate. Give it that window before judging performance or making changes.

Not during the beta. Amazon supports one active Full-Funnel Campaign per advertiser.

No. It runs alongside your existing campaigns.

Not yet, in our experience. Plan to report on it directly in Amazon Ads for now.



Sources

 
 
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