A full-funnel holiday advertising strategy helps brands reach shoppers at every stage, from awareness to conversion. You can build awareness early with Sponsored Brands and Sponsored TV ads, nurture consideration through Sponsored Brands Video Ads, then drive conversions using Sponsored Products, deals, and retargeting. By combining this, brands can boost visibility and drive sales at the moment shoppers are actively searching for products with the highest intent to buy.
During the holiday shopping season, shoppers are actively searching for products and buying. As a brand, you should take advantage of this moment to win consumer attention through a full-funnel holiday advertising strategy. It helps you be visible throughout the shopper journey, from awareness, when they discover your brand, to consideration and conversion, where they make a purchase. Let’s break it down!
What Is Full-Funnel Marketing?
Full-funnel marketing is an approach that engages your audience at every stage of their shopping journey, from awareness to conversion. The idea is to create a consistent and connected brand experience, so potential buyers not only notice you but also build trust and loyalty over time.
When done right, full-funnel marketing helps you:
- Reach new audiences who haven’t discovered your brand yet
- Strengthen consideration with relevant, persuasive messages.
- Drive sales through targeted ads and limited-time offers.
- Build long-term loyalty with customers who already trust your brand. (Learn more: What is full-funnel marketing? Creating a funnel strategy by Amazon)
Image: Amazon
Be Present in Every Stage: From Awareness to Conversion
Think about how you shop during the holidays! You make lists, compare options, read reviews, and finally make your choice. That’s exactly how your customers behave, too. Here’s how you can show up effectively in each stage of your full-funnel holiday advertising strategy:
Stage 1: Awareness – Get Your Brand on the Holiday Radar
The awareness phase is your chance to make a strong first impression. During the holiday rush, shoppers are flooded with ads and recommendations. So it’s crucial to stand out early and consistently.
How to do it:
- Launch Sponsored Brands campaigns with broad, seasonal keywords. These appear at the top of search results and are great for engaging shoppers early in the funnel.
- Use Sponsored Display to target shoppers browsing similar products across Amazon and third-party sites.
- Introduce your brand through 15–30 second Sponsored TV ads on Prime Video, Fire TV, Freevee, or Twitch. (Learn more: Amazon Ad Types & Formats by Amzdudes)
- Update your Brand Store with festive layout, gift guides, and eye-catching visuals
Image: Amazon
Stage 2: Consideration – Keep Your Brand on Their Shortlist
Now that shoppers are aware of you, it’s time to give them a reason to choose your brand. During this stage, they’re comparing prices, reading reviews, and evaluating quality. This is where storytelling and brand values can tip the scales in your favor.
To win them over:
- Use Sponsored Brands Video Ads to showcase your product’s benefits directly in search results.
- Optimize your product detail pages! Use high-quality images, clear bullet points, and A+ content that tells your brand story.
- Keep your Brand Store updated with easy-to-navigate sections like “Holiday Deals” or “Gifts Under $50” to make browsing easier.
Stage 3: Conversion – Turn Interest into Sales
This is where the magic happens: the moment shoppers decide to buy. In 2025, customer behavior is shifting. Shoppers are expected to start buying even before Black Friday, and keep shopping well into the New Year. It means the opportunity to capture attention and convert customers doesn’t just happen on one big day, but it unfolds over the entire holiday season.
Here’s how to drive those conversions:
- Use Sponsored Products to highlight your bestsellers with targeted keywords.
- Adding urgency with lightning deals, limited-time coupons, or limited-time offers like “20% off for the first 100 buyers,” to trigger that “buy now”.
- Retargeting interested shoppers with Sponsored Display ads to remind them of items they viewed but didn’t purchase.
Amazon Full-Funnel Ads are a Smart Strategy, Not a Big-Budget Game
Many small and medium-sized businesses think full-funnel strategies are just for big brands, but that’s not true. Amazon Ads are designed to help sellers of all sizes connect with audiences at every stage, even with limited budgets. The secret isn’t spending more, it’s spending smarter.
Start by balancing branded and category keywords, experimenting with creative variations, and testing performance regularly. Besides that, allocate a small percentage of your budget for experimentation, maybe try Sponsored Brands or Sponsored Display, and see what resonates best with your audience.
Extra Tips to Strengthen Your Full-Funnel Strategy (Without Extra Cost)
You can also leverage Amazon’s built-in tools to enhance your full-funnel holiday advertising strategy even further:
1. Awareness
At the awareness stage, use your Brand Store to showcase your full product collection in a visually engaging layout. Use Amazon’s free Gen AI creative tools to design banners, visuals, and festive themes in minutes. You can explore the Amazon Holiday Creative Kit for ready-to-use design ideas and seasonal inspiration.
Fun fact, according to Amazon, shoppers who visit a Brand Store are 53.9% more likely to purchase, have a 52.1% higher add-to-cart rate, and spend 71.3% more per order than those who don’t. (Learn more: Brand Stores by Amazon).
Amazon Brand Store – Example e.l.f
2. Consideration
For consideration, organize your Brand Store strategically. Create modules like “Holiday Deals” or “Gifts Under $50” to make browsing easier. Add comparison charts in A+ content to help shoppers quickly see product differences and make decisions faster. Plus, be active in the Q&A section to show you’re responsive and care about your customers.
3. Conversion
When customers reach the conversion stage, encourage repeat purchases through the Subscribe & Save program. It offers automatic discounts and builds long-term loyalty effortlessly.
Ready to Boost Your Sales During This Holiday Season?
A full-funnel holiday advertising strategy is about showing up meaningfully throughout your customer’s journey. This helps you to connect with shoppers at every step of their journey, increase conversions, and build lasting relationships well beyond the festive season.
If you’d like to design a personalized strategy for your holiday campaigns, we can help you. Contact us today for free consultation!
This article was originally published at 10xcrew.com Original article >>
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