Amazon is trying to take control of your entire funnel. And most advertisers are
By Gabriel Caceros · February 10, 2026 · Curated by George's Blog
Amazon is trying to take control of your entire funnel.
And most advertisers are about to give it up.
Full Funnel Campaigns roll out in Q1.
☰ One prompt.
☰ One campaign.
Amazon decides how budget flows across Sponsored Products, Brands, Display, and streaming TV.
This is powerful.
⤷ And dangerous.
What Amazon does well here?
□ Uses shared signals across formats
□ Shifts spend dynamically as intent changes
□ Removes setup friction for small teams
Here is where people get burned:
□ No visibility into decision logic
□ Budget moves without context
□ Funnel stages blur together
□ Optimization becomes harder to audit
Full Funnel Campaigns make sense.
✓ New brands with limited structure
✓ Brands testing new categories
✓ Teams without in house PPC operators
Do not use them if:
⌧ Mature accounts
⌧ Tight margin products
⌧ Brands running intentional funnel separation
Test it.
But isolate it.
Run Full Funnel Campaigns alongside manual structures.
Compare signal quality.
Not just ROAS.
Automation is a tool.
⤷ Not a strategy.
#amazonads #amazonppc #amazonctr #sellersofamazon #amazonretailmedia #amazonseller