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May 19, 2025 12:00AM

Amazon Advertising expands beyond its marketplace to follow shoppers everywhere. Through PPC and DSP, brands must create demand across multiple platforms and own the full funnel to stay competitive.

Destaney Wishon | Link to post

Amazon and Beyond šŸŖšŸš€

ā€œAmazon and Beyondā€ isn’t just a clever name for a new tweak in the ad console, it’s a signal.

A signal of where Amazon Advertising is headed: off-platform, full-funnel, and everywhere your customer scrolls.

We’re already seeing Sponsored Ads extend to iHerb, SayWeee, Oriental Trading, and yes, ads are also serving on Pinterest, BuzzFeed, Mashable, and more.

(Cue the pessimists in the comments who love to hate on off-Amazon placements šŸ“¢)

But here’s the truth:
It’s only getting bigger.

Amazon Advertising isn’t trying to limit its reach to Amazon.com.
They’re building an ecosystem that follows shoppers beyond the marketplace.

Between PPC and DSP, the advancements being made are unlocking an entire new level of reach.
The brands who ignore this are going to be left behind.

I’ve said it before, and I’ll say it again:

The brands that win on Amazon are the ones creating their own demand.
Not the ones that are hoping to win the "comparison war" on a crowded digital shelf.

They’re showing up early. Staying top-of-mind. And owning the full funnel.

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