The Role of Amazon DSP in a Full-Funnel Marketing Strategy – Powered by The We One

Introduction to Full-Funnel Marketing

In the ever-evolving world of digital marketing, the phrase “full-funnel marketing” has become a cornerstone of strategy. At The We One, we’ve seen firsthand how businesses that master the full-funnel approach consistently outperform their competition. So, what exactly is this all about?

What is Full-Funnel Marketing?

Imagine a customer journey as a funnel — wide at the top, narrowing toward a final purchase at the bottom. Full-funnel marketing means engaging your audience at every stage: Awareness (Top-of-Funnel), Consideration (Middle-of-Funnel), and Conversion (Bottom-of-Funnel). It’s about meeting potential customers where they are — whether they’re just discovering your brand or about to click “buy now.”

Why Full-Funnel Strategies Matter in 2025

In 2025, personalisation and precision are king. Cookie-based marketing is on the decline, and platforms like Amazon DSP (Demand-Side Platform) are stepping up. Why? Amazon DSP uses first-party data from billions of shopping interactions to help brands like yours target the right audience with the right message at the right time.

At The We One, we specialize in harnessing tools like Amazon DSP to craft strategies that follow the user from curiosity to conversion.

Understanding Amazon DSP

What is Amazon DSP?

Amazon DSP is a programmatic advertising platform that allows brands to buy display, video, and audio ads both on and off Amazon. This platform taps into Amazon’s incredibly rich customer data, letting you reach audiences based on what they browse, search, and buy.

For companies like The We One, Amazon DSP represents a powerful tool to optimise ad spending, boost ROI, and keep ads in front of the right eyes.

Key Features of Amazon DSP

Exclusive Amazon Audience Targeting
Cross-Device Ad Delivery
Video and Display Ad Formats
Retargeting Capabilities
Purchase Attribution & Reporting Tools

Whether you’re selling supplements, electronics, or your own branded coffee line — Amazon DSP can put your product in front of those already likely to be interested.

Amazon DSP vs. Other Advertising Platforms

Unlike Google or Meta, Amazon DSP thrives because it’s fueled by transactional data. While Meta knows what you “like,” Amazon knows what you buy. This makes it the perfect fit for eCommerce-centric strategies, especially when paired with tools like Amazon FBA inventory management and Amazon sourcing research tools — two specialties where The We One also provides expert solutions.

Top-of-Funnel (TOFU): Creating Awareness

How Amazon DSP Builds Brand Awareness

The top of the funnel is where you cast the widest net. Through display ads on high-traffic websites, video placements on Fire TV, and audio ads on Amazon Music, Amazon DSP introduces your brand to new audiences.

We at The We One tailor these TOFU campaigns to drive visibility and recall, laying the groundwork for future engagement.

Using Amazon Audience Segments to Reach New Users

Amazon DSP divides its audiences by:

Lifestyle segments
In-market behavior
Demographics
Previous purchases

With this data, we create personas that mirror your ideal customer and then deliver your message exactly when and where it matters.

Display and Video Ads for TOFU Goals

Video Ads are attention magnets, especially when shown in premium inventory slots like IMDb, Amazon.com, Fire TV, and more.

Display Ads work best for remarketing and reinforcing brand visuals, such as a custom “The We One” ad showing off your product line with creative designed for mobile and desktop alike

Middle-of-Funnel (MOFU): Driving Consideration

Retargeting and Re-Engagement with Amazon DSP

Now that your audience knows you exist, it’s time to build trust and drive them deeper into the decision-making process. This is where Amazon DSP becomes a game-changer — especially when powered by the strategic minds at The We One.

Through retargeting, Amazon DSP allows us to reconnect with users who’ve interacted with your products, visited your Amazon listing, or even browsed related items. We use custom creatives that speak directly to their needs, pain points, or hesitations. Maybe it’s a limited-time offer, a customer testimonial, or a product comparison — this stage is all about showing why your brand is the best choice.

Lookalike Audiences and Behavioural Data

One of the DSP’s smartest features is lookalike modelling. We take a segment of your most engaged customers and ask Amazon to find similar users based on shopping habits, demographic data, and browsing behaviour. These users may never have heard of you before, but they’re statistically more likely to convert.

The We One uses this strategy to expand your reach without losing targeting accuracy. By tapping into deep behavioural insights, we help your ads land with the people most likely to appreciate your offer.

Custom Creative Solutions for Consideration Stage

Let’s face it — people get bored with generic ads. That’s why we build dynamic, eye-catching creatives optimized for each audience segment. Whether it’s showcasing your product in action, explaining its benefits, or highlighting rave reviews, we make sure your brand feels personal and persuasive.

And we don’t stop there. We also integrate Amazon FBA inventory management alerts so your campaigns pause automatically if items go out of stock — a next-level move that protects your ad budget and improves customer trust.

Bottom-of-Funnel (BOFU): Converting Intent

Retargeting High-Intent Shoppers

BOFU is where the money’s made — and with Amazon DSP, you can laser-focus on users who’ve added to cart, clicked through your ads, or spent time comparing prices. At The We One, we craft high-converting campaigns that speak directly to these hot leads with urgency and clarity.

Think: countdown timers, Amazon Lightning Deals, limited inventory warnings, and more.

We also ensure Amazon DSP ads sync beautifully with your FBA inventory levels, so you’re never promoting something you can’t deliver.

Purchase Attribution and Optimisation

Here’s the part most brands miss: measurement. With DSP’s attribution reporting, we track who saw your ad, who clicked, and — most importantly — who bought. This insight fuels ongoing optimisation, allowing us to shift budgets, pause underperformers, and double down on what works.

This is how The We One turns data into dollars.

Leveraging Amazon’s First-Party Data for Conversions

First-party data is the holy grail of marketing. And Amazon has it in abundance. From shopping history to device usage, Amazon knows its users inside and out. When you run DSP ads, you’re tapping into this massive advantage.

Whether you’re a small Amazon FBA seller managing your own store or an Amazon DSP owner managing multiple campaigns, The We One helps you leverage this data with surgical precision.

Your Search is Over, Our Research Continues