Dissecting Amazon's Path to Purchase

This episode explores the new path-to-purchase data available within the Amazon ad console. Against the backdrop of Amazon's previously last-touch attribution model, this new feature allows advertisers to track the customer journey leading to a purchase, revealing the contribution of various ad types such as Sponsored Products, Sponsored Brands, and DSP. More significantly, the discussion highlights how this data helps demonstrate the value of upper and mid-funnel advertising strategies, like Sponsored Brand ads, which previously lacked clear sales attribution. For instance, the hosts illustrate how a customer might discover a brand through a Sponsored Brand video ad, later returning to purchase via a Sponsored Product ad, with the path-to-purchase report now showcasing this complete journey. This advancement allows advertisers to better justify their investment in different ad types and optimize campaigns for greater effectiveness. The report provides data on overall sales, new-to-brand sales, and the percentage each path contributes to overall sales, enabling more granular strategy adjustments. Ultimately, this new tool offers a more comprehensive understanding of Amazon advertising effectiveness, paving the way for more sophisticated campaign optimization and improved ROI.