Overview

The Q4 holiday advertising landscape on Amazon has expanded far beyond traditional Sponsored Products campaigns. With connected TV ad spending on track to reach $33.35 billion in 2025 and most marketers still failing to coordinate campaigns across channels, Amazon sellers have a real opportunity to outperform competitors by building unified advertising strategies that span streaming video, DSP, and search.

What's Changing in Amazon Advertising

• Ad-Supported Streaming at Scale — Amazon's ad-supported streaming now reaches over 130 million monthly U.S. viewers, with 88% of them also shopping on Amazon. That direct link between viewing and purchasing gives sellers an unusually efficient path from brand awareness to conversion.
• Shoppable Pause Ads — A new ad format for Q4 2025 displays contextually relevant product recommendations when viewers pause streaming content. These units turn natural viewing breaks into low-friction product discovery moments.
• Broader DSP Connected TV Access — Amazon DSP now covers more than 80% of U.S. connected TV households through partnerships with streaming services and device manufacturers. Sellers can manage CTV campaigns across Fire TV, third-party devices, and premium streaming apps from a single interface.
• Full-Funnel AMC Attribution — Amazon Marketing Cloud now provides cross-channel attribution that traces the complete customer journey from initial CTV impression through final purchase, replacing last-click guesswork with actual data.

Why Cross-Channel Coordination Gives Sellers an Advantage

Research indicates that 60 to 70 percent of the customer journey happens before the final purchase click, yet most brands still rely on last-click attribution models that ignore the bulk of influential touchpoints. Sellers focused exclusively on Sponsored Products are competing on only a narrow slice of the buying journey.

A full-funnel approach aligns different advertising channels around consistent messaging. Connected TV and DSP campaigns handle awareness at the top, Sponsored Brands and Sponsored Display drive consideration in the middle, and Sponsored Products capture conversion-ready shoppers at the bottom. When these channels share data rather than operating as isolated silos, sellers can identify which combinations of touchpoints actually generate revenue and allocate budgets accordingly.