Sales on Amazon
Marketing on Amazon
The Era of the Constant Consumer: Why the Traditional Purchase Funnel No Longer Works on Amazon
8 Dec 2025
Last updated: 08.12.2025
Shopping has undergone a massive transformation. It used to look simple: an advert, a decision, a shop, and the checkout. Today, such a model no longer works. Consumers do not "go shopping" - they are in shopping mode all the time. They watch TV series, listen to podcasts, scroll through social media, work, cook… and in the background, they are constantly discovering, comparing, and saving products they might buy.
Table of contents:
Why the classic purchase funnel no longer works
The consumer's new shopping habits
How does this all translate into your Amazon strategy?
Why you should trust this data
Summary
You can read this article in 4 minutes.
Why the classic purchase funnel no longer works
Research conducted by Amazon Ads, in cooperation with Strat7 Crowd.DNA, on a sample of 14,000 consumers from 11 countries revealed that the path to purchase has become fluid, dynamic, and fragmented. For brands, this means one thing: they must stop thinking in terms of the traditional purchase funnel and adapt their activities to modern consumer habits.
The purchase funnel - a mental framework that no longer works
Most advertisers still stick to the classic funnel model: awareness, consideration, purchase. However, this approach no longer works.
The consumer's new shopping habits
Today, consumers:
Are constantly in shopping mode,
Switch between different tasks and devices,
Simultaneously discover new brands, compare prices, and read reviews.
The constant consumer in numbers
The Amazon Ads Beyond the Buy report provides valuable insights into how consumers think about shopping:
75% of consumers think about shopping multiple times a week.
56% of them consider making a purchase, even though they have no plans to buy anything.
50% actively gather information about products, and 47% look for new products that interest them.
Conclusions: Your brand must compete not only for the moment of purchase, but also for those small, daily moments when a consumer wonders if something is worth buying.
Non-linear path to purchase
In the past, the purchasing process looked something like this: you saw an advert, you went to the shop, you bought it. Today, that is not enough. Data shows that, on average, 11.1 touchpoints lead to a finalised purchase.
An endless process of discovery: Shopping loop
The report points to a phenomenon called the "endless discovery loop". What does this mean?
59% of consumers admit they stray from their initial purchase goal and start discovering other products.
A consumer enters a website to buy one product, but along the way, they discover others, save them for later, and compare them.
Micro-moments: A small gesture leads to big loyalty
67% of consumers engage in at least two "micro-moments" during their path to purchase. These are small, everyday actions, such as:
Saving a product for later,
Taking a screenshot,
Setting a reminder,
Adding to a wishlist.
Advertising in the background of daily life - it must be part of the experience
The report highlights that advertising has become an integral part of consumers' lives, rather than something that interrupts their daily activities. 44% of respondents say they do not always realise that advertising influences their purchasing decisions, as they often watch or listen to it without active shopping engagement.
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How does this all translate into your Amazon strategy?
Always-on media mix instead of seasonal campaigns
Since consumers think about shopping all week long, your brand must be present at every moment they think of it.
Constant presence in search results,
Using formats that support product discovery,
Optimising campaigns across different touchpoints.
Full-funnel marketing in a single ecosystem
Instead of treating the upper and lower funnel as two separate worlds, a brand should think about a full funnel that operates at all stages. From a video ad, through adding a product to a wishlist, to the purchase itself.
Designing for micro-moments
Instead of expecting a consumer to make a purchase right away, design campaigns with small moments in mind. Ensuring easy access to saving products, creating campaigns that support returns to products, and reminders are strategies that help build engagement.
Why you should trust this data?
The Amazon Ads Beyond the Buy report is based on robust research from a sample of 14,000 consumers across 11 countries, providing a complete understanding of contemporary shopping habits. The research combines both quantitative and qualitative data, allowing for reliable conclusions to be drawn.
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Summary
Today, consumers do not just "go shopping". They are in shopping mode all week long, and the path to purchase is fluid and dynamic. If your brand does not adapt to these changes, it might miss decision-making moments.
At Go2Market, we understand how complex this process has become. Our approach is based on a full purchase funnel, where each campaign is precisely tailored to a specific stage of the path to purchase. We use available Amazon Ads tools to reach consumers at every stage, offering personalisation and precise targeting.
Do you want your brand to be present at every moment of the purchasing decision? Our marketing strategies based on a full-funnel approach, which help build loyalty and engagement throughout the entire purchase process, will help you achieve this.
FAQ - constant Amazon customer
1. What is a "constant consumer" and how does it affect shopping?
A constant consumer is someone who is perpetually in shopping mode. This means that they do not just think about shopping in the traditional way, but make purchase decisions at various times of the day - during work, entertainment, or everyday activities. As a result, consumers become more accessible at any given moment, which poses new challenges for brands that must adapt their marketing strategies.
2. What changes in the purchase process have new technologies introduced?
New technologies, such as interactive ads, AI, and livestream shopping, are changing how consumers discover products and make purchase decisions. Thanks to these technologies, shopping has become more spontaneous, personalised, and fully integrated into consumers' daily lives.
3. What does "micro-moment" mean and why is it important in marketing?
Micro-moments are brief instances that have a significant impact on purchase decisions. These are moments when a consumer saves a product for later, takes a screenshot, or compares options. Although they do not lead to a purchase on their own, they build long-term engagement and help foster brand loyalty.
4. What are the key differences between the traditional purchase funnel and the contemporary model?
The traditional funnel assumes that the consumer goes through linear stages: awareness, consideration, purchase. The modern model is a fragmented path to purchase, where consumers make buying decisions in many different moments of their lives, often on different devices, making the classic funnel insufficient. Contemporary marketing must be continuous and present at every moment.
5. What are the benefits of full-funnel marketing?
This approach enables the integration of different stages of the purchase process into a single ecosystem. This means that a brand can reach the consumer at every stage - from initial interest, through product comparison, to finalising the purchase. This way of operating ensures consistency in communication and higher consumer engagement.
6. How does Go2Market leverage these changes in its campaigns on Amazon?
Go2Market applies a full-funnel marketing strategy on Amazon, combining precise targeting, tailoring ad content to the stage of the path to purchase, and optimising campaigns across different touchpoints. Consequently, the campaigns are adapted to the consumers' constant shopping mode and enable a continuous brand presence at moments that have the greatest impact on buying decisions.
7. What data stands behind these conclusions?The conclusions are based on research conducted by Amazon Ads and Strat7 Crowd.DNA, which covered 14,000 consumers from 11 countries. The data was collected through ethnographic interviews, quantitative surveys, and analysis of consumer touchpoints, which allowed for a more complete picture of contemporary shopping habits.
Sources:
Amazon Ads custom research with Strat7 Crowd.DNA. Beyond the Buy. Fielded March 2025 to July 2025. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, U.K., and U.S. aggregated. N=1000
Amazon Ads Brand Tracker. Harris Poll. Fielded Sept 2025. Reflects advertisers from 8 countries (US, CA, UK, DE, FR, IT, ES, JP). N=1000
Customer Journey Touchpoints Over Time, NP Digital, April 2025
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