Question: An advertiser wants to build new, short-term demand for their brand on Amazon.com. Which stage of the customer shopping journey should they target?
- Loyalty
- Purchase
- Consideration
Explanation
Consideration is the stage where shoppers are actively evaluating products and comparing options before purchase. For short-term demand on Amazon.com, this stage is useful because it reaches shoppers who already have category or product interest. Sponsored ads can influence these shoppers by keeping the brand visible while they browse, compare, and narrow choices. This supports demand generation closer to the point of purchase than broad awareness activity.
Why the other options are incorrect
Loyalty focuses on existing customers and repeat engagement, not building new demand.
Purchase targets shoppers ready to convert, but it is less focused on creating new demand before the buying decision.
Source for verification
https://advertising.amazon.com/library/guides/marketing-funnel
https://advertising.amazon.com/library/guides/advertise-your-products-on-amazon
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