Question: An advertiser wants to generate new, long-term demand for their brand. Which stage of the customer shopping journey should they target?
- Consideration
- Awareness
- Purchase
Explanation
Awareness is the earliest stage of the customer shopping journey and is used to introduce a brand to shoppers who may not yet know its products. This stage supports long-term demand by building familiarity before shoppers move into active comparison or purchase behavior. Amazon Ads defines awareness as a point where customers are exploring available products and forming early brand perceptions. Targeting this stage helps expand reach beyond shoppers who are already close to buying.
Why the other options are incorrect
Consideration applies when shoppers are already comparing products and evaluating options.
Purchase focuses on shoppers closer to conversion, not on generating early brand demand.
Source for verification
https://advertising.amazon.com/library/guides/building-awareness-in-the-shopping-journey-on-amazon
https://advertising.amazon.com/library/guides/marketing-funnel
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Sponsored Ads Advanced Certification" page.