Question: An advertiser wants to capture existing demand for their brand by reaching shoppers already considering the brand. Which stage of the customer shopping journey should they target?
- Awareness
- Purchase
- Loyalty
Explanation
The Purchase stage focuses on shoppers who are close to buying and already show strong intent. When shoppers are already considering a brand, advertising should help convert that existing demand into sales. This stage is suited for reaching audiences who need a final prompt, offer, or product reminder before completing a purchase. It is more conversion-focused than upper-funnel activity because the shopper is already familiar with the brand or product category.
Why the other options are incorrect
Awareness is used to introduce a brand to new shoppers, not capture demand from shoppers already considering it.
Loyalty focuses on repeat engagement after purchase, not converting shoppers who are currently deciding.
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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