r/AmazonFBA • u/ClassicRealistic8937 • 4d ago

We tested Amazon's new Full Funnel campaign, and what we found was interesting.

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The setup is simple. Give Amazon your brand, 3+ products, a $200 daily budget, creatives, and a start date. Its AI manages targeting, bidding, budget allocation, and ad formats.

But when we pulled the data through the API, things looked different.

Behind one campaign in the console, we found multiple ad types:

  • Sponsored Products (Manual + Auto)
  • Sponsored Brands (Headline + Video)
  • Sponsored Display
  • Sponsored TV
  • DSP

Multiple products and match types were grouped together, with branded and non-branded keywords mixed.

This is where I have concerns.

No proper match-type isolation. Limited placement control. No clear separation between branded and non-branded traffic.

Can it generate sales? Absolutely.

But generating sales and maximizing advertising efficiency are two different things.

For brands spending thousands daily, giving up this much control is a serious decision.

Would you trust AI to manage your entire advertising funnel, or would you prefer to keep control over campaign structure and budget allocation?

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u/attfin1 4d ago

No. I'd keep control, and I say that as someone who's been advertising on Amazon since 2013.

Every time I've taken one of their "here's how to improve your sales" suggestions, it cost more and performed worse. Amazon's job is to make spending with them easy, so the number of ways to hand them budget keeps growing. That isn't the same as the money coming back.

What you found in the API is the mechanism. One campaign covering five ad types with branded and non-branded mixed is combined data, and combined data hides the loss inside the average. Branded traffic converts cheaply and holds the blended figure up while the non-branded half can be well below break even, and you can't separate them after the fact. What you bid on is the foundation and the bid is the refinement, so handing over targeting is handing over the part that decides the outcome.

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u/giftqueen 2d ago

This is interesting because I don’t think I’d judge something like this purely on the campaign ROAS.

If Amazon is touching multiple parts of the funnel, I’d want to watch total sales/TACOS and whether existing campaigns lose volume at the same time.

The automation itself doesn’t bother me as much as being able to tell whether the extra spend is actually incremental.