Published on: May 6, 2026
Today’s consumer doesn’t follow a straight path to purchase. They stream, scroll, browse, and buy across multiple platforms within a single session. For brands, this non-linear journey presents a fundamental challenge: how do you build a coherent brand experience when your audience is everywhere at once?
Speaking at MMA Impact 2026, Gulshan Verma, Director, Amazon Ads India, addressed this head-on. The fragmented media landscape, he noted, has rendered traditional siloed media planning ineffective, resulting in inconsistent measurement and missed opportunities for brands trying to connect meaningfully with their audiences.
The solution, according to Verma, lies in integration. Brands using Amazon Ads are increasingly bringing together content, community, and commerce to build a unified customer experience. At the heart of this approach is what he described as a ‘One view’ of the consumer, a consolidated understanding that enables consistent, relevant engagement across the entire funnel, from awareness through to conversion.
Bringing together content, community, and commerce — the new blueprint for a unified customer experience.
Central to this strategy is insight-led audience planning. By leveraging Amazon’s rich shopping data, brands can identify and engage high-value customer cohorts with messaging tailored to their behaviours and intent, moving beyond demographic targeting to genuine relevance.
Verma illustrated the real-world impact through a CPG brand case study, where a coordinated full-funnel strategy combining video, display, and sponsored ads delivered results that were difficult to ignore. New-to-brand customers recorded up to 905% growth in purchases, while ad-exposed audiences saw 9X higher purchase rates compared to those not exposed. Even returning customers responded strongly, with purchase rates up to 3X higher.
Underpinning all of this is AI. Verma highlighted how AI-powered capabilities are enabling smarter planning, sharper optimisation, and more precise measurement, allowing brands to deliver relevant ad experiences at scale. Importantly, Amazon Ads’ full-funnel solutions are built to help businesses of all sizes scale and achieve their objectives.
For brands willing to connect the dots across the funnel, the returns speak for themselves.
Adtech Today is a media partner at MMA Impact 2026.
