"Partner·Going Global Playbook" deconstructs cases from the 2026 Amazon Ads Partner Awards around four major growth scenarios, bringing cooperation experience into brands' daily operations.
This issue continues to focus on the "full-funnel marketing and brand-effect-integrated growth" scenario, looking into the practice of Amazon Ads partner SparkX with home fitness equipment brand RITFIT, to see how the brand, through audience insight, differentiated positioning, and multi-layer advertising synergy, drives consumers from interest to purchase while enhancing brand awareness.
In the fiercely competitive home fitness equipment market, consumers often need to pass through multiple touchpoints from learning about a brand to finally purchasing. Brands must not only fight to be seen, but also continuously stimulate consumer interest, build purchase intent, and capture demand at critical moments.
How can brand exposure be truly converted into consumer interest and action? In the cooperation with home fitness equipment brand RITFIT, Amazon Ads partner SparkX first used Amazon Marketing Cloud (AMC) to gain insight into consumer behavior and identify potential audiences; then, it built differentiated brand awareness through a pink fitness equipment series launched for female consumers, and connected different stages of the consumer journey through multiple advertising combinations. Ultimately, the brand not only captured purchase demand on Amazon, but also expanded conversion paths through the brand's direct-to-consumer (DTC) website.
Brand challenge: how to break through the awareness barrier in "homogenized" competition
RITFIT is a small and medium-sized home fitness equipment brand facing fierce competition in the North American market. In the past, the brand relied more on conversion-stage advertising, leaving room for improvement in brand awareness and demand nurturing:
. Limited category visibility;
. Brand keyword search volume 30% lower than the industry average;
. Difficulty in continuously creating new brand demand and accumulating brand influence
Therefore, RITFIT hoped to use the Q1 2026 launch of a Valentine's Day bundle and a pink fitness equipment series for female consumers as an opportunity to strengthen product differentiation and drive consumers from awareness to conversion simultaneously on Amazon and the brand's DTC website.
Solution: starting from differentiated awareness, connecting awareness, consideration, and conversion
How to use a clear product launch moment to build differentiated awareness and let subsequent touchpoints continuously capture the consumer journey from discovery to purchase?
SparkX built a full-funnel strategy for it:
AMC insight into audiences and purchase journey → advertising combinations connect awareness, consideration, and conversion → Performance+ continuously optimizes based on consumer signals
1. Insight: using AMC to pinpoint potential audiences
Through AMC analysis, SparkX discovered two key pieces of information:
. A group of high-potential female fitness audiences;
. Consumers who had been exposed to awareness-stage media were 4 times more likely to add to cart and had a 62% higher new-customer rate than other consumers.
These findings provided the data basis for increasing awareness-stage investment. Based on this, SparkX further included audiences previously exposed to brand advertising in subsequent product information delivery and retargeting strategies, allowing advertising touchpoints at different stages to connect with one another.
2. Reach: using advertising combinations to connect awareness, consideration, and conversion
1) Awareness stage: attracting female fitness audiences with differentiated products
RITFIT launched a pink fitness bundle for women, paired with unified visual style and customized messaging, differentiating it from fitness equipment brands in the market that communicate more toward male consumers.
Around this differentiated product positioning, SparkX achieved large-scale coverage through Fire TV, Prime Video, and streaming TV (STV), using the differentiated creative of the female-oriented pink fitness bundle to expand the brand's coverage among core female fitness audiences and build potential consumers' awareness of the brand.
2) Consideration stage: further introducing products to audiences already exposed to the brand
After building differentiated awareness, the next step is how to further convert consumers' attention to the brand into sustained interest in the product.
SparkX used Amazon DSP and Online Video (OLV) with focused product messaging to conduct targeting and retargeting for audiences already reached at the awareness stage, strengthening product value and pushing potential consumers from "knowing the brand" toward "considering purchase."
3) Conversion stage: driving purchases on Amazon and the brand's DTC website
When consumers enter the higher-intent stage, SparkX further combined Sponsored Products, Sponsored Brands, display ads, and Amazon DSP on-site and off-site link placements to capture high-intent demand across Amazon and DTC channels.
3. Optimization: continuously adjusting delivery based on consumer signals
SparkX further leveraged Performance+'s consideration, customer acquisition, and retargeting audience solutions, combined with pink-themed vertical videos and display ad creatives, to continuously optimize bidding, placements, and audience reach based on consumer signals, enabling better connection between advertising strategies at different stages.
Business results: off-season compared with peak season, awareness, consideration, and conversion all grow
This case compares Q1 2026 with Q4 2025. Although the former is a traditional off-season and the latter is the year-end peak season, RITFIT still achieved sequential growth in the awareness, consideration, and conversion stages:
Meanwhile, compared with consumers not exposed to brand advertising, consumers exposed to brand advertising had a 61% higher product detail page view rate, a 231% higher add-to-cart rate, and a 41% higher conversion rate. AMC data shows that consumers exposed to brand advertising showed higher engagement in subsequent product detail page views, add-to-cart, and conversion behaviors, providing data reference for the correlation between awareness-stage investment and subsequent consumer behavior.
Brand insights: full-funnel marketing, letting every touchpoint serve "accumulation" for the brand
SparkX's practice in serving RITFIT lies in combining differentiated creative, AMC audience insight, and continuous optimization, centering on the brand's growth bottleneck, connecting early brand exposure with subsequent product communication, and letting advertising at different stages jointly serve the consumer purchase journey. For brands, there are three points worth referencing:
1. Use "target audiences" to build differentiated awareness
RITFIT launched a pink fitness bundle around female fitness, paired with unified visuals and customized messaging, forming differentiation at the awareness stage, and expanding core female fitness audience coverage through Fire TV, Prime Video, and streaming TV.
2. Use "data" to judge the value of awareness-stage investment
Using AMC, SparkX discovered that consumers exposed to awareness-stage media were 4 times more likely to add to cart and had a 62% higher new-customer rate than other consumers. These data provided the basis for increasing awareness-stage investment and connecting subsequent consideration and conversion-stage reach.
3. Use "full-funnel combinations" to connect consideration and conversion
From awareness to consideration to conversion, SparkX configured different advertising products around the consumer journey: at the consideration stage, Amazon DSP and Online Video (OLV) retarget audiences already reached at the awareness stage; at the conversion stage, Sponsored Products, Sponsored Brands, display ads, and DSP on-site and off-site links capture high-intent demand, covering both Amazon and DTC channels.
Conclusion
With this case practice, SparkX won the 2026 Amazon Ads Partner Awards Full-Funnel Advertising | 2026 China Winner.
RITFIT's practice shows that full-funnel marketing is not simply stacking different advertising forms, but starting from consumer insight, combining brand positioning with marketing goals at different stages, letting each touchpoint play its corresponding role, and connecting the consumer journey from awareness to purchase through continuous optimization. From identifying potential audiences and building differentiated brand awareness, to capturing high-intent demand, the cooperation between SparkX and RITFIT demonstrates how multi-layer advertising synergy can balance brand influence and business growth.
"Partner·Going Global Playbook" will continue to deconstruct how partners combine local consumers' device usage habits and trust preferences to adjust product selling points, advertising strategies, and brand communication, helping brands better integrate into local markets and achieve long-term development.
