Traditional boundaries between content, commerce, and technology are dissolving. As shopping increasingly blurs into everyday life, here’s how brands can connect with consumers in the moments where influence is built and intent takes shape.
For a long time, going shopping was something people did deliberately. You made time for it. You went to the shop. You tried on clothes. You paid and you were done.
Today, it happens everywhere, whether we’re actively shopping or simply going about our day.
of UK consumers think about shopping multiple times a week
Beyond the Buy, Amazon Ads’ latest global research with Strat7 Crowd.DNA, validates what culture has been reflecting for years: shopping is no longer a destination. It’s a constant state – woven through the entertainment we watch, the creators we trust and the technology quietly shaping what shows up next.
of UK consumers consider purchases even when they don’t need to buy anything
The age of the always-on shopper
People browse while streaming, catch up on a favorite podcast while doing laundry. They screenshot products mid-show. Food shop on their phone while waiting at school pick-up. Read customer reviews within moments of learning about a product. Add items to baskets without any intention of checking out – yet.
These micro-moments of consideration stack up quietly, often across days or weeks, before a decision is ever made.
Meanwhile, many marketing structures are still evolving to reflect this reality. Planning often assumes a more linear path from awareness to purchase, with distinct budgets, tools and KPIs assigned to each stage.
Now, as consumer behavior becomes more fluid, these models are being challenged to adapt – so marketers don’t miss the moments that matter.
2 in 3
global advertisers still view the journey from awareness to purchase as linear
Entertainment is now part of the shopping journey
If shopping is now ambient, entertainment is one of its most powerful triggers.
Half of UK respondents (48%) already see entertainment as part of their shopping journey, and even more (52%) say they’ve discovered brands while watching, listening or streaming content they love, across sectors as diverse as over-the-counter medicines, to finance and telecoms.
Why? Because these moments don’t feel like advertising – they feel like discovery. That cooking show set in the gorgeous kitchen? It’s a vision of your next home renovation project. Your favorite TV show? It’s a moodboard for next season’s wardrobe.
Top 3 entertainment areas where surveyed consumers want to see more interactive ads
#1 social media
#2 TV shows
#3 movies
Now, entertainment accelerates shopping intent. So brands that show up well in these entertainment spaces are welcomed by consumers.
“We know that when people are immersed in their favorite content, they’re not just passively watching: they’re actively thinking about purchases. In fact, according to our research, 69% of UK shoppers have taken consideration actions while enjoying entertainment.”
Emma McAndrews, head of growth, UK and DE, Amazon Ads
of UK consumers view brands more positively when they appear in their favorite content
Full-funnel thinking, without the friction
With consumers behaving in a full-funnel way already, the opportunity now isn’t simply to be present at every stage of the journey but to connect those stages properly.
That’s the thinking behind the conversations taking shape at unBoxed London this February. Following on from the US event in November, unBoxed is where Amazon Ads, partners and brands will spotlight how unified buying, AI-powered optimization and closed-loop measurement bring discovery, consideration and conversion closer together, while unifying content, commerce and technology into a single, connected system.
When media, creative and measurement are unified, brands can understand more confidently which moments worked and how attention turns into action.
AI, in this context, isn’t about automation for its own sake. It’s about innovative solutions that streamline processes and create efficiencies to deliver greater performance and value for brands. The result is better-timed advertising.
“We see agentic AI experiences as the next evolution in advertising technology, specifically addressing our industry’s most complex challenge: the intricate dance of campaign management and campaign optimization. This isn’t just about automation, it’s about bringing together human expertise with AI that understands the nuances of advertising strategy.”
Mark Craig, director demand tech experiences, Amazon Ads
Proof beats promise
When brands connect premium entertainment environments with advanced measurement, the results go beyond reach and ladder up to clearer attribution and more efficient growth.
What success looks like now
Beyond the buy isn’t a new stage of the funnel. It’s where brands are built.
Success today means moving past traditional, linear, funnel-based approaches. It means being present in the moments where decisions start forming – not just at checkout. And it means showing up naturally within the entertainment and culture people actively choose – where discovery, consideration and intent increasingly converge.
As a result, tech-enabled shopping experiences are no longer optional add-ons; they make shopping feel more relevant and engaging by integrating it seamlessly into how people watch, listen, and explore content every day. When that happens, everyone wins: consumers find their product more easily and brands build more meaningful connections with their audiences.
of surveyed UK consumers have used at least one modern shopping technology – from tailored recommendations and interactive ads to AI shopping tools and livestream shopping
3 key takeaways
So here are the new rules of engagement, for success beyond the buy:
1
Stop planning journeys. Start planning for movement
Consumers don’t progress neatly from awareness to action. Treat every touchpoint as an entry point and every moment as potentially meaningful.
2
Treat entertainment as infrastructure, not a tactic
Integrate naturally into streaming, creator and live moments, to shape decisions earlier in the customer journey - often before intent is fully formed. The shift is from buying moments to building presence, to earn familiarity and trust long before a purchase decsion is made.
3
Remember – full funnel only works when it’s fully connected
Don’t aim to be everywhere – aim to be connected. Use unified buying, AI-driven optimization and holistic measurement to reflect how customers actually behave. Break silos, build systems, and turn speed and clarity into advantage.