Your competitors are there.
If customers are searching for your product, defend yourself from competition. Advertising on Amazon can help prevent defection and build new customers.

Strategically showcase price leader products.
Advertising your price leader products helps get customers into the virtual door. Once they are in your Amazon Storefront, all of your products can be featured so they can find the best fit for them.

Have confidence that your funnel is growing.
Amazon is full of customers that are in a shopping mindset. Feature your products to consumers who might be looking for something similar who are not aware of your brand yet.