A review of fossil evidence supports a pelagic mode of life (in the water column) of ammonoids, but they may have spent their life close to the seabottom (demersal), planktonically, or nektonically depending upon the ontogenetic stage and taxon. There are good indications for a planktonic mode of life of ammonoid hatchlings, but a broad range of reproductive strategies might have existed (egg‐laying, fecundity). Isotope and biogeographical studies indicate that some forms migrated or swam for considerable distances, whereas others may have been primarily transported by oceanic currents during early and/or late ontogeny. Diverse ammonoid habitats are also supported by evidence from predator–prey relationships derived from characteristic injuries and exceptional fossil finds, which indicate chiefly predatory or scavenging lifestyles. Sublethal injuries preserved in some ammonoid shells, as well as rare stomach and coprolite contents, provide evidence of predation by other cephalopods, arthropods and various jawed vertebrates. Various lines of evidence suggest that different groups of ammonoids had quite different ecologies, but shell shape alone can only give upper constraints on ammonoid capabilities, a matter that needs to be considered when interpreting their diversity and evolutionary history.

Coleoid cephalopods are characterized by internalization of their shell, and are divided into the ten‐armed Decabrachia (squids and cuttlefish) and the eight‐armed Vampyropoda (octopuses and vampire squid). They have a rich fossil record predominantly of the limited biomineralized skeletal elements they possess: arm hooks, statoliths, mouthparts (the buccal mass) and internal shell (gladius or pen), although exquisitely preserved soft tissue coleoids are known from several Lagerstätten worldwide. Recent studies have shown that although morphological similarities between extant decabrachian gladii and fossil examples exist, no known examples of fossil decabrachians are currently known. However, molecular clock data and phylogenetic bracketing suggest that they should be present in Lagerstätten that are rich in vampyropod soft tissue fossils (i.e. Hâkel and Hâdjoula Lagerstätten, Cretaceous, Lebanon). We propose that a hitherto unknown taphonomic bias pertaining to the differing methods of buoyancy control within coleoid groups limits preservation potential. Both negatively and neutrally buoyant decabrachians use chemical buoyancy control (ammonia) whereas vampyropods do not. In the event of rapid burial in an environment conducive to exceptional preservation, ammonia dramatically decreases the ability of the decabrachian carcass to generate the required pH for authigenic calcium phosphate replacement, limiting its preservation potential. Moreover, the greater surface area and comparatively fragile dermis further decrease the potential for fossilization. This taphonomic bias may have contributed to the lack of preserved labile soft‐tissues in other cephalopods groups such as the ammonoids.

During the Devonian Nekton Revolution, ammonoids show a progressive coiling of their shell just like many other pelagic mollusk groups. These now extinct, externally shelled cephalopods derived from bactritoid cephalopods with a straight shell in the Early Devonian. During the Devonian, evolutionary trends toward tighter coiling and a size reduction occurred in ammonoid embryonic shells. In at least three lineages, descendants with a closed umbilicus evolved convergently from forms with an opening in the first whorl (umbilical window). Other lineages having representatives with open umbilici became extinct around important Devonian events whereas only those with more tightly coiled embryonic shells survived. This change was accompanied by an evolutionary trend in shape of the initial chamber, but no clear trend in its size. The fact that several ammonoid lineages independently reduced and closed the umbilical window more or less synchronously indicates that common driving factors were involved. A trend in size decrease of the embryos as well as the concurrent increase in adult size in some lineages likely reflects a fundamental change in reproductive strategies toward a higher fecundity early in the evolutionary history of ammonoids. This might have played an important role in their subsequent success as well as in their demise.

Mollusks in general and ammonoids in particular are known to display a sometimes profound morphological intraspecific variability of their shell. Although this phenomenon is of greatest importance, it has rarely been investigated and quantified. It is especially crucial for taxonomy and incidentally for biodiversity analyses to account for it, because otherwise, the number of described species might exceed that of actual species within any group. Early ammonoids (Early Devonian, Paleozoic) typically suffer from this bias. For instance, most specimens from the same layer and the same region (e.g., the Erbenoceras beds of the Moroccan eastern Anti-Atlas studied here) differ morphologically from each other. Depending on the importance given to certain morphological characters, therefore, one could create a new species for almost every specimen. In this study, we measured nearly 100 such specimens from a restricted stratigraphic interval and quantified their intraspecific variability. There is a variable but strong overlap of the quantified shell characters at most ontogenetic stages, and only two species are here separated rather than the four previously recognized in Morocco. When ontogenetic trajectories of the Moroccan specimens are compared with coeval faunas from other regions (assigned to other species), a strong overlap between the morphospaces occupied by these taxa becomes apparent. The justification of some of these latter species is thus questionable even if their mean values in some conch parameters differ considerably from the mean values of the Moroccan species. Hence, the number of currently valid species of these loosely coiled early ammonoids is probably much too high. Extreme caution must therefore be taken when examining the diversity of groups in which the intraspecific variability is poorly known.