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What is Amazon Marketing Services?

What is Amazon Marketing Services?

Amazon's marketplace is incredibly competitive, despite the fact that it has hundreds of millions of potential customers. Sales funneling is more difficult than ever in a sea of established competitors.

You need to discover methods to stand out in the marketplace and keep ahead of your competition if you want to succeed as a seller. If you don't, your products will be up against a lot of stiff competition on the online retail giant.

In order to stand out from the competition and attract visitors to your product detail page, you need Amazon Marketing Services. You can increase your sales and your brand's visibility on Amazon by using Amazon marketing services.

What Is Amazon Marketing Services (AMS)?

scheme of amazon marketing services

For sellers that want to make their products more discoverable, Amazon offers a variety of marketing options. Sellers can make use of AMS Amazon marketing services to advertise their products through the use of carefully placed targeted adverts.

In order to reach customers, AMS leverages indications like comparable items and relevant search phrases, as well as buyer intent and interests. You have total control over ad placement and spending with Amazon's AMS.

Since its inception in 2012, Amazon AMS has experienced many rebrandings. The moniker Amazon Marketing Services was dropped in September 2018 to match the company's rebranding.

It has been renamed "Advertising Console" by Amazon Marketing Services. They fall under the umbrella of "Amazon Ads." But despite this, many individuals still use it as AMS. As long as you know how to use the various AMS ad formats, you can quickly get the brand recognition you desire.

How Does AMS Amazon Marketing Services Work?

new advertising console for vendors
The new Advertising Console for Vendors.

Source: Amazon

Three ad campaign types are available in the Amazon Ad Console as part of the Amazon marketing services. Using these ad formats, you can reach as many potential customers as possible. Additionally, these ad campaign options allow you to target specific product detail pages in order to increase your conversion rate.

As a result, you'll have a greater number of opportunities to convert customers who see your adverts.

Types of Amazon AMS Ads

Amazon Prime has millions of subscribers, making eCommerce businesses rush to the platform to promote their goods in front of customers. However, as the number of users grows, so does the level of competition. So while SEO and listing optimization is essential for increasing organic search results, you'll need to be a little more proactive to obtain the most exposure.

This is where Amazon Ads may help. They're one of the most effective methods to generate momentum for your business when used correctly. The kind of advertisement you'll need will be determined by your products and the goal you're attempting to accomplish.

There are three types of Amazon ads:

amazon ad types

  • Sponsored Products Ads
sponsored product ads

Product merchandising on Amazon can be improved with the use of Sponsored Products by sellers. Using targeted adverts, you can increase the number of people who see your product when they perform a keyword search. You only pay when someone clicks on your ad and visits the page with your offer.


  • Sponsored product advertising tends to have greater conversion rates since they appear on Amazon's homepage, where customers are more likely to see them.

  • Once someone hits your ad, you only pay if they are interested in your product or service. You'll have more control over your ad budget this way.

  • Sellers can benefit from these advertisements since they appear in a variety of places in the marketplace.

  • AMS campaigns can be monitored and improved with the use of these advertisements' reporting features.

  • Advertisements for sponsored products can be seen on a variety of platforms, including desktops and mobiles. This enables you to reach a broader audience and expand your reach.

Seasonal items, clearance items, and new products can all benefit from using these adverts to market them. In order to boost your Amazon sales, this type of AMS ad can be an effective marketing tool. These advertising will not only help you rise in the Amazon rankings, but they will also save you money in the long run.

  • Sponsored Brands Ads

    sponsored brand ads

Cost-per-click advertising for headline search advertisements appears at the top of a search results page and is based on the number of clicks. Customized ad copy can be included in these adverts to provide information about a product.

If you sell on Amazon or visit their homepage often, you’ve definitely seen banner advertising at the top of results pages with a personalized headline, logo, and up to 3 products featured side by side. These are search-engine advertising headlines.

These advertisements are bigger and appear in a more prominent location than sponsored product advertising. These two variables are to blame for the recent rise in prices. When someone clicks on this advertising, they are brought to a bespoke landing page or precisely picked items.

With headline search advertisements, getting started is a breeze. Determine what you want to market, select keywords, create a budget that works for you, bid on keywords, and use high-quality photos in your ad copy to draw in customers.


  • In order to make them stand out, they appear at the top of the search results page. Your product list page or Amazon shop can benefit from high-quality traffic from these adverts.

  • Each banner allows you to promote a maximum of three different products.

  • It is possible to tailor headlines in order to increase readership and interaction. Linking to a custom landing page allows you to highlight your top-selling products.

To be able to use Amazon headline search advertisements, you must first register your brand. These advertisements have a higher ACoS (Advertising Cost of Sales) than other AMS ad categories, but they pay off in the form of better conversions.

  • Sponsored Display Ads
    sponsored display ads

Sponsored Display advertising allows you to target customers who have already shown interest in your products or ones that are comparable to yours. In addition, you can use these ads to target customers who have searched for your product or who have purchased from you in the past.

Using these ads, you can re-engage customers who have previously viewed your products or those of your competitors and bring them to your product page. On search results pages and linked product pages, Amazon sponsored display advertising appears at the side or bottom of the page. Instead of using keywords, they target audiences based on their demographics and shopping habits.

These ads have the distinction of being able to appear on websites other than Amazon. If you're looking for banner advertisements, for example, you can find them on websites owned by Amazon or its partners. If you're going after your competition, they're a great way to advertise.

Because of their prominent placement on product pages, these advertisements are a great way to get your brand name out there and drive targeted traffic to your product details page.


  • Your product pages can benefit greatly from the traffic generated by these advertising because they display on search results, product detail pages, and the Amazon homepage.

  • The Amazon ad dashboard allows sellers to monitor the success of their sponsored display advertising to check if they're receiving value for their money. Metrics like clicks, ad expenditure, total sales, impressions, and advertising cost of sale (ACoS) are all readily available via the dashboard.

  • To better target, your competition, use these adverts to position your products under the listings of your competitors.

  • Sellers that wish to raise their company's profile should use them.

If you want to increase sales on Amazon and promote your brand, Amazon Sponsored Display Ads are a must-have.

Learn more about Amazon Ad Types here.

Do you need Amazon marketing services? 

Since the debut of Amazon's advertising solutions, the company has only expanded its alternatives for marketing. There were Sponsored Products, then Sponsored Brands, and finally Sponsored Display ads. Since the number of ad types has grown, so has the number of targeting choices available to advertisers. Inside the campaigns, you'll discover a wide variety of beta possibilities. So, if you want to succeed on Amazon, you need to know what all of your possibilities are.

On a global market like Amazon, the competition is strong. Pay-per-impression and pay-per-click options are common in most internet advertising systems. Amazon, on the other hand, takes a different tack. When a customer clicks on an ad, you get to decide how much you want to spend. With this, you're able to fine-tune the spending of your advertising budget. In addition, the audience's strong desire to purchase is reflected in increased conversion rates.

Second, Amazon has begun to simplify its advertising reports for third-party vendors. To get a better understanding of customer search trends, these tools may not be the best, but they are extremely helpful in determining which strategies work and which do not. Aside from saving time and money, Amazon marketing services can help your business gain the exposure it needs.

  • Create delightful shopping experiences

Your brand has to stand out on Amazon, where there are millions of competitors. This means that your consumers will want to come back for more, and Amazon marketing services may undoubtedly assist.

  • Get insights and optimize product listings

The conversion rate of a well-optimized product listing is greater. Better ratings and a higher ranking are both correlated with increased sales. Identify the best-converting keywords with a lower ACoS from your ad campaigns and use them as the focus of your listing descriptions. Product title, description, and questions and answers should all be improved. As a result, you'll get a lot of repeat business.

  • Offer convenience

When it comes to the information they receive from you, customers have very little say. As an advertiser, you have a duty to make your clients' lives easier. Convenience may be your most compelling selling point. To make their lives simpler, we create customized storefronts, landing sites, and return policies. In other words, customers will have a better time.

How to Optimize Your Amazon Ad Campaigns

  • Be Consistent

Your advertising campaigns should follow the same advertising approach. Your ad strategy will be more efficient and less likely to waste money if you follow these guidelines.

  • Use the Best Keywords

To aid you with your advertising efforts, Amazon already offers a superb keyword algorithm. You can begin with these suggestions and refine them as you gather additional information from your marketing activities. You may also use keyword research tools to determine the keywords that your target audience is most likely to use.

  • Use a Combination of Interest-Based and Product-Based Targeting

Interest-based and product-based targeting options are available through Amazon Marketing Services. To reach as many people as possible, we suggest combining the two approaches.

  • Optimize Your Video Ads

Use Amazon's advertising criteria when creating video advertisements to ensure your ads are noticed. Amazon offers a variety of ad targeting options, such as ad sizes and frame rates. Since clickable material doesn't always function, you'll want to avoid using it in your video advertising.

Unless a visitor specifically clicks on the video ad part to hear the audio, all Amazon Video Ad audio is muted by default. As a result, video commercials that can be viewed both with and without sound are extremely significant.

  • Optimize Your Ad Headlines and Copy

Another part of your ad to which you should pay special attention is the copy. The subject line of your email is analogous to the headline of your ad. They must entice visitors to click by grabbing their attention and making them eager to do so. You may use these methods to boost your ad headlines by writing interesting email subject lines.

For those who didn't click because of the title alone, your ad language should provide them with a little more incentive to click. Make use of terminology that is easy to understand and that clearly communicates the advantages of your company's products and services.

Final Thoughts

AMS Amazon marketing services are essential for boosting your Amazon business's traffic and sales. Since their debut in 2012, these services have undergone significant revisions, resulting in an improved ability to increase sales and brand recognition. You should be able to use AMS ad types to expand your Amazon business with a variety of possibilities and analytics tools.

New Amazon sellers, as well as some of the more experienced ones, may find it difficult to get off the ground when it comes to Amazon marketing. It's a good idea to seek the help of an Amazon brand management firm if you need help getting started.


  • What is keyword-targeted advertising?

Adding keywords to your ad campaigns determines when your advertisements will display based on the words or phrases you provide in your ad copy. The keywords in your campaign are matched to the search phrases that Amazon customers use to look for products. If your ad is eligible, it will show up when a consumer searches for the keywords you've included in your campaign.

  • Where are my ads shown?

Your advertising will show at the top of the first page of Amazon search results every time you win the auction.

  • Where are shoppers directed when they click on my ads?

Shoppers are sent to the Amazon brand page or custom landing page that you specified when they click on your ad.

  • Do I need to have an Amazon Page to run a Sponsored Brands campaign?

No. When customers click on your ads, they are sent to the Amazon page that you have specified. This might be your business's Amazon page or any other Amazon page that features your products.

  • Who is eligible to create Sponsored Brands Ads?

Sponsored Brands Ads are available for all Amazon Marketing Services accounts that have been approved. For more information, see the Amazon Advertising Policy Guidelines.

  • Can I edit my ad?

The Amazon Marketing Services ad builder automatically generates the creative for your campaign. Before submitting the ad for approval, you must include a custom title and image.

  • How are keywords matched to a shopper’s search?

Amazon consumers who search for the keywords you provide in your campaign will see your ad. Phrase match and Exact match are examples of match types. If you choose Specific Match, your advertisements will only display when someone conducts a search for the exact keyword you provide. Phrase Match your ads might appear when someone searches for your specific term, as well as other phrases before or after it.

  • How much do Headline Search Ads cost?

A cost-per-click, auction-based pricing mechanism is used by Amazon Marketing Services. If you're willing to spend a certain amount per click, we propose that you do so. Amazon shoppers who search for one of your keywords are more likely to see your ad if your bid is high enough. The lowest cost-per-click is $0.10, and you'll never be charged more than what you bid for a click.

  • What types of term variations does Sponsored Brands Ads allow today, if any?

Sponsored Brand Keywords variations such as stemmed words (for example, home and housing), plurals, and misspellings are not permitted in Sponsored Brands Ads. In order to be considered, advertisers must include such variants clearly.

  • How much do Product Display Ads cost? 

A cost-per-click, auction-based pricing mechanism is used by Amazon Marketing Services. If you're willing to spend a certain amount each click, we propose that you do so. It is more probable that your ad will appear if you place a high enough bid. Product Display Ads have a minimum cost-per-click of $0.02.

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