Amazon Marketing Services
Last updated: January 12, 2025
What is Amazon Ads (formerly AMS)?
Amazon Ads (formerly Amazon Marketing Services/AMS) is Amazon's central advertising platform. It offers self-service advertising solutions on a PPC or impression-based model to boost visibility and sales.
Renaming AMS to Amazon Advertising served to unify the brand presence. Today, this Amazon advertising platform is an integral part of the sales strategy for businesses selling on Amazon.
Table of contents
Why it matters for advertisers
Amazon advertising reaches potential customers at exactly the moment they are ready to buy. Unlike traditional advertising, users are actively searching for products, which increases the likelihood of a conversion.
The platform also plays a decisive role in building brand awareness. The data it generates provides valuable insights into customer behavior and market dynamics.
Ad formats
- Sponsored Products: Promotion of individual products in search results and on product detail pages.
- Sponsored Brands: Brand banner ads featuring your logo, a headline and a product selection.
- Sponsored Display: Retargeting based on shopping and browsing behavior.
Targeting options
Keyword targeting: Ads triggered by search queries using match types (broad, phrase, exact).
Product targeting: Placement on the detail pages of specific ASINs, categories or brands. Ideal for competitor targeting and cross-selling.
Frequently asked questions (FAQ)
What is the difference between AMS and Amazon Ads?
AMS is the outdated name. With the rebrand, the advertising products for sellers and vendors were merged and the platform was modernized.
How do I measure the success of my campaigns?
Through key metrics such as impressions, clicks, CTR and ACoS (Advertising Cost of Sale), which relates advertising costs to revenue.
Related terms
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