What is Amazon Marketing Services (AMS)?

With over 480 million products for sale on Amazon in the United States, brands need a way to stand out on the digital shelf. Amazon Marketing Services increases discoverability by offering a way for brands to place ads at the top of the search results page.

What is Amazon Marketing Services?

Launched in 2012, Amazon Marketing Services is a self-service advertising solution for keyword-targeted ad campaigns. Available to nearly all vendor brands, Amazon Marketing Services offers brands the ability to tailor their Amazon ad spends with targeted ads that will appear where potential customers are most likely to see them.

By using cues like search keywords, related products, and shopper interests and intents, Amazon Marketing Services helps brands drive demand for products. Brands can register for Amazon Marketing Services for free; they pay only when shoppers click on ads.

Amazon Marketing Services: Paying for Placement

Since Amazon’s product search engine primarily rewards sales and clicks with higher search rankings, it can be hard for new products to climb their way to the top of Amazon’s search results page. And though improving essential  and A+ content is important to increasing discoverability, Amazon Marketing Services helps by bringing immediate page clicks.

Choose How Your Ads Are Seen

You can choose whether you want your ad to appear as a Product Display Ad, Sponsored Product, or as a Headline Search Ad.

  • Product Display Ads appear on the side or bottom of search results pages, as well as on related product pages. Below is an example of a Product Display Ad on Amazon for the search term “sunscreen.”


  • Sponsored Products appear in the actual search results list. In this example, you can see a KINeSYS sponsored product in the search results for “sunscreen spray.”

What is Amazon Marketing Services - Sponsored Products

  • Headline Search Ads appear at the top of the search results page, and can include custom ad copy. A Headline Search Ad can also link to a branded landing page you create featuring pictures, links, suggested items, and product information. Take a look at the Kiss My Face Headline Search Ad below.

What is Amazon Marketing Services - Headline Search Ad

Choose Where Your Ads Are Seen

Depending on the type of ads you choose for your campaign, your ads can appear on desktop, tablet, and mobile devices, on multiple Amazon departments, and even on external sites outside of Amazon.

Only Pay for Results

You only pay when someone clicks on your ad, so Amazon is only rewarded for effective advertising. This offers brands greater control over their marketing spends.

And since marketing campaigns within AMS include access to key performance, you can pinpoint where and why your ads are performing well or might have opportunities for improvement and adjust accordingly.

A Powerful Addition to Product Detail Content

When combined with solid basic and A+ content, marketing with Amazon Marketing Services creates a powerful 1-2 punch by promoting relevancy for organic search.

By tailoring your ad messaging to match the content of your product detail pages, you can create consistency for your customers while maintaining brand identity. Coherent messaging is essential for giving customers the confidence to click the Buy button.

The Takeaway:

What is Amazon Marketing Services? Amazon Marketing Services is instrumental in raising the discoverability of your products on Amazon.

Download The Definitive Guide to Amazon Marketing Services to start optimizing AMS campaigns and get the most out of your ad spend.

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