What is Amazon Marketing Services?

July 18, 2024

Amazon Marketing Services (AMS) is an online advertising platform operated by Amazon. It allows vendors and sellers to create and manage ads on the Amazon platform. AMS runs on the pay-per-click (PPC) model and lets vendors and sellers create and run ads on Amazon and its affiliate websites.

With AMS, Amazon vendors and sellers can create targeted ad campaigns to drive traffic to product pages and increase sales. Advertisers can even target customers based on their search terms, Amazon browsing behavior, and purchase history.

AMS also has other features, such as Amazon Pages and Amazon Attribution, that complement the ad campaigns to help you improve marketing on Amazon.

In essence, while Amazon Pages is like a website of your store on the platform to showcase your brand, Amazon Attribution is a reporting tool that tracks the performance of ad campaigns.

How does AMS benefit marketing?

As an Amazon vendor or seller, don’t you sometimes wish there was an easier and more fruitful way to market your products? AMS will do just that for you. It’s a great tool to get your products noticed and sell more of them.

It helps you reach a wider audience with targeted ad campaigns and increases awareness of your brand and products. Certain features also boost traffic to your listing pages and improve conversion rates with relevant ads.

You can also save time with automated campaign management features and reduce costs with flexible bidding options. AMS even allows you to get started quickly with easy-to-use templates and tools.

One of the most useful marketing features is the reporting tool. It helps Amazon vendors and sellers gain insights into customer behavior and maximize ROI with campaign performance optimization.

You can use four key features to market on Amazon and get these benefits from AMS:

Headline Search Ads

In headline search ads, your ad appears above the search results. This makes it difficult for customers to miss, making them more likely to click.

Headline search ads also target specific keywords that customers search for on Amazon. So using them ensures your ad reaches customers already interested in what you're selling.

You can customize headline search ads to include your company logo, product images, and promotional messages. As a result, your message is in your control—and hopefully aligned with your brand image.

You can also customize headline search ads to fit any budget and turn them on or off at any time.

Headline search ads give you the option of landing on three destinations:

  1. Create a Page that allows you to promote three ASINs and directs the audience to a landing page
  2. Your Amazon Page enables you to promote a single ASIN
  3. A Customer URL Option.

Headline ads cost the following:

Minimum cost-per-click rate $0.01 per click
Minimum daily budget $1 per day
Minimum campaign budget $100 per campaign

Product Display Ads

Product display ads are graphical in nature and appear as banner ads, video ads, and custom display ads. They appear on Amazon search results pages, related product pages, and other websites taking part in the Amazon Advertising Network.

To understand how product display ads work, let’s consider a scenario. Imagine you’re an avid Amazon shopper. You start your quest for the best value on the product you need by Googling it, then head to Amazon and sift through the results.

But what if your product was one of the first results that showed up when someone searched for what you offer on Google? Well, that’s what product display ads in Amazon Marketing Services (AMS) do.

Google shopping results are mainly based on price and relevance. Product display ads allow you to get your product in front of Amazon shoppers without relying solely on price and relevance.

Product display ads also tend to have lower ad bidding rates since they don't target specific keywords like headline search ads.

Instead, they target specific audiences based on interest, purchase history, and other factors. Since you're not paying for clicks from people who aren't interested in your products, you can spend less overall money while reaching many potential customers.

Here’s a look at product display ad expenses:

Minimum cost-per-click rate $0.02 per click
Minimum daily budget $1 per day
Minimum campaign budget $100 per campaign

Sponsored Product Ads

Sponsored product ads allow Amazon sellers and vendors to promote their products to Amazon shoppers through text or image-based ads.

These ads appear on Amazon.com, other Amazon-owned websites, and third-party websites participating in the Amazon Advertising Network. When a shopper clicks on one of these ads, they’re taken to the product page on Amazon.

Sponsored product ads can effectively reach new customers and boost sales, particularly during critical shopping periods.

However, it’s important to note that these ads come at a cost: you’ll pay based on the bid price you set for each product whenever a shopper clicks on one of your ads. As a result, it is important to consider your budget when planning a sponsored product ad campaign.

Here’s a look at sponsored product campaign expenses:

Minimum cost-per-click rate none
Minimum daily budget $1 per day
Minimum campaign budget none

Amazon Pages

Amazon pages are like mini-websites within the Amazon marketplace. They allow you to showcase your brand and products in a way that’s separate from your product listings.

You can use Amazon pages to tell your brand’s story, highlight what makes your products special, and share customer testimonials.

This lets you create an emotional connection with potential customers that goes beyond the transaction and can lead to repeat customers and loyal fans of your brand.

With so many products on Amazon, it isn't easy to make yours stand out. Still, an Amazon page can help show customers what makes your brand and products unique.

Plus, an updated and well-designed Amazon page also provides SEO benefits that could potentially lead to increased traffic and improved search rankings for your page by optimizing for specific keywords.

An Amazon page doesn’t cost anything extra. It’s a free feature that comes with having a seller or vendor account on Amazon.