Understanding Amazon Marketing Services

During these last few years, Amazon Marketing Services have shown their worth. The tool has provided vendors with the ability to draw traffic to their brand and products pages. Currently, Amazon is the leading advertising platform you can find. And with more than 310 million active customers and over 190 million visits every month, it is the center of customer purchasing data.

Amazon provides businesses with opportunities like potential customers and sales, given they follow a business plan. On top of it, you need to realize how Amazon Advertising Services work to leverage the business opportunities. If you want to trump your competition and grow your business, the ad campaigns on Amazon are what you need.

Amazon Marketing Services- What are they?

Before discussing Amazon Advertising Services, let’s understand what Amazon Marketing Services are and how they work.

Amazon Marketing Services or AMS is a term that defines dozens of Amazon services that let sellers sell their products through PPC (Pay Per Click) ads. For each ad that a visitor clicks, the seller pays a fee. Amazon ads help both Amazon, and the sellers generate revenue. Amazon Marketing Services provides better conversion windows that all sellers seek, but only a few utilize. It offers internal linking that assists sellers in keeping up with the website navigation.

Amazon Marketing Services offers three kinds of ads:

  • Sponsored Product ads
  • Product display ads
  • Headline Search ads

Sponsored Product ads:

By using Sponsored Product ads, sellers on Amazon get more control over product merchandising. A seller has ample opportunity to boost their product visibility when a visitor searches for the keywords they bid on through targeted ads. The sellers only pay when a visitor clicks on their ad and drops on the page the offer is listed on.

Headline Search ads:

Amazon recently introduced Headline Search Ads in the Seller Central for third-party sellers (earlier available only to vendors). These ads allow you to select the landing place for when the visitor clicks on your ad.

There are three options available.

    • Create a Page; this allows you to promote one to three ASINs and redirect shoppers to your landing page.
    • Your Amazon Page; You can only add one ASIN with this option.
  • Custom URL option

After this, you can proceed to name your campaign and set the budget and duration accordingly. You can move to the next step to add keywords and fix up your bids for the auction.

Amazon suggests picking at least 30-45 keywords to start with 1-2 words per keyword. You can add these keywords manually or upload your spreadsheet altogether. The next step is creating your ad according to Amazon’s guidelines; add a featured image and product image to make it impactful.

Once you’re done, you can submit your ad campaign for review. If you have followed all the guidelines, you’ll receive the “ad approved” notification within 24 hours.

Product display ads:

These ads appear on the right-hand side of the Amazon product page, right underneath the Buy Box and shipping info. While these ads might look similar to Sponsored Products ads, these concentrate on the brand more than the sole product.

You follow one of the two targeting methodologies in product display ads:

  • Product
  • Interest

With product targeting, you can choose the pages you want your product to be displayed on. The service is useful when you want your product to appear on your competitors’ description pages or any competitor priced more than you.

Interest targeting will allow you to pick particular shopper categories for your ad to be displayed on. After a few days of putting up your ad, you can review all the information gathered for that ad. This information will show:

  • Clicks
  • Impressions
  • Total spending
  • Units sold
  • Total sales
  • Advertising cost of sales
  • Click-through rate
  • Detail Page Views

Decide where your ads will appear

Based on what type of ad you pick for your campaign, your ads will appear on a mobile device, tablet, desktop, external sites, and various Amazon departments.

You pay for the results.

Since you pay only when someone clicks on your ad, Amazon earns only for successful advertising. It means brands, small or large, possess control over their marketing budget. On top of it, your marketing campaigns with AMS provide you performance stats which you can use to determine how good or bad your ads are performing and why. You can even view the improvement opportunities.

Significant help to your product detail content

When you use Amazon Marketing Services with A+ content, you get a definitive marketing arsenal to promote your products in organic searches. You can then create ad messages according to the content on your product detail pages. This creates marketing consistency for your customers while perpetuating brand identity. It ensures customers develop confidence over your brand and product, and they hit the “Buy” button.

How to create successful Amazon Ad campaigns?

If you want to create a successful Amazon ad campaign, you need to understand Amazon Advertising Services thoroughly. You can create these ad campaigns yourself or hire a company that follows the complete campaign building process. At the start, you need to get your hands on some good keywords, so doing your keyword research is vital.

When you find, bid, and use top keywords in your campaigns, it will push your product higher up on the Amazon ranking and search results.  After this, you need to focus on planning and strategy to set up your ad campaign.


Amazon ads make your task of reaching potential shoppers a much easier process. All you need is to follow the right way, use the correct technique, and do your research before everything. You can maximize the ad performance through regular ad monitoring and reporting; it will show you where you’re lacking and where you’re performing the best. Amazon Marketing Services offer competitor analysis for vendors to study what sells for them and what doesn’t. Amazon is a secure platform that relies on sophisticated security measures. But steps like identity verification can still help bring on legit vendors who want to do honest business through Amazon.

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