{"id":173243,"date":"2025-02-28T10:46:50","date_gmt":"2025-02-28T15:46:50","guid":{"rendered":"https:\/\/live-junglescout.pantheonsite.io\/?post_type=article&p=173243"},"modified":"2025-02-28T10:46:52","modified_gmt":"2025-02-28T15:46:52","slug":"amazon-marketing-services","status":"publish","type":"article","link":"https:\/\/www.junglescout.com\/resources\/articles\/amazon-marketing-services\/","title":{"rendered":"What Are Amazon Marketing Services (AMS), and How Do They Work?"},"content":{"rendered":"\n

Amazon Marketing Services (AMS), now known as Amazon Ads<\/a>, is a powerful suite of advertising tools designed to help sellers promote their products, increase visibility, and drive sales. Although Amazon officially rebranded AMS to Amazon Advertising, many sellers still refer to it by its original name.<\/p>\n\n\n\n

With millions of products competing for attention on Amazon, simply having a great product listing isn’t enough. Amazon Advertising allows sellers to strategically position their products in front of potential buyers through targeted ads. <\/p>\n\n\n\n

These ads appear in search results, product detail pages, and even off-Amazon, helping sellers capture high-intent customers looking to make a purchase.<\/p>\n\n\n\n

Understanding and leveraging Amazon Ads is essential for sellers looking to scale their business, improve brand recognition, and optimize ad spend for maximum return on investment (ROI). <\/p>\n\n\n\n

Whether you’re a new seller launching your first product or an established brand looking to dominate your category, Amazon Ads (also known as AMS) provides the tools needed to succeed.<\/p>\n\n\n\n

What Is Amazon Marketing Services (Amazon Ads)?<\/h2>\n\n\n\n

Amazon Marketing Services (AMS), now renamed Amazon Ads<\/a>, is Amazon’s comprehensive advertising platform for third-party sellers and brands. It offers various advertising solutions, such as Sponsored Products Ads, Sponsored Brands Ads, and Sponsored Display Ads, that help sellers boost discoverability, increase traffic, and enhance conversions.<\/p>\n\n\n\n

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Why did AMS rebrand to Amazon Ads?<\/h3>\n\n\n\n

In 2018, Amazon consolidated its advertising tools under the Amazon Advertising (now simply Amazon Ads) brand to simplify its offerings. <\/p>\n\n\n\n

Despite the name change, many sellers and advertisers still refer to it as AMS because it was widely known under that name. The features and functions remain largely the same, with continuous improvements to make ad campaigns more efficient and effective.<\/p>\n\n\n\n

How Amazon Ads works<\/h3>\n\n\n\n

Amazon Ads provides sellers multiple ways to reach potential customers at different stages of the buying journey. <\/p>\n\n\n\n

By leveraging Amazon’s vast database of customer search behavior, demographics, and purchase history, sellers can create highly targeted ad campaigns that drive results.<\/p>\n\n\n\n

Here’s how Amazon Ads works:<\/p>\n\n\n\n

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  1. Sellers create ad campaigns based on their marketing goals.<\/li>\n\n\n\n
  2. Amazon displays ads to shoppers who match the targeting criteria.<\/li>\n\n\n\n
  3. Sellers only pay when someone clicks on their ad (Pay-Per-Click model).<\/li>\n\n\n\n
  4. Data is collected to analyze performance and optimize future ad campaigns.<\/li>\n<\/ol>\n\n\n\n

    By continuously refining ad strategies based on performance insights, sellers can improve their ROI and reduce wasted ad spend.<\/p>\n\n\n\n

    Why Amazon Ads is essential for sellers<\/h2>\n\n\n\n

    Selling on Amazon is more competitive than ever. With thousands of sellers in each category, it’s easy for a great product to get lost in the search results. Amazon Advertising solves this problem by ensuring products get the necessary visibility to generate sales.<\/p>\n\n\n\n

    Key benefits of Amazon Ads<\/h3>\n\n\n\n
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    1. Increased product visibility<\/strong>\n