A Seller’s Guide to Amazon Marketing Services (AMS)

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By Admin Desk

Amazon marketing service (AMS) is an Amazon pay-per-click (PPC) platform where sellers can portray their products to a targeted audience based on keywords, the interest of shoppers, and products. These services help empower and market your brand digitally and globally.

AMS offers the following services to its sellers:

  • Amazon Pages
  • Product Display Ads
  • Headline Search Ads
  • Sponsored Product Ads

Sellers can utilize these services for brand recognition and awareness to get a strong response from the targeted audience.

How can you qualify for AMS?

Sellers having approved Amazon Accounts are eligible for AMS. If you want to have access to AMS, you should need one of these five credentials:

  • Vendor Central login.
  • Advantage Central login.
  • Requesting invitation to represent vendor.
  • Vendor Express Login.
  • Kindle Direct publishing account.

Vendor express is highlighted as the most convenient method by most sellers. Any seller enrolled in the Vendor Express program can access AMS. In Vendor express, manufacturers directly sell products to Amazon, and Amazon becomes a seller. Amazon controls your product listing.

Below listed is the four-step procedure for AMS registration through the Vendor Express account:

  • Getting vendor express account
  • Submitting a product to vendor express
  • Accepting purchase order of Amazon
  • Register for AMS

Types of AMS Ads

There are three types of ad campaigns on Amazon:

  • Sponsored Product Ads

Sponsored ads are helpful for sellers to have control over their merchandising of products on Amazon. Your product visibility will increase when customers search for the keywords you bid on for ads. You only pay when visitors click on your ad and land on your product listing page.  It would be best to consult an expert for Amazon sponsored ad management.

Sponsored ads are the most popular ads in Amazon PPC. These ads have high conversion rates. They can provide sellers with great incentives. Amazon ads claim that sponsored ads are the best way to “show off your products, create with ease, control your costs and track your success.”

  • Headline Search Ads

Amazon introduced headline search ads for 3rd party sellers that were only available for Vendors previously. It can lead to increased competition among sellers.

You can select the destination for when people click on your posted ads with a headline search. You can have three options:

  • Creating a page option: Here, you can promote up to 3 ASINs and direct visitors to the landing page.
  • Your Amazon Page option: It will allow you to add on a single ASIN.
  • Custom URL option.

Afterward, name your campaign set budget (minimum $100) and duration. After that, keywords can be added and decide your bids for auction.

According to Amazon’s recommendation, you can start with 30-40 keywords using a max of 1-2 words per keyword. You can add keywords manually or by uploading a spreadsheet.

Those ads that appear on the first page of the search engine are those winning the highest bid.

In the next step, you have to follow certain Amazon guidelines for creating ads:

  • You should use words like “exclusive” and “new” within the copy.
  • Using actionable expressions like “Buy now.”
  • Product detail should include all claims.
  • Avoid using unsupported claims like “Best seller.”

Pictures can also be included for adding a beneficial impact on visitors. Once you have shaped your ad banner, submit your campaign for review. If your ad banner is following the Amazon guidelines, it is approved within 24 hours.

  • Product Display Ads

These ads are shown on the right side of the Amazon product page below shipping information and buy box. These ads are quite similar to sponsored product ads, but product display ads focus more on the brand than an individual product.

There are two methods for targeting the audience through product display ads:

  • Product targeting: It will let you select which page you want your ad to be displayed on. You can choose ASINs or any related products to make your ad visible to visitors.

You can also display your product on the page of your competitors that are demanding high pricing for a similar product.

The next step is making campaign settings. Name your campaign, set CPC bid, campaign budget, and duration. You won’t be bidding on specific keywords under this category.

  • Interest targeting: This service lets you decide your specific shopper interests where your ad will be displayed.

When your ad is displayed and live for the whole day, it will provide you with performance analysis. The available information will be in the form of Impressions, Clicks, Click through rate, Views of the detail page, Cumulative spending, Average cost per click, Number of units sold, Total Sales, and Advertising costs for sales.


AMS is for Amazon sellers to increase their brand awareness and sales among consumers. They are specifically for Amazon sellers. Amazon provides these services at cost-effective rates to sellers for diversifying their market share.

There are different types of ads on Amazon. Sellers can select any ad type depending upon their interests. For running ads on Amazon, you have to follow certain guidelines suggested by Amazon for its approval.