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Amazon Marketing Services (AMS)

What are Amazon Marketing Services (AMS)?

Amazon Marketing Services (AMS) is the built-in, pay-per-click (PPC) platform where sellers can increase product visibility to relevant shoppers based on products, keywords, and consumer interests. With an AMS marketing strategy, you can create ads that will be visible in various sections of the Amazon marketplace: Headline Search Ads (at the top of the search results page), Sponsored Product Listings (on shopping results pages), and Product Display Ads.

How AMS works

Only approved accounts are eligible for Amazon advertising, so you’ll need one of these five credentials to gain access: (1) a Vendor Central login, (2) an Advantage Central login, (3) a Vendor Express login, (4) a Kindle Direct Publishing (KDP) account, or (5) an approved request to represent a vendor. Once you’re in with AMS, you can then take advantage of the three campaign types — Headline Search Ads, Sponsored Product Listings, and Product Display Ads.

Headline Search Ads

Headline Search Ads are a type of ad campaign that lets ecommerce sellers promote their products or brand to Amazon customers. These ads are specifically targeted by keyword, and they operate on a pay-per-click basis. Headline Search Ads can be seen at the top of the search results landing page, regardless if they’re shopping from a desktop or mobile device.

Sponsored Product Ads

Amazon Sponsored Product Ads give sellers more control over their product merchandising and brand awareness. With this advertising solution, you can boost product visibility whenever consumers search for the keywords you’ve bid on with targeted ads. Moreover, you only pay when someone clicks on your ad and visits the product detail page where your offer is listed.

Product Display Ads

Although Product Display Ads look somewhat similar to Sponsored Products Ads, this advertising strategy focuses more on your brand than on individual products. The purpose of these ads is to target either complementary products, the interests of Amazon shoppers, or competitors in the same niche. Product targeting lets sellers decide which pages their ads appear on, seeing as you can select the ASINs where you’d like your ads to be displayed.

Frequently Asked Questions

  • How much does Amazon marketing services cost?

    Whenever you get involved with an advertising campaign, you always want to know how much it’s going to cost — and working with Amazon ads is no exception. On average, Amazon advertisers pay 81 cents every time someone clicks on their ad. With that said, those metrics certainly aren't set in stone; the total advertising expenses for your Amazon store will largely depend upon your competition as well as your daily budget.

  • What is the best way to advertise on Amazon?

    Sponsored Product Ads are perhaps the best way for Amazon sellers to advertise. With these ads, Amazon merchants can help potential customers discover and purchase their products with ads that appear in shopping results and on specific product pages. Thanks to Sponsored Products Ads, your Amazon storefront will enjoy greater visibility, increase its sales, and control its advertising costs in real-time via pay-per-click fees.

  • What is a good cost per click on Amazon?

    On Amazon, advertising costs per click (CPCs) typically range from $0.02 all the way up to $3, though pricing varies greatly depending on the product category, marketplace, and ad type. An average CPC hovers around 81 cents, but if you’re vying for highly competitive keywords or search terms, you can expect to pay more than that median amount.

More terms and formulas

inventory Perpetual Inventory System See definition and examples
inventory Decoupling Inventory See definition and examples
Other Made To Stock See definition and examples

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