Everything You Need to Know About Amazon Marketing Services (AMS)


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Amazon Marketing Services is a platform that was designed to help sellers improve their visibility on Amazon through advertising. Although it has many different features, the primary goal of AMS is to drive sales by bringing more customers to a seller’s product listings.

This program was created with the intention of helping sellers improve their brand awareness and increase sales, but it has also been used for other purposes, such as boosting an organic ranking or improving customer reviews. Any seller with a Professional Seller account can use this platform. This is enough to declare it as one of the best amazon online marketing solutions.


Amazon Marketing Services (AMS) is a marketing platform unique to Amazon sellers. It is one of the many advantages that it allows sellers to aggressively market their products on the world’s biggest retailer.

How does Amazon Marketing Services work?

Amazon Marketing Services is a program for sellers on Amazon.com that allows you to target your products to specific audiences. AMS can be used as a premier marketing solution to target different types of users. They can be anyone, such as customers who’ve already purchased similar products or customers who have browsed through similar products.

In other words, if you want to get more traffic from the people who are already looking at your product and are likely interested in spending money on it, Amazon Marketing Services is the way to go. It can help you find new customers and increase your sales by using sponsored ads and sponsored brands. This program also helps you reach potential customers when they’re ready to buy your product without having them leave Amazon (purchasing through a link on Amazon’s buy box).

Amazon marketing services have two main ways of advertising: Sponsored Products, Sponsored Brands, and headline search ads.

What are Sponsored Products, and how does it work?

Sponsored products are a type of pay-per-click (PPC) ad that Amazon offers for individual products. They can be purchased through the Amazon Marketing Service (AMS), which is a part of the Advertising Platform, and are similar to Google’s AdWords program.

When you create an ad, you have the option to either do automatic bidding or manual bidding.

Automatic bidding is done by a computer program, whereas manual bidding is done by a person who bids on keywords without knowing how much they’ll spend and then pays based on their actual click rate.

All ads on AMS are matched up with keywords; however, keywords can also be used as negative keywords to exclude certain terms from your campaign.

For example, if you were selling running shoes and didn’t want expensive shoes to show in your ad results, you could add “cost more than $200” as one of your negative keywords. This will ensure that when someone searches for something like “running shoes under $100,” your ad doesn’t show up because it contains the phrase “cost more than $200.”

How do Sponsored Brands work?

Sponsored Brands is a specific type of advertising on Amazon that allows brands to promote a single product or an entire line of products. The only difference between Sponsored Brands and other forms of advertising (e.g., text-based ads, product display ads) is the fact that it incorporates images of one or more products as opposed to text. Since Amazon customers are used to seeing images before they read text, Sponsored Brands tend to have high click-through rates.

Looking at the “Sponsored” section on any given Amazon page will show you what types of Sponsored Brand campaigns are currently running on that specific page. It will also show you their corresponding click-through rate and CTR %.

Note: Click-through rate refers to how many times customers clicked on an ad compared with the total number of times it was displayed.

If a brand wants to run a sponsored brand campaign for a single product, it can choose from 14 different templates available on Amazon. On the other hand, if they want to run a campaign for multiple products within their brand, then they’ll be able to choose from 23 different template options.

The goal of these templates is not only to increase your visibility among relevant customers through Sponsored Brand campaigns but also to provide you with one cohesive look for all your individual products.

What are Headline Search Ads, and how does it work?

Headline Search Ads (HSAs) are the latest pay-per-click advertising tool available to select Amazon vendors. These ads are only available to sellers who sell products on the Amazon website that are eligible for a Buy Box. The Buy Box is next to the “Add to Cart” button on each product search result page, and it’s reserved for the top two sellers of an item. Prospective buyers can also click through an HSA and buy directly from a featured product, or they can return to the search results page by clicking on “Return to Merchant” underneath each HSA.

HSAs appear in three sizes: large, medium, and small.

They work just like standard text ads. You choose a keyword based on Amazon’s targeting suggestions, write a brief ad copy that features your brand, keywords from your target audience, and landing page URL (if you have one), then set your daily budget and payment method before submitting for approval. Once approved by Amazon, you’ll be able to monitor your performance metrics within Seller Central marketplace analytics or by using Google Analytics if you’re already familiar with it.

How to set up your first Amazon PPC campaign with Seller Central?

Getting started with a Pay per Click campaign on Amazon marketing services can be a daunting task. There are so many different options, so much jargon to learn, and what appears to be an overwhelming number of variables that can affect the outcome. It’s easy enough to quickly get frustrated and give up before you even begin.

For those who do not know what PPC is, let us define it for you.

The Amazon PPC (Pay-Per-Click) advertising service allows sellers to promote their products and drive traffic to their listings. It’s a great way to get more sales, but it’s not exactly easy to set up—especially if you’re new to Amazon.

However, if you follow this guide carefully and put in the time and effort required at each step along the way, you’ll be well on your way to set up successful campaigns that produce real results in just a few hours.

Set Up Your Account

The first thing you’ll need to do is open an account with Amazon. You can do this by clicking on the “Sign Up” button at the top right-hand corner of your screen. You’ll need a credit card and address for billing purposes, but other than that, it’s not difficult!

Once you’ve created your account, you’ll have access to all of the features that come with selling on Amazon, including creating listings and managing inventory levels.

Create Your Listing(s)

Now that you have an account set up, it’s time to create your first listing! To do so, click on “Your Seller Central” from the dropdown menu on the left-hand side of any page within Seller Central (or go directly here). From there, select “Create Product Listing” and then follow all on-screen instructions until completion.

Decide on your keywords.

One of the most important steps when setting up your campaign is deciding which keywords and phrases you want to target. You’ll want to choose terms that are relevant to your product and popular among shoppers but not overly competitive, so they cost too much money per click.

Create a new ad group for each keyword

Now that you’ve chosen your keywords, it’s time to write the actual ads! Create one ad group for each keyword so you can easily monitor performance and make changes if necessary in the future. Use ad extensions such as callouts and site links to provide additional information about your products in your ads so that customers know exactly what they’re going to get if they click on them.

Target customers who have already bought from you on Amazon before

It’s important to target customers who have already purchased from you on Amazon before because they’re already familiar with what makes your products special—and more likely than others simply browsing around online shopping sites out of curiosity or boredom (which means they’re probably not as price-sensitive).

Set your budget and enter your bid amount per click and/or cost per conversion

The higher your bid amount, the more likely it is that shoppers will see your ad in search results or product pages on Amazon. The lower your cost per conversion, the less money you’ll spend for each sale made through an ad that leads to a conversion.

Tips for successful marketing campaigns

It’s no secret that generating sales in the Amazon marketplace is more difficult than with other retail outlets. In fact, Amazon itself has shown that it doesn’t even rank highly on the list of places where its customers shop online!

So while you can certainly want to do online marketing through Amazon, it’s important to follow these tips:

Make sure that you’re targeting the right audience

You should be advertising on Amazon only if your product is in the right category and has a good conversion rate. If you’re not doing well in organic search, then advertising won’t help much either. So make sure that before you start spending money on an ad campaign, you have already established that people are finding you organically and buying from you.

Make sure your product is worth it.

If you don’t have a great product, don’t waste your time with Amazon ads. The goal of these ads is to get people to buy your product, but if the product isn’t good enough to sell itself, then you’re going to end up with a lot of empty sales. That can be expensive!

Know what kind of ads you want to run.

Do you want to target people who have already purchased items similar to yours? Do you want to target people who are just browsing? Do you want them all? If not, then decide which ones are most important for your business and focus on those first.

Use keywords wisely

Your keywords will determine which products show up when someone searches on Amazon. Try to choose keywords that are relevant but not too broad. You don’t want to show up for every search under “air conditioners” when people are looking for specific brands or types of air conditioners!

Also, make sure that there isn’t too much competition for these keywords. You don’t want to spend money on something where there are already tons of other advertisers bidding high amounts for clicks.

Manage negative reviews

When someone writes a negative review about your product, don’t respond to it by calling them fat, ugly, and stupid—even if they are fat, ugly and stupid—because Amazon takes that kind of thing really seriously and will ban you from using their service ever again.


If you’re new to advertising with Amazon Marketing Services (AKA “AMS”), this guide will help you understand the basics of AMS and give you some pointers towards increasing your profits. Hopefully, you’ll be able to break down the “black box” that is AMS and see exactly what it can do for your business.


What are Amazon marketing services?

Amazon Marketing Services is a program for sellers on Amazon.com that allows you to target your products to specific audiences.

How can I advertise my business on Amazon?

First, if you have an Amazon Seller account and are already selling products on the platform, then you can advertise them as Sponsored Products.

You can also create ads that show up in search results and other locations on the site using Product Display Ads.

You can also advertise through Amazon marketing services. The cost of these advertisements varies based on how much competition there is around certain keywords or demographic groups.

How do I promote my products on Amazon and get paid?

The key to promoting your products and getting paid is knowing how to use the platform. If you want to get started with promoting your products on Amazon, here are some tips:

Make sure your listing is optimized for search.

Create a compelling cover image for your product page

Create an engaging description for your product page

Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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