Marketing Services Amazon: Is AMS really the Key to Your E-Commerce Success?
If you are an Amazon seller and you’re curious about Amazon Marketing Services, you are in the right place.
Because you’re curious, I’m guessing, you already know how difficult it is to stand out among millions of products on Amazon. And maybe you’re wondering if there is a way to increase your sales and improve your product’s visibility via Amazon Marketing Services (AMS).
If so, you are not alone…
Brands selling on Amazon are quickly taking advantage of Amazon’s growing advertising services. Over half of companies selling on Amazon allocate at least $40,000 each month to their advertisements, which are usually managed through either Amazon Marketing Services (AMS) or Amazon Advertising.
Interestingly, recent reports indicate that some marketers are moving up to 60% of their budgets from Google to Amazon. Although Amazon Marketing Services has been rebranded as Amazon Advertising, people may still refer to it as AMS.
In this blog post, we will explore the key strategies to leverage AMS to boost your Amazon sales.
Table of Contents
What is the difference between AMS and Amazon Advertising?
As of September 2018, Amazon changed the name of its AMG, AMS, & AAP features to “Amazon Advertising”.
The name “Amazon Marketing Services” is currently referred to as the “Advertising Console”, but is still commonly known as AMS.
Amazon Marketing Services (AMS) was a set of advertising tools designed specifically for sellers who advertise on the Amazon platform. These tools included Sponsored Product ads, Headline Search Ads (HSA, now known as Amazon Sponsored Brand ads), and Amazon Display Ads.
Unlike the Amazon Advertising Platform (AAP), which was an impression-based system, AMS tools were Cost-Per-Click.
Why the new name for Amazon Marketing Services?
Amazon Marketing Services (AMS) was rebranded as Amazon Advertising as part of the company’s focus on centralizing the Amazon advertising platform and making it easier for brands to use as part of their business strategy. The rebranding also simplifies the company’s messaging by consolidating its various advertising services under a single name.
What is Amazon Advertising?
Amazon Advertising is the new consolidated advertising platform that allows businesses to promote their products and services on the Amazon website. It offers a range of advertising options, including sponsored products ads, sponsored brands, and sponsored display ads. These ads appear on various parts of the Amazon website, such as the search results page, product and detail page, and the Amazon Demand-Side Platform (Amazon DSP).
Amazon also provides businesses with various tools and features to help them create and manage their campaigns. These include tools for targeting specific audiences, analyzing ad performance, and optimizing campaigns to improve results.
AMS Overview: What are Amazon Marketing Services?
Amazon Marketing Services is a platform that allows Amazon sellers to create and manage advertising campaigns to promote their products. With AMS, you can create campaigns for sponsored products ads, Sponsored Brand ads (formerly Headline Search Ads), and Sponsored Display ads (aka. product display ads). These ads appear on the Amazon search results page, product pages, and other relevant pages on Amazon’s website.
Benefits of Amazon Marketing Services
AMS offers several benefits for sellers, including:
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Increased visibility: By advertising your products on Amazon, you can increase your visibility and reach a larger audience.
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Better targeting: AMS allows you to target your ads to specific keywords, products, or customer interests, ensuring that your ads are shown to the right audience.
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Improved sales: By increasing visibility and targeting the right audience, AMS can help improve sales and drive revenue for your business.
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Detailed analytics: AMS provides detailed analytics and reporting, allowing you to track the performance of your ads and make data-driven decisions.
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Spending control: Amazon Marketing Services (AMS) offer control over your budget and spending by day, week, or month for greater flexibility in managing your finances.
Case Study: Million Dollar Success with AMS
One seller who has achieved massive success using AMS is Greg Mercer. In his Million Dollar Case Study, Greg used AMS to drive sales and increase visibility for his products. Through targeted advertising, he was able to increase sales by 222% and achieve a return on investment (ROI) of 350%.
Greg’s success with AMS demonstrates the power of advertising on Amazon and the potential for sellers to achieve massive success using this tool.
Highlights from Greg’s results for maximizing the platform include:
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Understanding the Different Sponsored Ads Types AMS offers several different ad types, including Sponsored Product ads, Sponsored Brands ads (formerly called Headline search ads), and Sponsored Display ads. Each type has its own benefits and can help sellers achieve different goals, such as driving traffic to their listings, increasing brand awareness, and boosting sales.
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Setting a Budget and Bids One of the key elements of a successful AMS campaign is setting a budget and bids that align with your goals and profitability. Lee recommended starting with a conservative budget and gradually increasing it as you see results.
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Targeting the Right Audience AMS allows you to target your ads to specific audiences based on factors such as demographics, interests, and behaviors. Lee emphasized the importance of researching your target audience and tailoring your ads accordingly.
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Tracking and Analyzing Your Campaigns To truly maximize your AMS campaigns, it’s important to track your results and make data-driven decisions. Lee recommended monitoring your campaigns closely and adjusting your bids, targeting, and ad content as needed.
Dig deeper into advertising results and uses with these Case Studies.
How to Boost Your Amazon Sales with AMS: Key Strategies
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Focus on relevant keywords
Relevant keywords are the backbone of successful AMS campaigns. Make sure to do thorough keyword research and use keywords that are relevant to your product. Use long-tail keywords to target specific shoppers who are looking for a particular product. Use negative keywords to avoid irrelevant clicks and save on advertising costs.
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Optimize product listings
Your product listing is the first thing that shoppers see when they search for products on Amazon. Optimize your product listings by using relevant keywords in your product title, description, and bullet points on product detail page. Make sure your product images are high-quality and showcase your product from different angles.
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Test different ad formats
AMS offers different ad formats, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. Test different ad formats to see what works best for your product. Sponsored Products are great advertising solutions for targeting specific products or categories, while Sponsored Brands allow you to showcase your brand and products. Sponsored Display ads are ideal for retargeting shoppers who have already visited your product page.
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Monitor and optimize campaigns
AMS allows you to monitor your campaigns’ performance in real-time. Make sure to analyze your campaigns’ data regularly and adjust your bids, keywords, and targeting as needed. Use A/B testing to test different ad variations and find what works best for your product.
How to Optimize Your Amazon Ad Campaigns
If you want to look at more details about optimizing Amazon’s ad check out this epic article dedicated to Amazon PPC for Maximizing Your AMS Campaigns
Here are some tips for making the most of your AMS campaigns:
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Experiment with different ad types and targeting options to see what works best for your products.
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Set a conservative budget at first and gradually increase it as you see results.
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Monitor your campaigns closely and make adjustments based on your results.
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Test different ad content and messaging to see what resonates with your target audience.
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Use AMS in conjunction with other marketing and sales strategies to maximize your results.
Why you should run Amazon Sponsored Brands ads
Considering how many people are active online shopping on Amazon, you may recognize its importance for branding. Sponsorships and advertising have an important impact. In addition, you can check the search terms report to identify non-converting phrases. Target negative messages to improve campaigns. Sponsor e-book advertising is a CPC advertising method used for reselling and advertising campaigns. Amazon lets you display your ad on the web. Advertising uses demographics to reach consumers based in part on their shopping behavior.
Amazon DSP
Amazon DSP is an Amazon advertising platform that helps advertisers buy video and audio ads both online and off Amazon. There are two modes – self-service and management service. Costs: $35k minimum to manage managed services designed for companies looking for Amazon DSPI inventory and consulting services or for businesses that have little programming-related marketing expertise.
Check out the article dedicated to Amazon DSP
Looking for more Amazon PPC background, data, and insights?
First, for a deeper dive into everything paid ads on Amazon – including launching and managing paid ads, check out my epic post on Amazon PPC
According to eMarketer, Amazon’s advertising business is rapidly growing and is expected to generate over $20 billion in revenue by the end of 2023. In fact, this year Amazon saw 32% growth in its advertising revenues to $31 million.
Amazon ads are very popular among customers across shopper groups. 69 percent use first-party (1P) vendors and 71% use third-party (3P) sellers. Bottom line, consumer preference for purchasing on Amazon is growing.
In addition, a survey found that 72% of brands plan to increase their Amazon Advertising budgets, with 45% of those planning to increase their budgets by more than 25%.
Another interesting data point is that Amazon Advertising is becoming an increasingly important part of advertisers’ media plans. An older study conducted by Merkle shows the trend that Amazon Advertising’s share of digital ad spend among its clients increased from 2.6% in Q1 2018 to 8.6% in Q4 2020.
How To Become Eligible For Amazon Marketing Services?
In order to become eligible to use Amazon Marketing Services, only one of the following three prerequisites is needed:
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A Seller Central Account
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A Vendor Account Login
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A Kindle Direct Publishing (KDP) account
Additionally, to enjoy the benefits of Sponsored Brand Ads (formerly called Headline Search Ads) you will need to have an Amazon brand registry account and an Amazon Brand page/Amazon store.
Is AMS really the Key to Your E-Commerce Success?
Many e-commerce businesses have been asking the same question: Is Amazon Marketing Services (AMS) really the key to success? The answer is maybe because there are some caveats.
AMS can be a powerful tool for driving sales and increasing visibility on Amazon, but it requires careful planning and budgeting in order to get the most out of it.
It’s important to understand how AMS works and how it’s different from other marketing strategies. For example, rather than relying solely on search engine optimization, AMS allows you to target customers based on their interests or behavior within Amazon itself. This makes it easier to move your brand to the front of the line in Amazon SERPs, and to reach potential buyers who may not have found your product through more traditional means.
Additionally, by utilizing features such as Sponsored Product Ads and Sponsored Brands Ads that appear in prominent locations around Amazon, you can quickly boost brand awareness and drive conversions with minimal effort.
Bottom line: if used correctly, AMS has the potential to greatly enhance your e-commerce business’ performance – making it truly an essential component of any successful digital strategy.
Conclusion
Amazon Marketing Services are a powerful tool for increasing your Amazon sales and product visibility. By focusing on relevant keywords, optimizing your product listings, testing different ad formats, and monitoring your campaigns’ performance, you can mover your products to the front of the line in Amazon search, increase brand visibility, and boost your Amazon sales. Start experimenting with AMS campaigns today and see the results for yourself.
FAQ
Q: How much does AMS cost?
A: AMS is a pay-per-click advertising platform, meaning you only pay when shoppers click on your product display ads here. You set your own budget and bids for your campaigns.
Q: How long does it take to see results from AMS campaigns?
A: It depends on several factors, such as your product’s competition and your advertising budget. However, you should start seeing results within a few weeks of launching your campaigns.
Q: Can I use AMS for any type of product?
A: Not all products are eligible for AMS campaigns. Make sure to check Amazon’s advertising policies to ensure that your product is eligible.
Q: How does Amazon Advertising compare to other advertising platforms like Google and Facebook?
A: Amazon Advertising offers a unique advantage over other advertising platforms because it allows businesses to target consumers who are already in the process of shopping on Amazon. This means that businesses can reach consumers at a critical moment in their purchasing journey, when they are most likely to make a purchase.
Q: How can businesses get started with Amazon Advertising?
A: Businesses can create an Amazon Advertising account by visiting the landing page on the Amazon Advertising website and signing up. From there, they can create campaigns, select their targeting options, and start running ads.
Q: What types of businesses can benefit from Amazon Advertising?
A: Amazon Advertising can be useful for businesses pretty much of any size and in all industries. It is particularly useful for businesses that sell products on Amazon, as it allows them to promote sponsored brand ads for their products to a highly targeted audience. However, businesses that do not sell products on Amazon can still benefit from Amazon Advertising by promoting their brand and driving traffic to their website.
