How to Use Amazon Marketing Service Ads to Boost Your Sales in 2023

By Cepy 8/28/2023 Post a Comment

Hi everyone, welcome to another article on how to grow your online business with Amazon. In this article, we will explore one of the most powerful tools that Amazon offers to sellers: Amazon Marketing Service Ads.

Amazon Marketing Service Ads, or AMS for short, is the collective term for several advertising solutions that Amazon provides to help sellers reach more customers, increase traffic, and boost sales. AMS was formerly known as Amazon Marketing Services, but it was rebranded as Amazon Advertising in 2018. However, some people still use the old term, so we will use both interchangeably in this article.

What are the Benefits of Using Amazon Marketing Service Ads?

Amazon Marketing Service Ads can help you achieve various goals for your business, depending on the type of ad you choose and how you optimize it. Here are some of the main benefits of using AMS:

You can target customers who are actively searching for products like yours on Amazon, or browsing related categories or pages.
You can increase your brand awareness and visibility by displaying your ads on prominent places on Amazon, such as the top of search results, product detail pages, or the home page.
You can measure the performance of your ads and adjust your budget and strategy accordingly. You can also access various reports and insights that can help you improve your campaigns.
You can pay only when customers click on your ads, which means you have control over your advertising costs and return on investment.

What are the Types of Amazon Marketing Service Ads?

Amazon Marketing Service Ads offers a range of products and information to help you achieve your advertising goals. You can choose from two categories of AMS: self-service and managed-service.

Self-service AMS allows you to create and manage your own campaigns using various tools and platforms provided by Amazon. You can set up your own budget, bids, keywords, targeting, and creatives. Self-service AMS includes the following types of ads:

Stores

Stores are free landing pages that allow you to showcase your brand and products on Amazon. You can create a custom layout using templates and widgets, and add rich media content such as images, videos, or text. Stores help you build customer loyalty and drive sales. You can link your Stores to your Sponsored Products or Sponsored Brands campaigns.

Managed-service AMS

Managed-service AMS allows you to work with an Amazon account executive who will help you create and manage your campaigns using advanced tools and platforms provided by Amazon. You typically need a minimum spend of $50,000 (USD) to use managed-service AMS. Managed-service AMS includes the following types of ads:

Display Ads

Display Ads are cost-per-thousand impressions (CPM) ads that appear on various placements on Amazon, such as the home page, category pages, or product detail pages. They can also appear on third-party websites and apps that are part of the Amazon network. Display Ads feature an image of your product or brand and a custom message. Display Ads help you reach customers who are browsing online or have shown interest in your products or categories.

Video Ads

Video Ads are CPM ads that appear on various placements on Amazon, such as the home page, category pages, or product detail pages. They can also appear on third-party websites and apps that are part of the Amazon network. Video Ads feature a video of your product or brand and a custom message. Video Ads help you engage customers with rich media content and drive traffic to your store or product detail pages.

Audio Ads

Audio Ads are cost-per-mille (CPM) ads that appear on Amazon Music, a streaming service that offers free and premium access to millions of songs and podcasts. Audio Ads feature a voice-over of your product or brand and a custom message. Audio Ads help you reach customers who are listening to music or podcasts on Amazon Music.

Custom Ads

Custom Ads are tailor-made advertising solutions that allow you to create unique and immersive experiences for your customers on Amazon. Custom Ads can include various formats and placements, such as interactive banners, full-screen takeovers, or live streams. Custom Ads help you stand out from the competition and drive customer engagement and loyalty.

A Comparison Table of Amazon Marketing Service Ads

To help you choose the best type of AMS for your business, we have created a comparison table that summarizes the main features and benefits of each type of ad. You can use this table as a reference when planning your advertising strategy on Amazon.

FAQs about Amazon Marketing Service Ads

In this section, we will answer some of the most frequently asked questions about Amazon Marketing Service Ads. If you have any other questions, feel free to leave a comment below or contact us directly.

How do I get started with Amazon Marketing Service Ads?

To get started with Amazon Marketing Service Ads, you need to have an active seller account on Amazon. You can sign up for a seller account [here]. Once you have a seller account, you can access the Amazon Advertising console [here] and choose the type of ad you want to create. You can also use the Amazon Advertising app [here] to manage your campaigns on the go.

How much does it cost to use Amazon Marketing Service Ads?

The cost of using Amazon Marketing Service Ads depends on the type of ad you choose and the pricing model you select. For self-service AMS, you can set your own budget and bids, and pay only when customers click on your ads. For managed-service AMS, you need to contact an Amazon account executive who will help you set up your campaigns and pricing. You can learn more about the pricing of each type of ad [here].

How do I optimize my Amazon Marketing Service Ads?

To optimize your Amazon Marketing Service Ads, you need to monitor and analyze the performance of your campaigns using various tools and reports provided by Amazon. You can also use various best practices and tips to improve your ads, such as choosing relevant keywords, creating compelling headlines and messages, testing different creatives, and adjusting your budget and bids. You can find more information on how to optimize your ads [here].

How do I measure the success of my Amazon Marketing Service Ads?

To measure the success of your Amazon Marketing Service Ads, you need to define your advertising goals and key performance indicators (KPIs). Depending on the type of ad you choose and the goal you want to achieve, you can use different metrics to evaluate your results, such as impressions, clicks, conversions, sales, return on ad spend (ROAS), cost per acquisition (CPA), or brand lift. You can access various reports and insights that can help you measure your success [here].

What are the best practices for using Amazon Marketing Service Ads?

Some of the best practices for using Amazon Marketing Service Ads are:

Know your target audience and their needs, preferences, and behaviors.
Choose the type of ad that matches your advertising goal and budget.
Create clear and concise messages that highlight your unique value proposition and call to action.
Use high-quality images and videos that showcase your products or brand.
Test different variations of your ads and optimize them based on performance.
Follow the guidelines and policies of Amazon Advertising to ensure your ads are compliant and effective.

What are the challenges or limitations of using Amazon Marketing Service Ads?

Some of the challenges or limitations of using Amazon Marketing Service Ads are:

You may face high competition from other sellers who are also advertising on Amazon.
You may need to invest a significant amount of time and money to create and manage your campaigns.
You may need to adapt to the changing algorithms and policies of Amazon Advertising.
You may not be able to reach customers who are not using or visiting Amazon or its network.
You may not be able to control all aspects of your ads, such as placement, frequency, or duration.

What are some examples of successful Amazon Marketing Service Ads campaigns?

To inspire you with some examples of successful Amazon Marketing Service Ads campaigns, we have compiled a list of some case studies that showcase how different sellers have used AMS to achieve their goals. You can check out the case studies [here].

What are some alternatives or complements to Amazon Marketing Service Ads?

If you want to explore other options or enhance your Amazon Marketing Service Ads campaigns, you can consider using some alternatives or complements to AMS, such as:

Amazon SEO: This is the process of optimizing your product listings and store to rank higher on Amazon search results and increase organic traffic and sales.
Amazon Influencer Program: This is a program that allows you to partner with influencers who have a large and engaged audience on social media platforms, such as YouTube, Instagram, or TikTok. You can leverage their influence to promote your products or brand and drive traffic and sales.
Amazon Associates Program: This is a program that allows you to earn commissions by referring customers to Amazon products or services. You can create links or banners that direct customers to Amazon and earn a percentage of the sales generated by your referrals.
External Marketing Channels: These are other platforms or channels that you can use to market your products or brand outside of Amazon, such as Google Ads, Facebook Ads, email marketing, content marketing, or social media marketing.

Where can I learn more about Amazon Marketing Service Ads?

If you want to learn more about Amazon Marketing Service Ads, you can visit the following resources:

Amazon Advertising Website: This is the official website of Amazon Advertising, where you can find all the information and tools you need to create and manage your campaigns.
Amazon Advertising Blog: This is the official blog of Amazon Advertising, where you can find the latest news, updates, tips, and best practices for using AMS.
Amazon Advertising Learning Console: This is an online learning platform that offers free courses and certifications on various topics related to AMS.
Amazon Advertising YouTube Channel: This is the official YouTube channel of Amazon Advertising, where you can watch videos and webinars on how to use AMS effectively.
Amazon Advertising Help Center: This is a help center that provides answers to common questions and issues related to AMS.

Conclusion

We hope this article has given you a comprehensive overview of Amazon Marketing Service Ads and how to use them to boost your sales in 2023. AMS is a powerful tool that can help you reach more customers, increase traffic, and grow your business on Amazon. However, it also requires careful planning, execution, and optimization to achieve the best results. If you need any help or guidance with your AMS campaigns, feel free to contact us anytime. We are a team of experts who specialize in helping sellers succeed on Amazon. We can help you create and manage your AMS campaigns, optimize your product listings and store, and increase your organic rankings and sales. We offer affordable and customized solutions that suit your needs and goals. Contact us today for a free consultation and quote.

Type of Ad	Category	Format	Placement	Pricing Model	Main Goal
Sponsored Products	Self-service	Image + text	Search results + product detail pages	Cost-per-click (CPC)	Drive sales
Sponsored Brands	Self-service	Image + text + logo	Top of search results	CPC	Increase brand awareness + drive traffic
Sponsored Display	Self-service	Image + text	Product detail pages + related product pages + third-party websites and apps	CPC	Retarget customers + target customers based on interests or demographics
Stores	Self-service	Landing page with rich media content	N/A (linked to Sponsored Products or Sponsored Brands)	Free	Build customer loyalty + drive sales
Display Ads	Managed-service	Image + text	Various placements on Amazon + third-party websites and apps	Cost-per-thousand impressions (CPM)	Reach customers who are browsing online or have shown interest in your products or categories
Video Ads	Managed-service	Video + text	Various placements on Amazon + third-party websites and apps	CPM	Engage customers with rich media content + drive traffic
Audio Ads	Managed-service	Voice-over + text	Amazon Music	Cost-per-mille (CPM)	Reach customers who are listening to music or podcasts on Amazon Music
Custom Ads	Managed-service	Various formats and placements	Various placements on Amazon + third-party websites and apps	N/A (customized)	Stand out from the competition + drive customer engagement and loyalty

Google Ads Guide