What is the difference between Amazon Marketing Services and Amazon Advertising Platform?

By Pooja Kanabar

With 300 million active users Amazon is the largest shopping basket in the world. The shopping intent data Amazon has access to, is unparalleled in both its quality and reach, making it an essential component of any eCommerce strategy.

If you’re considering advertising on Amazon but aren’t sure about whether you should be using Amazon Marketing Services (AMS) or the Amazon Advertising Platform (AAP),  in this short guide we’ll walk you through everything you need to know.

WHAT IS AMAZON MARKETING SERVICES (AMS)?

Amazon Marketing Services (AMS) is a paid digital advertising platform which helps sellers and vendors promote products within Amazon itself. The ads available via AMS link to internal pages within Amazon’s portals and appear when users search for specific products. 

AMS ADS ARE SUITABLE FOR:

- Targeting shoppers based on specific search terms
- Generating clicks for products on Amazon
- Reaching buyers with a high purchase intent at the last stage of the funnel

AD FORMATS AVAILABLE ON AMS INCLUDE: 

SPONSORED PRODUCT ADS
Sponsored Product ads advertise individual products at the top of Amazon’s product search results. Targeted by keyword, and bought on a cost per click basis these ads drive traffic directly to a product listing page. 

HEADLINE SEARCH ADS
Headline Search ads appear above Amazon’s search results displaying three products or more. Targeting by keyword as per sponsored product ads, clicks drive to a dedicated Amazon landing page, or direct to product listing pages.

PRODUCT DISPLAY ADS
Product Display ads, target users based on their product interest, rather than specific product keywords. Available to Amazon vendors, product display ads are placed on product listing pages, against review content, and on thank-you pages. Featuring a single product, and with a clear call to action, these ads drive users to the product listing page for purchase.

Amazon Marketing Services provides Amazon vendors and sellers with a unique opportunity to take advantage of Amazon shoppers high purchase intent, and their explicit interest in specific product categories, making it an ideal environment for promoting products.

WHAT IS THE AMAZON ADVERTISING PLATFORM (AAP)?

Amazon Advertising Platform (AAP) is a demand-side platform for advertisers who want to target Amazon shoppers with digital display formats, either on Amazon sites or across the web, and in mobile apps.

AAP gives advertisers the opportunity to use Amazon’s powerful targeting to reach users based on their purchase history, recent purchase intent, and shopping patterns.

AAP ADS ARE SUITABLE FOR: 

- Powerful targeting to reach users based on lifestyle
- Reaching buyers based on their purchase history & shopping patterns
- Promoting a range of products and capturing qualified traffic

AD FORMATS AVAILABLE ON AAP INCLUDE:

DESKTOP & MOBILE WEB DISPLAY ADS
Standard sized ads for optimized display on Amazon and other sites around the web.

MOBILE BANNER ADS
Mobile offers display advertisers the ability to reach and target mobile users on high-quality   third-party mobile applications on Android, Kindle Fire, and iOS platforms.

MOBILE INTERSTITIAL ADS  
AAP Mobile publishers can choose to display full-screen interstitial ads in their app,   instead of or in addition to banner ads.

VIDEO ADS
Advertisers can serve 5+ second in-stream and out-stream video ads in MP4, WebM,  or FLV formats using the Amazon Ad Platform.

The Amazon Advertising Platform allows you to leverage Amazon’s ability to observe millions of real-time shopping behaviors and reach buyers in more precise ways, creating more personalized customer experiences which drive better results.

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