AMS Management – Amazon Marketing Services (AMS) For Beginners

The Complete Guide to AMS Advertising Console

AMS is a service offered by Amazon to help businesses with their marketing strategy. It is an advertising platform that allows marketers to reach customers at different stages in the buying cycle. AMS can be used for both B2C and B2B products, but it’s best suited for products that are typically sold on Amazon rather than elsewhere online. This post will cover how to get started with AMS Management, what you need to do before you start using it, and some tips for improving your ads performance while also covering some of the common mistakes made when starting out with AMS.

What Is Amazon Marketing Services?

Amazon Marketing Services (AMS) is a platform offered by Amazon that allows companies and sellers to advertise their products on the Amazon website. AMS has both B2C and B2B targeting options, but it works best for selling physical goods on Amazon rather than promoting services.

The purpose of AMS ads is to increase the number of product sales from your listings on Amazon by reaching potential customers at different stages in their search or purchase process. In addition, use cases include:

Retaining existing customers Increasing brand awareness Generating traffic from new audiences Growing market share.

What Is The Difference Between Sponsored Brands & Product Ads?

Sponsored Brands allow you marketers to put display images next to the buy box of specific products in search results pages, similar to search results, and to target specific customer segments — such as high-value customers or customers that engage in a certain type of purchasing behavior. Instead of creating individual campaigns and ad groups for different products like with Product Ads, Sponsored Brands accounts will only focus on the promotion of one brand across Amazon. While you have the option to add images to your ads from other merchants within the account, remember that these should still be promoting your own brand’s listings whenever possible.

On the other hand, Product Ads is a self-serve platform designed specifically for B2C sellers who want to reach out to their audience by showing product listing ads at various stages of the purchase process. If you’re unfamiliar with this advertising service offered by Amazon, check out our guide on getting started with AMS Product Ads .

How Does Amazon Marketing Services Work?

AMS works by allowing sellers to create ads for individual listings or multiple listings at once. The most common targeting options are by product type, brand, delivery method, and listing quality standards.

Targeting By Product Type

You can reach customers that are specifically searching for your products via the following methods:

Sponsored Brands

This allows you marketing managers to reach potential buyers with display images next to specific products in search results pages. These can either be filtered based on best-selling items (which show up first) or search result rankings (where you pay more but it’s also harder to appear). Search campaigns – You can use keywords related to your products to show ads. Considering that at least half of all product searches end in an Amazon purchase, this can be a very effective strategy if done right.

Product Display campaigns

These let you create ads for individual listings within your catalog. You can also target multiple listings via campaign workflows while also controlling where they’re shown (e.g., on Search result pages only or other categories/subcategories).

Targeting By Brand:

If you have multiple brands under the same account, you can create AMS ads for each using the following two methods:

Sponsored Brands

This allows marketers to put display images next to specific products in search results pages and target specific customer segments — such as high-value customers or customers with a certain purchasing behavior. Search campaigns

As with targeting by product type, you can use keywords related to your brands to show ads.  

Targeting By Delivery Method:

You can reach customers that are searching for a particular delivery method of your products via the following methods:

Search campaigns

This is similar to targeting by product type, except instead of using keywords related to your products, you’ll use keywords related to the shipping requirements/options of what you’re selling (like free next day shipping).

Other Actions campaigns

Used for promoting specific offers and deals that that may be more suited than search or display ads for some companies. For example, if you’re sending an email campaign about AMZPromoter’s coupons and discounts but it’s too short to include an entire product listing, then you can link to it via this type of campaign.

Targeting By Listing Quality Standards

You need a Pro Merchant subscription to use this feature and it’s limited to one category at a time. This is the only targeting option that excludes keywords – instead, AMS targets listings based on their quality standards score which is a number between 0-4 assigned by Amazon. To become eligible for a 4 star rating, you need:

Over 50 sales in last 30 days A minimum average review score of 3.5 stars Verified Purchase enabled Prime Eligible enabled Fulfillment by Amazon enabled In Stock Enabled No Pre-fulfillment cancel rate of less than 2% Dashboard features: You can create a campaign that targets all listings or just those that you want to promote, you have the option of setting a daily budget and it’s free to use. However, keep in mind that going over your daily limit will result in your account being shut down by Amazon (so set it wisely).

AMS Management

Targeting By Campaign Workflow

You can create a workflow to target multiple listings at the same time, such as all products in a certain category or subcategory. For example, you could create an ‘Add To Cart’ campaign that targets the entire Computers & Networking category (including its subcategories) via keywords and add it to your cart. Then make additional optimizations like lowering your bids for individual listings if necessary and finally launch. Dashboard features: You can also set daily budgets and see how much you’re spending on each listing in real-time . Keep in mind that when using this feature, your daily budget is shared across all of your campaigns in the workflow (no matter what type they are).

Working with AMS

Working with AMS is pretty straightforward, but there are a few things to keep in mind that will allow you to optimize campaigns more effectively:

Review your results. It’s always best practice to measure the performance of any campaign before adjusting it. A great way to do this is by using UTM codes which you can learn about here .

Keep in mind that bids for keywords and listings are hidden from each other. So if one product has a higher bid then another, it doesn’t mean they’re priced differently – it just means they have different quality standards ratings or sales numbers.   To get around this, use tools like Jungle Scout or Keepa so you can see how many units have been sold and what the price history is for each product.

AMS will only use the title and price for listings in your campaign if you don’t specify anything else (like keywords). So if your goal is to increase sales, set your campaign to target listings with a 4-5 star rating and the buy box . If you’re promoting a deal or discount from AMZPromoter, then add it as a negative keyword since Amazon won’t add it automatically when using that method.  

Targeting By Product Type & Keyword

This option gives you access to your entire inventory so there’s no restrictions. But keep in mind that because of this, there are some things to keep in mind when setting up campaigns:

It can take several hours to show up in search results after you launch a campaign, so make sure you have all of your targets set up ahead of time.

AMS will only target UPCs once it has a minimum number of listings returned in the search results for that keyword. So if you’re launching a new product and want to get it into Amazon’s search results as fast as possible, add 3-5 listings using each type of targeting option that AMS supports . That way when AMS sends out the keywords, they’ll have multiple targets to choose from which speeds things along.

Since AMS works on a campaign-by-campaign basis, you can’t set bids for individual listings at this time. So if you want to target keywords that are more profitable then others or change your bids based on the number of reviews each product has, be sure to do it before adding any keywords.

Targeting By Title

AMS gives you access to all of your titles so there’s no restrictions. However, it only optimizes for one title at a time which means that if multiple versions of the same listing have different types of targeting applied (like UPC vs keyword), it will only use the quantity returned by the most profitable campaign . This is an issue because you could have hundreds or even thousands of listings but since it looks at one at a time, the only listings you’ll see returned could be from low performing campaigns. So to fix this, make sure that all of your Titles are identical (except for the price) and add keywords if necessary.

Seeing Results & Learning

You can set up an email notification to receive daily reports on how each campaign is doing . These contain things like total sales, total conversions and other stats that may help you optimize campaigns in the future. Keep in mind that it’s not possible to get metrics for individual listings since AMS works on a campaign-by-campaign basis. But you can create reports within Seller Central using this guide here .


Once you have your AMS campaign set up, it’s important to keep track of how well your ads are performing. The more time that goes into tweaking and optimizing the details of an ad, the better chance you’ll have at improving its performance. This post has covered some tips for boosting your conversion rates with Amazon Marketing Services (AMS). If you want help setting up or managing your marketing strategy on AMS, contact us today!