Selling on Amazon is competitive, but with the right tools, your products can stand out. One of the most powerful tools for visibility and growth is Amazon Marketing Services (AMS). Whether you’re a brand owner, seller, or vendor, learning how to start with Amazon Marketing Services can give your business a serious edge.
In this guide, we’ll walk you through the basics of AMS, how to set it up, and strategies to make the most of your campaigns.
What Is Amazon Marketing Services (AMS)?
Amazon Marketing Services is Amazon’s suite of advertising tools designed to help sellers promote their products directly on the platform. AMS allows you to create ad campaigns, target shoppers based on keywords or behavior, and drive traffic to your product listings or storefront.
AMS has been rebranded under Amazon Advertising, but many still refer to it as AMS. These ad types include:
-
Sponsored Products
-
Sponsored Brands
-
Sponsored Display Ads
Each ad type serves a different purpose, but all aim to boost visibility and drive sales within Amazon’s massive ecosystem.
Step 1: Set Up an Amazon Seller or Vendor Account
Before you can access Amazon Marketing Services, you need to be a registered Seller Central or Vendor Central user.
-
Seller Central: For individual and professional third-party sellers.
-
Vendor Central: For first-party suppliers who sell directly to Amazon.
-
Amazon DSP (Demand Side Platform): For running ads on and off Amazon, more suitable for advanced marketers.
If you’re new, go to sellercentral.amazon.com and create a professional seller account.
Step 2: Enroll in Amazon Brand Registry
To access advanced ad options like Sponsored Brands and a customizable storefront, enroll in the Amazon Brand Registry.
Requirements:
-
A registered trademark
-
Proof of brand ownership
Brand Registry not only unlocks advertising but also enhances brand protection and content features like A+ Content.
Step 3: Understand the Ad Types
Let’s break down the core Amazon Marketing Services ad formats you’ll be using:
✅ Sponsored Products
These are pay-per-click (PPC) ads that promote individual product listings. They appear in search results and product pages.
-
Best for: New product launches, boosting visibility
-
Targeting: Manual (keyword-based) or automatic
✅ Sponsored Brands
These ads showcase your brand logo, a custom headline, and multiple products.
-
Best for: Increasing brand awareness
-
Requirements: Amazon Brand Registry
-
Targeting: Keyword-based
✅ Sponsored Display Ads
These ads reach shoppers on and off Amazon, including competitor product pages.
-
Best for: Retargeting and cross-selling
-
Targeting: Audience and product targeting
Understanding the differences helps you choose the right format for your goals.
Step 4: Launch Your First Campaign
Now let’s go through the basics of launching a campaign using Amazon Marketing Services.
1. Log in to Seller or Vendor Central
Navigate to the Advertising tab and choose “Campaign Manager.”
2. Choose your ad type
Start with Sponsored Products—ideal for beginners.
3. Set your campaign details
-
Name your campaign
-
Choose start/end date
-
Set your daily budget
4. Select targeting
-
Automatic targeting: Amazon chooses keywords based on your listing.
-
Manual targeting: You choose specific keywords or products to target.
5. Choose your products
Pick the ASINs (Amazon Standard Identification Numbers) you want to advertise.
6. Set bids
Define how much you’re willing to pay per click. Amazon will suggest bid ranges.
7. Launch your campaign
After reviewing all the settings, click “Launch Campaign.”
Step 5: Monitor and Optimize Performance
Tracking your ads is crucial. Some key metrics to monitor include:
-
ACoS (Advertising Cost of Sale): Tells you how much you’re spending to make a sale.
-
Impressions: How many times your ad was shown.
-
CTR (Click-Through Rate): Indicates ad relevance.
-
Conversion Rate: How many clicks lead to a purchase.
Optimization Tips:
-
Use negative keywords to filter out irrelevant traffic
-
Adjust bids based on performance
-
Test new keywords or ad creatives regularly
-
Split campaigns by match type (broad, phrase, exact)
Step 6: Scale With Advanced Tools
Once you get comfortable, expand your strategy with advanced AMS features:
-
A/B Testing (Experiments) for content and ad formats
-
Amazon Attribution to track off-Amazon traffic performance
-
Storefronts to showcase your brand and full product catalog
-
Video Ads for higher engagement
These tools can help build stronger brand awareness and increase conversions.
Final Thoughts
Getting started with Amazon Marketing Services is one of the best ways to increase product visibility and drive more sales. With a strategic approach, even new sellers can see great ROI from targeted ads on Amazon.
Start small, monitor performance, and scale gradually. As you learn the ins and outs of Amazon’s advertising platform, you’ll find more ways to reach the right customers at the right time.
Also, you can learn more about Digital Marketing Trends here.