Amazon Marketing Services (AMS)

Since mid-2015, Amazon has been offering its advertising customers in Germany the long-awaited “Amazon Marketing Services” (AMS). These are new display ad options that advertisers can book and activate on Amazon. These appear above the search results as Headline Search Ads, on the product pages under the buy button as Product Display Ads and in the search results as Sponsored Product ads. Read more about the different types of ads below.


What is your advantage as a vendor?

Around 150 million products are now sold on Not drowning among the competition can be quite difficult. The AMS advertising channel makes it possible to increase findability and visibility. As a consequence, sales and turnover inevitably improve as well as the ranking on Amazon, in the long term.

Amazon Marketing Services offers vendors the opportunity to differentiate themselves from their competitors. It is important for sellers to understand and use the tools correctly because not every click ultimately leads to a sale. ROI and campaign performance are therefore important indicators that must be constantly monitored and, if necessary, adjusted in order to effectively reach the target group.

The new marketing service focuses on transparency and usability. Payment is the same as by Google AdWords, cost per click. This means that although the sponsored products are already displayed to the user, there are still no costs for the advertiser for impressions. Only when clicking on the advertisement, the user is directed to the product detail page and the click price is billed.

AMS is always part of an integrated strategy. The ads can increase traffic and clicks, but only through a well thought-out campaign (appropriate keywords, good placement and result-oriented control). Optimised product pages help increase traffic, which in turn increases conversions. This is where the quality of the content of the detail page comes in, which should by no means be sidelined. This includes, among other things, meaningful pictures, an appropriate title, an exact product description, A+ content and good customer reviews. All this influences the final conversion rate of the product.

A good and well thought-out AMS campaign is therefore only as good as the product detail page and should ideally be part of a holistic Amazon strategy to be efficient and successful.

The Amazon marketing program enables vendor partners

  • to be involved in the creation of display ad content
  • to measure the success of the ads
  • to reach more potential customers via Amazon through increased visibility


Four steps to the finished display

Step 1: Create an AMS account

To create an AMS account, you must either be an Amazon Vendor Central or Vendor Express Partner. If you have either one of these accounts already, you can create your AMS account. In the first step you have to choose which account type you want to create. If you are a regular vendor partner, select the default account. The fourth option is mainly for marketing agencies who want to use an existing vendor account for the various marketing possibilities of the AMS.

Create AMS account

Step 2: Create Amazon landing page

Once an AMS account has been created, the next step is to create the Amazon page. Here you have the possibility to choose between a page, which is marketed via the company profile and larger photos and a page, on which more text presence is possible. The profile page has the advantage that it offers more space for personalisation and creates more individual contact.

Step 3: Create a campaign

After you have set up your Amazon site, you can create your first campaign. Choose from three different ads: Sponsored Products, Headline Search Ads or Product Display Ads. Sponsored Products, Headline Search Ads oder Product Display Ads.


3.1 Sponsored Products

Sponsored products advertisements are located above and below the organic search results. The delivery works on a keyword basis and helps to increase the visibility of products on the first page of the search results. Sponsored products are particularly well suited to increase traffic for all items, but especially overstocks, seasonal products or novelties.


Sponsored product ads are the simplest form of advertising. They do not require much information to be configured. Only a keyword list must be provided. During the creation of the ad, Amazon itself suggests keywords that would work well for the campaign. Another useful tool for creating keyword lists is the Keyword Tool Dominator.


To create your Sponsored Product Ad:

You must specify the following information when creating your campaign:

  • At least one of your products that is already on Amazon
  • Daily budget
  • Start and end date of the campaign
  • A keyword list for the product(s)

This is what the settings in the backend look like:


3.2 Headline Search Ads

Headline Search Ads are displayed above the search results on Amazon and are usually directly linked to the respective brand store, but can also forward to Best Selling products or specific Amazon URLs. Due to their high visibility, they represent a particularly effective marketing program.


Headline search ads are also based on stored keywords and are calculated according to the cost-per-click structure.

To create your Headline Search Ad:

You must set the following information to create your campaign:

  • Campaign budget
  • Start and end date of the campaign
  • Budget control (make the campaign available as quickly as possible or allow Amazon to distribute the campaign budget evenly)
  • At least 30-40 keywords
  • Product photo or logo that is at least 100×100 pixels in size
  • A good and appropriate headline with a maximum of 50 characters and your brand name

This is what the settings in the backend look like:


3.3 Product Display Ads

The product display ads are cost-per-click display ads and are displayed on specific product detail pages. This form of ad is very relevant in that it is the last possibility to refer the customer to another, similar product. If the customer is on the site of a competitor product, the ad can direct the customer to his or her own site. At first glance, this form of advertising seems to be a “nasty” way for customers to change their mind just before making a purchase, but the product display ads can also be used the other way around. If you place a Product Display Ad on your own product detail page, the customer can be “caught” in a loop. In this way, the customer stays with his own brand and does not get lost to competition. In this way, you can protect your detail page from the display ads of competing products.


The marketer can choose two different options to promote the product when creating the campaign: Product targeting or interest-based targeting.


The former shows ads when buyers view the target product or similar products. Advertisers have the option of placing the ad on specific product detail pages and thus know exactly where their ad is going to be shown. Product targeting is therefore the most precise way of placing ads.

Interest-based targeting selects categories that match the advertised product or specific interest groups of the buyer. In contrast to product targeting, this addresses a broader audience, but the conversions at the end are generally lower.

Both options offer you the opportunity to reach interested parties with highly relevant ads that match your ideal consumer characteristics.

How to create your product display ad:
Product Display Ads (Product Targeting)
If you choose product targeting for your campaign, you must specify the following things:

  • Your product on Amazon
  • The products on which the display is to be advertised
  • Cost-per-click bid
  • Campaign budget
  • Start and end date of the campaign
  • Company logo
  • Headline

This is what the settings in the backend look like:


Product Display Ads (Interessensbezogenes Targeting)

If you choose Interest-based Targeting for your campaign, you must specify the following things:

  • Your product on Amazon
  • List of interests/ categories for which the ad is to appear
  • Cost-per-click bid
  • Campaign budget
  • Start and end date of the campaign
  • Company logo

This is what the settings in the backend look like:


Step 4: Start and monitor the campaign

When you have finished with your campaign settings and your campaigns have been sent to Amazon for processing, it will take about 1-4 business days for Amazon to approve your ads. Sponsored Product ads start directly without approval. Once the Headline Search Ads and Product Display Ads have been approved, the campaigns will start automatically if you have not specified a different start date.

If your campaign is not accepted, you will receive a message with all the information why your ad was rejected and what you may need to change. Most of the time, the ads are rejected due to the headlines. However, if you have followed the above steps and filled in all the fields, there should be no problems.

If your campaign is live, we recommend that you watch it closely for the first few days so that everything goes according to your expectations. If you find that your campaign needs improvement or you want to add more keywords, you can do so at any time.

Otherwise, from now on everything runs automatically and you can watch how the displays noticeably increase your visibility!

Read a small excerpt below to learn more about Amazon Marketing Services Alternatively, you can download the AMS Whitepaper directly.
Alternativ können Sie das Whitepaper direkt herunterladen:

Download the whitepaper “Go Straight Past Go: Monopoly 2.0”