BWD Admin

Jun 27, 2024

What is Amazon Marketing Services? The Perfect Guide for Beginners

In today's competitive e-commerce landscape, understanding how to effectively market your products on Amazon is crucial. Amazon Marketing Services (AMS) is a suite of tools designed to help sellers increase their product visibility and sales on the platform. This guide will walk you through everything you need to know about AMS, offering a comprehensive overview for beginners aiming to harness the power of Amazon’s marketing capabilities.

What is Amazon Marketing Services (AMS)?

Amazon Marketing Services, now part of Amazon Advertising, offers a variety of tools to promote products within Amazon's ecosystem.

AMS provides a comprehensive suite of advertising solutions designed to:

Enhance product visibility
Attract a broader audience
Boost sales

Core Components of AMS:

Why Use Amazon Marketing Services?

1. Increased Visibility

In a marketplace with millions of products, achieving visibility is a significant challenge. AMS for sellers plays a crucial role in elevating your products within Amazon's search results and on product pages, ensuring they are more prominently featured and thus more likely to attract customer attention and clicks.

2. Targeted Advertising

AMS offers targeted Amazon ads with sophisticated targeting options that enable precise ad placement based on keywords, specific products, customer interests, and behaviors. This ensures that your ads reach audiences most likely to be interested in your offerings.

3. Performance Tracking

With access to Amazon PPC reporting tools, you can closely monitor campaign performance. By analyzing metrics such as impressions, clicks, conversion rates, and Advertising Cost of Sales (ACoS), sellers can refine strategies and improve return on ad spend (ROAS).

Key Components of Amazon Marketing Services

1. Sponsored Products

Sponsored Products are Amazon pay-per-click ads that promote individual product listings. These ads appear in search results and on product detail pages, making them highly visible to potential buyers.

How it Works: You bid on keywords relevant to your product. When a customer searches for those keywords, your ad may appear in a prominent position.

Best Practices:

Keyword Selection: Use relevant, high-volume keywords.
Optimization: Continuously optimize bids and listings.
Monitoring: Track ad performance for best ROI.

2. Sponsored Brands

These ads are ideal for Amazon brand promotion.

How it Works: You create a custom headline and select products to feature. Customers are directed to your Amazon Storefront or custom landing page.

Best Practices:

Headlines: Write compelling copy.
Images: Use sharp product visuals.
Landing Pages: Optimize layout and UX.

3. Sponsored Display Ads

These retargeting Amazon ads appear both on and off Amazon and are ideal for reaching customers who browsed your or similar products.

Best Practices:

Audience Insights: Utilize detailed behavioral data.
Visuals: Use engaging creatives.
Retargeting: Reconnect with past browsers to boost sales.

How to Set Up Your First AMS Campaign

Step 1: Choose Your Ad Type

Sponsored Products: For boosting individual listings
Sponsored Brands: For brand awareness
Sponsored Display Ads: For retargeting

Step 2: Define Your Budget and Bids

Set a daily budget for your campaign
Choose appropriate CPC bids for keywords or interests

Step 3: Select Targeting Options

Use a combination of:

Broad match, phrase match, and exact match keywords
Negative keywords to avoid wasted spend

Step 4: Create Your Ad

Images: Use professional, high-res product photos
Copy: Write persuasive and clear ad text
CTAs: Add “Shop Now,” “Learn More,” or similar CTAs

Step 5: Launch and Monitor

Monitor:

Impressions, clicks, CTR, conversion rate, and ACoS
Use Amazon ad optimization tools for fine-tuning

Advanced Tips for Optimizing Your AMS Campaigns

A/B Testing: Improve CTRs and conversions
Negative Keywords: Avoid irrelevant clicks
Bid Adjustments: Scale based on performance
Product Page Optimization: Essential for Amazon conversion optimization
Seasonal Campaigns: Boost sales during high-traffic periods

Measuring the Success of Your AMS Campaigns

Metric	Description
Impressions	Times your ad appeared
Clicks	Number of ad clicks
CTR	% of viewers who clicked
Conversion Rate	% of clicks that led to a purchase
ACoS	Ad spend as a % of revenue

Using Amazon’s Analytics Tools

Use Amazon Campaign Manager, Brand Analytics, and Amazon Marketing Cloud to assess and fine-tune campaigns.

Common Mistakes to Avoid

Ignoring Negative Keywords

Not using negative keywords in AMS can lead to wasted ad spend on unrelated searches.

Poorly Optimized Product Pages

Ensure pages have:

Relevant keywords
A+ content
High-quality images and genuine reviews

These are key for Amazon listing optimization.

Neglecting Campaign Monitoring

Failing to monitor campaigns means missed opportunities. Use Amazon advertising metrics regularly to stay ahead.

Overbidding or Underbidding

Avoid draining your budget or missing impressions. Adjust bids based on performance.

Ignoring Audience Feedback

Use Amazon customer reviews for keyword ideas, listing optimization, and improving product positioning.

Failing to Utilize All AMS Features

Explore everything from Amazon brand registry ads to product targeting and Amazon audience insights to maximize ROI.

Conclusion

Amazon Marketing Services is a powerful tool for boosting your brand and increasing product sales. With strategic use of Sponsored Products, Sponsored Brands, and Sponsored Display Ads, combined with consistent monitoring and optimization, your brand can stand out in Amazon’s competitive marketplace.

Ready to level up your Amazon marketing game? Leverage the full power of Amazon marketing services with Bridgeway Digital to build brand awareness, drive traffic, and grow your business on the world’s largest e-commerce platform.