What Is Amazon Marketing Services?
Amazon Marketing Services (AMS) is Amazon’s product promotion service. This ensures that the supplier and the seller can advertise their products to their target market.The services offered by AMS are:
- Amazon Pages
- Product Display Ads
- Headline Search Ads
- Sponsored Products Ads
- How to Sign Up for AMS
Only approved Amazon accounts are eligible for AMS. You need one of these five credentials to gain access:
- A Vendor Central login
- An Advantage Central login
- A Vendor Express login
- You can request an invitation to represent a vendor
- A Kindle Direct Publishing (KDP) account
Tip: Vendor Express will typically be the easiest and most direct method of accessing AMS for most Amazon Merchants.
Anatomy of Product Display Ads
Click the product display option in the adtype menu, There you will have two options for targeting your desired market:
– Product or Interest.
Based on the behaviour of shopping this option allows your ads to reach a broader audience. Target Specific Products: Select ASINs and related products where you want your ad to appear. This allows your product to display on your competitors’ detail pages.
You can add individual ASINs, UPCs or keywords. You can add hundreds of products to your targeting list here.
This is where you name your campaign, set a CPC bid, daily or campaign budget, and the duration. Unlike Headline Search ads, you won’t be bidding on specific keywords. Dont forget to focus on specific products or interests.
Create your ad with a custom headline, brand name and brand logo.
Save your draft or submit it for review when you’re satisfied.
Within this option you are able to select which detail pages your ad will be displayed on.
Target Interests: This option, you can target your ad to appear in specific shopper interests (i.e. categories). After you’ve selected your main interests, the CPC budget and ad design options follow the same workflow as the Interest Targeting option.
How Ads Are Displayed on Amazon
Product Displayed ads will be shown on the Amazon detail page, located on the right-hand rail below the buy box and shipping information, above “frequently bought together” section. These ads look slightly similar to a Sponsored Products ad but they highlight the brand more than the individual product. These ads can be displayed in 11 different sizes and/or styles, ranging from: 245×250, 402×250, 650×130, 300×250, 728×90, 160×600, 980×55, 270×150, Mobile (tablet), Mobile, and Email.
The Product Display ad can be directed to your product detail page or to a video—if you are afforded the capability—to show how the product works. This works very well for these types of ads because they are more centralized on the brand, or around the features of your product.
Product Display Ad
Sponsored Product Ad
product display ad
Once Your Ad Is Live
Once your ad has been live for over 24 hours you will be able to start collecting the data for its performance. The data you collect is similar to what you’d see in Sponsored Products. Here’s the information available:
- product display ad
- Click Through Rate
- Detail Page Views
- Total Spend
- Average Cost per Click
- Units Sold
- Total Sales
- Advertising Cost of Sales
You can download a CSV file of a report for each ad you’re running based on a start and end date. Reports are updated every five hours.
Beginners on Amazon should start with Sponsored Products. However don’t let our experiment deter you from running Product Display ads. It is our recommendation that you understand and gain some success with Sponsored Products ads before venturing into Amazon Marketing Services.
We still highly recommend running Headline Search ads within Amazon Marketing Services. We had tremendous success with our Headline Search ads where we spent $5,000 and made more than $15,000 in sales over five months.
Remember implementing an effective advertising strategy is most effective when it is intended for the long haul. By running test bids and ad types with Product Display ads this will give you a greater understanding for your desired market. Through optimization, you can develop profitable and effective advertising campaigns.