Amazon Marketing Services (AMS)?
Posted By Ritika
Amazon Marketing Services: A Complete Guide for an E-commerce Seller to Boost Sales on Amazon

Amazon is one of the largest e-commerce selling platforms has 480 million products to sell. There are thousands of sellers selling their products on Amazon. There are too many sellers selling the same product competing against each other. Amazon has the place for everyone but all you need to excel in is a good E-commerce Marketing Strategy.

While Google and Facebook can just deduce about purchasing expectations, Amazon’s abundance of direct purchaser buying information is empowering sharp advertisers to enormously improve their promotion focusing over the whole client buy channel.

What is Amazon Marketing Services (AMS)?

Amazon Marketing Services (AMS)?

Just like Google PPC, Amazon has its own advertisement platform, known as Amazon Marketing Services (AMS). Amazon’s pay-per-click (PPC) platform is the best way by which sellers can put forward their product, in front of their potential buyers, based on keyword targeting. Just like Google PPC, AMS gives Amazon sellers the opportunity to create a campaign and pay only for the number of clicks and impressions.

Types of Amazon Marketing Campaigns

Amazon Marketing Campaign

Sponsored Product Ads: This gives Amazon sellers the opportunity, to display their top-selling individual products, among thousands of other products. Your product appears before any other non-sponsored products.

Sponsored Brand Ads: Also known as Headline Search Ads, where a seller can display a maximum of three products under his brand name. More than the product, the brand as a whole is promoted. This ad appears on top of search result.

Product Display Ads: Product Display Ads is a part of the Sponsored Product Campaign wherein you display a single product with your brand name. These ads are displayed on the right-hand side of an Amazon product page below the Buy Box and shipping information. Here the focus is more on your brand rather than the product itself.

How to Create your First Campaign with Amazon Marketing Services?

Amazon Marketing Services

As discussed earlier Amazon Marketing Services is no different from Google PPC as both works on keyword driven strategy. To begin with the campaign:

Log in to Seller Central < Advertisement < Campaign Manager < Create Campaign

Before creating a campaign, you must do proper Keyword research. For more details on types of keywords, and how to choose the right keyword, click here.

Once you are done with the keyword research, click on Create campaign and choose between Sponsored Brand and Sponsored Product, depending upon the type of campaign you want to start with.

Next, decide the daily budget for your campaign. This is the maximum budget used for your campaign on a daily basis. Once this budget is over the campaign will stop for that day. Just like Google PPC, Amazon also has the option of accelerated and standard budget. If you choose accelerated, your budget is depleted at a faster rate, while in standard your budget is evenly distributed throughout the day. It is advisable to choose a standard budget as an option.

You may decide the start and end date for your campaign by yourself.

Here Amazon gives you the option for both Automated Targeting Campaign and Manual Targeting Campaign. In Automated Targeting Campaign, you do not have to fill in the keywords and Amazon decides the keywords for you. You ad shows for the best-matched keywords. This is the best way to start and test your campaign. On the contrarily, in Manual Targeting Campaign, you have to choose the keywords for yourself. The ad will show up only on the keywords you decide.

Creating Ad Group is an important step here. For each category, you can create different ad groups. This makes it easier to manage the campaign and optimize it later.

Amazon offers three bidding option for your keywords:

Dynamics down only: In this Amazon lowers your bids in real time when your ad may be less likely to convert to a sale.

Dynamics up and down: This gives Amazon raises your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lowers your bids when less likely to convert to a sale.

Fixed bids: Amazon uses your exact bid and any manual adjustments you set, and it will not change your bids based on the likelihood of a sale.

You also get a chance to enter Negative Keywords for your campaign. This ensures that your campaign does not appear for any wrong keyword. These keywords can be used with phrase and exact match types to prevent ads from being displayed.

Negative Phrase: Contains the exact phrase or sequence of keywords.

Negative Exact: Exactly matches the keyword or sequence of keywords.

Once done creating your campaign, it goes for review to Amazon. Once approved your campaign is eligible for impressions.

How to Optimize your Amazon Marketing Campaign?

Best practices amazon marketing

Having less Advertising Cost of Sale (ACoS) and high Return on Ad Spend (ROAS) is the sole purpose of creating a campaign. This cannot be achieved in a day. It takes a minimum of 5 to 6 days to optimize a campaign.  Here are a few tips and best practices on how to optimize your Amazon Marketing Campaign:

1. Run A/B testing

A/B testing is a method wherein you run two similar campaigns with a slight difference to see what works best for you. You may want to adjust a few things t get your ACOS in control.

2. Add Negative Keywords

Adding negative keywords is the best way to optimize your campaign. This saves your money in unwanted click, which are from wrong keywords. For example, you sell only women rings so you may add men rings as a negative keyword.

3. Identify Irrelevant Search Queries

You have the option to download your campaign report under Advertisement reports. By this, you can identify your search terms, which are irrelevant to your product and add them as negative keywords.

4. Bid Optimization

You will have to regularly monitor your campaign. See which search terms are performing best and optimize the bids for them.

5. Keywords Optimization

From your advertising report, you will be able to see which search terms are performing well and worst. Try to remove the keywords, which are not giving you any result and try to incorporate more keywords. This will improve your products searchability.


Amazon is the best platform to sell your products. With the proper Amazon Marketing Strategy, you will be able to increase your sale within a month by almost 40%. If you are unsure of doing all this by yourself, you may hire an Amazon marketing Consultants or Amazon Marketing Agency. They have highly experience Amazon Marketing Experts that will not only strategize your campaign but will optimize to deliver you the best results.

Let's do great work together.

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