Amazon Advertising

Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP) have merged to become one single brand called Amazon Advertising. Legacy brand names (AMG, AMS, AAP) will be phased out over the next several months. Although the features will remain the same, there will be slight changes, such as Headline Search Ads will be retitled to “Sponsored Brands.”
Amazon Advertising now encompasses all of Amazon’s advertising features:
  • Sponsored Products
  • Sponsored Brands
  • Product Display ads
  • Video ads
  • Amazon Stores
  • Measurement Solutions (Reporting)
  • Amazon DSP (Demand-side Platform) – advertisements for Amazon sites and their direct publisher relationships and third-party exchanges
Each type of advertisement has a specific function (e.g. increasing exposure of a new product, promoting a brand, showcasing product lines, etc.). Now that all of these functions are in one place, it is easier to plan and execute advertising campaigns that are aligned with your ecommerce sales and marketing strategies, and monitor their performance. It’s another example of changing Amazon capabilities that are critical to stay current on.