What is Amazon Marketing Services ?

amazon marketing services

UK e-commerce is dominated by Amazon, a virtual giant that serves millions of clients worldwide. Amazon.co.uk is no exception, with over 13 million Prime members.

 You might be wondering, “How can I leverage this platform to my advantage?” if you’re an entrepreneur or brand. 

This is where Amazon Marketing Services (AMS) comes in, a revolutionary set of advertising tools and mediums for companies looking to increase their exposure and boost sales on Amazon.co.uk and beyond.

What is Amazon Marketing Services (AMS) ?

AMS is a suite of advertising solutions offered by Amazon to help sellers and vendors boost their product visibility. 

Think of it as your way of getting on billboards in the digital landscape, designed to propel your products to the top of search results and place them in front of potential customers. It’s a powerful tool for brands looking to launch products on the Amazon platform.

 With help of Amazon ppc specialist you could gain a foothold in categories or verticals.

amazon ads agency

How Does Amazon Marketing Services Work?

Amazon Marketing Services operates primarily through a pay-per-click (PPC) model. Sellers bid on keywords relevant to their products, and when a customer’s search matches these keywords, the seller’s ad may appear being the highest bidder doesn’t always get to you to number 1 ad postion other metrics also play a part . The seller only pays when a potential customer clicks on the ad.

Diving Deep into Amazon Ad Types

There are three primary types of sponsored Amazon ads that you can utilise on Amazon: Sponsored Products, Sponsored Brands, and Sponsored Display Ads. Each has its unique features, costs, requirements, targeting options, and strategies, making them suitable for different marketing objectives.

Amazon Sponsored Products

Sponsored Products are individual product ads that appear in search results and product pages. They’re ideal for promoting specific items and driving immediate sales.

How much does Amazon ads cost per click ?

The cost per click can vary depending on the competition and the keywords you choose. There’s no minimum spend, and you only pay when someone clicks on your ad. To qualify, you need an active professional seller account and products in eligible categories.

Targeting keywords with Amazon Ads

You can choose manual targeting (selecting your own keywords) or automatic targeting (allowing Amazon’s algorithms to select keywords based on your product information).To maximise results, use high-quality images, compelling product descriptions, and competitive pricing. Regularly review your campaign performance and adjust bids or keywords as necessary.

Amazon Sponsored Brands

Sponsored Brands are costlier, high-visibility banner ads that appear at the top of search results, showcasing a collection of your products and your brand logo.

How much Does Sponsored Brands  Cost ? 

Sponsored Brands operate on a cost-per-click basis, with the cost determined by keyword competition. You need to be a brand owner enrolled in Amazon Brand Registry to use this ad type.You can select your own keywords (manual targeting) or let Amazon’s algorithms choose (automatic targeting).

Consider using Sponsored Brands to boost brand awareness, showcase new product lines, or promote seasonal items. Always track your campaign’s performance and adjust as necessary.

Amazon Sponsored Display Ads

These ads offer a unique blend of versatility and reach, appearing not only on Amazon but also on external websites and apps. They are particularly effective for reaching customers who are in the decision-making phase of their buying journey.

Sponsored Display Ads, like other Amazon ad types, operate on a cost-per-click model. The exact cost per click can vary based on a variety of factors, including the competitiveness of your chosen product category and the specifics of your targeting strategy. Unlike some other ad types, there’s no minimum spend for Sponsored Display Ads, meaning they can be a viable option for businesses of all sizes.

Sponsored Display Ads are accessible to a wide range of Amazon sellers. All professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies with clients who sell products on Amazon can use these ads. The products you wish to advertise with Sponsored Display Ads must fall into one of Amazon’s eligible categories, and you must be able to ship to all addresses in the country where you’re advertising.

Sponsored Display Ads offer a range of powerful targeting options. You can reach audiences who’ve viewed your product details or similar products’ details, or shoppers who’ve searched for products in categories related to yours. This is known as ‘product targeting’. Alternatively, you can target customers who’ve shown an interest in specific product categories, brands, or other shopping interests. This is referred to as ‘audience targeting’.

To maximise the effectiveness of your Sponsored Display Ads, start by setting clear goals. Are you aiming to raise brand awareness, drive conversions, or both? Once you have a clear objective, you can tailor your targeting strategy to match.

Product targeting can be particularly effective for driving conversions, as it allows you to reach shoppers who are already interested in products like yours. On the other hand, audience targeting can be a powerful tool for raising brand awareness and reaching new customers.

Remember to monitor your campaigns closely and adjust your targeting strategy based on performance. Regularly reviewing and optimising your campaigns can help you maximise return on ad spend (ROAS) and achieve your marketing goals.

With Amazon Sponsored Display Ads, you can reach potential customers at every stage of their shopping journey, helping you build your brand and drive sales in the competitive Amazon marketplace. Whether you’re a small business or a large corporation, an Amazon marketing agency in the UK can help you navigate the ins and outs of AMS, optimising your campaigns for success.

What Are Amazon Sponsored Ad Portfolios ?

amazon sponsored ads portfoilo

Sponsored Ad Portfolios is an AMS feature that allows you to group your Sponsored Products, Sponsored Brands, and Sponsored Display Ads into portfolios based on criteria of your choice. You can group them by brand, category, seasonal promotions, or any other custom parameter that suits your business strategy.


This is thehighest level of organisation within Amazon’s advertising structure. It’s used to separate and manage different brands, product lines, or strategic business units. In this example, a health supplement company might have separate portfolios for different product lines like “Vitamin Supplements”, “Protein Powders”, and “Herbal Supplements”.


Campaigns fall within portfolios and could be used to separate targeting between different keyword categories – brand, generic, and competitor. For instance, in the “Vitamin Supplements” portfolio, there could be separate campaigns for brand terms (e.g., ‘Company XYZ Vitamin C’), generic terms (e.g., ‘Vitamin C supplement’), and competitor terms (e.g., ‘Brand ABC Vitamin C’).

Ad Group

Ad groups are nested within campaigns and are used to organize different types of keyword topics or different types of targeting. In the ‘Vitamin C supplement’ campaign, there could be separate ad groups targeting different types of generic keywords like ‘Vitamin C for immune support’, ‘Vitamin C for skin health’, ‘Chewable Vitamin C’, etc. There could also be an ad group specifically for product targeting, where specific competitor or complementary products are targeted.

This tool offers a high-level view of your ad performance across multiple campaigns, making it easier to track your ad spend, sales, and other key metrics. It’s an excellent way to streamline your ad management, particularly if you’re running several campaigns simultaneously.

Key Benefits of Sponsored Ad Portfolios

Organisation: Grouping your campaigns into portfolios helps declutter your campaign manager and makes it easier to locate specific campaigns.

Budgeting: You can set a portfolio-level budget cap, ensuring you never exceed your budget across all campaigns within the portfolio.

Performance Analysis: With all your related campaigns grouped together, it’s simpler to analyse performance data collectively and make more informed strategic decisions.

Time Saving: Instead of managing campaigns individually, portfolios allow you to monitor and adjust multiple campaigns at once, saving precious time and effort.

Customisation: The flexibility to create portfolios based on different criteria allows you to customise your ad management to suit your unique business needs.

Sponsored Ad Portfolios are a powerful tool for any Amazon seller that creates Amazon advertising campaigns, but especially for those managing multiple brands or large product ranges. By grouping your campaigns in a way that aligns with your business objectives, you can drive efficiency and effectiveness in your Amazon advertising.

Whether you’re a newcomer to the world of Amazon advertising or a seasoned pro, consider leveraging the power of Sponsored Ad Portfolios to enhance your advertising strategy. And remember, if you need expert advice or support, an Amazon marketing agency in the UK can provide invaluable insights and guidance to help you maximise your advertising success.

Amazon Ad placements on Amazon are central to a brand’s visibility and overall success. Knowing where and when your ads appear can significantly influence customer engagement and conversion rates. Amazon provides numerous placement options, each with the potential to target customers at various stages of their shopping journey.

Types of Ad Placements on Amazon

Search Result Placements

These ads appear on the search results page when a customer searches for a specific keyword. They can be at the top of the page (prime placement), in the middle, or at the bottom. Sponsored Product, Sponsored Brands, and Sponsored Display Amaads can all appear in search result placements.

Product Detail Page Placements

These ads appear on product detail pages, and they can be incredibly effective in targeting customers who are already in the buying mindset. You’ll often see Sponsored Products and Sponsored Display ads in these placements.

Amazon Shopping App Placements

 A significant number of Amazon customers shop using the Amazon mobile app. Sponsored ads can appear in various places within the app, including search results and product detail pages.

Amazon’s Third-party Sites and Apps Placements

Amazon’s advertising reach extends beyond its own platforms. Sponsored Display ads can appear on third-party websites and apps, targeting customers as they browse other online spaces.

Strategies for Optimising Ad Placements

Understanding ad placements is only part of the equation. Implementing strategies to optimise these placements is what turns knowledge into sales. 

Here are a few tips:

Understand Your Customer’s Journey

Different ad placements are suitable for targeting customers at different stages of the purchase journey. For instance, search result placements can help you reach customers who are in the awareness or consideration stages, while product detail page placements can target customers ready to purchase.

Leverage Amazon’s Ad Reports

Amazon provides detailed reports that can help you understand how your ads perform in different placements. Use these reports to identify trends, and adjust your bidding strategy accordingly.

Adjust Bids for Top of Search

Amazon allows you to increase your bids for top of search placements. If you find that these placements drive higher conversion rates for your products, it might be worth increasing your bids to secure these prime spots.

Test and Optimise

The key to successful advertising is continual testing and optimisation. Try different ad types, targeting strategies, and bidding amounts, and see what works best for your brand.

Understanding and optimising Amazon ad placements can significantly boost your brand’s visibility and engagement, leading to higher sales and growth. Given the nuances involved in ad placement optimisation, partnering with an Amazon SEO agency or an Amazon marketing agency in the UK can be incredibly beneficial in navigating this complex landscape. With the right approach and expertise, your brand can truly shine on Amazon.

Taking full advantage of Amazon Marketing Services (AMS) involves more than just launching your Amazon ad campaigns. To truly make the most of your ad budget and ensure your campaigns’ success, you’ll need to manage and optimise your ads effectively.

AMS offers a variety of tools and strategies for ad optimisation and management, from budget setting and goal definition to audience segmentation, creative testing, and performance tracking, among others.

Set Clear Goals and Budgets

Before launching any campaign, it’s crucial to define what you want to achieve. Whether it’s boosting brand awareness, driving sales, or both, having clear goals will guide your ad strategy. Concurrently, set realistic budgets that align with these goals and your overall business finances.

Segment Your Audiences

Not all customers are the same. Segment your audiences based on their interests, shopping behaviour, and other relevant factors. This allows you to create tailored ads that resonate more effectively with different customer groups, leading to higher engagement and conversion rates.

Test Your Creatives

Experiment with different headlines, images, and ad copy to see what works best for your audience. This could involve A/B testing where two versions of an ad are compared against each other. The one that performs better becomes your new standard.


Keep a close eye on key performance indicators (KPIs) such as click-through rates, conversion rates, and return on ad spend. This data can provide valuable insights into what’s working and what isn’t, allowing you to make informed decisions about future campaigns.

Optimise Your Bids

Regularly review and adjust your bids based on performance. You might find that some keywords or ad placements perform better than others. By optimising your bids, you can ensure your ads appear where they’re most likely to drive results.AMS allows you to schedule your ads to run at specific times. If you know your audience is more likely to engage with your ads at certain times of the day or week, use ad scheduling to maximise your chances of reaching them at the right time.

If you find the world of AMS a little overwhelming, consider partnering with an Amazon marketing agency in the UK. They can provide invaluable advice and assistance, helping you navigate the AMS landscape and optimise your campaigns for success.

With these best practices in mind, you’ll be well-equipped to optimise and manage your AMS ads effectively, driving better results and maximising your return on investment. Remember, successful advertising on Amazon is an ongoing process of testing, learning, optimising and hiring an Amazon marketing service like UMKYSEO.

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