What Is Amazon Marketing Services?

Amazon’s advertising platform has become a powerhouse for brands seeking to accelerate growth, but the sheer variety of options can make it hard to know where to start. What is Amazon Marketing services? What does it actually include, and how can you use it to build a high-performing Amazon Marketing Strategy? This guide unpacks the full spectrum of Amazon Marketing Services (AMS), from ad formats and analytics to practical strategies for maximizing ROI. Whether you’re just exploring Amazon Ads or looking to refine a mature campaign, you’ll find actionable insights here. For a broader look at the landscape, see our Amazon Marketing pillar page.

What are Amazon marketing services and how does it work?

Amazon Marketing Services (AMS), now officially called Amazon Ads, is Amazon’s suite of advertising solutions designed to help brands increase visibility and drive sales on the platform. While Amazon rebranded AMS to Amazon Ads, many sellers and agencies still use the AMS term to refer to the full ecosystem of ad products available within Seller Central and Vendor Central.

Amazon Marketing Services AMS includes a range of ad formats and tools, each tailored to different brand objectives:

• Sponsored Products: Promote individual listings directly in search results and on product pages.
• Sponsored Brands: Showcase your brand and a curated set of products with custom headlines and logos.
• Sponsored Display: Retarget shoppers both on and off Amazon, reaching audiences who’ve shown interest in your products or similar items.
• Amazon DSP (Demand-Side Platform): Programmatically buy display, video, and audio ads both on Amazon and across the web for advanced audience targeting — Amazon DSP enables brands to reach and retarget shoppers using Amazon’s first-party shopper data. quick answer: Amazon DSP is Amazon’s demand-side platform
• Amazon Attribution: Measure the impact of non-Amazon marketing channels (like Google, Facebook, email) on your Amazon sales — Amazon Attribution provides insight into how off-Amazon tactics drive on-Amazon results. Your complete guide to Amazon Attribution

SupplyKick is a verified Amazon Ads partner with hands-on experience across every ad type. Our team has managed over $200M in Amazon sales, delivered a 60% average conversion rate increase for partners, and provides cross-account insights that drive smarter decisions. We don’t just “run ads”—we build holistic strategies that integrate AMS with every aspect of your Amazon marketing strategy.

AMS is a core component of any successful Amazon Marketing approach, but it’s just one part of a broader, data-driven strategy. For a full breakdown of how AMS fits into the larger picture, visit our Amazon Marketing pillar page. If you’re interested in how agencies can support your efforts, see Amazon marketing agency.

A key advantage of leveraging AMS through a specialized partner is access to AI-powered account management and 24/7 intelligent agents that continuously monitor and optimize ad performance. These intelligent systems can identify shifts in shopper behavior, flag emerging trends, and auto-raise cases for potential listing issues, ensuring your campaigns stay compliant and competitive. For brands concerned about maintaining control, the agency model can operate as an extension of your team—offering strategic guidance and operational support without taking over your account or limiting your access to critical data.

How do I choose between Sponsored Products, Sponsored Brands, and Sponsored Display ads on Amazon?

The right Amazon ad format depends on your goals, budget, and where your products are in their lifecycle. Here’s a quick breakdown of the primary AMS ad types and when to use each:

• Sponsored Products: Best for driving direct sales and boosting visibility for individual SKUs. Ideal for new product launches, seasonal items, or when you want to win the Buy Box.
• Sponsored Brands: Use when you want to increase brand awareness, highlight a portfolio of products, or drive traffic to your Amazon Storefront. Great for established brands looking to own more real estate in search results.
• Sponsored Display: Perfect for retargeting shoppers who viewed your products but didn’t convert, or for reaching new audiences based on shopping behavior. Useful for both acquisition and retention.

Here’s a practical guide for choosing the right ad type:

1. Define your main goal: Is it sales, brand awareness, or retargeting?
2. Assess your budget: Sponsored Products are often the most cost-efficient; Sponsored Brands and Display can require higher investment.
3. Consider product lifecycle: Launching a new product? Start with Sponsored Products. Building your brand presence? Layer in Sponsored Brands. Looking to re-engage past shoppers? Add Sponsored Display.

SupplyKick’s Amazon ads management services are designed to help brands navigate these choices and optimize campaigns across every ad type. Unlike Google Ads, which focuses on search intent across the web, AMS leverages Amazon’s unique shopper data and in-platform buying signals—meaning your ads reach customers who are already primed to purchase.

For more on how these ad types work in practice, explore our advertising services page or see What does an Amazon PPC specialist do? for a deeper dive into campaign management expertise.

Brands looking for a more hands-off approach can also explore a wholesale partnership model, where inventory is purchased and managed by the agency. This approach can streamline logistics and allow brands to focus on product development and core business functions, while still benefiting from expertly managed advertising campaigns that align with their growth objectives.

What kind of analytics and reporting does Amazon Advertising provide to help measure campaign performance?

Amazon provides robust analytics and reporting tools within its advertising platform, empowering brands to track and optimize campaign performance. Key reporting features include:

• Campaign dashboards: Real-time visibility into spend, impressions, clicks, and conversions.
• Attribution reporting: Understand which ads and channels drive sales, both on and off Amazon.
• Performance metrics: Track ACoS (Advertising Cost of Sale), ROAS (Return on Ad Spend), click-through rate, and conversion rate.

These metrics matter because they inform every decision you make—helping you allocate budget, refine targeting, and improve creative. For example, monitoring ACoS and ROAS lets you quickly identify which campaigns are delivering profitable growth versus those that need adjustment.

At SupplyKick, our data-driven approach goes beyond basic reporting. We leverage cross-account analytics, AI-powered insights, and best-practice patterns to deliver an average 60% increase in conversion rate for our partners. For a deeper dive into the mechanics, see our guide on How do Amazon ads work? and our Amazon Marketing Strategy sub-pillar. For more information on optimizing your listings for search, check out Amazon SEO Services.

AI-powered reporting and analytics agents can surface actionable opportunities up to 80% faster than traditional manual analysis. This real-time intelligence enables brands to make proactive adjustments, respond instantly to shifts in campaign performance, and capitalize on emerging trends before competitors. By combining these advanced analytics with a high partner retention rate and industry-leading lifecycle feedback, brands gain the confidence that their marketing investments are consistently optimized for growth.

Are there any best practices or tips for maximizing ROI when using Amazon Marketing Services?

Maximizing ROI with Amazon Marketing Services requires more than just launching campaigns—it’s about continuous optimization, strategic testing, and relentless Amazon marketing research. Here are key best practices:

• Structure campaigns logically: Group similar products, use granular targeting, and separate branded from non‑branded keywords.
• Invest in keyword targeting: Use Amazon’s keyword research tools to identify high‑intent terms and adjust bids based on performance.
• Optimize creative assets: Refresh ad copy, images, and A+ Content regularly to improve engagement.
• Test and iterate: Run A/B tests on headlines, images, and targeting to find what works best.
• Monitor and adjust budgets: Reallocate spend to top-performing campaigns and pause underperformers.
• Analyze data continuously: Leverage Amazon marketing research and analytics to uncover new opportunities and stay ahead of market shifts.

A common question: Do you have to pay for Amazon ads? Yes—AMS is a pay‑per‑click (PPC) platform, so you pay each time someone clicks your ad. Budgeting is flexible, but it’s crucial to align spend with your business goals and monitor ROI closely.

Unlock the full potential of your brand with effective Amazon marketing strategies that drive visibility and sales. Ready to elevate your presence on the world’s largest online marketplace? Let’s talk about your Amazon Ads strategy. Subscribe to our newsletter for expert tips and actionable insights, or contact our team today to start optimizing your Amazon campaigns.

For more on our approach and how we drive results, visit our advertising services page. If you’re interested in broader agency support, see Amazon agency services.

Proactive compliance and brand protection features—such as automated listing hijack monitoring and case auto‑raising—are essential for safeguarding your investments in Amazon Marketing Services. These systems help ensure your ads are always running on healthy, active listings, minimizing disruptions and protecting your brand reputation. By integrating these protections into your campaign management, you not only maximize ROI but also create a more resilient and sustainable Amazon presence.