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Rebranding leads to restructuring of AMG, AMS and AAP

Anyone who sells products on Amazon will inevitably have come into contact with the terms Amazon Marketing Group, Amazon Marketing Services, Amazon Advertising Platform or at least have heard of them. Amazon's wide range of products and services in the advertising sector has become increasingly complex in recent years. Now Amazon is rebranding and wants to simplify the handling of the platforms and measures. On Wednesday this week (05.09.2018), Amazon released the following statement:

"We are excited to announce that from now on we are simply Amazon Advertising. With this, we are retiring the names Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP). You'll see this change on our website and in simplified product names that reflect this unified brand and the direction of our business."

So, for the sake of simplicity and clarity, AMG, AMS and AAP have been turned into Amazon Advertising and the specifications of each platform have been combined under one. This is another step towards the goal of providing advertising solutions that are simple and intuitive for advertisers who use marketing to drive their business.

But what does that mean exactly? What changes and what stays the same?
From now on, you can log in to manage campaigns via the Amazon Advertising website at the URL advertising.amazon.com. The previous Amazon Marketing Services website ams.amazon.com will be replaced.

Most importantly, the restructuring is evident in the naming of the individual features and measures. The following names have been changed:

  1. Headline Search Ads will be called "Sponsored Brands" from now on. The name change can be explained by the fact that the term "headline" in particular is outdated, since ads are also played out at the edge or end of the page and not just at the beginning of the page.
  2. In addition, the Amazon Advertising Platform AAP will be renamed the Amazon DSP (Demand Side Platform) console to more clearly represent the function of this ad buying tool.
  3. Amazon Marketing Services (AMS) will now become the so-called Advertising Console.

As soon as you want to log in via advertising.amazon.com, the following display appears:

Here you can register for the individual services as usual.

Here we have arrived at the point "What remains the same". Nothing has changed when setting up or managing the individual campaigns. These can still be entered and edited as usual. Existing campaigns have also not been affected by the rebranding.

However, this main name change will not be the only thing that will change as a result of Amazon Advertising. It remains to be seen what other changes will follow.


In the following, we would like to give you an overview of which points are summarized under Amazon Advertising:

Sponsored ads make it possible to reach customers while they are searching for products. The ads appear either on the search results page or on relevant product detail pages. Customers can be redirected to your own product detail page or brand store, encouraging them to buy your product.

The creation of these measures is now possible via Amazon Advertising. roduct Display Ads can be found on the product detail page under the Buy Box and under the Bullet Points. Additionally, PDA's can still appear on the left side of the search results, at the bottom / top of the search results and on the customer reviews page. These also work through the cost per click system.

Via the Amazon Stores you can create your own Amazon-internal website as a seller. This is a brand-specific Amazon online store with its own URL. Brand stories and the entire product portfolio can be displayed here for customers.

Amazon DSP is an on-demand platform that enables advertisers to programmatically reach their audiences both on Amazon websites and apps, as well as through our direct publisher relationships and third-party exchanges. Advertisers can manage, optimize, and get reports on their programmatic display and video campaigns through the Amazon DSP console.

Use display ads to reach relevant audiences both on Amazon and on third-party sites and apps.

Video ads give you the opportunity to reach customers audiovisually and thus significantly increase the emotionality factor. Through the video ads you can play via Amazon Advertising, you can reach your relevant target group in a brand-safe environment via exclusive Amazon devices such as Fire TV or Fire Tablet, as well as via third-party websites and apps. In addition, Amazon Advertising sends you statistics on the results of your video campaigns.


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