For most sellers, advertising will inevitably make up a large part of their overall strategy. But it can be difficult to know where to start. If you’re selling on Amazon, it’s likely that you’ll soon need to become familiar with Amazon AMS.
AMS stands for Amazon Marketing Services. In September 2018, the names Amazon Advertising Platform (AAP), Amazon Marketing Services (AMS) and Amazon Media Group (AMG) were retired. They were then reintroduced under the umbrella ‘Amazon Advertising.’
The Amazon Marketing Services account became the Advertising Console, however many still refer to the platform as AMS, so we’ll use that name in this article.
The Amazon algorithm rewards clicks and sales with higher search rankings. For this reason, it can be difficult for new products to gain any traction when they’re first released. The answer? Amazon AMS.
Amazon AMS was launched in 2012, as a self-service advertising solution for sellers. Basically, it gives you complete control over how much you’re spending on your ads, and who’s most likely to see them. This is a pay-per-click (PPC) platform, offering you three options: Product Display ads, Sponsored Brands, and Sponsored Products. You can use these ads to send customers to a custom landing page or product detail page within Amazon.
Here’s a brief overview of these options:
These ads are either keyword-driven or content-driven and you'll see them on the right-hand side and the top and bottom of the search results. You can choose either Manual Targeting or Automatic Targeting for these ads.
Automatic Targeting uses Amazon’s algorithms to select an ad group based on conversion history and content. Manual Targeting allows you to choose the best keywords for your products.
These ads, previously know as headline search ads, are also keyword-driven, and you’ll see them at the very top of the search results. The goal is to convert consumers who are at the very beginning of the buyer’s journey.
These ads look like a banner, and they’ll show up when someone searches with a keyword that matches your campaign.
Product Display Ads
Product Display Ads are an excellent option if you plan to target your competitors and attract their customers to your products instead.
These can be used as a ‘last chance’ for a consumer to check out your product since they’re shown on specific product pages right before they click ‘add to cart.’
These ads give you a ton of insights, including clicks, spend, total sales, impressions, and your advertising cost of sale.
Using Amazon AMS
To get started with Amazon AMS, you’ll first need to sign into Amazon Advertising. From there, you can choose which of the above ad types are best for your products.
Any advertising campaign should begin with an in-depth knowledge of your target audience. That way, you’ll know where to start when it comes to your keywords and targeting. It can be easy to whittle down your marketing budget with AMS, which is why it’s important to have a solid strategy and constantly tweak your ads based on their effectiveness.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.