Amazon Marketing Services (AMS): A Best Option to Enhance Your Selling Facility
Have you ever wondered about the evolution of the Amazon marketplace and its impact on AMS’s utilisation?
A notable key trend in recent years is the exponential growth of e-commerce. Your competitive edge is not only your product or services but also the way you reach your customers. Most companies strive to implement innovative and effective ways to survive and grow.
One such solution is AMS, which Amazon introduced several years ago. In this blog, we will unlock AMS’s capabilities and critically analyse how it can enhance your business’s effectiveness on Amazon’s seller platform.
Introduction to Amazon Marketing Services (AMS)
All you need to know about AMS
It is Amazon’s paid advertising platform which allows businesses to promote and run sponsored ads of their products across a variety of advertising formats. It also allows sellers to reach a variety of target audiences based on their user personas which of course is also decided on product categories, search keywords and more.
What is the Purpose of AMS?
It is built to help businesses drive more traffic and hence revenue from their product listings. With a profound understanding of AMS, businesses can improve their rankings on Amazon’s search results page and gain a competitive edge.
Key Features of AMS
It offers a variety of ad formats to help businesses grow, which are mentioned below:
- Sponsored Products: This promotes individual products by placing ads within relevant search results.
- Sponsored Brands: These businesses can increase their brand awareness by featuring their logo and multiple products in banner ads.
- Product Display Ads: With these businesses can showcase products on product detail pages to cross-sell or upsell.
Who is Eligible for AMS
If you are an Amazon Vendor, Seller, or an agency that is looking to grow your business then you are eligible for the same. You get a diverse range of ad options whether you’re a seller using Amazon Central or a vendor selling wholesale through Vendor Central.
What are the Different Types of AMS Campaigns
With AMS you can target specific audiences with precision. Listed below are the predominant types of AMS campaigns.
- Sponsored Product Ads: These types of ads generally appear in search results and product detail pages, making them an ‘intent’ based category ad which makes it easier for customers to find whatever they are searching for easily.
- Headline Search Ads (now called Sponsored Brands): This is where you have a scope of customisation while promoting your business. This category of ads allows you to place your brand’s logo, a custom headline, and multiple products which can be placed amongst the top search results.
- Product Display Ads: What if – you would know what products your customers are likely to buy next? This category is all about knowing your customer’s shopping behaviour and interests in a profound manner to enhance cross-selling opportunities for your business.
How Does AMS Work?
AMS is all about enabling you to reach a larger and relevant audience which can ensure your business growth.
It allows businesses to target ads in different ways, as mentioned below –
- Keywords Targeting: It is like ‘Google search’ AdWords, where you target your customers by using relevant keywords and then ranking on them while they search.
- Product and Category Targeting: It allows you to target customers with specific product categories or individual ASINs (Amazon Standard Identification Numbers).
Bidding System AMS functions under a bidding system through auctions, where advertisers bid for keywords or for certain placements. To say simply the higher you bid, the chances are that you’ll get top spots in your product category. While setting goals for your campaigns you need to take into account your PPC to optimise cost vs results.
Performance Tracking AMS includes a suite of analytic and reporting tools that enable a business to keep track of campaign performance. Such metrics like impressions, clicks and conversions are very important for enhancing the performance of your ads.
How to Create an Effective AMS Campaign?
Setting Clear Objectives – Before apportioning resources on the campaign, it is important today what the objectives of the campaign are, be it more sales, more visibility or more exposure for a new product.
Choosing the Right Ad Type – Knowing the right circumstances in which to use each ad format is important. For example, Sponsored Products are effective for advertising specific items while Sponsored brands are used for increasing brand awareness.
Optimizing Ad Copy and Images – Good images and good writing are needed in order to increase the chances of clicking on the advertisements. Write captivating headlines and make sure that the images you use will bring out the best of your items.
Targeting the Right Audience – Good keyword and product targeting practices guarantee that your ads are served to the most appropriate audiences where conversion is possible.
Success Stories: Businesses that Grew Using AMS
Many businesses have indeed expanded and growing well because of AMS. Irrespective of industries and size the brands have grown exponentially using AMS. You can observe brands like BOAT, have grown extensively while being dependent on AMS from their inception and you might keep listening to this from its founder Aman Gupta, ‘if there was no Amazon we wouldn’t have existed’.
Tips for Maximizing Success with AMS
For an optimal promotion with AMS, you should take the following tips into consideration.
Do Test Different Ad Formats: Search for the optimal ad format for your business by trying out various options.
Monitor and optimize regularly: Be meticulous about the effectiveness of your campaigns and make necessary optimisations.
Use Data: Get a grip on AMS reporting tools analytics and make changes that will enhance ad performance.
FAQs:
Q1. Please provide a brief on Amazon Marketing Services (AMS), in what way is the service provided by AMS different from other advertising services?
A1. AMS is a self-sustaining and self-managed advertising service by Amazon with its application listing than social advertising.
Q2. What tools can help businesses evaluate their AMS campaigns?
A2. Metrics such as sales, clicks, impressions, and conversions through AMS analytics tools are some ways of measuring success.
Q3. Are there policies with any restrictions or limitations on how people create ads on the Amazon marketplace?
A3. Yes, all ads must be up to Amazon’s advertising policies, including its content and image quality policy.
Q4. In your opinion how much money should businesses set aside for AMS campaigns in order to obtain enough results?
A4. The budget is dependent on the size and goal of the business but there should be a budget plan that will enable testing and optimisation accordingly.
Q5. The AMS features are interesting to every size of business on the Amazon platform; do you think this is the case?
A5. Yes, AMS can be effective for new and established businesses on Amazon looking to reach the right audience.
Q6. Am I limited to using AMS only in relation to Amazon, other tactics are out of bounds?
A6. Definitely. It is good to integrate AMS with social media, influencer marketing, etc. and vice versa.
If you’re looking to start your AMS journey and make it a big success for your products, Techeasify is a one-stop solution for all your goals.
They offers AMS services like –
- Amazon Product Listing SEO
- A+ / Enhanced Brand Content
- Insightful Reporting
- Brand Store Setup, Optimization & Management
- FBA Registration
- Promotions Management
- Amazon PPC Ads Management
- AD – HOC Services
- Maintain Amazon Account Management Health
