A Step By Step Guide For Amazon Marketing Services

With roughly 244 million active shoppers and more than 3 billion products across 11 marketplaces, Amazon is one of the largest online retailers. By making use of Amazon’s existing customer base a brand can save thousands of dollars which are otherwise spent on enormous marketing campaigns to build a new clientele.

But being with the best comes with a price. Since every other seller wants to sell on Amazon the competition between similar products is towering day by day. To keep up their sales, the sellers have to gamble on free traffic from other social platforms or the paid traffic from outside Amazon or simply depend on Amazon’s basic traffic. Even FBA (which is a paid service by Amazon) doesn’t offer Cost Per Click (CPC) like service to the sellers.

The advent of Amazon Marketing Services (AMS) in 2012 completely changed the marketing scene for the vendors. The sellers now have the privilege to target individual product listings and place them next to the products of their competitors, that too when the shopper is in the final stage of the purchase.

The prime perks of using AMS are:

  1. Target only potential shoppers

When you opt for AMS, consider half the advertisement job done because here you get the advantage to woo only those who are already looking for a product like yours. When a person is on Amazon, there are here to spend their money (and not window shopping). So your product will get the edge by being out there above the rest, and the buyer is likely to click on and open your product listing first and its journey to the cart becomes more likely to happen.

  1. Easy to construct ads

Designing the ads involves no complexity. You don’t require to possess any design related or technical expertise to create your advertisement. You will be asked to fill in details or choose from a list of options and Voila! Your ad will be created.

  1. Pay only for clicks

All vendors can register for free. You will be charged only when a user clicks on your advertisement to view your product. You can start with a budget as low as $1 for daily budgets and $100 for all-campaign budgets.

AMS Eligibility

Tip- Amazon Marketing Services are currently available to Amazon vendors and KDP authors.

To sign up for AMS, you need to have one of these credentials:

  • A Vendor Central login.
  • An Advantage Central login.
  • A Vendor Express login.
  • An invitation to represent a vendor.
  • A Kindle Direct Publishing (KDP) account..

Tip- A Vendor Express account has maximum access to the AMS features among all Amazon Merchants accounts.

The services offered by AMS include:  

  • Sponsored Products Ads

Sponsored product ads are displayed in the search results and on product detail pages. These are basically keyword targeted ads. While setting up the ad, Amazon will offer you a set of product relative keywords to choose from. Depending on the keywords searched by the user, your product will be displayed on top of the search results, or on the product detail page of a similar product.

  • Headline Search Ads

Headline Search Ads are again keyword targeted advertisements but these appear above the search results. Using Headline Search you can add a custom headline and a logo within the ad and take your shoppers to the page featuring a cluster of your products. 

  • Product Display Ads

The Product Display ads are placed on a product detail page, to the right-hand side of the screen, below the buy box and shipping information and above the “frequently bought together” section. These ads are product or interest targeted for the relevant shoppers.

We will take you through all of them, one by one.

Sponsored Products Ads:

Sponsored product ads are self-service, PPC advertisement option, which Amazon offers you to place your keyword targeted ad at the most prominent location on the Amazon web page. Sponsored product ads require neither a registration fee nor any monthly fee. You are charged only when a shopper clicks on an ad to view your product listing.

The ads are displayed on top or within the search results. This option is highly beneficial for improving product visibility especially for products with lower views or for seasonal offers and clearance sales.


Follow these 10 simple steps to create a sponsored product ad:

Step 1: Login in to your Seller Central account

Step 2: Go to the ‘Campaign Manager’ under the advertising tab.

Step 3: Select ‘Sponsored Products’ from under the ‘Choose an ad campaign type’.

Step 4: Choose the products you wish to advertise.

Here, you have to add the ‘Amazon Standard Identification Number’ (ASIN) (which is unique for every product variant) in the search box.

If you have no clue what that means, this is the characters that appear on your product page, in the URL, example- https://www.amazon.com/dp/B01CXDPQ64/

Step 5: In the search results, click on ‘Add’ button next to a search result to add that product into the campaign.

Step 6: Now give your campaign, a name (for your own organisation and identification purpose), select your daily budget and time period.

Step 7: Now you have two types of targeting options- ‘Automatic targeting’ and ‘Manual targeting’.

Automatic Targeting- Selecting this time saving option will make use of an Amazon algorithm which will automatically collect and offer you highly relevant keywords for your products that you can chose for the advertisement. Your ads will be displayed for relevant customer searches.

Manual Targeting- This option lets you add you own keywords along with those of automatic targeting campaign. Here you are to set keyword-level bids. Your ads will be displayed for matching customer searches.

Tip– Please make sure you have a high quality Amazon product listing with rich images, bullet points and product descriptions.

 Tip– When choosing keywords, target your brand name, product name, your competitors brand name and products and also complementary product keywords.

 Step 8: Next, you will be provided with a list of suggested keywords. You can add one or more suggested keywords by clicking on the corresponding ‘Add’ button.

Step 9: (In case of manual targeting) you can also add your own keyword. Click on the ‘Add your own keywords’ tab. Type your keyword in the text box, select a Match type from the list, and place a bid before clicking on the ‘Add’ button.

Tip– If your bid is highly competitive; your ad is likely to be displayed before other players.

Tip– Setting the keywords to ‘Broad’ match type gets better results.

Step 10: Launch your campaign and wait (just a little) for your sales to scale up.

Headline Search Ads:

With Headline Search Ads, you can improve not only your sales but also your brand name. These are the banner ads which place your product right on top of the page, before all other products. It is important as it is likely to be the first thing to catch the attention of the shopper when the page opens.

With Headline search ads, you can advertise multiple products with a catchy headline.

Tip– for Headline Search Ads you must be enrolled in the Amazon Brand Registry.

We have summed up the process in ten simple steps. Follow these to get your Headline Search ad up and going.

Step 1: Login in to your Seller Central account

Step 2: Go to the ‘Campaign Manager’ under the advertising tab.

Step 3: Select ‘Headline Search’ from under the ‘Choose an ad campaign type’.

Step 4: Under ‘Add a landing page’, select the ‘Create a Page’ option and choose the products you wish to advertise by adding the ‘Amazon Standard Identification Number’ in the search box. Then click on ‘Add’.

Tip- In case of Headline search using ‘Create a Page’ option, you need to have at least 3 or more of your products added to the campaign. (As mentioned on the screen above the search bar)

Tip- The ‘Your Amazon Page’ option only lets you add a single ASIN.

Step 5: After you are done adding your products click on “preview landing page” on the bottom right corner of the screen.

It will take you to a page, which is exactly what a shopper will see on clicking your Headline search ad.

Step 6: Now the next step is to name your campaign (to be able to identify it on the backend). Set a (per day) budget and the campaign duration (you can either set a starting date until you opt to end it, or select both start and ending date).

Step 7: Next, are the keywords and the process is exactly same as mentioned under the ‘Sponsored Products ads’ part.

Step 8: Then we reach the ‘Create your ad’ part.

Fill in your ‘brand name’ and add a suitable headline (which will appear next to your ad). The headline is more like a custom message to motivate your shopper to click and view your landing page.

Tip- As per Amazon guidelines, you can add the words/phrases like “Exclusive”, “New”, “Buy Now” or “Save Now”, but ads with “No 1” or “Best Seller” like claims shall not be approved.

Step 9: Select a featured image from the product images you added earlier. The image you select here will act as the title image of your advertisement.

Step 10: Lastly, click on ‘Submit campaign for review’ button.

You will receive the following message:

The review, as mentioned in the message will take up to 72 hours (generally 24 hours) for approval. Once reviewed, you will receive an email message for the same and your ad will be on air.

Product Display Ads

These are cost per click product or interest targeted ads that stimulate traffic to your product’s listing page. Product Display Ads are placed below search results, customer review pages, and top of the offer listing page. A PDA may also display in Amazon merchandising emails. This is relatively a new advertisement feature.

  1. Product Targeting– A seller can choose to advertise by targeting either specific products or product categories.
    1. Target specific products- A seller can manually pick and target the product detail pages of similar or complementary products. For ex, if you are selling headphones, you can have your ad displayed on the detail page of other headphones (similar product) or smart phones (a complementary product)
    2. Target related categories- Here a seller can target particular sections of the Amazon catalogue related to your products. Category targeting is a subgroup of product targeting. For ex, if you are to advertise smart watches, you select the gaming category for displaying the ad.
  2. Interest targeting- The option where advertisers can target shoppers with explicit interests. This looks like a smart advertisement option, as using this we are influencing the behaviour of the potential shoppers. It is also the best way to build brand awareness among the right audience.

Step 1: Login in to your Seller Central account

Step 2: Go to the ‘Campaign Manager’ under the advertising tab.

Step 3: Select ‘Product Display’ from under the ‘Choose an ad campaign type’.

Step 4: Next, you will be asked to choose a targeting method:

You can choose one or both.

Step 5:  Select the products (by adding their ASIN’s) where you want your product’s ad to appear. (I.e. the product detail pages of your competitor’s.)

Step 6: Now you have to name your campaign. Set a budget and the campaign duration. (Same as discussed in sponsored product and headline search ads.)

Step 7: Add relevant keywords and place a CPC bid. But you won’t be bidding on specific keywords here, because now the focus is on specific products and/or interests.

Step 8: The under the ‘Create your ad’ section, add a Suitable headline.

Step 9: Fill in your Brand name and add a logo or a featured image.

Step 10: Finally, click on ‘Submit campaign for review’ button or save it as a draft.

As in case of headline search ads, this ad type will also take around 72 hours for approval from the Amazon team.

The Finale!

We are Amazon Ranking Experts, a US based end-to-end Amazon services provider. We offer a wide range of Amazon Marketing Services, with a single objective to guide our clients to throw the ball in the right court (of Amazon), at the right time. We strategise your Amazon advertising to not only make you a consistent player but also to keep you ahead in the sport. Contact us to avail our services and make your sales skyrocket.


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