AMS, AMG, AAP are Gone and Amazon Advertising is Here!

Emi Baxter


“Advertising is fundamentally persuasion and persuasion happens not to be a science but an art.” William Bernbach

According to CNBC and Business Insider – Amazon’s Marketing services are a business estimated at over 2 billion dollars and growing. Even so, Amazon has heard feedback over and over again that their advertising services and platform do not meet user expectations. Historically Amazon advertising options have included Amazon Marketing Services (AMS), Amazon Media Group (AMG), and Amazon Advertising Platform (AAP).

AMS is the self-service platform for Vendors and Sellers to create Sponsored Product Ads, Headline Search Ads, and Product Display ads to advertise. At its core – AMS is paid search.

AMG provides Premium Vendor services – not a specific product – but a team of Amazon specialists who work with you to implement an Amazon strategy. It’s the managed services of Amazon Advertising.

AAP is Amazon’s solution to sellers advertising off of Amazon-owned platforms. AAP offers a variety of Amazon and Seller managed solutions to advertising outside of Amazon.

On September 5th, 2018 Amazon announced that the above platforms were no more and launched Amazon Advertising! For many – a slew of questions arose from Amazon’s announcement – adding to the impending stress of being prepared for Q4 and the holiday season.

Let’s answer some of the top questions you may have:

1) What does this mean for my business?

Fortunately, this has a minimal impact on your business overall. The primary changes are where you log in to access your services, and what your services are called.  It will take Amazon several months to complete the phase-out of old language – don’t be surprised if you continue to see AMS, AMG, and AAP language in the coming months.

2) How does this affect my existing campaigns?

GREAT NEWS – It doesn’t! There are no actions required by your team to continue advertising. Your existing campaigns and ads will continue to run based on their settings.

3) Where can I access my services?

Moving forward all Amazon Advertising services will be accessed via a single site at

4) What services are available through Amazon Advertising?

Each of the below advertising options on Amazon supports different initiatives including discoverability, increased traffic, brand awareness, and reporting insights! More information on the below services can be found here

  • Sponsored Products
  • Sponsored Brands
  • Display Ads
  • Product Display Ads
  • Video Ads
  • Stores
  • Reporting
  • Amazon DSP (formerly AAP)

5) What’s different?

  • Where you log in – as mentioned above – all Amazon Advertising services will now be available at
  • Headline Search Ads (HSA) as we know them are no more. HSAs have been rebranded as SPONSORED BRANDS. This is intended to better represent the added features launched in early August which include new placement, new bidding options, and additional reports.
  • AAP is now Amazon Demand-Side Platform (Amazon DSP). While the services are unchanged – this renaming provides a clearer definition of what this service is.

6) Do I have to use Amazon Advertising?

As always – you are not required to use Amazon’s Advertising services. That being said, if you aren’t, your Amazon strategy is missing a crucial component and you should consider including Amazon Advertising in your budget and e-commerce strategy. If you need support approaching Amazon Advertising for your business – reach out to us at [email protected] – We can help!


AMS, AMG, and AAP are no more! Moving forward it’s all Amazon Advertising! Go to and check it out.

Sponsored Brands Ads have replaced Headline Search ads – adding additional features.

Amazon is ever changing! Being aware of announcements and shifts to Amazon’s various platforms will help your business stay agile. In the last few months, we have seen significant changes to Amazon’s marketing platforms and services – and we expect to see more. Keep your business apprised to how Amazon Advertising is changing and take advantage of new features and advanced functions.

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