Amazon Marketing Services

By Tom BucklandTom is the Founder of an organic marketing agency based in the UK. Specialising in increasing revenues on Amazon & Google, he’s the #1 ranked Amazon marketing consultant with & the owner of HQ SEO.

Amazon Marketing Services (AMS) has been designed to increase the number of sales for Amazon businesses by making them stand out from competing products.

There are three different ad options available from Amazon Marketing Services:

  • Headline Search Ads
  • Sponsored Product Ads
  • Product Display Ads

The data collected from the visitor places the ad in the location best served to get the product in front of customers, so they can click it and go on to buy it.

AMS is helping online sellers to grow their business from these three options and here is how.

Headline Search Ads

Headline Search Ads show up as a banner at the very top of Amazon’s search engine results page, making them the first thing that a shopper sees.

Headline Search Ads are dependent on keywords so it’s important to do significant keyword research.

Amazon tracking software plays a key role at this stage. Knowing what keywords work the best for a specific niche can make a big difference.

For example, let’s say a customer decided to search for a blender. An ad will appear if the campaign contains the keyword ‘blender’ or a very close version of the word.

At the time of writing, here is what is shown when searching for the keyword ‘blender’:

Amazon Keyword Search

As shown, the ad appears in the red box as a banner at the top of the results page.

It is possible to choose where traffic from Headline Search Ads is sent. Some of the options available include sending the visitor to a store’s best-selling product or even a customer URL away from the Amazon store itself.

In essence, this ad can become part of a link building outreach service which will increase traffic to the third-party website. If the product is sold on that website, there is potential for more sales through this channel.

It is worth noting that because of the premium location of the ad, Amazon charges the most per click for Headline Search Ads.

Amazon Marketing Services uses a cost-per-click, auction-based pricing model. The more competitive the bid is, the more likely the ad will be displayed when an Amazon shopper searches for one those keywords. The minimum cost-per-click is $0.10.

The minimum daily budget for Headline Search Ads is $1. This is the average amount spent on an advertising campaign per day. The budget is spread throughout the campaign and only charged when a shopper clicks the ad.

Sponsored Product Ads

Similarly to the previous ad, Sponsored Product Ads also rely on keywords to function at optimum levels, with the bonus of being used automatically to target customers.

Automatic targeting enables Amazon to create keywords for products by themselves based from the product listing. This means that there is less of an impetus on the seller to get the ad in front of potential customers and let Amazon do it by themselves.

Sponsored Product Ads are still easily noticeable by searchers, but the location of the ad is not as prominent compared to Headline Search Ads. This makes cheaper in comparison, but they are still highly effective ads to lure customers in to purchase the product.

Using the blender example again, at the time of writing, here is what is shown when searching for the keyword ‘blender’:

Amazon Keyword Search

Notice how it is in a good viewing location but just not as powerful as the Headline Search Ad.

It is possible for Sponsor Product Ads to show in other locations on the search results page, including on the sides or at the bottom, however, the closer to the top the better as it’s more likely to be seen this way.

Another way they differ from Headline Search Ads is that if the searcher clicks on the ad, they are only taken to the product detail page of the advertised product. There is no room for customisation here.

In terms of budgets for Sponsored Product Ads, the spend on any given day may exceed the average daily budget but, at the end of the month, the average daily spend will not exceed the average daily budget.

Product Display Ads

Where the two previous ads were dependent on keywords, Product Display Ads show up based on a visitor’s browsing patterns. They show up on product pages based on what the customer is searching for.

But they are not limited to just product pages; Product Display Ads appear in several more locations, such as on the side and bottom of product detail pages, on the customer reviews page, on websites outside of Amazon, as well as at the top of an offer listing page.

These properties make them great for cross-selling or up-selling other products sold by the store and competing head-to-head with competitors.

To stick with the blender theme, the following example shows Product Display Ads:

Amazon Keyword Search

As shown, the first red box is blank. There is room here for an ad to be placed for products similar to the blender as part of a potential up-sell. There are also Product Display Ads further down the page as highlighted in the second red. There are even more shown further down.

They should be used to send relevant product advertisements to anyone viewing specific interests that have been predetermined, like “mixers” or “smoothie.”

AMS offers detailed reporting metrics that report on the success of each marketing campaign. From here, they can be tailored and optimised to ensure they are attracting the right customers and ultimately leading to more sales.

In terms of cost, the advertiser is only charged if a visitor clicks on the ad and taken to the product page.


By implementing these various ads into an Amazon marketing campaign, it’s a lot more likely that a product will be seen by those who are most likely to buy it. Especially for smaller businesses and those just starting out, they are seriously worth investing in.

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Filed under: Selling On Amazon & Amazon Affiliates