AMAZON MARKETING SERVICES VS. AMAZON ADVERTISING SERVICES: WHAT’S THE DIFFERENCE?

Amazon Marketing Services vs. Amazon Advertising Services: What’s the Difference?

Amazon Marketing Services vs. Amazon Advertising Services: What’s the Difference?

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If you're selling on Amazon, you've likely heard the terms Amazon Marketing Services (AMS) and Amazon Advertising Services. Though they’re often used interchangeably, they are not exactly the same—especially as Amazon has evolved its platform over the years. Understanding the difference can help you better navigate your marketing strategy. With AYS E-com Solutions by your side, you can leverage both effectively to maximize your success.



1. The Evolution of Amazon Marketing Services


Originally, Amazon offered Amazon Marketing Services (AMS) to help brands promote their products through pay-per-click (PPC) advertising. AMS included Sponsored Products, Sponsored Brands, and Product Display Ads. However, in 2018, Amazon streamlined its offerings under a unified platform now simply called Amazon Advertising.


Today, what was once called AMS is just a part of the broader Amazon Advertising ecosystem. At AYS E-com Solutions, we help businesses transition smoothly and utilize every advertising opportunity Amazon offers.



2. What Are Amazon Advertising Services Now?


Amazon Advertising Services now cover a much wider range of solutions, including:





  • Sponsored Products: Ads that promote individual product listings.




  • Sponsored Brands: Ads that showcase a brand logo, custom headline, and multiple products.




  • Sponsored Display: Display ads targeting audiences both on and off Amazon.




  • Amazon DSP (Demand-Side Platform): Programmatic ad buying across Amazon and third-party sites.




  • Video Ads, Audio Ads, and Amazon Live: Newer, engaging formats to reach broader audiences.




At AYS E-com Solutions, we create customized advertising strategies utilizing all of Amazon’s tools to ensure your brand reaches the right customers at the right time.



3. Key Differences Between AMS and Modern Amazon Advertising


































Aspect Amazon Marketing Services (AMS) Amazon Advertising Services
Focus Limited to basic PPC ads (Sponsored Products, Brands, Product Display) Full suite of advertising options including DSP, video, audio, and live ads
Access Brand-registered sellers only Open to more sellers, vendors, and agencies
Reach Mostly within Amazon Both on Amazon and external websites/apps
Capabilities Limited campaign types Advanced targeting, reporting, and creative options



Understanding these differences is crucial to maximizing your marketing impact in 2025. That’s why partnering with experts like AYS E-com Solutions can help you avoid confusion and focus on growing your brand effectively.



4. Which One Should You Focus On?


Since Amazon Marketing Services has now been absorbed into the broader Amazon Advertising Services, it’s important to think bigger. Success today means using Sponsored Ads, DSP, video advertising, and audience retargeting strategies together to build a complete customer journey.


With AYS E-com Solutions, we tailor your Amazon Advertising approach based on your goals—whether you want to boost sales, improve brand visibility, or launch new products successfully.



Why Choose AYS E-com Solutions?


At AYS E-com Solutions, we stay ahead of every change Amazon makes. Our team of specialists can manage your Amazon Advertising campaigns from start to finish, ensuring you get maximum results from every dollar spent. Whether you're new to Amazon or scaling an established brand, we are the partner you can trust.


Ready to master Amazon Advertising? Visit AYS E-com Solutions and see how we can help transform your marketplace strategy today!

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