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Sell More Stock: Your Guide to Amazon Marketing Services

Did you know that Amazon sells more than 12 million products? Consumers now have more choices than ever at their fingertips. But do you know how to grab their attention with your products?

One way is with Amazon’s own tools. Read on as we discuss why you need Amazon marketing services for your business.

What Are Amazon Marketing Services?

Amazon marketing services (AMS) are a series of tools that allows vendors to place advertisements throughout the Amazon service. It has four main types of advert, from which sellers choose one or a combination. They each have their own advantages and disadvantages.

These services run using a process called pay per click (PPC). This means you only pay for the advertisement once a potential customer has clicked on it. Displayed in front of customers, they are based on a complex algorithm that involves keywords and shopper’s previous behavior.

Who Qualifies?

To use Amazon marketing services, you need to have an approved account. In addition, you also need to have one of these other credentials:

  • Advantage central login
  • Vendor central login
  • Vendor express login
  • Kindle direct publishing account

Benefits of Displaying Ads

Amazon marketing services have a number of benefits. The first is that Amazon allows sponsored products ads to be used by sellers from all countries. This means you have easy access to basic advertising on the platform regardless of geography.

Another is that they can help you increase sales drastically, converting the customers who procrastinate about making the decision to buy. All of this is done using a great pay-per-click method that increases your return on investment.

AMS Types

When marketing on Amazon, there is a wide choice of ads to choose from. The one you select involves knowing your demographic and how they shop.

Headline Search Ads

Headline search ads will sit at the top of the search page, above the recommended products. This often means they are the first things offered to the potential customer, superseding the other recommendations. You can customize the destination point when people click your ad.

For example, the create a page option lets you direct the clicker to a custom-built landing page. This can display three of your products. By doing this, you can give a wider range for the customer to choose from, while elimaiting potential competition clicks.

If you don’t want to do this, you can send them to a single ASIN. Sometimes, the choice is not always a good thing, and limiting options can result in more sales. Finally, you can send them to any custom URL of your choosing.

Sponsored Product Ads

Sponsored products ads are one of the easiest to get to grips with in an Amazon marketing strategy. Simply put, they push you to the top of the search listings. When someone types in a keyword related to your product, you end up at the top of the list.

Product Display Ads

Product display ads sit in the right hand column of the page. Usually, thy are located under the shipping information and buy box. They are created using two targeting methods.

The first is product targeting. This is extremely helpful, as you can choose products and ASINs that your ad will appear on. You can effectively sneak your ad into competitor pages, using it to snatch sales at the last minute.

Interest targeting is the second method. Your ad will be displayed according to shopper interest and behaviour. It gives you excellent feedback after only 24 hours and can provide information on clicks, spending, page views, and more to help you understand consumer habits.

Putting Together an AMS Marketing Strategy

Before embarking on your first foray into Amazon advertising, a solid strategy with goals can help. This will allow you to choose the ad that is right for your company. For example, are you simply looking to increase sales of a certain product or a range, or perhaps learn more about your customers and their buying habits?


After this, begin researching keywords. These are the search terms that people type into Amazon to make your product appear. You need to get the correct ones to ensure your product is being seen and sold to the right people.

Amazon recommends using keyword terms that contain one or two words within them. You can narrow them down by specifying if they broadly contain the terms, include the phrase only, or are an exact match.

Budget and Refine

When starting out, keep your budget fairly small. This is because Amazon can provide you with lots of data on the success of your campaigns. You can use this to refine your ads as they progress, eventually getting to a point where you have the ideal campaign that is worthy of a larger investment.

Getting this right begins with advertising your most popular products. Make sure they are tailored to the right demographic and geographical locations. What sells well in one place may not be the most popular product in another.

If checking the analytics reports takes up too much of your time and effort, then consider getting assistance. The best Amazon marketing services will do all of this work for you, ensuring your budget is spent wisely and brings the most returns.

Plan and Refine

In summary, when using Amazon marketing services, you need to plan a strategy. Refine it using the analytic tools, and start small. Soon, you should see conversions increase.

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