Amazon Advertising | Rebranding Efforts For AMG, AMS, & AAP

By Tinuiti Team

As of today, Amazon is rebranding all of their AMG, AMS, & AAP features under a new name called, “Amazon Advertising”.

Taking a page out of Google’s book (who recently renamed Google AdWords to Google Ads), here’s what Amazon said in the announcement earlier today:

“We are excited to announce that from now on we are simply Amazon Advertising. With this, we are retiring the names Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP). You’ll see this change on our website and in simplified product names that reflect this unified brand and the direction of our business.”
amazon advertising

Amazon Advertising Introduces New Feature Names:


As seen in the screenshot below, this is what now shows up on the AMS sign-in page:




“It’s exciting that they’re directing advertisers to the same login regardless of their relationship with Amazon. Amazon has slowly but steadily take steps to ensure both Sellers & Vendors have access to the same advertising tools, and this is another step in the direction of unifying all of Amazon Advertising under one roof.”

“What’s even more exciting for advertisers is the prospect of eventually unifying DSP (formerly AAP) advertising with AMS advertising under one login with one reporting interface. That isn’t happening yet, but Amazon is moving in that direction.”

Jeff Coleman, VP, Marketplace Channels at CPC Strategy



“To Jeff’s point, unified reporting is the next logical extension of this consolidation and adds even more context to the emergence of Amazon Attribution.”

Pat Petriello, Head of Marketplace at CPC Strategy



Pro-Tip: For the first time, using Amazon Attribution, brands can measure the impact of display, search, and video channels based on how consumers discover, research, and buy their products on Amazon. Read our full announcement here. 

Keep in mind – the changes indicated above will not happen all at once. According to Amazon, legacy brand names (such as AMG, AMS, and AAP) will be phased out over the next several months.

What can we expect from “Amazon Advertising”?

While some of the names are changing, the use of Amazon’s products and tools, and how advertisers and sellers currently work with Amazon Advertising, is not.

“Amazon Advertising” will encompass the following features listed below:

1) Sponsored Products and Sponsored Brands which allow advertisers to promote their products or brand to make it even easier for customers to discover and purchase products on Amazon.


amazon sponsored products


2) Display ads reach relevant audiences on Amazon and third-party sites and apps using customizable brand or e-commerce creatives, and actionable insights to help advertisers optimize ads to achieve various objectives. Product Display Ads are also available for advertisers who sell products on Amazon to drive traffic to their product detail pages.


3) Video ads help advertisers tell their brand story and engage customers in brand-safe environments via trusted channels like Amazon and IMDb, on exclusive Amazon devices such as Fire TV or Fire tablet, and across third-party sites and apps.




4) Amazon Stores allow vendors and sellers to create their own website, with its own branded URL, on Amazon. Vendors and sellers can use a Store to showcase a brand story and product portfolio in a curated customer destination.


amazon stores
Example of an “Amazon Store”


5) Amazon DSP is a demand-side platform that allows advertisers to programmatically reach their audiences both on Amazon sites and apps as well as through Amazon’s direct publisher relationships and third-party exchanges. Advertisers can manage, optimize, and report on their programmatic display and video campaigns through the Amazon DSP console.

For more information on Amazon Advertising or the recent rebranding efforts, email [email protected]

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