Amazon has grouped its advertising services under one common brand.
All of the Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP) features are now collectively known as “Amazon Advertising”.
The move came in an effort to re-introduce intuitive and straightforward solutions after a long period of scaling services and products for advertisers — which also added complexity.
“This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers who use our products to help grow their business,” said Paul Kotas, SVP Amazon Advertising.
The changes will be rolled out over the coming months, but will not affect how users interact with the service. As part of this streamlining maneuver, the complete product portfolio will be rebranded, most notably the following:
- Headline Search Ads are now Sponsored Brands
- Amazon Advertising Platform (AAP) is now Amazon DSP (Demand-side Platform)
- Amazon Marketing Services (AMS) is now the Advertising Console
We will keep you posted and look forward to an even easier way to reach customers on Amazon. Check out the new reporting functions in the former AMS or go here for an overview of what used to be AMG, AMS, and AAP.