AMS (Amazon marketing services) vs Kindle Advertisements

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12 October ·

AMS vs Kindle Advertisements

By Sara Ford

Amazon Marketing Services – or AMS for short. This is a new service combined with Merch by Amazon, opening a door of extremely potential opportunities to succeed with Amazon in general and Merch in particular. Kindle Advertisements are the device's cover image. And it is only in the wallpaper, not in the reading interface of the device. What is Amazon Marketing Services and how does it work? Let's pe into the podcast details below.

Amazon Marketing Services – or AMS for short. This is a new service combined with Merch by Amazon, opening a door of extremely potential opportunities to succeed with Amazon in general and Merch in particular. In short, this is a home-made version of Google Ads. While Google Ads runs on the Google platform and crept into hundreds of millions of websites, AMS runs on Amazon and is extremely targeted based on huge traffic, bonus content and even images to increase efficiency. Kindle Advertisements are the device’s cover image. And it is only in the wallpaper, not in the reading interface of the device. That is, you will not feel the difference between having ads or no ads when you turn on the device and read the book. What is Amazon Marketing Services and how does it work? Let’s pe into the details below.

What is Amazon AMS?

Amazon Marketing Services is a marketing system that allows users to run ads on the Amazon platform, targeting specific audience groups and customer segments. It is based on criteria such as CPC, budget for running ads, content and even images. These ads will appear when customers search for something on Amazon that falls within the criteria you have set for your campaign. It sounds simple, quite similar to Google Ads. The difference is that it only runs on Amazon and includes images, not just text. Amazon gets billions of traffic every month and AMS will help you make the most of them. Also, AMS just opened the gateway to Merch by Amazon. Merch accounts will gradually be activated to participate in this program (similar to PopSockets). Of course, you will have to wait a while to be able to access AMS. Amazon advertising is a great method to help you drive traffic to your listing immediately when the product has just launched, support keyword research, based on that to find potential customers and turn them into regular customers. your. Simply put, advertising on Amazon is like advertising on Google Ads. When we enter a keyword on, the results will appear, and some results are displayed as Brand or with the word “sponsored” which is the product that is using Amazon’s advertising. Sellers who want to increase product presence must bid for these positions for a specific keyword. The cost will be calculated depending on each consumer click. We call this: PAY PER CLICK. While Google and Facebook can only infer purchase intent, Amazon has loads of data to back this up. That’s why Amazon’s ads are much more effective.

How does AMS work?

When a customer searches for a product, the customer’s keyword is related to the keyword that the seller puts in his campaign, and that seller’s product will appear. Placing keywords is very important, should not be put together like “dog”, “cat”, … should be more specific such as “chubby cat”, “dog T-shirt”, etc. Put yourself in the customer’s position to see what they will type in the search box, the more the keyword matches, the higher the chance that your banner will appear in front of the customer. AMS offers 3 different types of PPC (Pay Per Click) advertising, but as an MBA, we only need to care about Sponsored Products. Pay Per Click is a pay-per-click advertising. The cost per click is decided by me, whoever bids higher, his or her ad will be shown first. There are many cases where sellers overlap, set a high price of 1 click for their ads to override other people’s ads. Total sales remain the same. Only profit is reduced because it has to make up for advertising money. There is also a situation where the opponent plays badly, using virtual clicks makes campers lose money without selling. After all, it was only boss Jeff who benefited the most from the war. However, the benefits of running ads cannot be denied. If you are invited to use AMS by Amz, you guys can play boldly, not everyone has the opportunity to try.

Types of AMS ADS

1. Amazon Sponsored Ads

Sponsored ads on Amazon are pay-per-click product or brand display ads. (Promotion of products on Amazon) Target customers are targeted based on keywords. Amazon will suggest keywords to bid or possibly target as products similar to yours. Report detailed information on ad performance, can change keywords and adjust bid prices if needed. You can even stop your ads if you find that a keyword’s conversion rate is too low despite a high click or impression rate.

Sponsored Products

You can set up ads by keyword types: General/broad keywords: for example “White hand mixers” Keyword phrases: for example “Stainless steel hand mixer” says you sell stainless steel hand mixers, but “stainless steel mixer” might show stainless steel mixers but not necessarily hand-held ones. Exact keywords: only when searching for this exact keyword will the ad be displayed. You can target based on 3 types of keywords: Branded product keywords Accompanying keywords: a group of two inpidual products that are often sold together because they meet a common customer need. Automatic: The keyword was successful when running sponsored product ad campaigns. This type of ad can lead to the brand’s Store. So you need to invest in your store, tell the brand story and contribute to customer navigation. The product’s feature should be at the top of the product headline. Do not contain meaningful keywords like “#1” ha “Best Seller” (ads will not be accepted).

Amazon Product Display Ads

This ad appears on the competitor’s sales pages every time a customer clicks when searching for a specific keyword. The ad title may contain words like “Exclusive”, “New”, “Buy Now”, “Save Now” but not “#1” or “Best Seller”.

2. Amazon Display Ads

This ad may appear on Amazon websites, apps, devices, and 3rd party websites. The business manages the campaign through Amazon DSP.

3. Amazon Video Ads

Video advertising is for branding purposes. It allows businesses to tell stories and connect emotionally with customers at an early stage of outreach. Video ads not only appear on the Amazon shopping platform, but are also featured on other websites. Increase brand awareness: put videos on sites like IMDp, Fire TV Massive reach, beyond traditional TV ads Connect with customers by pairing videos with images to showcase your brand and products

Kindle advertisement creation

The only basic requirement to advertise with AMS is to have a book published through Kindle Direct Publishing (KDP). Books do not need to participate in the KDP Select program. To get started, log in to your KDP dashboard. Select the book for which you want to create an ad and click “advertise”. The exact steps you need to take will vary depending on whether you choose to promote a sponsored product or a product display ad, as you’ll see now. (Pro tip: although anecdotal, many authors have reported better results from Sponsored Product Ads, so that’s a good place to start).

Kindle advertising summary

Get more email subscriptions

If your book offers a content upgrade like a free book or a checklist, AMS can help increase your email preferences by increasing the number of recipients of your book.

Marketing other products & building blog traffic

You can use AMS to create a funnel towards other products and services you offer beyond your books. Some books encourage readers to visit the author’s website or blog. If you promote a book with this purpose, you can direct customers who are related to your work outside of you who may never have found it. No one succeeds by running Amazon ads alone, but it is a must for any sales plan. It is the best way to increase the visibility of the product to the consumers.

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