AMS Advertising Primer

Three Types of Ads

Amazon Marketing Services — also known as “AMS” — is Amazon’s self-service advertising system for Pay-Per-Click advertising. Three different types of advertising are offered:

  • Headline ads that show up at the top of search results
  • Sponsored Product ads that show up in search results, right hand navigation, and bottom search results
  • Product Display ads that can show up on a competitor’s detail page or on a page viewed by a shopper that fits into an interest-based category.

Ad impressions are won through bidding against other advertisers.