In a move to streamline advertising, Amazon is restructuring its services and eliminating those acronyms that advertisers have grown accustomed to. Say goodbye to AMS, AMG, and AAP; welcome to the world, Amazon Advertising.
“The consolidation of Amazon Marketing Services, Amazon Media Group and Amazon Advertising Platform is a very smart business decision that will benefit all parties. Between self-service AMS campaigns that essentially any vendor can leverage since they are PPC (pay-per-click), and traffic-driving AMG campaigns for the higher-tiered brands, there was always a lot—almost too much—to choose from, ultimately leading to vendor confusion.
Amazon is working towards simplification. This consolidation will allow brands and vendors to easily understand how to advertise and manage campaigns on Amazon. It will also make it a lot easier for media buyers and planners to determine where to spend valuable dollars.”