In September 2018, Amazon announced that it is unifying its advertising brands and product portfolio under the name 'Amazon Advertising' in an effort to provide a better experience for its advertising customers.
The disparate advertising systems Amazon Marketing Services (AMS) for marketplace ads, Amazon Media Group (AMG) for display and video services, and Amazon Advertising Platform (AAP) for programmatic ad services will all gradually retire. The individual brands are expected to be phased out completely over the next few months.
“We’ve unified our product offerings under the name ‘Amazon Advertising.’ 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.” - Paul Kotas, SVP Amazon Advertising
The move towards simplicity also brings with it a new name for one of the most well-known marketplace ad formats. To more clearly align the format’s name with its functionality, Headline Search Adsis now called Sponsored Brands. Moreover, Amazon Advertising Platform will now go by Amazon DSP, to reflect it’s ad buying functionality.
While the new unified brand ‘Amazon Advertising’ will encompass the ecommerce giant’s full product portfolio, it won’t impact the functionality behind any of Amazon’s advertising products. The announcement states, “While some of the names are changing, how you’ve been using our products and tools, and how you work with Amazon Advertising, is not.”
What does this move mean for Amazon? It merely confirms Amazon’s ability to build a successful advertising business and it’s plan for continued growth. Click here to check out the changes already reflected on Amazon’s website.
Only time will tell what Amazon decides to do next. But for now, if you aren't already listing your products on Amazon, now is the time to get started!