The Ultimate Guide to Amazon Marketing Services 2024

PPC and AMS aren’t so different

Many people think that Amazon Marketing Services (AMS) is a completely different beast than pay-per-click (PPC) advertising, but in reality, they share many similarities. Both involve bidding on keywords and targeting specific audiences to drive sales. Understanding this can help you leverage your existing PPC knowledge to excel in AMS.

A manual approach is best in AMS

While Amazon’s automated tools can be helpful, taking a manual approach to AMS can lead to greater success. By manually selecting keywords, setting bids, and monitoring performance, you can gain a deeper understanding of what works and what doesn’t. This hands-on approach allows for more precise targeting and optimization.

Getting the level of granularity right

One of the keys to success in AMS is finding the right level of granularity in your campaigns. This means creating ad groups and campaigns that are tightly focused on specific products or keywords. By doing so, you can better control your spending and optimize your ads for maximum impact.

Reporting, testing, optimizing

Regular reporting, testing, and optimization are crucial for success in AMS. By analyzing your data and making adjustments to your campaigns, you can continually improve your results. This may involve testing different ad copy, adjusting bids, or refining your targeting to find the winning combination that drives the best results.

Current issues with AMS (and potential future solutions)

While AMS offers many benefits, it’s not without its challenges. For example, some sellers have reported issues with ad visibility and competition. However, Amazon is constantly evolving its advertising platform, and potential future solutions could include improved ad placement options, enhanced targeting capabilities, and more robust analytics tools.


As Amazon continues to dominate the e-commerce landscape, mastering AMS is essential for any e-commerce shop looking to grow and succeed on the platform. By understanding the similarities between PPC and AMS, taking a manual approach, finding the right level of granularity, and continually optimizing your campaigns, you can drive more sales and maximize your return on investment. And as Amazon’s advertising platform evolves, staying informed and adapting to new features and solutions will be key to staying ahead of the competition in 2024 and beyond.