Amazon Advertising Rebrand

MS, AMG, AAP, ESS—these are now terms of the past. Today, Amazon announced its plans to rebrand all advertising products under the new name Amazon Advertising. Paul Kotas, senior vice president of Amazon Advertising, announced the change this morning:

“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.”

The move comes at a time when Amazon is ramping up its advertising options, introducing Amazon Attribution only a few weeks ago, in an apparent attempt to disrupt the current digital marketing duopoly held by Google and Facebook.

By combining these tools into a unified platform, Amazon may be attempting to encourage more advertisers to use these ad products together, creating a more full-funnel Amazon marketing strategy that combines pay-per-click and traditional display strategies.

What Does This Mean for Advertisers?

Amazon has clarified the changes won't take place immediately—we'll still see references to AMG, AMS, and AAP as they're faded out in the next several months. Amazon has made it clear that no action is needed from advertisers, so your current campaigns are fine and won't need to be updated.

The biggest change might be the way Amazon refers to Headline Search Ads—now calling them Sponsored Brands.

The Full List of Changes

What follows below is directly from Amazon.

  • "Amazon Advertising encompasses our full product portfolio:
  • Sponsored Products and Sponsored Brands allow advertisers to promote their products or brand to make it even easier for customers to discover and purchase products on Amazon.
  • Display ads reach relevant audiences on Amazon and third-party sites and apps using customizable brand or e-commerce creatives, and actionable insights to help advertisers optimize ads to achieve various objectives. Product Display Ads are also available for advertisers who sell products on Amazon to drive traffic to their product detail pages.
  • Video ads help advertisers tell their brand story and engage customers in brand-safe environments via trusted channels like Amazon and IMDb, on exclusive Amazon devices such as Fire TV or Fire tablet, and across third-party sites and apps.
  • Stores allow vendors and sellers to create their own website, with its own branded URL, on Amazon. Vendors and sellers can use a Store to showcase a brand story and product portfolio in a curated customer destination.
  • Our measurement solutions, including campaign reporting, retail insights, and third-party reporting, help businesses understand advertising’s impact on shopper behavior—whether they run on Amazon or on third-party sites and apps—so they can optimize marketing strategies to achieve results.
  • Amazon DSP is a demand-side platform that allows advertisers to programmatically reach their audiences both on Amazon sites and apps as well as through our direct publisher relationships and third-party exchanges. Advertisers can manage, optimize, and report on their programmatic display and video campaigns through the Amazon DSP console."

View Amazon’s blog post in its entirety here. This post will be updated as we learn more.

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