AMG - Amazon Glossary
What is AMG?
Amazon Media Group (AMG) was the former name of Amazon’s in-house advertising business unit, which offered media and marketing solutions to brands across Amazon’s properties.
Over time, as Amazon's ad platform expanded to include more advanced tools (DSP, AMC, Sponsored Ads, OTT video, etc.), Amazon rebranded AMG as simply “Amazon Ads.”
Key functions of AMG included:
- Running managed-service campaigns for large brands
- Offering premium placements like homepage takeovers, Fire TV ads, and Amazon.com banners
- Providing strategic ad packages across Amazon's ecosystem (retail + media)
Today, Amazon Ads is the umbrella term that includes:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Amazon DSP
- Amazon Marketing Cloud (AMC)
- Audio and video ads (e.g., on Twitch, Fire TV, Amazon Music)
So, while “AMG” is still occasionally used informally, especially by agencies or older documentation, it’s now fully integrated into the broader Amazon Ads ecosystem.
In short:
AMG = legacy name. Amazon Ads = the full advertising powerhouse today.
Definitions are aligned with official documentation, professional e-commerce benchmarks, and real marketplace usage across Amazon listings and tools.
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