AMP

Amazon Marketing Package (AMP) is a paid promotional program available to 1P vendors through Vendor Central. It offers bundled advertising and merchandising opportunities to help vendors increase product visibility and drive sales during key retail periods (like Prime Day, Q4 holidays, Back-to-School, etc.).

An AMP typically includes a mix of:

• Sponsored Ads credits (e.g., Sponsored Products, Sponsored Brands)
• Display placements on Amazon’s homepage or category pages
• Coupons or Lightning Deals inclusion
• Premium A+ Content or Brand Store spotlighting
• Social media amplification (in some cases)
• Reporting and post-campaign performance summaries

Why vendors use AMP:

• Gain guaranteed exposure during traffic spikes
• Align with Amazon's thematic or seasonal campaigns
• Access placements not normally available via self-service tools
• Boost product discovery for new launches or hero SKUs
• Drive retail velocity to support future forecasting and reorders

AMP packages vary in price and scope, and participation is usually invite-only or tied to Amazon Retail negotiations.

It’s considered a strategic co-op marketing tool - part of the broader Amazon Retail Media offering for large brands.

In short:

AMP = a paid boost for vendors who want curated, multi-touch marketing support from Amazon.