AMS

Amazon Marketing Services (AMS) was Amazon’s first self-service advertising platform, primarily used by vendors (1P) to promote their products through keyword-targeted ads on Amazon.

AMS originally offered:

• Sponsored Products
• Sponsored Brands (then called Headline Search Ads)
• Product Display Ads (now folded into Sponsored Display)

Over time, Amazon unified its ad platforms and rebranded AMS into what is now called “Sponsored Ads”, accessible through:

• Seller Central (for 3P sellers)
• Vendor Central (for 1P vendors)
• Amazon Ads Console (for both)

Today, the AMS brand is deprecated, but you might still hear the term used in:

• Legacy training materials
• Old performance reports
• Conversations with long-time vendors or agencies

Modern equivalents:

• AMS = Sponsored Ads (umbrella term)
• Managed campaigns → Amazon Ads or Amazon DSP
• Self-service → still run under the Amazon Ads Console

In short:

AMS was the original name — now it’s all part of the unified Sponsored Ads system.