Amazon just announced the uncover of their new name for all their marketing solutions: Amazon Advertising. This will replace the other brands in their portfolio: Amazon Marketing Services (AMS), Amazon Marketing Group (AMG) and Amazon Advertising Platform (AAP).
Working towards creating a unified platform for their customers, Amazon has decided to rename their marketing brands at the beginning of September this year. The new name, Amazon Advertising, will replace the other brand names AMS, AMG, and AAP and will unify everything under one single one:
“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” – Paul Kotas, SVP Amazon Advertising.
In summary, this is what changed:
- Amazon now uses the Amazon Advertising name in place of AMS, AMG, and AAP.
- Amazon Advertising Platform (AAP) is now called Amazon DSP (Amazon Demand Side Platform).
- Headline Search Ads are now called Sponsored Brands.
- Amazon Marketing Services (AMS) is now called Advertising console.
These changes shouldn’t have an impact on the way you are managing your campaigns. For now, it is just a name change that will be phased in over the next several months. In time, we’ll probably see what the impact of this change will be and what are the improvements for us, the customer.