Using Amazon Marketing Services

Amazon Marketing Services (AMS) is Amazon's targeted cost-per-click text and banner advertising platform. 

Four ways to target 

By keyword 

Use suggested keywords for keyword-targeted advertising campaigns to reach consumers who are searching for terms and phrases related to your product. You may select keyword match type (exact match, phrase match, or broad match) as well as specify negative keywords. 

By product 

Run ads that will be seen by consumers looking at related, similar, and competitive products. You may select the product detail pages for specific products where you want your ad to appear. 

By category 

Rather than targeting specific products, you may instead choose to target consumers shopping and browsing in related product categories. 

By interest 

Reach consumers with a demonstrated interest in specific subjects or genres. Interest is determined by Amazon based on past consumer behavior and is not specific to where those consumers are currently shopping. 

Three ad types 

Sponsored product ads 

These keyword-targeted ads appear as sponsored listings in mobile and desktop search results as well as on relevant product detail pages. (Placement is determined by ad rank, based on your current bid, keyword relevance, and ad performance.) These may be automatically targeted using Amazon's suggested keywords, or manually targeted using your own keywords. 

Product display ads 

Advertise your book across Amazon (desktop and mobile) by targeting specific products, categories, or interest areas. PDAs may appear on product detail pages, the bottom of search result pages, on customer review and offer listing pages, and in Amazon merchandising emails. (Note that PDAs cannot be targeted by keyword.) 

Headline search ads 

These are highly-branded, keyword-targeted ads that appear above search results. You may advertise multiple products in a single headline search ad, and you can drive traffic from these ads to a brand page or customized landing page on Amazon. These are especially powerful to improve brand recognition for authors and series. 

References & Resources 

• Getting Started [Amazon Marketing Services help documentation] 
• Book-specific guidelines for Product Display Ads and Sponsored Products [AMS help]