Amazon Marketing Services, or AMS, is a service that offers a solution to advertising keyword-targeted ad-campaigns. Since then, AMS underwent an array of changes, including the discontinuation of Amazon Text Ads and Initial Product Ads. Now, the self-service offers three main ad formats for Amazon advertising, including Amazon Sponsored Product Ads, Amazon Healthline Search Ads, and Amazon Product Display.
Having said that, Amazon Ads are gaining importance, nowadays, in reaching a target audience as it works on an algorithm that displays ads on the basis of searched keywords. Amazon Ads, therefore, not only reach a large number of people, but also makes sure that relevant products are showcased to the customer, making it easier and increasing the probability of a business to expand their customer-base.