Amazon Consolidates Its Ad Offerings Under ‘Amazon Advertising’

‘We’ve created complexity around our advertising brands and product portfolio’

Amazon is simplifying its advertising business. Amazon
Headshot of Lisa Lacy

A day after it hit the trillion-dollar-valuation mark, Amazon said it is retiring the individual names of its demand-side platform, display advertising and paid search units.

That means farewell Amazon Media Group (AMG), Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP)—and hello to simply Amazon Advertising.

In a blog post, Amazon said users will see the name change on its website and in simplified product names, but its legacy brand names—AMG, AMS and AAP—will be phased out “over the next several months.”

Amazon acknowledged it has “created complexity around our advertising brands and product portfolio” as the business scaled, so the ecommerce giant has “been thinking about how we can invent and simplify to provide a better experience for our advertising customers.”

In the post, Paul Kotas, senior vice president of Amazon Advertising, added, “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.”

It’s a move chief financial officer Brian Olsavsky foreshadowed in Amazon’s Q2 earnings call when he called advertising a “multibillion-dollar business” and said Amazon’s priorities included the usability of advertiser tools and new products.

It’s a logical move to keep advertisers happy as Amazon muscles in on the duopoly’s turf. While the $2 billion in ad revenue eMarketer expects Amazon to surpass this year is a far cry from Google’s $40 billion, Amazon is projected to grow its share of the market from 2.7 percent in 2018 to 4.5 percent by 2020. And this has spurred a number of agencies to add Amazon-focused units, much like they did for Google’s advertising platform before it.

The blog post also noted Amazon has changed additional names in its portfolio to “more clearly align with product functionality.” That means Headline Search Ads are now Sponsored Brands and AAP is the Amazon DSP “to more accurately represent the capabilities of this programmatic ad buying tool.” Finally, the AMS console is now the advertising console.

Amazon said despite the changes, how advertisers use its products and tools—and work with Amazon Advertising—will not.

“As much as we’ve grown, it’s still very early days for us,” the post said. “We see a lot of opportunity to innovate on behalf of our customers and advertisers and we’ll continue to build technology, products and measurement solutions that enable great customer experiences and deliver the right results for brands.”

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.