Amazon Consolidates Its Ad Offerings Under ‘Amazon Advertising’

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

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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.”




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