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Amazon rebrands its ad business as Amazon Advertising

In a bid to simplify its portfolio of advertising products and tools, Amazon will do away with the names Amazon Media Group, Amazon Marketing Services and Amazon Advertising Platform

Amazon has announced its decision to simplify its portfolio of advertising products and tools by rebranding its ad business as Amazon Advertising.

The brand has done away with the names Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP) to avoid confusion and consolidate its ad business under one name.

An official statement explained the reason for the rebranding as, “We started this business developing products for specific advertiser sets, such as cost-per-click ads for Amazon sellers and e-commerce-enabled display ads for Amazon vendors. We’ve stayed heads down building our products and tool sets, and today, we work with a wide range of advertisers who use multiple products within our suite to grow their business as part of an e-commerce marketing strategy. We’ve worked hard to scale our products and services for our advertisers and agencies, but we also recognise that in the process, we’ve created complexity around our advertising brands and product portfolio. So we’ve been thinking about how we can invent and simplify to provide a better experience for our advertising customers.”

The change will be reflected on the brand’s website and in simplified product names that will also reflect the new unified brand and the direction of their business.

“We’ve unified our product offering 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,” said Paul Kotas, SVP Amazon Advertising.

The changes, however, will not happen all at once. The brand names —AMG, AMS, and AAP — will be phased out over the next several months.

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