Large brands have big budgets, dedicated teams, and the advantage of name recognition. But that doesn’t mean small brands are out of the game. In fact, Amazon Marketing Services (AMS) levels the playing field more than you might think. With the right strategies, even the smallest seller can carve out a niche and thrive.
In this blog, we’ll explore how small brands can effectively use AMS to compete and grow on Amazon.
Understanding Amazon Marketing Services (AMS)
AMS, now part of Amazon Advertising, offers various tools to help sellers promote their products. The core ad types include:
- Sponsored Products – Appear in search results and on product pages.
- Sponsored Brands – Feature your brand logo and multiple products.
- Sponsored Display Ads – Reach customers both on and off Amazon.
Each ad type serves different purposes, and when used strategically, they can significantly boost visibility and sales.
Also Read: 10 Proven Strategies to Maximize Your ROI with Amazon Marketing Services
Why AMS Works for Small Brands?
Here’s why AMS is a powerful tool for small businesses:
- Pay-Per-Click Model: You only pay when someone clicks your ad, making it budget-friendly.
- Advanced Targeting Options: Reach specific shoppers by targeting keywords, products, interests, and more.
- Real-Time Performance Data: Access to campaign metrics lets you adjust tactics on the fly.
- Customer Intent: Amazon shoppers are already in a buying mindset, which leads to higher conversion rates.
Strategies Small Brands Can Use to Win with AMS
- Start with Sponsored Products
Sponsored Products are the most accessible and effective ad type for small brands. Focus on:
- High-converting keywords
- Automatic campaigns to gather data
- Manual campaigns for better control
Tip: Use long-tail keywords to reduce competition and cost-per-click.
- Optimize Your Listings First
Before spending on ads, ensure your product listings are top-notch. That means:
- Clear, high-quality images
- Keyword-rich titles and bullet points
- Compelling product descriptions
- Competitive pricing
Your ad is only as good as the page it leads to.
- Use Sponsored Brands to Build Awareness
Once you have a few products, create Sponsored Brand ads to showcase them together and drive traffic to your Amazon Store. This is a great way to reinforce brand identity and increase customer trust.
- Leverage Sponsored Display for Retargeting
Sponsored Display lets you re-engage with customers who viewed your product but didn’t buy. Retargeting can be a game-changer for small brands, helping you stay top-of-mind.
Also Read: 5 Proven Strategies to Scale Your Business with Amazon Marketing Services
- Set a Realistic Budget and Scale Gradually
Start small, measure everything, and double down on what works. Monitor your ACoS (Advertising Cost of Sale) and optimize continually. Success with AMS isn’t about spending big—it’s about spending smart.
Pro Tips for Small Brand Success
- Use Negative Keywords to avoid wasting ad spend on irrelevant traffic.
- Segment Campaigns by Product or Keyword Type for better control.
- Test and Iterate Constantly – There’s no one-size-fits-all; what works today may not work tomorrow.
- Utilize Amazon’s Brand Analytics if you’re brand-registered for deeper insights.
Conclusion
Amazon Marketing Services is no longer just a big brand game. With a thoughtful approach, even small brands with limited budgets can see real success. The key lies in knowing your audience, optimizing your presence, and using the right AMS tools to reach shoppers with intent.