If you want to maximize your return on investment and outpace the competition, you need to tap into the treasure trove of insights available through Amazon Marketing Services (AMS). Whether you’re a brand, a seller, or an agency, learning how to read and act on your AMS data is the key to making smarter, more profitable marketing decisions.
What is Amazon Marketing Services (AMS)?
Amazon Marketing Services, now integrated into Amazon Advertising, provides a suite of tools designed to help sellers and vendors advertise their products. This includes Sponsored Products, Sponsored Brands, and Sponsored Display ads.
But beyond the ad formats, AMS offers robust analytics and reporting tools that can help you understand your audience, monitor performance, and refine your marketing strategy.
Also Read: How Small Brands Can Compete Using Amazon Marketing Services?
Why AMS Data Matters?
The performance data provided by Amazon is incredibly detailed. It allows you to answer critical questions such as:
- Which keywords are driving the most sales?
- What ad placements lead to higher conversions?
- Which products are underperforming despite high ad spend?
- How are different audiences responding to your campaigns?
Armed with these insights, you can optimize ad spend, improve targeting, and enhance product visibility.
Key AMS Metrics You Should Be Tracking
Here are some essential metrics in your AMS dashboard and what they can tell you:
- Click-Through Rate (CTR)
- What it means: How often people click your ad after seeing it.
- Why it matters: A low CTR may indicate poor ad copy, irrelevant keywords, or unappealing product images.
- Conversion Rate (CVR)
- What it means: Percentage of clicks that lead to a sale.
- Why it matters: This helps you measure how effectively your product page converts interest into purchases.
- Advertising Cost of Sales (ACoS)
- What it means: The ratio of ad spend to sales revenue.
- Why it matters: A high ACoS could mean you’re overspending on underperforming campaigns.
- Return on Ad Spend (ROAS)
- What it means: The revenue earned for every dollar spent.
- Why it matters: This is a direct measure of ad campaign profitability.
- Search Term Reports
- What it shows: Actual search queries customers used.
- Why it matters: Use this to discover new high-converting keywords or negative keywords to filter out.
How to Use AMS Data to Make Smarter Decisions?
- Refine Keyword Targeting
By analyzing which keywords generate clicks and conversions, you can:
- Add high-performing search terms to your campaigns
- Remove or reduce bids on low-performing keywords
- Use negative keywords to avoid wasting budget
- Adjust Bids Based on Performance
Use performance data to increase bids on top-converting terms and reduce or pause bids where you’re not getting returns.
- Optimize Ad Placement
Sponsored Display and Sponsored Brands offer various placements (top of search, product pages, etc.). Use reports to test and double down on placements that drive the best ROI.
- Improve Product Pages
If your CTR is high but conversions are low, the issue may lie in your product listing. Optimize images, titles, bullet points, and reviews based on insights from AMS reports.
- A/B Test Campaigns
Run variations of your ads (different headlines, images, products) and use AMS data to determine which version performs best.
Also Read: 10 Proven Strategies to Maximize Your ROI with Amazon Marketing Services
Bonus Tip: Integrate AMS Data with Other Sources
Pairing AMS data with other analytics platforms—like Amazon Brand Analytics, Google Analytics, or third-party tools—can give you a more holistic view of your marketing funnel and customer behavior.
Conclusion
Amazon Marketing Services data is more than just numbers—it’s a roadmap to better marketing performance. By regularly analyzing your AMS reports and acting on the insights, you can fine-tune your campaigns, reduce wasted ad spend, and ultimately, sell more effectively on the world’s largest e-commerce platform.