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Technology · Business & Marketing

Amazon Advertising

advertising.amazon.com
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Amazon Ads sells advertising on the Amazon store and on streaming TV, display, video and audio. Sponsored ads and Brand Stores are self-service.[1][2]

Amazon Advertising, formerly known as Amazon Marketing Services (AMS), is a powerful advertising platform that allows businesses to promote their products directly on Amazon's marketplace. It operates similarly to pay-per-click ads on Google, offering a range of ad formats such as sponsored products, sponsored brands, and display ads. With Amazon Advertising, advertisers can leverage Amazon's extensive customer data to target their campaigns precisely and drive sales on the platform.

Amazon Advertising belongs toAdvertisingcategory.

Made for

Sellers, vendors, authors, app developers and agencies[1]

Sponsored ads

Pay per click; you set the budget[1]

Managed service

Typically a minimum spend of $50,000[1]

Brand Stores

Free to create[1]

108websites

use it — 4.2% of the 2,555 websites we scanned in the last 12 months

#8of 85

tools in its category seen in our scans (we recognize 244)

1public pages

on UptimeCard — open any of them to see how that site is doing

In short: a self-service pay-per-click ad platform, with larger campaigns run through an account executive. Check the minimum spend first.[1]

2.61% of all websites we track run Amazon Advertising▼ 0.01 points since 20 Sep

Should you use Amazon Advertising?

The 10-second version, from the vendor’s own pages and what we see in our scans

Amazon Advertising fits if…

  • You sell on Amazon and want to promote products where shoppers search[2]
  • You want to start with no up-front fees[2]
  • You do not sell on Amazon but want to reach its shoppers[2]

Look elsewhere if…

  • You only want to advertise away from Amazon and its partners[1]Its strength is reach on Amazon-owned and partner properties.
Display and video costs vary by format and placement, so there is no fixed price[1]
Managed-service campaigns typically need a minimum spend of $50,000[1]

How Amazon Advertising sites protect themselves

Share of the 108 sites we scanned that run each protection

HSTS56% · 60 sites

HTTP Strict Transport Security (HSTS) informs browsers that the site should only be accessed using HTTPS

reCAPTCHA28% · 30 sites

reCAPTCHA is a free service from Google that helps protect websites from spam and abuse

Protections add up, they do not replace each other: a site can run all of them.

How Amazon Advertising sites are built

Closest partners. The number says how many times more often the tool runs on Amazon Advertising sites than on an average website. Hover a partner for its share of sites.

Amazon Webstore23×Prebid12×PubMatic11×Criteo9×Chartbeat9×Funding Choices8×Taboola8×comScore7×AppNexus7×

Stacks we see most. Tools that tend to run together with Amazon Advertising on the same websites. The percentage is the share of all 108 Amazon Advertising sites that run the whole stack.

12 stacks · swipe, drag or use the arrows
#1

Amazon Advertising + Google Tag Manager + Prebid + Funding Choices + Criteo

14.8%16 of 108 sites
#2

Amazon Advertising + Google Analytics + Prebid + Funding Choices + Microsoft Clarity

13.9%15 of 108 sites
#3

Amazon Advertising + Google Analytics + Facebook Pixel + Amazon Webstore + Microsoft Advertising

10.2%11 of 108 sites
#4

Amazon Advertising + Google Analytics + Funding Choices + Criteo + Google Sign-in

10.2%11 of 108 sites
#5

Amazon Advertising + Google Tag Manager + Prebid + Amazon CloudFront + AWS Certificate Manager

10.2%11 of 108 sites
#6

Amazon Advertising + Google Analytics + Funding Choices + Amazon CloudFront + AWS Certificate Manager

8.3%9 of 108 sites
#7

Amazon Advertising + Google Tag Manager + Criteo + PubMatic + Snowplow Analytics

8.3%9 of 108 sites
#8

Amazon Advertising + Google Tag Manager + Prebid + Facebook Pixel + Microsoft Clarity

7.4%8 of 108 sites
#9

Amazon Advertising + Facebook Pixel + Criteo + Microsoft Clarity + Google Sign-in

4.6%5 of 108 sites
#10

Amazon Advertising + Facebook Pixel + Microsoft Clarity + Amazon CloudFront + AWS Certificate Manager

3.7%4 of 108 sites
#11

Amazon Advertising + Google Sign-in + comScore + PubMatic + Snowplow Analytics

3.7%4 of 108 sites
#12

Amazon Advertising + Amazon Webstore + Amazon CloudFront

3.7%4 of 108 sites

Usually installed alongside

The bigger the bubble, the more of the 108 Amazon Advertising sites also run the tool. Colour shows what the tool does. Hover or tap a bubble for details.

Google Tag Manager91%Google Analytics85%Facebook Pixel33%Microsoft Clarity22%Prebid58%Criteo22%Microsoft Advertising19%Funding Choices47%OneTrust14%Cart Functionality25%Amazon Webstore19%
Tag managerAnalyticsAdvertisingCookie consentOnline store

Similar tools in its category

Advertising: 244 tools known, 85 seen in our scans

Microsoft Advertising337 sitesAlternativeDoubleClick Floodlight244 sitesAlternativeLinkedin Ads175 sitesAlternativeGoogle Ads140 sitesAlternativeAdRoll43 sitesAlternativePinterest Ads28 sitesAlternativeGoogle Publisher Tag26 sitesAlternativeDoubleClick for Publishers (DFP)22 sitesAlternativeReddit Ads140 sitesUsed togetherTwitter Ads127 sitesUsed togetherPrebid125 sitesUsed togetherGoogle AdSense101 sitesUsed together

Who is behind Amazon Advertising

From its own pages and public records, with sources

Its story

  1. 2024

    Amazon Ads unveiled shoppable carousel, interactive pause and brand trivia ads for Prime Video. Viewers could respond with a living-room remote instead of a QR code.[3]

  2. 2025

    Amazon Retail Ad Service launched on AWS. Other retailers can sell ads on their own stores, and advertisers can manage them through the Amazon Ads console.[4]

  3. 2025

    Location-based interactive video ads reached Prime Video. A brand can vary offers by area inside one national streaming buy.[5]

  4. 2026

    The Amazon Ads MCP Server entered open beta. AI agents can call Amazon Ads functions through one integration instead of custom connections.[6]

  5. 2026

    LinkedIn CTV Ads became available through Amazon DSP. U.S. advertisers can reach professional audiences on streaming TV inside the same buy as Amazon audiences.[7]

  6. 2026

    At unBoxed, Amazon Ads named its unified platform Amazon Ads Agent and added Full-Funnel Campaigns, which combine sponsored, display, video and streaming TV in one campaign.[8]

Questions about Amazon Advertising

How much does Amazon Ads cost?
Sponsored Products and Sponsored Brands are cost-per-click, so you pay when someone clicks. Brand Stores are free.[1]
Can I advertise if I do not sell on Amazon?
Yes. Businesses that do not sell on Amazon can register and choose products and services not sold on Amazon.[2]
How many websites use Amazon Advertising?
We found Amazon Advertising on 108 of the 2,555 websites we scanned in the last 12 months (4.2%). 1 of them have a public status page.
What is Amazon Advertising often used with?
Among the websites we scan, Amazon Advertising is often found alongside Google Tag Manager (90.7% of its sites), Google Analytics (85.2% of its sites), Prebid (58.3% of its sites).
What are the alternatives to Amazon Advertising?
Other advertising tools we recognize include Microsoft Advertising, DoubleClick Floodlight, Linkedin Ads, Google Ads.

Is your website built with Amazon Advertising?

UptimeCard checks it around the clock, tells you the minute it stops answering, and gives your visitors a status page.

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