Home Online Advertising Amazon Rebrands Its Ad Products Under Amazon Advertising

Amazon Rebrands Its Ad Products Under Amazon Advertising

SHARE:

Amazon is simplifying its ad products by bringing everything under one umbrella called Amazon Advertising.

The move won’t change how the products function or how advertising division personnel are organized. But the madhouse of acronyms – Amazon Advertising Platform (AAP), Amazon Media Group (AMG) and Amazon Marketing Services (AMS) – is no longer being used, as of Wednesday.

Under the new naming structure, all advertising technology now exists under Amazon Advertising.

That tech includes Amazon DSP, formerly known as AAP.

There’s also the advertising console, once part of AMS, which lets merchants manage Amazon’s cost-per-click offerings, including Sponsored Products, Sponsored Brands right-rail display ads and more.

And the managed service team that once made up AMG is now consolidated within Amazon Advertising.

Other Amazon Advertising products include metrics for video and display ads, campaign results and stores, where merchants can build their own ecommerce website within the Amazon environment.

Amazon said it rebranded its ad products in the interest of simplification. Certainly, it’s not the only major walled garden doing so – Google rebranded its advertising solutions in June, ditching the 22-year-old DoubleClick brand.


Google believed that in simplifying its naming structure, it could get more clients to use more of its products together. Is Amazon similarly motivated?

But an Amazon spokesperson told AdExchanger that advertisers are already using the full breadth of its offerings, which is why it makes sense to simplify its branding.

That Amazon is simplifying the organization of its ad products indicates maturation. Many marketing and ad stacks – from Google to Adobe, Salesforce and Amazon – were not conceived as whole stacks but were individually acquired or developed, based on client needs.

So many products in early-stage ad stacks have duplicative functions and confusing names that hearken back to their web 1.0 origins. Does anyone really double-click on anything anymore?

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

But advertising, once an afterthought for Amazon, is becoming more central. When it announced its Q2 earnings in July, Amazon revealed that its “other” revenue category – a large part of which is advertising – brought in $2.2 billion in revenue, more than double the same period last year.

And Amazon-owned Twitch is under the gun to be a YouTube advertising competitor, according to Bloomberg.

So while Amazon rebranding its advertising products might seem superficial, it underscores its growing seriousness to be an advertising power player.

Must Read

Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
FTC Commissioner Mark Meador speaking at the NAD's annual conference in Washington, DC on Sept. 16, 2025. (Photo: Brian O'Doherty)

FTC Commissioner Mark Meador: ‘No Human Society Can Long Survive Without Consumer Trust’

Keeping American kids safe in what FTC Commissioner Mark Meador calls “an increasingly complex and fast-paced technological environment” is a top priority for the agency.

Comic: "Deal ID, please."

Amazon Expands Its Programmatic Integration With SiriusXM

On Tuesday, Amazon DSP announced an expanded integration with satellite radio company SiriusXM.

Rembrand merges with Spaceback

Omar Tawakol Is Merging His AI Startup Rembrand With Spaceback

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.