Streamlining Its Products, Amazon Puts Everything Under 'Amazon Advertising' Umbrella

Amazon is one of the giants of the web that shows promising growth. While ads aren't Amazon's main source of revenue, but people are struggling with acronyms overload.

The giant has Amazon Media Group (AMG) for managing display and video services, Amazon Marketing Services (AMS) for selling ads on Amazon and programmatic solution Amazon Advertising Platform (AAP).

The company said that these are all retiring.

To unify its disparate ad products and systems under one brand, Amazon calls the new name 'Amazon Advertising'.

Other naming changes include: Headline Search Ads becoming Sponsored Brands, and Amazon Advertising Platform becomes Amazon DSP.

Amazon's services and products have evolved and become more sophisticated. This evolution has helped Amazon in attracting advertisers ranging from small third-party sellers to major brands. According to SVP of Amazon Advertising Paul Kotas:

"We’ve unified our product offerings 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."

Amazon Advertising here encompasses the full product Amazon portfolio, including: Sponsored Products and Sponsored Brands, Display ads, Product Display Ads, Video ads, Stores, Amazon's measurement solution and Amazon DSP.

Amazon Advertising products

The name changing doesn't change anything on Amazon. It's just because things can get rather confusing for marketers and users, Amazon just wants to convey its message better.

Amazon has hundreds of thousands of advertisers, a huge number to anyone on the web. But still, it's shy in comparison to Google and Facebook which both have millions of advertisers. However, it illustrates just how Amazon has been able to build a fast-growing advertising business in a relatively stealthy manner.

In its Q2 2018 reporting, Amazon didn't break out advertising revenues separately, by including it in “other” revenue category.. At that time, its advertising business reached an all time high since its first inception, hitting $2.2 billion in revenue, a growth rate outpacing even the most optimistic forecasts.

The move from Amazon is similar to Google when it rebranded AdWords and unified DoubleClick.