Amazon Media Group (AMG): How It Works & Why It Matters in 2025

Introduction

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Amazon is more than just an e-commerce giant; it’s also a powerhouse in the digital advertising world.

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Over the years, Amazon has built an intricate advertising ecosystem aimed at providing brands and vendors with tools to enhance visibility, connect with customers, and scale their businesses effectively.

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One of Amazon’s leading advertising assets is the Amazon Media Group (AMG). If you’ve heard of it but aren’t entirely sure what it is or how it works, this blog has everything you need.

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From AMG’s key capabilities to how it compares to other platforms like Amazon Marketing Services (AMS), we’ll explore why AMG is essential for Amazon sellers looking to grow.

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Spoiler alert?

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Amazon recently rebranded AMG under the umbrella term "Amazon Advertising," but its powerful features remain just as impactful.

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What is Amazon Media Group (AMG)?

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Amazon Media Group (AMG) is a premium advertising service designed to help brands maximize their reach across Amazon’s platforms and other online channels.

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AMG provides advanced options for narrative, display, and video-based advertising, all backed by Amazon's unparalleled first-party consumer data.

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It serves businesses looking to boost their brand visibility, reach niche audiences, and drive long-term engagement.

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Amazon has since simplified its advertising offerings under the Amazon Advertising brand.

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AMG, along with Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP), are now unified under this new name.

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However, each continues to fulfill its specialized role in Amazon’s broader advertising ecosystem.

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Brands that leverage AMG gain access to advanced targeting strategies and multi-channel ad placements, making it easier to run campaigns tailored to every stage of the customer purchase funnel.

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Key Features of AMG:

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• Amazon Display Ads - Captures customers’ attention with banner ads across Amazon pages and external websites.
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• Amazon Advertising Platform (AAP) - Programmatic ads that leverage Amazon data to target shoppers effectively on third-party sites.
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• Immersive Amazon Device Experiences - Advertisements on Kindle, Fire TV, and Fire tablets place brands front and center.

From targeted campaigns to full-funnel metrics, AMG stands as a robust tool to help businesses grow their audience efficiently.

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Key Functions and Services of AMG

To understand why AMG is such a powerful advertising platform, here’s a detailed breakdown of its core offerings:
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Amazon Display Ads
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AMG’s display ads appear across Amazon’s ecosystem, including desktop, tablet, and mobile platforms. They can help vendors:
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• Showcase their products with targeted visuals.
• Drive traffic to product detail pages and brand stores.
• Generate awareness at every stage of the purchase process.

Example: A fitness brand running an Amazon Display Ad might use it to target active customers browsing for running shoes, introducing them to their latest gear.

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Amazon Advertising Platform (AAP)

AAP provides programmatic advertising to target audiences both within and beyond Amazon sites.

Using tools like:
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• Video ads in native spaces to promote products.
• Full-screen or interstitial ads for mobile browsing.
• Dynamic ad placements powered by Amazon's real-time consumer data.

AAP is ideal for enhancing a brand’s reach beyond Amazon while maintaining quality positioning across trusted third-party sites.
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Kindle and Fire Experiences

One of AMG’s standout offerings is its ability to leverage Amazon hardware, such as Kindle and Fire devices:
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• Ads can appear on Kindle lock screens and Fire TV’s home interface.
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• Engages loyal Amazon device users, creating branded touchpoints in unique contexts.

These device-focused ads ensure brands remain top-of-mind for customers who frequently interact with Amazon’s ecosystem.
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Benefits to Vendors:

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• Access to exclusive customer data that informs precise targeting strategies.
• Transparent, measurable, and full-funnel campaign metrics.
• Seamless multi-channel advertising for maximum visibility.

AMG enables vendors to generate meaningful engagement, no matter where their customers are in the purchase process.

AMG vs. AMS (Now Amazon Advertising)

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While AMG and AMS may seem similar, distinguishing between these two services is crucial for sellers and advertisers.

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Here’s what sets them apart:

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Who Should Use Which?

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• AMG is best suited for advertisers looking to create awareness for new products or brands across a broader audience.
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• AMS is ideal for sellers trying to connect with buyers in the consideration or purchase stages of the funnel.

To maximize results, many brands integrate both platforms into their strategies to engage consumers at every touchpoint.

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Benefits of Using Amazon Media Group

Curious about how AMG can impact your growth? Here’s what makes this
advertising tool stand out:
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Exclusive Access to First-Party Data

With AMG, campaigns benefit from Amazon’s unmatched consumer insights.

These include everything from shopping history to item preferences, enabling highly personalized ad targeting.
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Advanced Targeting Capabilities

Want to target fitness enthusiasts who’ve viewed health supplements in the past week? AMG makes that possible.

Its powerful data integration ensures your ads are reaching exactly the right audience.
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Multi-Channel Reach

By combining display, video, and device-targeted ads, AMG allows you to create integrated campaigns that span platforms, extending your brand’s presence.
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Long-Term Investment

Unlike PPC-focused services like AMS, AMG is built for longevity. It helps brands establish a sustainable presence on Amazon, driving higher lifetime value over time.

For brands willing to play the long game, AMG is an investment that strengthens both visibility and market position.

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How AMG Supports the Customer Journey ?

One of AMG's greatest strengths is its ability to touch every stage of the customer purchase funnel, from awareness to advocacy.

Here's how AMG aligns with different customer stages:
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• Awareness Stage: Broad, visually engaging ads on Amazon’s homepage or third-party websites.

• Consideration Stage: Dynamic ads that retarget customers who browsed your products.

• Decision Stage: Ads on Kindle or Fire tablets drive final purchase intent.

• Retention Stage: Video ads sharing brand stories, fostering loyalty.

AMG ensures a unified brand experience across platforms, keeping your business front and center for potential buyers.

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Measuring the Success of AMG Campaigns

AMG campaigns come equipped with comprehensive metrics to track their performance.

These include:
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• Impressions and reach data to gauge ad visibility.
• Engagement metrics, like click-through rates (CTR).
• Full-funnel analytics tracking customer interactions from awareness to conversion.

While campaigns often show delayed ROI due to their awareness-driven nature, AMG excels as a tool for long-term value creation.
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Pro Tip: When evaluating success, focus on metrics like brand lift, customer retention, and engagement levels to determine the full value of AMG campaigns.

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Turn Insights Into Action

Understanding Amazon Media Group unlocks new opportunities to connect with Amazon’s massive global audience.

For growth-stage Amazon sellers, leveraging AMG alongside Amazon Marketing Services can create a well-rounded advertising strategy that takes full advantage of every customer stage.
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If you’re ready to scale, explore how AMG ads can transform your visibility, engagement, and customer relationships.

Using these tools wisely might just take you from a vendor to a visionary.