AMS US Changes

For those of you who run AMS in the US, time to check your AMS dashboard. It seems Amazon has rolled out some new features to the AMS accounts that access AMS through their KDP account.

(If you’ve been running AMS in the UK using an Amazon Advantage account then a lot of this will look familiar to you and you’ll just be wondering why you still can’t also get filtering by time period.)

Three changes to highlight for you.

1. Keyword targeting

Up until now the only keyword targeting option for AMS if you accessed it through KDP was Broad. Now you can do Broad, Phrase, Exact, Negative Phrase, and Negative Exact. You can use these options when starting a new Sponsored Product ad as well as when adding keywords to an existing ad.

I would suggest going through any existing ads you have running and at least adding negative keywords. For example, my romances are contemporary so I can use negative keywords to exclude historical, etc. And free. That’s a big one to exclude unless you’re promoting a free book.

2. Bid+

This “Allows Amazon to increase the maximum bids in this campaign by up to 50% when ads are eligible to show in the top of search results.”

Now, really, you shouldn’t need this. Because you should already be bidding the maximum you’re willing to pay. But in the UK where bids are cheaper I do have this set because I would be willing to bid higher if I have to. In the US I’m only turning it on for a handful of low-bid ads I just started on books I’m not really focused on promoting.

Do the math for yourself. If you’re bidding 20 cents then Bid+ means maybe bidding 30 cents. But if you’re bidding $1 then Bid+ means bidding perhaps $1.50.

You can either turn this on for a new ad or go to the Campaign Settings tab for an existing ad and it’s at the bottom.

3. Bid Suggestions and Keyword Suggestions

When you start a new SP ad now, as soon as you add your keywords you’re going to see a bid range that Amazon suggests and a suggested bid within that range. I have a set of keywords where I’m pretty sure I’m the highest bid and I tried it and the suggested range did top out with my high bid. So it looks accurate to me. But I’ll also say that if everyone were to start bidding at those levels that it would not be profitable for most to do so.

I don’t think this changes bidding strategies all that much for that reason. If you could through series sellthrough and click rates afford to bid at those levels then I assume you already would be. If you’re bidding 10 cents right now there’s a reason for that and seeing that the suggested bid is $1.26 isn’t going to change that approach for you. But it’s interesting.

(I’ll say in the UK where I can run headline ads and this info is available, that for one of my keywords the bid they list to have 50% of the visibility is more than my book even costs.)

The other thing that occurs as you’re entering new keywords is that they provide a list of suggestions as you enter a keyword. (This is something already available in Advantage in the UK and I’d presume Advantage here.) I was able to use those suggestions to find a few additional negative keywords for one of my ads, so even if you don’t want to stop a good existing ad it might be worth trying just for that.

Bottom line:

It’s still not as robust as Advantage, but I’m glad to see the Bid+ option since I think that was giving an unfair advantage to those with non-KDP AMS accounts and I’m very pleased to see the negative keyword options since those have been very useful to me in the UK.

Like it or not, AMS are here to stay so time to learn and adjust to these changes. I expect some shake out in terms of ad performance over the next few months as a result of the changes, but maybe not as much as you’d think since I’m pretty sure the big players were already accessing AMS through non-KDP AMS accounts where these tools already existed.

Author: M.L. Humphrey

I am a former securities regulator, registered stockbroker (although only briefly), and consultant on regulatory and risk-related matters for large financial institutions with expertise in the areas of anti-money laundering regulation, mutual funds, and credit rating agencies. Since 2013 I have also been a published author who writes under a variety of pen names across non-fiction, fantasy, and romance.

3 thoughts on “AMS US Changes”

  1. Just out of curiosity: if you decide to use some of the new keyword targeting options, I’m assuming those take up part of the 1000 keyword slots that your campaign is alloted, right?

    Not that it’s a huge deal, since 1K is a pretty big number. I just don’t have an account yet, so I can’t really see how that works.


    1. Good question. Any of the “positive” category of keywords count towards your 1000, but not the negative keywords. So you can have 1000 Negative Exact and Negative Phrase keywords in addition to the normal keywords that can be Broad, Exact, etc.


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