SEATTLE: Amazon, the e-commerce giant that is witnessing rapid growth of its ad business, announced this week that it will make it easier for advertisers to navigate its disparate ad products and platforms by bringing them together under one brand.

Called Amazon Advertising, the newly rebranded platform won’t change how the current range of services function, but it means that names like Amazon Media Group (AMG), Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP) will be phased out over the next few months.

Amazon detailed the changes in a blog post, explaining that it wants to simplify names across its portfolio to more clearly align with product functionality.

“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,” said Paul Kotas, SVP of Amazon Advertising.

Coming a couple of months after Google announced that it was streamlining its own ad software, most notably including its DoubleClick and AdWords brands, Amazon also revealed further changes to make its offering easier to use.

It is renaming the Headline Search Ads product, which enables advertisers to place banner ads on top of search results with a headline of their choice, to Sponsored Brands, bringing it in line with its existing Sponsored Products.

And Amazon Advertising Platform is being renamed Amazon DSP in a move that is supposed to more accurately represent the capabilities of this programmatic ad-buying tool.

According to Amazon’s Q2 2018 results, its “other” revenue category, which includes advertising, generated revenues of $2.2bn, up 132% on the same period last year.

While the company lags way behind Google and Facebook in terms of digital advertising, many industry observers regard its latest rebranding exercise as a sign of its determination to grow its ad business further.

As noted by AdExchanger: “While Amazon rebranding its advertising products might seem superficial, it underscores its growing seriousness to be an advertising power player.”

Sourced from Amazon, Reuters; additional content by WARC staff