Amazon rebrands ad services divisions as Amazon Advertising

While the naming convention may be altered the actual services offered under the hood will remain constant with the media group continuing to handle customised ad campaigns and the marketing services division overseeing automated ad buying.

Amazon’s ad platform will also remain in business, providing publishers with a marketplace from which to deliver their advertising across the internet. While it was at it Amazon also took the opportunity to rename ‘headline search ads’ as ‘sponsored brands’, bringing it into step with sponsored products.

Paul Kotas, senior VP of Amazon advertising, commented: "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.”

Amazon’s ad business has grown arms and legs, becoming the fastest growing division inside the business with 132% growth in the second quarter alone, bringing in revenues of $2.2bn.