What Is Included in Amazon Marketing Services? A Complete Breakdown

Amazon Marketing Services typically includes PPC campaign management, Amazon SEO and keyword research, product listing optimization, A+ Content design, Amazon Storefront development, and ongoing performance analytics. What's actually bundled into a specific package varies by provider, but these six areas make up the core of what most sellers mean when they ask what's included in Amazon Marketing Services.

This guide breaks down what each component actually covers in practice, what's typically excluded, and how to evaluate a quote or proposal so you know exactly what you're paying for before signing on. For a broader look at how these pieces fit together strategically, our Amazon Marketing Services guide covers the bigger picture; this article focuses specifically on scope.

The Core Components of Amazon Marketing Services

What are the main parts of Amazon Marketing Services? Most providers structure their offering around the same core areas, even if the exact packaging and naming differ.

Not every seller needs all six at once. A brand-new, single-SKU launch might start with just PPC and basic listing optimization, while an established multi-product brand often benefits from the full stack working together.

Amazon PPC Management: What's Typically Included

What does PPC management actually involve day to day? Beyond simply "running ads," PPC management typically includes campaign structure setup (separating branded, non-branded, competitor and product-targeting campaigns), ongoing keyword research and match-type strategy, ongoing negative keyword additions, bid adjustments based on performance data, budget allocation across campaigns, and regular reporting on ACoS, ROAS and spend trends.

Some providers also include Sponsored Display and Amazon DSP management as part of a broader package, while others treat these as add-ons priced separately from core Sponsored Products and Sponsored Brands management. It's worth clarifying upfront which ad types are actually covered rather than assuming DSP is automatically included in a standard PPC package. Dedicated Amazon PPC services typically spell out exactly which campaign types, reporting cadence and optimization frequency are included in a given tier.

Amazon SEO and Keyword Research: What's Typically Included

What's covered under Amazon SEO services? Amazon SEO typically includes keyword research (branded, non-branded, and long-tail terms relevant to the product), title and bullet point optimization aligned with search relevance, backend search term management, and periodic content refreshes as search behavior and competition shift.

Because Amazon SEO and PPC keyword data overlap heavily, many Amazon SEO services are structured to pull directly from PPC performance data - using search terms that are already proven to convert through paid campaigns to inform which terms get prioritized in organic listing content. Sellers deciding how much to invest in each channel individually may find it useful to review our comparison of Amazon SEO vs PPC and which to prioritize first.

A+ Content: What's Typically Included

What's included in A+ Content services? 

A+ Content offerings typically include module design (comparison charts, feature-benefit blocks, lifestyle imagery), copywriting aligned with relevant keywords, and layout structuring based on category and audience. Premium A+ Content (video, interactive carousels) is sometimes included and sometimes priced as an upgrade, depending on the provider and account eligibility.

Scope here can vary significantly - some packages include a fixed number of modules or pages, while others scope based on the number of ASINs needing content. It's worth asking specifically how many revisions, modules, or ASINs are covered under a quoted price rather than assuming unlimited scope. Providers offering dedicated A+ Content optimization usually lay this out clearly as part of the initial proposal.

Amazon Storefront Design: What's Typically Included

What does Storefront design typically cover? 

Storefront services generally include page structure and navigation design, category and collection organization, banner and visual asset creation, and brand-consistent layout across all Storefront pages. Some providers also include periodic Storefront updates (seasonal refreshes, new product additions) as part of ongoing service, while others treat the initial build as a one-time project.

Given that a Storefront often serves as the landing destination for traffic driven from outside Amazon, it's worth confirming whether ongoing updates are included or scoped separately, particularly if your marketing plans involve regular external traffic campaigns. Providers of Amazon Storefront design typically clarify this distinction in their proposal rather than leaving it implied.

Campaign Analytics and Reporting: What's Typically Included

What kind of reporting should be included in Amazon Marketing Services? 

At minimum, reporting typically covers ACoS, ROAS, CTR, CVR and TACoS, along with attributed sales by campaign and keyword. More thorough packages include regular (often weekly or biweekly) reporting cycles with specific optimization recommendations tied to the data, rather than raw numbers handed over without interpretation.

This is also where a lot of value gets lost if reporting isn't tied to action. A report showing rising ACoS without a corresponding plan to address it isn't particularly useful on its own - our practical breakdown on how to reduce ACoS on Amazon covers the specific, actionable steps that effective reporting should feed into.

What's Usually NOT Included in Amazon Marketing Services

What's typically excluded from Amazon Marketing Services packages? 

A few adjacent services are commonly assumed to be included but often aren't, unless specifically scoped:

• Product photography - Most providers optimize listing content and design around existing photos rather than producing new photography from scratch.
• Inventory and FBA logistics management - Marketing services generally cover visibility and conversion, not supply chain or fulfillment operations.
• Customer service and review management - Responding to customer questions or managing review requests is usually a separate operational function.
• Multi-marketplace translation and localization - Expanding into additional Amazon marketplaces (UK, EU, etc.) often requires separate scoping for translated content.
• Brand registry and legal/compliance filings - Setting up Brand Registry or handling IP/trademark matters typically falls outside marketing service scope.

Clarifying these boundaries upfront avoids the common frustration of assuming a package covers something it doesn't.

Full-Service vs À La Carte Amazon Marketing Packages

Should you buy a bundled package or individual services? It depends on how many components you actually need managed and how they interact.

Full-service packages tend to perform better when PPC, SEO, content and Storefront genuinely need to work from shared keyword and conversion data - which is most of the time for growing catalogs. À la carte makes more sense for narrow, well-defined needs, like a single A+ Content project for a brand otherwise managing PPC in-house. For a detailed look at how these approaches are typically priced, our Amazon Marketing Services cost breakdown walks through retainer, percentage-of-spend and project-based pricing models.

How ZYNO Digital Structures Its Service Inclusions

Looking at how an established Amazon-focused agency scopes its offerings is a useful reference point for understanding typical inclusions. ZYNO Digital structures its services around distinct but connected offerings - Amazon PPC management (Sponsored Products, Sponsored Brands, Sponsored Display and DSP), A+ Content design with SEO-aligned copy and branded visuals, and listing-level optimization intended to work together rather than as siloed deliverables. Their positioning specifically emphasizes aligning PPC campaigns with SEO-optimized listings and A+ Content to improve conversion rates and reduce bounce, along with daily tracking of CTR, CVR, ROAS and TACoS through dashboards and Amazon Brand Analytics.

That kind of explicitly connected structure - where PPC, content and SEO inclusions are designed to reference the same performance data rather than operating as separate line items - is a useful benchmark when evaluating any provider's scope of work. A package that lists PPC, SEO and A+ Content as inclusions but manages each in isolation, without shared reporting or coordinated strategy, often delivers less value than the same three services managed as one connected system.

How to Evaluate What's Included in a Quote

Before signing on with any provider, it's worth confirming the following:

1. Which specific ad types are covered - Sponsored Products only, or Sponsored Brands, Display and DSP as well?
2. How many ASINs/products are included - and what the cost structure looks like if that number grows.
3. What reporting cadence and depth is provided - raw numbers versus actionable recommendations tied to the data.
4. Whether A+ Content and Storefront work is one-time or ongoing - and how many revisions or updates are included.
5. What happens outside the defined scope - how change requests, additional marketplaces, or scope expansions are priced.

A clear answer to each of these usually indicates a provider that has scoped the engagement thoughtfully, rather than offering a vague, all-inclusive-sounding package with undefined boundaries.

Frequently Asked Questions About What's Included in Amazon Marketing Services

1. Does Amazon Marketing Services always include PPC and SEO together? 

Not always - some providers specialize in one channel. Full-service packages typically include both, since keyword and conversion data flows between the two.

2. Is A+ Content always included in Amazon Marketing Services packages? 

Not automatically. Some packages include it as standard, while others scope it as a separate project, particularly for Premium A+ Content.

3. Is Amazon Storefront design a one-time or ongoing service? 

It varies by provider. Some treat the initial build as a one-time project; others include periodic updates as part of ongoing service.

4. Does Amazon Marketing Services include ad spend, or just management? 

Just management, in almost all cases. Ad spend itself is paid directly to Amazon and is separate from any service or management fee.

5. What should I ask before signing an Amazon Marketing Services contract? 

Confirm exactly which ad types, ASINs, reporting cadence, and content/design inclusions are covered, along with how scope changes are priced, before committing.

6. Is it better to bundle all services with one provider? 

For catalogs where PPC, SEO, content and Storefront all need to work from shared data, bundling with one provider is usually more effective than coordinating multiple specialists yourself.

Final Thoughts: Know What You're Paying For

Amazon Marketing Services can mean very different things depending on the provider, which is exactly why clarifying scope matters more than comparing headline pricing. PPC management, SEO, listing optimization, A+ Content, Storefront design and analytics are the core components most sellers need in some combination - the details of what's included, how often it's updated, and how it's reported are what actually determine whether a package delivers real value.

If you're evaluating what a properly scoped engagement should look like for your catalog, exploring Amazon Marketing Services with clearly defined inclusions - and pairing it with strong A+ Content that's built to convert - is a practical way to make sure nothing important gets left out of the plan.