Last edited: 9 Jul, 2026
Amazon offers two distinct server-side header bidding solutions: UAM (Unified Ad Marketplace) and TAM (Transparent Ad Marketplace). The differences between them are presented in the table below:
| Unified Ad Marketplace | Transparent Ad Marketplace | |
|---|---|---|
| Target Publisher | Small to medium-sized publishers | Large, enterprise-level publishers |
| Every-day operation | Operated as a managed service, with Amazon managing integration with Supply-Side Platforms (SSPs) on behalf of publishers. | Not a managed service; publishers are responsible for their own technical setup and integration. |
| Contracting with SSPs | Publishers need only sign a contract with Amazon, which then gathers demand from over 20 SSPs, including its own. | Requires publishers to have direct contracts with each SSP, including Amazon. |
| Fees | Amazon applies a 10% transaction fee, deducted from the SSPs' bid prices. | Amazon charges bidders a nominal fee of $0.01 CPM, but no fees are charged to publishers. |
| Transparency | Offers limited visibility and details on the auction process. | Provides detailed reporting and transparency on auctions. |
In summary, UAM provides a simplified, managed solution for smaller publishers to access Amazon and additional demand sources. In contrast, TAM offers more autonomy and detail but requires substantial resources from large publishers for direct management and implementation.
Using the Prebid Stack allows you to serve your Amazon UAM/TAM configuration through the Yieldbird Tag, making it work in parallel with Prebid.
Amazon, when implemented through the Yieldbird Platform, works similarly to any other Amazon implementation. The winning bids are passed on to Google Ad Manager's line items, and the "ultimate" winner of the open market auction is determined directly in GAM.
The Yieldbird Platform runs Amazon in the "implementing Amazon alongside Prebid" mode. In this mode, the bid requests to Amazon Publisher Services (APS) and to Prebid are started in parallel, so both get an equal amount of time to run their auctions. The call to Google Ad Manager is then made once both APS and Prebid have returned their bids, or once the failsafe timeout is reached. Only bids that return within that time compete in the GAM auction.
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Related documentation:
For the full technical details of how Amazon integrates alongside Prebid, including code examples, see the Amazon Publisher Services documentation: Integrating alongside Prebid. This page is available only after logging into your APS account.
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Amazon no longer provides access to UAM/TAM through intermediaries, so you connect Amazon with your own Amazon account. You provide the Publisher ID of your Amazon account, and the Yieldbird Platform serves your Amazon configuration through the Yieldbird Tag.
Amazon UAM/TAM can be implemented through the Yieldbird Platform only if you are actively using the Prebid Stack, as Amazon is served alongside the Prebid implementation. For Amazon, the following Prebid parameters apply:
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Attention: Amazon will only work on the inventory where you have the Prebid Stack enabled. In other words, turning off the Prebid Stack on a given Ad Unit will also disable Amazon on that unit.
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This is not a complete guide to implementing your own Amazon UAM / TAM account. Below, we only explain how to manage Amazon Tag serving using the Yieldbird Platform. For GAM implementation, ads.txt, and advanced UAM setup, please refer to the documentation provided by Amazon Publisher Services (available in the Resources section after logging into your Amazon Publisher Services portal account).
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Add your Amazon Publisher ID to the Yieldbird Workspace This lets Yieldbird serve your Amazon account as part of the configuration:
Choose where Amazon runs A new Inventory connection tab appears, where you select which Domains and Ad Units Amazon runs on. The same settings are also available in Inventory > Domains > Prebid Stack and Inventory > Ad units > Prebid Stack.
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When a setting is configured on both the Domain and Ad Unit level, the more specific level applies. To see which level takes precedence, read Which setting applies to the Ad Unit when the parameter is set at multiple levels?
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Make sure you followed the rest of the Amazon UAM/TAM implementation steps Make sure you added all the required entries to your ads.txt file and that you completed the GAM implementation.
✔️ All done