I am seeing many sellers in the 'health supplement' space advertising using HEADLINE ADS (part of Amazon Marketing Services or AMS).
To gain access to AMS you need a Vendor Express or Vendor Central account. However, supplements are not eligible with Vendor Express.
To become part of Vendor Central an invitation is required, (usually given to large sellers). However, there are many mid-size sellers using AMS ads. Also, when you click on the listing all of the supplement headline ads show the listing is FBA -- not Ships and Sold by Amazon...
Does anyone know how they might be doing this???