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How an Amazon Product Listing Services will help you with VELs Amazon Product Ads (APAs) and VELs are similar but serve different purposes. APAs are primarily focused on driving sales on Amazon, while VELs are meant to increase traffic to your website. If you only use APAs, Amazon may have your product removed from their site, as they have a policy against incentivizing users to use your site over theirs. That’s why it’s important to use VELs as well to make sure you’re compliant with the site’s policies.