In August, Amazon announced that it was discontinuing its Product Ads, which was surprising given their popularity and the rise of similar formats on other platforms. The company said the ads would shut down on October 31 just as the holiday shopping season starts to kick into full gear.

Amazon told advertisers in an email at the time that while their ads would no longer be visible on Amazon after that date, they could still access their performance reports through the end of the year. They acknowledged that this could be a “disruption,” but suggested advertisers take advantage of new text ads in instead. The email said:

If you are not already an Amazon Seller and you are interested in selling your products on Amazon, we encourage you to consider Selling on Amazon, with the opportunity to advertise using Sponsored Products.

If driving traffic to your own website is important to your business, we would like to introduce you to Amazon Text Ads, our newest Pay-Per-Click (PPC) advertising solution that enables you to run text ads on Amazon. Amazon Text Ads is already enabled in your account. Simply sign in to your existing Product Ads account (login required) to learn how to get started.

Funny thing about that. Now, they’re discontinuing those text ads. RKG shares an email Amazon has sent to advertisers using the format (via Marketing Land):

Effective October 31, 2015, we will be discontinuing Amazon Text Ads. While your Amazon Text Ads will no longer be visible on Amazon as of that date, you may access your performance reports through February 29, 2016.

So that is apparently that.

Image via Amazon