UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                    FORM 8-K


                                 CURRENT REPORT



     Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

         Date of Report (Date of earliest event reported): July 23, 2003


                        ADVANCED MARKETING SERVICES, INC.
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             (Exact name of registrant as specified in its charter)


                                    DELAWARE
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                 (State or other jurisdiction of incorporation)

               0-16002                                95-3768341
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      (Commission File Number)            (IRS Employer Identification No.)


                 5880 OBERLIN DRIVE, SAN DIEGO, CALIFORNIA 92121
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                    (Address of principal executive offices)


       Registrant's telephone number, including area code: (858) 457-2500


                                       NA
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          (Former name or former address, if changed since last report)





ITEM 9.  REGULATION FD DISCLOSURE

      On July 23, 2003,  the  registrant  issued a press  release  announcing an
investigation.  The full text of the press  release,  which  shall not be deemed
filed under the  Securities  and  Exchange  Act of 1934,  is attached  hereto as
Exhibit 99.


                                    SIGNATURE

      Pursuant to the  requirements of the Securities  Exchange Act of 1934, the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned hereunto duly authorized.


                                     ADVANCED MARKETING SERVICES, INC.
                                     (Registrant)


                                     By:   /s/ MICHAEL M. NICITA
       JULY 23, 2003                       -------------------------------------
---------------------------                Michael M. Nicita
           Date                            President and Chief Executive
                                           Officer