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.
         --------------------------------------------------------------
             (Exact name of registrant as specified in its charter)


                                    DELAWARE
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                 (State or other jurisdiction of incorporation)


                0-16002                                95-3768341
        ------------------------           ---------------------------------
        (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 12.  RESULTS OF OPERATIONS AND FINANCIAL CONDITION

     On July 23, 2003, the registrant issued a press release  announcing results
for the first  quarter of fiscal 2004 ended June 28, 2003.  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)



         August 12, 2003               By: /s/ MICHAEL M. NICITA
   --------------------------              -----------------------------
              Date                         Michael M. Nicita
                                           President and Chief Executive Officer