SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                                 --------------

                                    FORM 8-A

                FOR REGISTRATION OF CERTAIN CLASSES OF SECURITIES
                    PURSUANT TO SECTION 12(b) OR 12(g) OF THE
                         SECURITIES EXCHANGE ACT OF 1934


                      AMERICAN MEDICAL SECURITY GROUP, INC.
             (Exact name of Registrant as specified in its charter)


       WISCONSIN                           1-13154
State of Incorporation)          (Commission File Number)


            39-1431799
(I.R.S. Employer Identification No.)



3100 AMS BOULEVARD, GREEN BAY, WISCONSIN                        54313
(Address of principal executive offices)                      (Zip Code)

                                 (920) 661-1111
              (Registrant's telephone number, including area code)
                                   -----------

If this form relates to the  registration  of a class of securities  pursuant to
Section12(b)  of  the  Exchange  Act  and  is  effective   pursuant  to  General
Instruction A.(c), please check the following box.  [X]

If this form relates to the  registration  of a class of securities  pursuant to
Section  12(g)  of  the  Exchange  Act  and is  effective  pursuant  to  General
Instruction A.(d), please check the following box. [  ]

Securities  Act  registration  statement file number to which this form relates:
N/A ----------- (If applicable)

Securities to be registered pursuant to Section 12(b) of the Act:

      Title of each class                         Name of each exchange on which
      TO BE SO REGISTERED                         EACH CLASS IS TO BE REGISTERED
      -------------------                         ------------------------------

  Preferred Share Purchase Rights                        New York Stock Exchange
(associated with the Common Stock)

Securities to be registered pursuant to Section 12(g) of the Act:  NONE


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ITEM 1.  DESCRIPTION OF SECURITIES TO BE REGISTERED.

     On August 9, 2001,  the Board of  Directors  of American  Medical  Security
Group, Inc. (the "Company")  declared a dividend of one preferred share purchase
right (a "Right") for each  outstanding  share of common stock, no par value per
share (the "Common Shares"),  of the Company.  The dividend is payable on August
20, 2001,  (the "Record Date") to the  shareholders of record on that date. Each
Right  entitles  the  registered  holder  to  purchase  from the  Company a unit
consisting  of one  ten-thousandths  of a share (a  "Unit")  of  Series B Junior
Cumulative Preferred Stock, no par value per share (the "Preferred Shares"),  of
the Company at a price of $30.00 per one  ten-thousandths  of a Preferred  Share
(the "Purchase Price"), subject to adjustment.  The description and terms of the
Rights are set forth in a Rights Agreement (the "Rights  Agreement") dated as of
August 9, 2001, between the Company and Firstar Bank, N.A., as Rights Agent (the
"Rights Agent").

     Initially,  the Rights will be attached  to all Common  Share  certificates
representing  shares then outstanding,  and no separate Rights Certificates will
be distributed. Subject to certain exceptions specified in the Rights Agreement,
the Rights will  separate from the Common  Shares and a  Distribution  Date will
occur upon the earlier to occur of (i) the tenth business day following the date
(the "Shares  Acquisition Date") of the first public  announcement that a person
or group of affiliated or associated persons (an "Acquiring  Person") has become
the beneficial owner of 12% or more of the Common Shares then outstanding, other
than as a result of repurchases  of stock by the Company or certain  inadvertent
actions by certain  shareholders  or (ii) the tenth  business day (or such later
date as may be  determined  by action of the Board of  Directors)  following the
commencement  of a tender or  exchange  offer the  consummation  of which  would
result in the  beneficial  ownership by a person or group of 12% or more of such
outstanding Common Shares. "Acquiring Person" does not include Blue Cross & Blue
Shield United of Wisconsin ("BCBS") and its Affiliates and Associates, provided,
at any time while BCBS and its  Affiliates  and  Associates  hold more than 12%,
such persons do not acquire beneficial ownership of any additional Common Shares
other than by dividend or grant by the Company.

     The Rights Agreement provides that, until the Distribution Date, (i) Rights
will be evidenced by the Common Share  certificates and will be transferred with
and only with such Common Share certificates, (ii) new Common Share certificates
issued after the Record Date,  upon  transfer or new issuance of Common  Shares,
will contain a notation  incorporating  the Rights  Agreement  by reference  and
(iii)  the  surrender  for  transfer  of any  certificates  for  Common  Shares,
outstanding  as of the Record  Date,  will also  constitute  the transfer of the
Rights  associated  with the  Common  Shares  represented  by such  certificate.
Pursuant  to the Rights  Agreement,  the Company  reserves  the right to require
prior to the occurrence of a Triggering  Event (as defined below) that, upon any
exercise of Rights, a number of Rights be exercised so that only whole shares of
Preferred Shares will be issued.

     As  soon  as  practicable   following  the  Distribution   Date,   separate
certificates  evidencing the Rights  ("Rights  Certificates")  will be mailed to
holders  of record of the  Common  Shares  as of the  close of  business  on the
Distribution Date and,  thereafter,  the separate Rights Certificates alone will
evidence the Rights.  Except as otherwise  determined by the Board of Directors,
only Common  Shares  issued prior to the  Distribution  Date will be issued with
Rights.

     The Rights are not exercisable until the later of the Distribution Date and
the date upon which the  Rights are no longer  redeemable  by the  Company.  The
Rights will expire on August 20, 2011 (the "Final Expiration Date"),  unless the
Final  Expiration  Date is extended  or unless the Rights are earlier  redeemed,
exchanged or terminated by the Company,  in each case, as described below. At no
time will the Rights have any voting power. The Purchase Price payable,  and the
number of  Preferred  Shares or other  securities  or  property  issuable,  upon
exercise  of the Rights are subject to  adjustment  from time to time to prevent
dilution (i) in the event of a stock dividend on, or a subdivision,  combination
or reclassification  of, the Preferred Shares, (ii) upon the grant to holders of
the Preferred  Shares of certain rights or warrants to subscribe for or purchase
Preferred  Shares at a price, or securities  convertible  into Preferred  Shares
with a  conversion  price,  less  than  the  then  current  market  price of the
Preferred  Shares

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or (iii) upon the  distribution to holders of the Preferred  Shares of evidences
of indebtedness or assets (excluding regular periodic cash dividends paid out of
earnings or retained  earnings or dividends  payable in Preferred  Shares) or of
subscription rights or warrants (other than those referred to above).

     The number of outstanding Rights and the number of one ten-thousandths of a
Preferred  Share  issuable  upon  exercise  of each  Right are also  subject  to
adjustment  in the  event  of a stock  split  of the  Common  Shares  or a stock
dividend  on the  Common  Shares  payable  in  Common  Shares  or  subdivisions,
consolidations or combinations of the Common Shares occurring, in any such case,
prior to the Distribution Date.

     Preferred   Shares   purchasable  upon  exercise  of  the  Rights  are  not
redeemable.  Each  Preferred  Share will be entitled  to a minimum  preferential
quarterly  dividend payment of $1 per share but will be entitled to an aggregate
dividend of 10,000 times the dividend declared per Common Share. In the event of
liquidation,  the holders of the Preferred  Shares will be entitled to a minimum
preferential  liquidation  payment  of $100 per share  plus an  amount  equal to
accrued  and unpaid  dividends  thereon  but will be  entitled  to an  aggregate
payment of 10,000 times the payment made per Common Share.  Each Preferred Share
will have 10,000 votes, voting together with the Common Shares.  Finally, in the
event of any merger,  consolidation or other  transaction in which Common Shares
are exchanged, each Preferred Share will be entitled to receive 10,000 times the
amount  received  per Common  Share.  These  rights are  protected  by customary
antidilution provisions.

     Because of the nature of the Preferred  Shares'  dividend,  liquidation and
voting  rights,  the value of the one  ten-thousandths  interest  in a Preferred
Share purchasable upon exercise of each Right held approximates the value of one
Common Share.

     In the event that a person or a group has become an Acquiring Person,  each
holder of a Right will  thereafter  have the right to  receive,  upon  exercise,
Common Shares (or, in certain, circumstances, cash, property or other securities
of the  Company)  having a value  equal to two times the  exercise  price of the
Right.  Notwithstanding  any of the  foregoing,  following the occurrence of the
event set forth in this  paragraph,  all  Rights  that  are,  or (under  certain
circumstances specified in the Rights Agreement) were, beneficially owned by any
Acquiring  Person  will be null and void.  However,  Rights are not  exercisable
following  the  occurrence  of the event set forth  above until such time as the
Rights are no longer redeemable by the Company as set forth below.

     As an example,  at an exercise price of $30 per Right, each Right not owned
by an Acquiring  Person (or by certain related  parties)  following an event set
forth in the preceding  paragraph would entitle its holder to purchase $60 worth
of Common Shares (or other consideration, as noted above) for $30. Assuming that
the Common  Shares had a per share value of $6 at such time,  the holder of each
valid Right would be entitled to purchase 10 Common Shares for $30.

     In the event that, at any time following the Shares  Acquisition  Date, (i)
the Company is acquired in a merger or other  business  combination  transaction
(x) in which the Company is not the surviving entity or (y) in which the Company
is the surviving entity and the Common Shares are changed or exchanged,  or (ii)
50% or more of the  Company's  assets,  cash  flow or  earning  power is sold or
transferred,  each holder of a Right (except Rights which have  previously  been
voided as set forth  above)  shall  thereafter  have the right to receive,  upon
exercise,  common  stock of the  acquiring  company  having a value equal to two
times the exercise  price of the Right.  The events set forth in this  paragraph
and in  the  second  preceding  paragraph  are  referred  to as the  "Triggering
Events."

     At any time  after a person  becomes an  Acquiring  Person and prior to the
acquisition  by such  person or group of 50% or more of the  outstanding  Common
Shares,  the Board of Directors  of the Company may  exchange the Rights  (other
than Rights owned by such person or group which have become  void),  in whole or
in part,  at an exchange  ratio of one Common Share or one  ten-thousandth  of a

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<page>

Preferred  Share (or of a share of a class or series of the Company's  preferred
stock having equivalent rights, preferences and privileges),  per Right (subject
to adjustment).

     The Purchase Price payable,  and the number of Units of Preferred Shares or
other securities or property  issuable,  upon exercise of the Rights are subject
to adjustment from time to time to prevent  dilution (i) in the event of a stock
dividend on, or a subdivision, combination or reclassification of, the Preferred
Shares,  (ii) if holders of the Preferred  Stock are granted  certain  rights or
warrants to subscribe for  Preferred  Shares or  convertible  securities at less
than  the  current  market  price of the  Preferred  Shares,  or (iii)  upon the
distribution to holders of the Preferred  Shares of evidences of indebtedness or
assets (excluding regular quarterly cash dividends) or of subscription rights or
warrants (other than those referred to above).

     At any time until ten business days following the Shares  Acquisition Date,
(subject to extension  by the Board),  the Board of Directors of the Company may
redeem  the  Rights in whole,  but not in part,  at a price of $0.001  per Right
(payable in cash, Common Shares or other consideration deemed appropriate by the
Board of Directors) (the "Redemption  Price").  The redemption of the Rights may
be made  effective at such time,  on such basis and with such  conditions as the
Board of Directors in its sole  discretion may establish.  Immediately  upon the
action of the Board of Directors  ordering  the  redemption  of the Rights,  the
right to exercise the Rights will terminate and the only right of the holders of
Rights will be to receive the Redemption Price.

     Until a Right is  exercised,  the  holder  thereof,  as such,  will have no
rights as a shareholder of the Company, including, without limitation, the right
to vote or to receive  dividends.  While the distribution of the Rights will not
be taxable to shareholders or to the Company,  shareholders may,  depending upon
the circumstances,  recognize taxable income in the event that the Rights become
exercisable  for Common  Shares (or other  consideration)  of the Company or for
common stock of the acquiring  company or in the event of the  redemption of the
Rights as set forth above.

     Any of the  provisions of the Rights  Agreement may be amended by the Board
of  Directors  of  the  Company  prior  to  the  Distribution  Date.  After  the
Distribution  Date, the provisions of the Rights Agreement may be amended by the
Board  in  order  to  cure  any   ambiguity,   to  correct  any   deficiency  or
inconsistency,  to make changes which do not  adversely  affect the interests of
holders of Rights (other than an Acquiring  Person or certain related  parties),
or to shorten or  lengthen  any time  period  under the  Rights  Agreement.  The
foregoing  notwithstanding,  no amendment (other than to cure an ambiguity or to
correct a deficiency) may be made at such time as the Rights are not redeemable.

     A copy of the  Rights  Agreement  is being  filed with the  Securities  and
Exchange Commission as an Exhibit to a Registration  Statement on Form 8-A dated
August 14, 2001. A copy of the Rights Agreement is available free of charge from
the  Company.  This  summary  description  of the Rights  does not purport to be
complete and is qualified in its entirety by reference to the Rights  Agreement,
which is incorporated herein by reference.

ITEM 2.  EXHIBITS.

     See the Exhibit Index  following the  Signature  page of this  registration
statement, which is incorporated herein by reference.


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                                    SIGNATURE

     Pursuant to the  requirements of Section 12 of the Securities  Exchange Act
of 1934, the Registrant has duly caused this registration statement to be signed
on its behalf by the undersigned, thereunto duly authorized.

Dated:   AUGUST 14, 2001        AMERICAN MEDICAL SECURITY GROUP, INC.




                                By:    /S/ SAMUEL V. MILLER
                                       Name:    Samuel V. Miller
                                       Title:   Chairman of the Board, President
                                                and Chief Executive Officer

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                      AMERICAN MEDICAL SECURITY GROUP, INC.
                          (COMMISSION FILE NO. 1-13154)

                                  EXHIBIT INDEX
                                       TO
                         FORM 8-A REGISTRATION STATEMENT




EXHIBIT NO.        DESCRIPTION                                                                 FILED HEREWITH

                                                                                              
        1            Rights  Agreement,  dated  as of  August  9,  2001,  between  American            X
                     Medical Security Group,  Inc. and Firstar Bank, N.A., as Rights Agent,
                     including  the form of Articles of Amendment  to Restated  Articles of
                     Incorporation  with Respect to Designation,  Preferences,  Limitations
                     and Relative Rights of Series B Junior  Cumulative  Preferred Stock as
                     Exhibit A, the form of Right  Certificate as Exhibit B and the Summary
                     of Rights to Purchase  Preferred  Shares as Exhibit C. Pursuant to the
                     Rights Agreement,  printed Right Certificates will not be mailed until
                     after the  Distribution  Date (as such term is  defined  in the Rights
                     Agreement), if any.


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