A memory bandwidth efficient architecture for AVS encoder is proposed in this paper. First, simplified ME (motion estimation) algorithms are designed to reduce the memory and bandwidth cost. Then a data reuse method with simple control mechanism is proposed to increase the utilization of on-chip memory. The proposed architecture efficiently reduces the bandwidth and memory consumption with acceptable degradation in coding performance. The encoder is implemented with 640 K logic gates in 0.18 mu m² CMOS technology and can satisfy real time encoding of 720 times576 4:2:0 25 fps AVS video at the working frequency of 108 MHz.