One of the most effective tools to attract the attention of shoppers and promote brand awareness on the marketplace is Amazon Sponsored Brands Video Ads. As video content has become the predominant form of online interaction, these advertisements allow vendors to showcase their products in action within search results.
The guide will take you through all the information you need to know about Amazon Sponsored Brands Video Ads: what they are, how to create them, and the strategies proven to help maximize performance.
What are Amazon Sponsored Brands Video Ads?
Amazon Sponsored Brands Video Ads are eye-catching video advertisements that automatically play and appear directly within Amazon search results, allowing brands to convey their product story in an interactive, engaging, and memorable manner.
Video ads combine movement, sound, and storytelling to attract shoppers’ attention and inspire higher engagement than static ads. According to 87% of marketers, they have seen an increase in lead generation from video content usage, highlighting the power of video in influencing purchase decisions.
Sponsored Brands Video Ads allow sellers to highlight product features, portray practical, real-life usage, and reinforce brand identifiers in just a few seconds. Video Ads increase visibility and maintain a competitive click-through rate and conversion rates within the Amazon marketplace.
| OPPOSITE VIEW: Amazon Sponsored Brands Video Ads require budget, creativity, and strong visuals; without these, videos may get skipped and reduce ROI. |
Guide to Creating Sponsored Brands Video Ads
Once your campaign is active, keep a close eye on its performance to identify what’s working and where adjustments are needed.
Step 1: Access the Amazon Advertising Console
Start by signing into your Amazon Advertising Console with either your seller account or vendor account. After logging in, go to Campaign Manager and hit ‘Create Campaign.’ From the campaign types listed, select ‘Sponsored Brands’ – specifically a campaign type meant for building brand and product awareness.
Following this, you will then select the ad format ‘Video.’ This will subsequently open the necessary steps to set up your video campaign, including uploading your creative assets, choosing your products, and determining your targeting strategy.
Sponsored Brands Video Ads will appear in Amazon search results, ensuring you have selected all necessary attributes to appeal to high-intent shoppers searching for a similar product.
Step 2: Define Your Campaign Settings
Once you’ve picked a video ad format, you’ll want to set up your campaign settings. First, give your campaign an easy title so you can locate it later. Then, you can set a daily or lifetime budget for the campaign. The campaign can either run continuously or during a specific promotion period.
Then, you will set your targeting strategies. Keyword targeting gives you the ability to show your ads when a shopper is looking for particular terms, and product targeting allows you the opportunity to show your ads beside a similar or competitive product. Next, you will also want to set the bid amount you will pay per click.
If you take your time entering this set of criteria, your Sponsored Brands Video Ads will have the chance to show to the right audience and optimize your advertisement spend.
Step 3: Select the Product to Feature
After you have designed your settings for the campaign, you can select the product (ASIN) to advertise in your Sponsored Brands Video Ad. This is a critical choice, as the ASIN you choose determines how compelling and relevant your ad appears to shoppers.
When you’ve selected an ASIN, Amazon will automatically pre-fill the title, price, star rating, review count, and Prime Eligibility related to the product for viewers to see alongside your video.
To maximize performance, choose a product with a well-optimized listing that includes great images, informative bullet points, and a good number of reviews or star ratings. A product with a solid overall sales history and good reviews will build trust with shoppers and help your click and conversion rate in the future.
When you already have multiple items belonging to the same category, consider the one that is most representative of your brand or best matched with the video message. As an example, when your video is about durability or premium quality, it should be the product that is best matched with these cues.
| IMPORTANT: The first campaign you should run is your most popular or rated product; it is easier to find brand credibility, and the relevance of your video will spread faster in search. |
Step 4: Upload Your Video Creative
It’s time to get your campaign off the ground by uploading video creative. This will be the focal point of your Sponsored Brands Video Ad, so it should look engaging, focus on the product, and meet Amazon’s specifications. Your video should meet the following technical specifications:
- Aspect ratio: 16:9
- Resolution: 1920×1080 (Full HD)
- Length: 15-30 seconds
- File size: less than 500 MB
- Format: MP4 or MOV
- No black bands, letterboxing, or pillar boxing
Aim to demonstrate your product in action and engage their attention within the first 2 or 3 seconds to help shoppers see your product in use. Great lighting, clear visuals, and telling a concise story really showcase your product features or benefits. Subtle background music or text on the screen may help communicate your message when the sound is off.
Before you finalize, make sure to preview the video for both desktop and mobile. This allows you to consider whether it looks great and ensure that the layout or cropping does not impact the experience.
Step 5: Add Logo and Headline
Once you have uploaded your video, it is time to think about the next part of establishing your brand image, such as the logo and headline. The visual signal that helps the shopper to identify your brand instantly is the logo, and the contextual signal that makes the message interesting is the headline.
Add a high-resolution image of your brand logo (preferably a PNG with a clear background) to a clean appearance that will still have a professional brand image on any device. It is important to remember that your logo must be straightforward and consist of the same story across your brand.
Next up is writing a short, impactful headline (50 characters maximum). Use action-based language that clearly conveys a product benefit or unique selling proposition.
For example, instead of stating “Premium Coffee Beans,” you might consider “Brew like a Barista at Home.” Keep in mind this is next to the video, so headlines should be easy to read and instantly relevant to your target audience.
Step 6: Preview and Submit for Review
Once you post your video, you should enhance your brand presence. The logo will be one of the main visual elements that enable shoppers to recognize your brand immediately, while the headline will capture people’s attention to what you are saying.
If you have your brand logo as a high-resolution file, preferably a PNG file with a transparent background, please upload it, so that it appears clean and professional on any device. Remember that the logo must be easy and in line with the overall branding of your store.
Next, create a catchy and brief headline (not more than 50 characters). Be straight and straight to the point, using language that makes your product and its value in the market clear.
As an example, rather than saying High-Quality Coffee Beans, you can say Brew Barista-Level Coffee at Home. Your video comes before the headline, so it should be easy to read and immediately of topical interest to your target audience.
Step 7: Monitor and Optimize
As soon as your Sponsored Brands Video Ad goes live, you should not stop there; continuous monitoring and optimization are the secret to long-term success. This is done on your Amazon Advertising Console dashboard to monitor the performance metrics, including impressions, click-through rate (CTR), conversions, and Advertising Cost of Sales (ACOS).
If the level of engagement is low, experiment to see which thumbnails, headlines, or video introductions are more effective. You can also make changes to your bids or targeting, such as allocating more bids to high-performing keywords or refining your audience to focus on shoppers most likely to convert.
It is a good practice to regularly review and optimize your ad so that your campaign budget works effectively and your video continues to produce valuable outcomes. In the long run, these adjustments translate into better brand awareness, increased ROI, and higher product sales rates.
| SUMMARY: Amazon Sponsored Brand Video Ads help increase brand visibility and drive conversions through product-oriented, captivating videos. It is possible to reach high-intent shoppers by setting clear goals, selecting the appropriate ASIN, and continuously optimizing. Regular |
Conclusion
Amazon Sponsored Brands Video Ads provide the sellers with an interactive opportunity to reach out to customers and to achieve better brand recognition directly in the Amazon search index. The incorporation of movement, storytelling, and sound makes these ads more prominent and effective in their ability to influence purchase intent compared to a static image.
In case of the most effective outcomes, it is important to concentrate on the clarity of messages, the power of images, and constant optimization. With competition on Amazon increasing, brands using video advertising get a quantifiable advantage in visibility, interaction, and customer trust in the long term.
FAQs
1. What are Amazon Sponsored Brands Video Ads?
Sponsored Brands Video Ads are short, autoplay videos displayed directly in Amazon search results. They allow sellers to demonstrate product use cases, showcase important features, and increase brand awareness through storytelling and compelling visuals.
2. How long should a Sponsored Brands Video Ad be?
Generally, Amazon recommends videos to be 15 to 30 seconds long. In a few seconds, the video should engage your audience, showing a video of a product in use, if possible, which ends with a strong brand message or call to action.
3. How do I increase my video ad performance?
When viewed in aggregate, the main metrics to watch are CTR, ACOS, and conversion rate, and all optimization should be based on performance. You should test different headlines, thumbnails, and video openings, and focus on keywords that performed the best.
