Overview

Amazon’s ad platform is receiving a series of upgrades that affect both Sponsored Brands and Sponsored Display. Rolled out from late 2023 through early 2024, the changes add video creative, multiple headline options, broader interest‑based targeting, and new performance metrics. Sellers who rely on Amazon advertising need to incorporate these tools quickly to stay competitive and protect their return on ad spend.

Key Points

• 15‑second video slot for Sponsored Brands — Advertisers can now attach a short product video to a headline search ad, letting shoppers see usage or benefits before clicking.
• Five headline variations per ad — The interface accepts up to five distinct headlines, enabling rapid A/B testing without launching separate campaigns.
• Interest‑based audience expansion for Sponsored Display — The audience pool now includes shoppers who have browsed related categories, not just those who visited a specific ASIN.
• View‑through conversion and cost‑per‑view metrics — New columns in the Ads console capture sales that occur after an impression and the cost associated with each view.
• Hybrid “Target ACOS + ROAS” bidding mode — The algorithm can simultaneously chase a maximum ACOS and a minimum ROAS, giving sellers finer control over profitability and volume.
• Direct import from Helium 10 Asset Manager — Images and videos stored in Helium 10’s library can be pulled straight into Sponsored Brands and Sponsored Display ads, eliminating duplicate uploads.

How Sponsored Brands Updates Work

1. Multiple headline entry — When building a Sponsored Brands campaign, the ad builder now shows five headline fields. A seller of organic tea could input “Pure Organic Tea,” “Boost Your Immunity,” “Eco‑Friendly Packaging,” “Morning Wellness Boost,” and “Limited‑Time Offer,” allowing Amazon to rotate the most relevant line for each shopper.
2. Attach a 15‑second video — An “Add Video” button appears within the same flow. Uploading a brief clip—such as a barista preparing a cold‑brew tea—places the video directly beneath the headline in search results, increasing dwell time and brand recall.