Overview

Amazon is urging sellers to enrich their Sponsored Brands campaigns with video creative, citing internal data that shows a 5.5% lift in return on ad spend (ROAS) when video is combined with other formats. The recommendation arrives as Amazon pushes a multi‑format approach to help advertisers extract more value from their budgets. Sellers who act now can test a low‑cost video addition and potentially boost campaign efficiency while staying competitive in the top‑of‑search placements.

Key Points

• Video adds 5.5% ROAS — Campaigns that mix video with spotlight or custom‑image ads generate roughly a 5.5% higher return than single‑format campaigns, according to Amazon’s global data set.
• Multi‑format outperforms single — Advertisers using at least two creative types see better performance than those relying solely on static images.
• Small production budget works — Successful video ads have been created with smartphones, basic lighting and free editing tools, keeping costs under $200 for many sellers.
• 15‑30 second length recommended — Amazon’s specs suggest keeping the narrative tight, with the main selling point appearing within the first three seconds.
• Sound‑off design is crucial — Because most shoppers browse with muted audio, videos should convey key messages visually and through captions.
• Higher engagement during discovery — Video assets capture attention earlier in the shopper journey, leading to higher click‑through rates when users are still comparing options.

How Video Integration Works

1. Produce a short video asset — Record a 15‑30 second clip on a smartphone that highlights the product’s core benefit; for example, a kitchen gadget demo showing the slicing action in the first three seconds.
2. Upload through the Sponsored Brands builder — In the campaign manager, select “Add video” and attach the file, ensuring it meets Amazon’s resolution, aspect‑ratio and file‑size limits (e.g., 1080p, MP4, under 100 MB).
3. Pair with existing creative — Choose a spotlight or custom image to run alongside the video within the same ad group; this creates a mixed‑format placement that Amazon can rotate automatically.