Overview

Amazon is urging Sponsored Brands advertisers to add video creatives to their campaigns, citing internal data that shows a multi‑format approach can raise return on ad spend (ROAS) by 5.5 %. The push comes as video ads now autoplay on top‑of‑search placements, offering sellers a chance to capture shopper attention earlier in the buying journey. Sellers who adopt video alongside spotlight and custom image formats can expect stronger performance metrics and a competitive edge in high‑visibility ad slots.

Key Points

• 5.5 % ROAS lift — Advertisers that mixed video, spotlight and custom image formats achieved a 5.5 % higher return on ad spend than those that relied on a single creative type.
• Video length guidelines — Amazon recommends video ads run between 6 and 45 seconds, with a 15‑to‑30‑second sweet spot that balances engagement and production effort.
• Autoplay advantage — Videos start automatically without sound as shoppers scroll, driving higher click‑through rates than static images alone.
• Top‑performing categories — Electronics, kitchen tools, beauty products and hardware see the biggest gains because visual demonstration clarifies product value.
• Learning console support – Amazon’s Sponsored Brands learning console now hosts step‑by‑step tutorials, template libraries and best‑practice checklists for creating effective video ads.
• Multi‑format reach — Running several creative formats simultaneously captures shoppers who prefer a quick demo video as well as those who respond better to a clean spotlight layout.

How Video Integration Works

1. Produce a compliant video — Create a 6‑45 second clip that showcases the product in use; for example, a kitchen gadget video might open with the tool chopping vegetables within the first three seconds and overlay text highlighting “cuts in half the time.”
2. Upload via the Sponsored Brands console — In the campaign manager, select “Add video” and attach the file; Amazon will automatically generate a thumbnail and verify that the video meets length and file‑size requirements.