Amazon Says Adding Video to Sponsored Brands Campaigns Can Boost ROAS by 5.5%
Amazon’s analysis of global data from Jan – May 2021 shows that Sponsored Brands campaigns that mix video, spotlight and custom‑image creatives achieve a 5.5% lift in ROAS. Video ads autoplay muted at the top of search results and can be added directly through the Sponsored Brands console.
Overview
Amazon is encouraging sellers to incorporate video assets into their Sponsored Brands campaigns after internal analysis revealed a 5.5 % increase in return on ad spend (ROAS) for advertisers who blend video, spotlight, and custom‑image formats. The finding, based on worldwide data from January – May 2021, signals that even a modest lift can translate into noticeable profit gains for sellers heavily invested in pay‑per‑click advertising.
Key Points
- 5.5 % ROAS lift — Campaigns that mix video, spotlight, and custom‑image creatives outperform single‑format campaigns by 5.5 % on average, according to Amazon’s global advertiser data.
- Top‑of‑search placement — Sponsored Brands ads appear at the very top of search results, giving video the advantage of capturing shopper attention before organic listings load.
- Autoplay without sound — Video ads start automatically and mute by default, meaning visual storytelling and on‑screen text must convey the message without audio.
- Learning console support – Amazon’s advertising learning console now hosts step‑by‑step guides for adding video to existing Sponsored Brands campaigns.
- Creative diversity pays — Using multiple creative types lets sellers reach shoppers at different stages of the buying journey, boosting overall engagement.
How Sponsored Brands Video Works
- Create a video asset — Produce a 15‑second, product‑focused video that highlights key features; for example, a kitchen gadget demo that shows the tool chopping vegetables in real time.
- Upload via the advertising console — In the Sponsored Brands campaign settings, select “Add video” and attach the file; the interface validates format, length, and file size before acceptance.
- Combine with other formats — Pair the video with spotlight and custom‑image ads within the same campaign; a seller might run a video ad for brand awareness while using a spotlight ad to promote a best‑selling SKU.
- Set targeting and budget — Choose keyword or product targeting, allocate a daily budget, and specify a bid; for instance, a seller could bid $1.20 per click on high‑intent keywords like “organic cotton sheets.”
Analysis & Recommendations
Why This Matters
A 5.5% ROAS increase can add measurable profit for sellers heavily invested in PPC. Autoplay, muted video at the top‑of‑search captures shopper attention before organic listings load, and the new Learning Console guides make implementation easy for sellers.
Key Takeaways
- Mixed video, spotlight, and custom‑image creatives deliver a 5.5% average ROAS lift versus single‑format campaigns.
- The finding is based on worldwide advertiser data collected between January and May 2021.
- Sponsored Brands video ads autoplay without sound and can be up to 15 seconds long, requiring on‑screen messaging.
- Amazon’s Learning Console now hosts step‑by‑step guides for adding video to existing Sponsored Brands campaigns.
Recommended Actions
- →In Seller Central, open the Sponsored Brands campaign, click “Edit creative”, select “Add video”, and upload a 15‑second MP4 file (max size per con...
- →Visit Advertising > Learning Console and follow the “Add video to Sponsored Brands” guide to ensure proper format and placement.
- →After the video is live, monitor ROAS and CTR in the campaign reporting dashboard; if video ROAS exceeds the campaign average, raise its bid by ~10%.
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