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

1. 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.
2. 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.
3. 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.
4. 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.”