Overview

Amazon’s Sponsored TV ad format lets U.S. sellers insert brief video spots into high‑traffic locations such as the Amazon homepage and product detail pages. By swapping static keyword ads for 15‑second video clips, brands can attract shoppers who are already browsing, improve click‑through quality, and potentially lower their overall advertising cost of sales (ACoS).

Key Points

• Higher‑Intent Viewership — Video placements appear while shoppers are actively scrolling the homepage, producing clicks that convert at a noticeably higher rate than generic Sponsored Products impressions.
• Story‑Driven Branding — A fifteen‑second clip can illustrate product benefits, usage scenarios, and brand tone in a way a single image cannot, helping sellers stand out in crowded categories.
• Dedicated Budget Stream — Sponsored TV runs on its own daily CPV (cost‑per‑view) budget, so the spend does not eat into the budget of existing Sponsored Products campaigns.
• Shifted Performance Profile — Most advertisers report a lift in click‑through rate (CTR) and a dip in ACoS after launching video ads, even when total ad spend rises modestly.
• Eligibility Gateways — Only brands that are part of Amazon Brand Registry and maintain an active Amazon Storefront can launch Sponsored TV, ensuring that video clicks land on a fully branded experience.

How Sponsored TV Works

1. Creative Upload — Sellers submit a 15‑second video (MP4, up to 1080p) through the Amazon Advertising console. Example: A cookware company uploads a quick clip of a non‑stick skillet sizzling a stir‑fry, highlighting the pan’s easy‑release surface.
2. Audience Targeting — Advertisers pick audience filters such as “New to Amazon,” “Frequent Buyers,” or specific product categories. Example: The same cookware brand selects shoppers who have purchased kitchen tools in the past month and who browse the Home & Kitchen department.
3. Bid & Budget Definition — A cost‑per‑view bid is entered and a daily budget is set, completely separate from other campaign types.