Video has become a normal part of Amazon advertising. It shows up in search results, on product pages, across Amazon's own sites and on streaming TV. For a seller used to Sponsored Products, that spread is confusing: which format is which, what each one needs, and whether a small brand should be making video at all.
This guide is the beginner's map. It covers where video ads run on Amazon, what each format is for, how to make a first video that works in the places it actually plays, and how to judge whether it is working.
Where video ads run
Sponsored Brands video. A video ad for a single product that appears in search results, usually woven among the regular results. It is bought on a cost-per-click basis with keyword or product targeting, like other Sponsored Brands campaigns. For most sellers, this is the first video format to try. The Sponsored Brands guide covers the wider ad type.
Sponsored Display video. Video creative in Sponsored Display campaigns, shown on product pages and, depending on targeting, across Amazon and third-party sites. It is used mainly for retargeting and for reaching shoppers viewing related products. The Sponsored Display guide covers targeting.
Sponsored TV. Self-service ads on streaming TV services, bought through the Amazon Ads console. It is aimed at awareness rather than direct clicks. Sponsored TV covers who it fits.
DSP video. Online video and streaming TV bought through Amazon's demand-side platform, with broader audience options and generally larger budgets. It usually comes after search and Sponsored Display are working.
Amazon has also been bringing video into more placements over time, including within Sponsored Products in some cases. Video in Sponsored Products results covers that change.
Which format to start with
For most brands already running Sponsored Products, Sponsored Brands video is the natural first step. It runs in search results, where shoppers are already looking for something like your product. It uses the same keyword targeting you already understand, and it is measured on clicks and sales like the rest of your ads.
Sponsored Display video and Sponsored TV make more sense once search is covered and you want to reach shoppers earlier or bring them back. DSP usually comes later still.
What makes a video work in search results
Sponsored Brands video typically starts playing without sound as the shopper scrolls. Most viewers will see a few seconds, silently, while deciding whether to keep scrolling. That decides how the video should be made.
Show the product immediately. The first second or two should make it obvious what the product is. Logos and brand intros waste the only seconds most viewers give you.
Make it work without sound. If the message needs narration, add on-screen text. A shopper watching silently should still understand what the product does.
Show it in use. Video earns its place by showing what a still image cannot: how something folds, fits, pours, assembles or compares in size.
Keep it short. Shorter videos tend to be watched in full more often. Amazon publishes current specs and policies for length, format and content, and videos go through moderation, so check the specs before production.
Match the keyword. A video that shows the exact problem a search describes is more relevant than a general brand video. Sponsored Brands creative best practices covers more on this.
Making video without a big budget
Video does not need a production company. Many effective Amazon videos are simple: the product on a clean surface, a few clear shots of it in use, text overlays for the main benefits. Footage from a phone with good lighting is often enough for search placements, where the video plays small.
Amazon also offers creative tools in the console that can generate video from product images and listing content. Amazon's creative agent for video covers what those tools produce and where they fit. They are a reasonable way to test whether video helps before investing in custom footage.
Setting up the first campaign
Pick one or two products where video has something to show: a feature, a use, a size comparison. Build a Sponsored Brands video campaign targeting keywords that already convert for those products in Sponsored Products. That way you are testing the format, not new keywords at the same time.
Start with a budget you can watch closely for a month. Video can win clicks at different costs from Sponsored Products on the same keywords, so watch CPC as well as ACoS in the first weeks.
Judging results fairly
Compare video with the same keywords in Sponsored Products, not with the account average. Look at click-through rate, conversion rate and ACoS side by side.
Expect differences. Video may show a higher click-through rate because it stands out. Conversion rate may be different because the video sets expectations before the click. Neither is good or bad on its own; ACoS and total sales decide.
Remember the formats with an awareness job. Sponsored TV and much of DSP video will not show a strong direct ACoS, and judging them on it will make them look worse than they are. Look at branded search volume and new-to-brand metrics over a longer period. Give any video format at least four weeks before deciding, because creative performance can take time to settle.
Frequently asked questions
Do I need Brand Registry for Amazon video ads?
For Sponsored Brands video, yes, since Sponsored Brands is available to sellers enrolled in Brand Registry. Other video formats, such as Sponsored Display video, Sponsored TV and DSP video, have their own eligibility rules, which Amazon lists in the console and its help pages.
Do Amazon video ads play with sound?
Sponsored Brands video in search results typically starts playing without sound, and shoppers choose whether to turn it on. Design the video so the product and the message are clear with the sound off, using on-screen text where it helps.
Are Amazon video ads better than image ads?
Not automatically. Video can stand out in search results and show how a product works, which helps products that need explaining. Products that are understood at a glance may do just as well with images. Test video on a few products before shifting budget.
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