Video ads are one of the most compelling tools to capture potential customers’ attention, especially on a platform like Amazon where most content is static images. Amazon Sponsored Brands Video Ads offer a distinct advantage to sellers by creating a dynamic, engaging experience for viewers. In this guide, we’ll cover everything you need to know about creating and optimizing Amazon video ads to boost your eCommerce sales in 2024. This includes ad guidelines, formats, best practices, and expert tips to help your brand stand out.
What Are Amazon Sponsored Brands Video Ads?
Amazon Sponsored Brands Video Ads are a PPC ad type launched by Amazon in 2020. These video ads appear mid-way down the search results page, occupying significant space that makes them nearly impossible to ignore. Unlike traditional Sponsored Products ads, which resemble organic search results, these video ads are distinctly eye-catching, grabbing the attention of potential buyers immediately.
Due to their unique format, Sponsored Brands Video Ads can drive a click-through rate (CTR) up to 7.5 times higher than that of static display ads. Additionally, video ads allow you to demonstrate your product in action, which can help viewers visualize themselves using it, increasing their likelihood of making a purchase.
Who Can Use Sponsored Brands Video Ads?
To access Amazon Sponsored Brands Video Ads, you must be part of Amazon’s Brand Registry program. This requires:
- A registered text-based trademark with either the World Intellectual Property Organization (WIPO) or the European Union Intellectual Property Office (EUIPO).
- An active Amazon Seller Central account.
- Approval from Amazon, which typically takes up to 72 hours.
Note: The video ads you create must feature only your brand’s products. You’re not permitted to display videos from other brands, even if you’re an authorized reseller.
How Do Sponsored Brands Video Ads Work?
Amazon Sponsored Brands Video Ads are PPC-based, meaning you bid on keywords to display your ad when users search for related terms. You only pay when users click on your video, making it a cost-effective way to drive qualified traffic. Amazon automatically plays the video in users’ feeds without sound, but users can unmute it if they choose. Therefore, it’s crucial to design your video content to be engaging even when viewed silently.
Ad Specs for Optimal Video Performance
- Keep your video under 30 seconds: Short videos are more effective in capturing attention. If you need more time, extend up to 60 seconds but only if necessary.
- Optimize visuals for silent playback: Include text overlays or subtitles, as viewers may not hear the sound.
- Use high-resolution visuals and compelling content: Amazon requires high-quality videos, as poor-quality visuals are often rejected.
Types of Video Placements on Amazon
Amazon allows you to select from several video placements based on the device used by your customers. Each placement has specific size requirements:
- Homepage on desktop and mobile: 300 x 250 pixels
- Detail page on smartphones: 414 x 125 pixels
- Detail page on desktop: 970 x 250 pixels
- Fire tablet (beta): This option is currently available only in the U.S., UK, and Germany and requires a custom background.
Video Ad Guidelines
Amazon enforces strict guidelines to ensure that video ads enhance the shopping experience without causing distraction. Videos will be rejected if they include:
- Blurry or low-quality images
- Customer reviews, star ratings, or promotions (e.g., discounts)
- Flashing or spinning images, pulsating text, or abrupt volume changes
- Black frames at the beginning or end of the video
Complying with these guidelines ensures your video ads won’t be rejected, maximizing the efficiency of your campaign.
Step-by-Step Guide to Setting Up Sponsored Brands Video Ads
Step 1: Gather Inspiration
Browse other Amazon video ads in your niche to gather inspiration. While you shouldn’t copy competitors, observing their ad styles can give you valuable ideas for your own video approach.
Step 2: Create a High-Quality Video
Use Amazon’s Video Creative Builder to design your video if you’re new to video editing. This tool offers preset templates that you can customize to suit your needs. Alternatively, you can hire a professional video creator to help you craft a polished video optimized for Amazon’s format.
Step 3: Set Up Your Ad Campaign
- Log into your Seller Central account and navigate to the Campaign Manager in the Advertising tab.
- Select Create Campaign, then choose Sponsored Brands.
- Set the campaign budget, name, portfolio, start and end dates, and choose the Video format.
- Upload your video and select your target keywords, bid amount, match type, and filtering style.
Once submitted, your ad will undergo a review process that can take up to 72 hours.
Best Practices for Amazon Video Ads
- Keep it Short and Engaging
Aim for 15–30 second videos. Short videos that get straight to the point are more likely to keep viewers’ attention. Avoid long intros; jump directly into showcasing your product’s features or benefits. - Educate with a Purpose
Show how the product is used, what makes it unique, and why the viewer should be interested. Educational content increases engagement and helps potential customers make informed purchasing decisions. - Optimize for Silent Playback
Since videos autoplay without sound, use on-screen text to explain your product’s features. Engaging visuals, clear instructions, and concise information help convey your message effectively. - Avoid Heavy Sales Language
Amazon discourages high-pressure sales tactics. Focus on highlighting product benefits naturally rather than pushing viewers to “Buy Now.” This builds trust with viewers and aligns with Amazon’s ad policies. - Test and Analyze
Launch multiple video ad versions and test them to see which format resonates best with your audience. Use Amazon’s advertising metrics to track your ad’s performance and refine your approach.
Are Sponsored Brands Video Ads Worth It?
Absolutely. Video ads provide a unique advantage by capturing attention more effectively than static images. By incorporating educational content and high-quality visuals, video ads increase both CTR and conversions, ultimately helping you build a stronger brand presence on Amazon.
Takeaways
Using Amazon Sponsored Brands Video Ads can significantly impact your eCommerce sales. Here are the key points to remember:
- Stand Out with Videos: Video ads are powerful attention grabbers and can drive significantly higher engagement than traditional ads.
- Focus on Quality: Invest in high-quality production, use subtitles, and prioritize a polished appearance.
- Follow Amazon Guidelines: Complying with Amazon’s requirements ensures your videos run smoothly and remain effective.
If you’re looking for expert assistance, Amazon Falcons connects you with top-rated Amazon advertising professionals who can help you create compelling video content. Consider partnering with an Amazon expert or a PPC specialist to maximize your campaign’s impact and optimize your video ads.
By using Amazon video ads effectively, you can create a captivating shopping experience that keeps your brand ahead of the competition and drives meaningful eCommerce growth. Start experimenting with video ads today, and watch your Amazon sales soar!