Video content has become a game-changer for Amazon sellers looking to stand out in a crowded marketplace. Here's how to effectively implement video across Amazon's platform and why it matters.
Sponsored Brands
Sponsored Brand videos appear prominently at the top and within search results, as well as on relevant product detail pages. These can be customized in either vertical (9:16) or horizontal (16:9) format to maximize engagement based on your content strategy. To ensure premium placement, adjust your bid multiplier for the "Top of Search" position to a higher percentage—this prioritizes your ad for maximum visibility where it matters most.
Sponsored Display
These versatile ads can be placed across Amazon shopping search results and product detail pages, with extended reach across Amazon-owned websites and carefully selected third-party websites and apps for broader audience targeting.
Create impactful video ads that capture attention within the first two seconds and include clear calls to action. Videos should be optimized for mobile viewing and kept under 30 seconds to maintain viewer engagement throughout the entire message.
The video carousel lets brands showcase multiple product videos that auto-play on mute when in view, complete with clickable product tags and lifestyle content. Strategic positioning within the first three carousel slots ensures maximum visibility and engagement.
The Brand Store Builder offers multiple types of video integration. This versatility allows for long and short format videos that tell your brand story and demonstrate products in detail.
The Video Tile: tell a story with video and sound
The Background Video Tile: add visual interest with a silent looped video
The Video Reveal Tile: grab your customers’ attention with a full-page video that plays before the page content loads
Brands that added Sponsored Brands video to their existing Sponsored Products and Sponsored Brands campaigns saw a 21% sales increase in the first month
Long-term results show sustained growth with a 10% increase in overall sales
Click-through rates improved by 25% compared to non-video campaigns
Product pages with video content experience significantly longer dwell times and lower return rates
Make your videos accessible with captions and front-load key messages in the first 3 seconds – you'll lose viewers after that. While you're testing different video formats, use Brand Analytics to track what's working. Start with one video placement, like Sponsored Brands, and expand once you see results. The data is clear: video converts better than static images, and with more brands adopting video every day, it's becoming essential for staying competitive on Amazon. The best time to start your video strategy was yesterday – the second best time is today.
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