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How to use Amazon Sponsored Ads: Your guide to Amazon Video Advertising

Amazon video advertising offers a valuable way to drive visibility, engagement, and conversions for brands. By integrating rich media into search results and product pages, these ads grab attention and help brands connect with shoppers more meaningfully.

If you are looking to grow your brand’s presence on Amazon, Sponsored Brand video ads provide targeted visibility that reaches high-intent shoppers and enhances brand recall.

Here, we’ll explore the benefits of Amazon sponsored ads, where they appear, and tips for optimizing your campaigns to maximize results.

What are Sponsored Brands Video Ads?

Sponsored Brands video ads are video-based advertisements designed to appear in high-visibility areas on Amazon. These ads display at the top of search results, alongside product listings, and on product detail pages, where potential customers are most likely to click. By showing up in such prime locations, Amazon sponsored ads help more shoppers discover the unique qualities and benefits of a brand’s products.

Brands have the option to link these video ads to either their Brand Store or a product detail page. By directing traffic to a Brand Store, businesses can present a cohesive brand story and range of products, while linking to a product detail page is ideal for focusing attention on a specific item. This flexibility allows brands to align their campaigns with specific goals, whether it’s building brand awareness or encouraging a product purchase.

Related: Festive advertising for Amazon

amazon sponsored ad page templateAmazon brand store ad template

Video Format Options

Sponsored Brands video ads support both vertical (9:16) and horizontal (16:9) video formats, allowing brands to adapt their content for different purposes and platforms:

  • Horizontal Videos: These are ideal for cinematic storytelling and work well for presenting brand narratives.
  • Vertical Videos: Vertical formats have a more authentic feel, often resembling user-generated or creator-driven content, which resonates well with mobile audiences.

Survey data about video ads and their conversion

Where Can Sponsored Brands Video Ads Appear?

Amazon strategically places Sponsored Brands video ads in high-traffic areas to maximize visibility:

  • Search Results Pages: Amazon sponsored ads appear at the top of search results, capturing immediate attention and driving interest.
  • Product Detail Pages: Video ads can appear on product pages, so customers who are already exploring similar products will see your brand amongst your competitors.

Pricing Models: CPC and vCPM

Brands can choose between two pricing models when setting up Sponsored Brands video ads:

  • Cost-Per-Click (CPC): In this model, the brand pays only when a customer clicks on the ad, making CPC a suitable choice for campaigns aiming for direct conversions.
  • Cost Per Thousand Viewable Impressions (vCPM): Ideal for brand awareness campaigns, vCPM charges per 1,000 views. This option is helpful when the goal is to increase brand recognition.

Since Amazon video advertising has no minimum spending requirements, Sponsored Brands video ads can fit various budgets, allowing brands to start with smaller campaigns and adjust spending based on performance.

Key Benefits of Sponsored Brands Video Ads

Investing in Amazon sponsored ads can enhance brand impact in several ways:

  1. Increased Visibility Among High-Intent Shoppers
    Video ads can place your brand front and centre, capturing attention through engaging visuals in Amazon’s search results and product pages. Keyword and product targeting allow brands to effectively reach those with a clear purchasing intent.
  2. Improved Brand Awareness and Recall
    Autoplay videos help brands stay top of mind by drawing attention to product features in a dynamic way. Videos are engaging and memorable, increasing the likelihood that shoppers remember the brand even if they don’t immediately make a purchase.
  3. Enhanced Traffic to Brand and Product Pages
    Video ads make it easy to “nudge” shoppers toward further brand engagement. Whether linking to a Brand Store or a product detail page, these ads effectively bring interested customers closer to a potential purchase.
  4. Actionable Insights for Campaign Optimization
    Amazon’s platform provides data on consumer interactions with your ads, helping you evaluate and refine your campaigns. Understanding how users engage with your video content lets you adjust your strategy, ensuring that ads continue to meet your marketing objectives.

Tips for Optimizing Sponsored Brands Video Ads

To make the most of Sponsored Brands video ads, consider the following strategies:

  1. Define Your Goals and Audience

    Tailor your content based on campaign goals. If the goal is awareness, consider storytelling to evoke emotions and highlight your brand’s purpose. For purchase-focused campaigns, showcase the product’s USPs or a quick demo to appeal to shoppers ready to buy.
  2. Focus on the Transformation

    Highlight the problem-solving power of your product. For example, a skincare brand might show how its product transformed someone’s routine.
  3. Keep It Short and Engaging

    Aim for 15-30 seconds in length, capturing attention quickly. Show the product in the first few seconds and consider a call-to-action (CTA) that aligns with the campaign goal, like “Learn more” or “Shop now.”
  4. Use Closed Captions for Accessibility

    Videos autoplay on mute, making captions essential for delivering your message without sound. Closed captions ensure your ad is understood even when viewed in silence.

Conclusion

Implementing Amazon sponsored ads is an effective way to elevate your brand, but it requires careful strategy and ongoing optimization. With our expertise in the Amazon video advertising ecosystem, we can assist you in creating and managing campaigns that drive visibility, engagement, and conversions.

From selecting the right targeting options to optimizing ad formats, Tenovia provides end-to-end support for e-commerce brands looking to maximize their ROI on Amazon. Partner with us and we’ll help you to elevate your brand’s Amazon presence, streamline ad performance, and stay ahead in the competitive e-commerce landscape.

Prachi

Prachi

Hey there! I'm Prachi. I've always welcomed diverse experiences that have shaped my adaptability and broadened my perspective. Here, I share insights from my ongoing learnings in eCommerce, aiming to spark ideas and conversations. In my free time, you’ll find me volunteering with my crisis response dog or trekking in the high mountains. There really is no limit to how much we can explore, learn, and grow!