Sponsored Brands Video Ads: How to Make Videos That Get Clicks

Scroll through Amazon search results on your phone and you will notice something new. Videos are playing right in the results. These are Sponsored Brands video ads, and they are getting a lot of attention from shoppers and from brands.

A video that moves stands out on a page of still images. But a bad video is just an expensive distraction. Here is how to make video ads that get clicks and sales.

What are Sponsored Brands video ads?

Sponsored Brands video ads show a short video of one product in search results. The video plays automatically, without sound, when it scrolls into view. Clicking it takes the shopper to the product page.

You need Brand Registry to run them. They are bought on a cost per click basis, like other Sponsored Brands ads.

Why they work

• They stand out. Movement draws the eye in a page of still images.
• They show, not tell. A shopper can see how the product works in seconds.
• They go straight to the product page. There is one product per video, so the path to buy is short.

How to make a video that works

Show the product in the first two seconds

Shoppers scroll fast. If the first frames show a logo or a long intro, they are gone. Start with the product, ideally in use.

Design for no sound

Videos play muted. Use short text on screen to explain key points. Every important message should work without audio.

Keep it short

Most good video ads are 15 to 30 seconds. Focus on one or two benefits. You are not making a commercial for TV.

Make it clear on a small screen

Many views happen on phones. Use close-ups, large text and simple scenes.

Follow the specs

Amazon has rules on length, size, file type and content. No blurry footage, no black bars, no shipping or price claims. Check the current requirements in the ads console before you film.

Simple video ideas

• Problem and solution. Show a common problem, then your product solving it.
• How it works. Three quick steps with on-screen labels.
• Before and after. Works well for cleaning, beauty, organization and repair products.
• Feature close-ups. Show the details that photos cannot, such as texture, movement or size in hand.

Targeting and bidding

Start with keywords that already convert well in your Sponsored Products campaigns. Video ads often get strong click-through rates on these. Then test broader category keywords where your brand is less known.

Track click-through rate, conversion rate and ACoS. If click-through is high but sales are low, the video may be promising something the listing does not deliver.

The bottom line

Sponsored Brands video is one of the most eye catching ad formats on Amazon right now. A simple, clear video can outperform a fancy one. Start with your best product and your best keywords. If you want help planning or running video campaigns, see our Amazon PPC management service or our creatives team.

FAQs

Do Sponsored Brands video ads play with sound?

They autoplay without sound. Shoppers can turn sound on, but your video should work fully when muted.

How long should an Amazon video ad be?

Most effective video ads are 15 to 30 seconds. Check Amazon’s current specs for the allowed range.

Do I need Brand Registry for video ads?

Yes. Sponsored Brands video ads are available to sellers enrolled in Brand Registry.