Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Sponsored Brands Video Ads on Amazon: Complete Guide & Best Practices

If you’ve browsed Amazon recently, you’ve likely noticed short video ads appearing right within the search results. These are Sponsored Brands Video ads—a powerful tool that helps brands grab shopper attention with motion, sound, and storytelling.

Video is fast becoming the preferred way for shoppers to discover products. Sponsored Brands Video ads can help sellers and brands stand out in crowded categories, educate shoppers quickly, and drive higher engagement and sales.

In this guide, we’ll explain:

• What Sponsored Brands Video ads are
• How they work on Amazon
• How to create your first campaign
• Best practices to help maximize your return on ad spend (ROAS)

Whether you’re new to Amazon advertising or looking to expand your ad mix, Sponsored Brands Video can be a game-changer.

What Are Sponsored Brands Video Ads?

Sponsored Brands Video is a video ad format available to brands enrolled in Amazon’s Brand Registry. These ads appear in prominent placements, usually in the middle of search results pages, and often grab more attention than static image ads.

Key features of Sponsored Brands Video ads:

• Videos autoplay without sound as shoppers scroll
• Clicking the ad takes shoppers directly to your product detail page
• They feature your product title, price, and ratings alongside the video
• They’re keyword-targeted, just like Sponsored Products and traditional Sponsored Brands

Compared to static ads, video can help you:

• Stand out visually in search results
• Show your product in use
• Communicate more information in less time
• Drive higher engagement and click-through rates (CTR)

Where Do Sponsored Brands Video Ads Appear?

Sponsored Brands Video ads primarily appear:

• Mid-page placements on Amazon search results pages
• Product detail pages in some cases (limited placements)

These placements often sit between organic search results, meaning shoppers see your video while actively searching for products.

Requirements for Sponsored Brands Video

To run Sponsored Brands Video ads, you’ll need:

✅ Brand Registry Enrollment

Only brand owners enrolled in Amazon Brand Registry can access Sponsored Brands Video.

✅ Eligible Products

You must select a single ASIN to promote. The product should comply with Amazon’s advertising policies and creative requirements.

✅ Video Creative

Amazon requires your video to meet certain specs:

• Duration: 6–45 seconds
• Aspect ratio: 16:9 (horizontal)
• File type: .mp4 or .mov
• Max file size: 500 MB
• Safe zones: Keep critical text and logos away from the edges so nothing gets cropped
• No black bars or letterboxing
• Avoid references to pricing or promotions that can change

How to Create Sponsored Brands Video Ads

Here’s how to set up your first Sponsored Brands Video campaign:

1. Go to Amazon Ads Console

Sign in to your Amazon Advertising account.

2. Choose Sponsored Brands

Click Create Campaign → Select Sponsored Brands.

3. Select Video Format

Amazon will show options for headline search ads or video. Choose Video.

4. Choose Your Product

Select a single ASIN for your video ad.

5. Upload Your Video

Upload your video file following Amazon’s creative guidelines.

6. Write a Headline

Add a short, clear headline (max 50 characters). Headlines appear above or below the video depending on placement.

7. Add Keywords and Bids

Enter keywords relevant to your product. Set bids per click. You can choose broad, phrase, or exact match types.

8. Set Budget and Duration

Choose your daily or lifetime budget. Set campaign dates or run it indefinitely.

9. Review and Launch

Preview how your ad will look. Submit for Amazon review.

Best Practices for Sponsored Brands Video Ads

To maximize your results with Sponsored Brands Video, keep these tips in mind:

• Grab Attention Quickly: Your video auto-plays silently. Hook viewers in the first few seconds visually.
• Keep It Short: Aim for 15–30 seconds. Longer videos often see lower engagement.
• Show the Product in Action: Demonstrate how the product is used. Lifestyle visuals can help shoppers imagine owning your product.
• Include Text Overlays Carefully: Use minimal text on screen for silent viewers. But keep it large and readable.
• Optimize for Silent Viewing: Many shoppers watch videos with no sound. Use captions or visuals that explain your product without narration.
• Use Clean Branding: Keep logos, brand colors, and style consistent across your ads.
• Avoid Too Much Detail: Don’t overload the viewer with complex information. Keep the message focused.
• Ensure High Video Quality: Poor-quality video reflects poorly on your brand. Use professional lighting and editing.

Common Mistakes to Avoid

• Videos that are too long. Shorter videos keep attention.
• Text or logos placed too close to the edges. Amazon may crop your video in mobile views.
• Overuse of text. Let visuals tell the story.
• No clear product focus. Avoid generic brand storytelling if you’re promoting a specific ASIN.

Key Metrics to Track for Sponsored Brands Video

After launching your campaign, keep an eye on:

• Impressions — How often your video ad is shown.
• Click-Through Rate (CTR) — Percentage of viewers who click your ad.
• Video Views — How many times shoppers watch your video.
• Conversion Rate — Percentage of clicks resulting in sales.
• Cost-Per-Click (CPC) — Average cost for each click on your video ad.
• Return on Ad Spend (ROAS) — Revenue earned for every dollar spent.

Tracking these metrics helps you refine your targeting, bids, and creative for better performance.

Sponsored Brands Video vs. Other Amazon Ad Types

When should you use Sponsored Brands Video instead of Sponsored Products or standard Sponsored Brands?

✅ Use Sponsored Brands Video if:

• You want to stand out visually in search results.
• You have a product that benefits from demonstration.
• You want to create a stronger brand story.

✅ Use Sponsored Products if:

• You want to target multiple ASINs at once.
• You’re focusing purely on conversion at the lowest cost.
• You don’t have video creative available.

✅ Use Standard Sponsored Brands (image-based) if:

• You want to promote multiple products or your Store page.
• You’re running broader brand awareness campaigns.

Next Steps

Sponsored Brands Video can be a powerful way to boost visibility and engagement for your products on Amazon. If you’re ready to make your listings stand out in search results, consider experimenting with video ads as part of your advertising strategy.

👉 Next Step: Want to take your Amazon advertising to the next level? Our upcoming guide on Advanced Bidding Strategies for Amazon Ads will show you how to lower ACoS, boost ROAS, and scale your campaigns smarter than ever.

Prefer to watch tutorials instead? Check out our YouTube channel and subscribe for step-by-step Amazon advertising tips!

Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Sponsored Brands vs Sponsored Products – Key Differences, When to Use Each, and How to Set Up Your First Sponsored Brands Campaign

If you’re advertising on Amazon, chances are you started your journey with Sponsored Products — and rightly so. They’re simple, effective, and perfect for boosting sales for individual products.

But as your brand grows, simply advertising one product at a time may not be enough. You’ll want more:

• Brand visibility
• Creative control
• Multi-product promotions

That’s where Sponsored Brands come in. In this in-depth guide, we’ll explore what Sponsored Brands are, how they differ from Sponsored Products, when to use each type of ad, how to create your first Sponsored Brands campaign, and advanced tips to help you succeed.

What Are Sponsored Products?

Sponsored Products are the bread and butter of Amazon advertising. They’re pay-per-click ads that promote individual ASINs across search results and product pages.

Where Do Sponsored Products Appear?

• Search results pages (Top of search, middle, bottom)
• Product detail pages (carousel under “Sponsored Products Related to This Item”)

These ads blend seamlessly into Amazon’s interface, looking almost like organic listings—except for the small “Sponsored” label.

How Sponsored Products Work

• You choose keywords or products to target.
• You set your bids.
• You pay only when someone clicks your ad.

It’s a straightforward way to boost product visibility, increase sales velocity, and help products rank organically.

What Are Sponsored Brands?

Sponsored Brands go a step further. Instead of promoting just one product, these ads let you showcase multiple products, your brand logo, a custom headline, and even video content.

They’re designed to build brand awareness and drive consideration.

Sponsored Brands Ad Formats:

• Product Collection Ads: Display up to three products with images and prices. Custom headline and brand logo.
• Store Spotlight Ads: Show a brand logo and links to different pages of your Amazon Store.
• Sponsored Brands Video: Displays an autoplay video in search results. Highly engaging

Differences Between Sponsored Products & Sponsored Brands:

Feature	Sponsored Products	Sponsored Brands
Focus	Single ASIN	Multiple ASINs or brand
Creatives	Product images and titles	Custom headlines, logos, videos
Placement	Search results and product pages	Top of search results, middle placements
Branding	Minimal	High — brand name, logo, custom messaging
Cost-per-click (CPC)	Often lower	Usually higher due to premium placements
Use Case	Driving individual product sales	Building brand awareness & cross-selling

When Sponsored Products Make Sense

• You’re launching a new product and want quick visibility.
• You have a limited budget and want low CPCs.
• You’re testing keywords or seasonal demand.

When Sponsored Brands Make Sense

• You want to build brand presence on Amazon.
• You’re promoting multiple products or categories.
• You want to direct traffic to your Amazon Store.
• You have creative assets (logo, video) to stand out.

Benefits of Sponsored Brands

• Greater Brand Visibility: Ads appear at the top of search results.
• Custom Messaging: Write benefit-focused headlines.
• Promote Multiple Products: Cross-sell in one ad.
• Drive Traffic to Your Amazon Store: Build loyalty with a brand storefront.
• Video Ads Have High Engagement: Stand out and boost CTR.

How to Set Up Your First Sponsored Brands Campaign

1. Log into your Amazon Advertising account and choose Sponsored Brands.
2. Choose your ad format: Product Collection, Store Spotlight, or Video.
3. Set campaign name, budget, and schedule.
4. Create your ad creative:
   • Upload your brand logo.
   • Write a custom headline.
   • Select up to three products.
   • Choose landing page (product page or Amazon Store).
5. Set targeting options and default bids.
6. Submit for Amazon’s review and approval.

Best Practices for Sponsored Brands

• Invest in high-quality logos and creatives.
• Use A/B testing for different headlines.
• Segment campaigns by product categories or keyword themes.
• Optimize your Amazon Store for better conversions.
• Review search term reports regularly.

Common Mistakes to Avoid

• Using generic headlines like “Shop Now.”
• Choosing irrelevant keywords.
• Underbidding on premium placements.

Sponsored Brands and Video Ads: The Future of Amazon Advertising

Video stands out in search results. It automatically plays as customers scroll, grabbing attention. Video can be a game-changer for product categories like:

• Beauty products
• Electronics
• Fitness gear
• DIY tools

Even simple product demonstration videos can dramatically improve engagement and click-through rates.

Sponsored Brands vs Sponsored Products: Which Should You Choose?

If you’re just starting out and want immediate sales, Sponsored Products remain your safest bet.

But if you’re ready to grow your brand presence, promote multiple products, and stand out creatively, then Sponsored Brands is the next logical step.

Over time, combining both formats helps you:

• Dominate more search placements
• Capture different shopper intents
• Build a lasting brand presence on Amazon

Conclusion

Both Sponsored Products and Sponsored Brands are essential tools in your Amazon advertising toolkit. Start with Sponsored Products to drive initial sales, then layer in Sponsored Brands as your brand grows. This powerful combination can help you achieve visibility, build trust, and drive profitable growth on Amazon.

👉 Next Step: Ready to try Sponsored Brands? Stay tuned to AdmazonIQ for deep dives into Sponsored Brands Video, advanced bidding strategies, and real-world case studies. And if you’d rather watch than read — check out our YouTube channel for full tutorials! Subscribe Now

Amazon Sponsored Ads Explained: SP vs SB vs SD

 

Note: This article is also published on our main website. For the latest version and more resources, visit AdmazonIQ.com.

Amazon’s Sponsored Ads ecosystem is one of the most powerful performance advertising platforms in e-commerce. But for beginners, understanding the differences between Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) is key to running efficient campaigns. This guide simplifies it all for you.

What Are Sponsored Ads?

Amazon offers three core ad types under Sponsored Ads:

• SP (Sponsored Products)
• SB (Sponsored Brands)
• SD (Sponsored Display)

Each serves a unique role in reaching potential customers at different points in their shopping journey.

Sponsored Products (SP)

Sponsored Products are cost-per-click (CPC) ads that appear within search results and product pages. These ads promote individual ASINs and are typically the starting point for new advertisers. They target keywords or products and show up when shoppers are actively searching.

Sponsored Brands (SB)

Sponsored Brands are banner-like ads that appear at the top of search results. They feature your brand logo, custom headline, and multiple ASINs. SB is great for brand awareness and showcasing a product portfolio. It’s ideal for driving traffic to your Brand Store or product collection.

Sponsored Display (SD)

Sponsored Display allows advertisers to target audiences based on shopping behavior both on and off Amazon. These can appear on product detail pages, customer reviews, or even third-party websites. SD is useful for retargeting and upper-funnel discovery.

SP vs SB vs SD – Key Differences

Feature	Sponsored Products	Sponsored Brands	Sponsored Display
Targeting	Keywords, ASINs	Keywords, Categories	Audiences, Products
Placement	Search results, PDP	Top of Search	PDP, Off-Amazon
Creative	Auto-generated	Custom logo, headline, multiple ASINs	Banner image or auto
Best for	Conversions	Brand visibility	Retargeting / Awareness

Which One Should You Use?

• Sponsored Products – Best for launching new products and testing keywords.
• Sponsored Brands – Great for showcasing your brand and driving Store visits.
• Sponsored Display – Ideal for retargeting and reaching audiences across Amazon and beyond.

Pro Tips for Beginners

• Start with SP to build momentum and collect data
• Segment campaigns by match types (broad, phrase, exact)
• Use negative keywords to eliminate irrelevant traffic
• Layer SB for brand-building once SP is optimized
• Retarget using SD once you have traffic and audience insights

Conclusion

Each Sponsored Ad type complements the others. The smartest advertisers use all three strategically, depending on their goals. Start simple, analyze results, and build complexity over time. When done right, Amazon Ads can become your strongest growth engine.