Amazon has officially introduced Sponsored Products Video, a new ad format that lets sellers showcase multiple product features through short, interactive videos directly inside search results. This is one of the biggest advertising updates in years, because it gives sellers a new way to grab shoppers’ attention at the exact moment they are searching for products.
Until now, Sponsored Products have only used static images. With this update, sellers can now upload up to five product-feature videos, and Amazon will automatically show the most relevant ones based on the shopper’s search query and browsing history.
Image source: Amazon
What is Sponsored Products Video?
A new video ad format inside Sponsored Products campaigns.
Shoppers see up to three interactive video thumbnails based on what matters most to them.
The videos appear directly in search results, autoplaying without sound.
No new campaign type needed; sellers can add videos to their existing Sponsored Products ads.
You can apply bid adjustments to increase the chances of video placement.
Sponsored Products Video is available now in the United States for both sellers and vendors and can be accessed through the Advertising Console or the Amazon Ads API.
Why is this update important for sellers?
1. Instant visibility & placement advantage
Videos stand out more than images; they interrupt scrolling, hold attention, and make your product impossible to miss. Sponsored Products that include video are seeing a 9% increase in click-through rate and an 8x jump in CTR among shoppers who watch at least five seconds of the video.
This format also gives your product premium placements in search results without needing a high ranking or a large base of reviews, making it a powerful advantage for sellers looking to stand out quickly.
2. Faster conversions & buying decisions
A short video can instantly show how the product works, highlight key features, demonstrate real usage, or showcase before-and-after results. This helps build trust quickly, reduces hesitation, and makes it easier for customers to click through and move toward a purchase.
3. Early adopter advantage
Right now, competition is low because most sellers don’t have video assets ready. This gives early adopters lower CPC, higher CTR, cheaper clicks, and a stronger overall ROI. However, this advantage won’t last forever, as costs will rise once more sellers start using Sponsored Products Video. Early movers benefit the most.
4. Fits naturally into PPC strategy
Since Sponsored Products Video is built directly into Sponsored Products campaigns, it fits naturally into your existing PPC strategy. You can target the same keywords, test multiple versions of your videos, use your usual bidding logic, scale campaigns without extra complexity, and combine video placements with standard Sponsored Products ads to create a stronger, more effective conversion funnel.
How can sellers use this effectively?
Create simple 5–45 second videos: Engaging videos for unboxing, product demos, feature highlights, or lifestyle usage perform extremely well and are more than enough to capture shopper attention and drive clicks.
Upload 1–5 feature videos: Add feature videos and cover different angles, such as how the product works, its key benefits, before-and-after results, and what makes it different from competitors. This variety helps Amazon show the most relevant video to each shopper based on their search intent.
Use keyword targeting wisely: Target your best-converting Sponsored Products keywords that already convert well for your product. Prioritizing your strongest keywords helps your video ads reach high-intent shoppers and deliver better performance from the start.
Monitor CTR & conversions: Video engagement makes it easy to see what resonates with shoppers. If a video gets strong watch time or high CTR, it’s likely highlighting the right features, and if not, you’ll know exactly where to adjust.
Upgrade weak listings: Improve underperforming listings by focusing on the core elements of your product page. Focus on strengthening your main images, refining your Amazon A+ Content, improving your title formatting, and building better review quality to ensure shoppers complete the purchase.
Add video to all major ASINs: Products with strong search volume benefit the most from video placements. These high-traffic products benefit the most from video placements because more shoppers will see the video, engage with it, and click through to your listing.
Sponsored Products Video gives sellers a powerful new way to win visibility, increase clicks, and boost conversions, all inside campaigns you already use. This format gives smaller brands the ability to compete with large brands using high-impact video placements in search results.
Want help adding Sponsored Products Video to your campaigns or optimizing PPC for maximum conversions? Our Amazon PPC consultant can guide you through video strategy, ad setup, and performance scaling so you get the most out of this new format.
