Hey there,
If you were at unBoxed this year, you probably noticed something rare. An announcement that actually received applause. That moment belonged to Sponsored Products video.
Advertisers have been waiting for Amazon to bring more depth into Sponsored Products for a very long time. With this rollout, they finally did.
Not with a new campaign type or complicated structure, but with a simple and powerful format that allows brands to show value in a way that matches how shoppers make decisions.
Amazon's new Sponsored Products video format lets you add 1 to 5 product feature videos per ASIN.
When a shopper searches, browses, or views a detail page, Amazon can surface up to three video thumbnails that highlight different product features.
A few things stand out immediately.
You manage this inside your existing Sponsored Products campaigns. No new campaign type. No new structure. No separate budget allocation.
This matters because it reduces friction in those moments when shoppers need clarity before they click. The more they understand upfront, the more confident they are in moving forward.
For shoppers, the experience is interactive. They can tap into short videos that show the product in use, see specific features demonstrated, and understand how it works before clicking through.
No audio gets used, so Amazon encourages videos that focus on visuals, product usage, and clear demonstrations. If audio is included, it gets removed automatically.
Think of it as a more dynamic way of showcasing your product's capabilities directly within the most widely used ad format on Amazon.
Amazon shared at unBoxed that Sponsored Products video drove a 9% lift in CTR compared to non-video SP ads.
And for shoppers who watched more than five seconds, CTR jumped 8 times higher.
Those numbers sound promising. As always, we'll validate performance ourselves once this rolls out more broadly across our client base.
But early industry feedback suggests advertisers see enough potential to start testing immediately.
Video adds context that static images simply can't provide.
Products that need demonstration, sizing guidance, or feature explanation finally have a format that works within the primary conversion driver on Amazon.
1. Uploading Videos
Under each eligible ASIN, you can upload up to five feature-specific videos. Amazon recommends specific guidelines.
Show the product clearly, filling at least half the frame throughout the video. Use real footage showing actual product use. No stock footage. No slideshows. No text overlays. No talking-head explainers.
Clear, focused video assets set the foundation for strong performance. When each feature video has one job and does it well, the algorithm has a better chance of serving the right message to the right shopper.
2. Campaign Setup
Because this plugs into your existing Sponsored Products campaigns, the workflow stays familiar.
Targeting stays exactly the same as your current campaigns. Budgets stay exactly the same. You can add a bid boost for video placement if you want priority, but you don't have to.
This is why so many brands see this as low friction. You're not building anything from scratch. You're enhancing what already works.
3. Metrics You Can Track
Amazon now surfaces view-based metrics for this format; Impressions, clicks, CTR at the campaign level (we doen’t rely solely on Amazon’s numbers as we use multiple systems and internal tracking for best results to provide with insights from multiple sources.).
5-second views and 5-second view rate showing actual engagement. Orders, sales, ROAS, and conversion rate tied directly to video performance.
This gives advertisers better insight into which product features resonate with specific audiences and potentially opens the door to more creative testing without campaign complexity.
Given how mature Sponsored Products has become, this update injects creativity back into the format without adding operational complexity.
We see three immediate opportunities for brands:
Better mid-funnel context for products that need demonstration
This is especially useful for products where shoppers hesitate because they can’t visualize setup, sizing, or functionality. Video removes that uncertaintyHigher relevance with less manual work
Amazon's algorithm determines which feature videos to surface depending on the shopper's context and search intent. Multiple videos means more chances to match what specific shoppers care about without you manually building separate campaigns for each use caseCreative testing without campaign sprawl
You can test multiple feature videos without splitting campaigns, duplicating budgets, or creating new targeting sets. The system shows different videos to different shoppers and you get performance data on which features drive engagement
This aligns naturally with our existing optimization processes, especially for brands with strong product content but limited video utilization in advertising.
It also reinforces the value of strong content foundations. The better your assets are, the more effectively this new format can work for you.
These are the areas where we actively guide clients, since getting any of these wrong can limit performance before you even start.
Production quality actually matters here
You'll want clean footage, good lighting, and clear product visibility. Shaky phone videos or poorly lit demonstrations will hurt performance more than help it. The bar for what works is higher than product page lifestyle imagesCompliance is strict and specific
No on-screen text. No voiceovers that add context. No flashy transitions or effects. If the video doesn't show the product being used in a clear, straightforward way, Amazon may reject it. Or worse, accept it and it performs poorly because shoppers can't understand what they're seeingVariation-heavy catalogs need more planning
If you have products with multiple colors, sizes, or configurations, you'll likely need more than one set of videos. The visuals need to match the specific child ASIN so there's no confusion about what the shopper is actually getting
Your detail page still needs to close the deal
Videos get shoppers interested and drive clicks. But the listing still needs to convert them. Reviews, bullets, pricing, and fulfillment options all carry weight in the final purchase decision. Video enhances the funnel, it doesn't replace conversion fundamentals
Our immediate testing focus centers on three product categories where we expect video to perform strongest:
Complex products that require setup or assembly
Furniture, electronics, fitness equipment, anything where shoppers have questions about how it works or how difficult installation might be. Video answers those questions before they become objectionsApparel and accessories where fit and sizing matter
Showing the product being worn, demonstrating how straps adjust, displaying actual size relative to body proportions. These details reduce return rates and increase conversion confidenceKitchen and home products where features aren't obvious from images
Showing how a lid seals, demonstrating collapsible storage, displaying multiple use cases in 15 seconds. Static images struggle with these demonstrations
What we're avoiding initially:
- Products where video doesn't add information beyond what images already show
- Commodity items where the primary purchase driver is price
- Categories where shoppers already understand the product and just need to find the best deal
If you're planning for 2026, here's the implementation framework:
1. Audit your catalog and identify which products would benefit most from clear, visual demonstrations. Not every product needs video. Focus on items where shoppers have questions that images can't answer.
2. Plan 1 to 5 short feature videos per priority ASIN. Even a simple "hands showing the product in use" format is enough to start. You don't need Hollywood production values, you need clear demonstrations.
3. Upload the first batch into your existing Sponsored Products campaigns. Start with your hero ASINs that already convert well. Enhance what works before trying to fix what doesn't.
4. Track early performance and note which feature topics drive the most engagement. Amazon's metrics will show you which videos get watched and which get skipped. Use that data to refine your approach.
5. Fold learnings into your broader content strategy. The videos that work in Sponsored Products probably work on product pages, in Stores, and in other ad formats. Don't treat this as an isolated tactic.
If you’re unsure where to begin, start with your top-converting ASINs. Enhancing what already works gives you the fastest signal on whether this format delivers incremental value.
Sponsored Products video isn't just about adding a new asset type to campaigns.
This shift also mirrors what we’re seeing across retail – shoppers reward brands that make evaluation easier. Video is simply the most efficient way to do that.
Video works because it reduces uncertainty.
It shows how products function in real scenarios. It demonstrates features that text struggles to explain. It builds confidence in ways that static images simply can't match.
Brands need to see video as a medium to reduce friction in the purchase decision, not about being flashy or creative for creativity's sake.
For example, a simple 10–15 second clip showing how a latch works or how a product expands can eliminate multiple points of confusion that hurt conversion.
Simple, clear, product-focused demonstrations (that keep shoppers engaged and lead to conversions) will outperform elaborate productions that prioritize style over substance.
COMING NEXT WEEK:
How to audit your Amazon advertising structure to find the gaps costing you the most money.
Jess
CEO, AO2
P.S. If you’re looking for clarity on where your current structure may be holding you back, reach out to our team.
P.P.S. Catching up on recent issues? Read about 2025's biggest updates from Amazon and the ones that actually matter going into 2026.