Amazon Video Now in Search Ads for Sponsored Brands
February 24, 2020
Amazon offers a variety of advertising options to help sellers reach their target audience and increase sales. The latest advertising option is video in search ads for sponsored brands. Video in search allows advertisers to create content-rich media that appears below the fold in the search results for select keywords that are relevant to the advertised product. Customers can click through the video ad to either the product detail page or the advertiser’s custom landing page, depending on which campaign the advertiser selects. Video in search is currently in beta and is only available in the mobile Amazon shopping app on iOS and Android devices.
Sponsored Brands video helps sellers to stand out in search results and helps customers discover your brand and products by visually depicting the product and its key selling points. These video ads are keyword-targeted, cost-per-click, and link directly to either the product detail page or custom landing page, as determined by the advertiser.
Anatomy of the Ad Unit
Product Detail Page Campaign
These campaigns effectively drive traffic to your product’s detail page on Amazon. The video in search ad unit appears above the product image and headline text from the detail page, as shown below.
Amazon requires each campaign to provide:
Amazon Standard Identification Number (ASIN)
Video asset. Note the specs provided by Amazon
Targeted keyword list
The primary product image from the detail page is automatically displayed.
Headline text (up to 80 characters)
The product title from the detail page is automatically displayed.
The Sponsored tag is overlaid in the upper right-hand corner during the first 3-seconds of playback, then fades out.
The speaker icon is overlaid in the lower right-hand corner of the video and controls audio playback. By default, videos always start without audio. Customers can enable audio by tapping on this icon.
Custom Landing Page Campaign
These campaigns effectively drive traffic to your Amazon Store or a custom landing page hosted on Amazon.
Landing page URL
Must be a mobile optimized page on Amazon.
Custom image – 300 x 300 px (100 x 100 px @ 3x)
Custom landing page campaigns require a custom image to be displayed. See Custom Image Specifications.
On-Screen Text/Caption Guidelines
Amazon recommends adding on-screen text to videos that rely on voiceover to communicate the product message. To ensure text can be easily read on smaller screen devices, Amazon recommends using Helvetica or a similar san-serif font at a minimum size of 80 px. Amazon also recommends displaying the text in white on top of a black bounding box set to 80% opacity (seen in the example below). Please ensure text does not interfere with the Amazon’s safe area template.
The ZQUARED Advantage
As a top seller on Amazon, ZQUARED has first-user access to cutting edge, beta programs before they are offered to all Amazon sellers. This allows our clients to utilize and benefit from our initial access to new Amazon programs before their competitors.
We are able to offer our clients beta access to Amazon’s video in search ads for sponsored brands program. Our clients are able to provide their own videos for use (which ZQUARED can edit to Amazon video specs, if necessary), or ZQUARED is able to create product videos (conceptualization, scripting, raw video shooting, and production), which our clients can then use for their own marketing efforts on and off Amazon.
Amazon invites ZQUARED to their latest tools and programs, and we leverage these tools and first-user access for our clients to create new ways to grow brands and drive revenue. We help our clients achieve these results through optimizing Amazon product listings,, while also shepherding and enhancing their brand identity.
For more information on how ZQUARED can help ensure your brand’s consistency by removing duplicate listings, contact ZQUARED today at 234.978.2733.
Our company was born from a service mindset. Our passion is helping you navigate the online retail space in a way never before imagined. With years of industry-leading experience selling on Amazon, our team’s primary goal is helping you achieve success. We have solutions for managing all aspects of the Amazon platform: design, fulfillment, product listings, enhanced brand content, headline and sponsored ads, MAP violations, and even social media marketing. Though understanding all aspects of this sales channel can be overwhelming, we break down every aspect of your brand and what you will need to increase sales on Amazon.