As the Amazon marketplace matures, the ability to stop the scroll to drive consideration and ultimately purchase is becoming the defining factor in advertising performance. For years, Sponsored Products has been the workhorse of Amazon advertising—reliable, high-volume, but static. That changes with the introduction of Sponsored Products Video. Video content is inherently more eye-catching than static imagery. It allows customers to visualize size, texture, and function in seconds, significantly improving the ease of making buying decisions. Early data from Amazon’s internal testing (US, 2025) suggests that Sponsored Products campaigns with video see a 9% uplift in click-through rate (CTR) compared to those without. Even more compelling, for the segment of shoppers who watch for longer than 5 seconds, the CTR jumps by 8x.
From an ad economics and cost perspective, this new video format presents a unique opportunity. Sponsored Brands Video (SBV) placements have historically commanded a premium cost. However, Sponsored Products typically offer a lower Cost Per Click (CPC) than Top-of-Search headline ads. By adding video creative into the lower-CPC structure of Sponsored Products, brands can potentially lower their ACOS while making their ads more engaging.
Amazon Sponsored Products Video Requirements & Compliance
Unlike Sponsored Brands Video, which often encourages on-screen text to convey messages without sound, Sponsored Products Video aims for a cleaner, "native" look that integrates seamlessly into search results.
Adhering to strict file format requirements is critical to avoid rejection by moderation and campaign disruption. Common reasons for rejection include:
Overlay Text and Graphics: Amazon explicitly rejects videos with "burnt-in" text overlays. The ad format provides dedicated fields for text and subtext attributes, so the video itself must remain clean.
Logo and Branding Overlays: Persistent watermarks or logos overlaid on the footage are not permitted.
Static Images with Motion: Slideshows masquerading as video will be rejected. This includes panning, zooming, or simple motion animation applied to static photography.
AI-Generated/Templated Content: Amazon is taking a firm stance on "trust" in this format. Currently, video content generated via tools like the Amazon AI Creator Studio—which typically animates a storyboard of static images—is generally rejected. Amazon views these as "overly animated" and contrary to the authentic experience they want to provide shoppers.
File Naming Format: Must have labels and ASIN’s in the video filename (i.e. “ASIN 0000001, ”Product-in-use“), (“ASIN d0000002, ”waterproof“)
Best Practices for Sponsored Product Video Design
To maximize the relevance and impact of the video display, creative assets should be designed for both clear communication of the product's value to the customer and Amazon. Amazon utilizes a dynamic feature that reorders and prioritizes which video to show based on the customer’s specific search query. For example, if a customer searches for "waterproof," Amazon can prioritize your waterproofing demo over your unboxing video. Best practices include:
Video Length: Aim for a duration of 7 to 30 seconds. While longer uploads are technically possible, Amazon may clip videos in the live display, potentially cutting off your key value proposition.
Leverage Dynamic Reordering (Upload Multiple Videos): You can upload between 1 and 5 unique videos per Sponsored Product campaign. We strongly recommend uploading at least 3. This gives Amazon the flexibility to reorder videos based on customer search.
Optimize Feature Titles and Descriptions: Do not leave available text fields blank. You have space for a Product Feature Title (3 words/15 characters) and a Description (6 words/55 characters). These inputs help Amazon's algorithm understand the context of your video, ensuring the right clip is matched to the right search intent.
Show Human Use: Whenever possible, show a human interacting with the product. A demonstration of the product in use is very compelling to the customer and helps visualize their own anticipated use.
Strategies for Video Content Creation for Sponsored Products Video Ads
For many Sellers, the bottleneck is not in awareness of or desire to use video in advertising but in the production of it. There are many options available for sourcing high-quality video effectively, whether through marketing partners or internal resources.
Sourcing Content from Third Parties
Amazon Influencer & Creator Connections: Leverage programs like the Amazon Influencer Program or Amazon Advertising Creator Connections. These are impactful and rewarding relationships; not only do you get marketing exposure on social platforms, but (with the correct permissions) you acquire video assets perfectly suited for Sponsored Products. Influencers often naturally create the "demo-style" content that performs great in this format.
Social Media, User Generated Content (UGC): Audit your social media mentions. Real customers often produce authentic video reviews. Reaching out to these users to license their footage can provide you with high-converting, "social proof" style video content.
Creating Your Own Video Content
Prioritize Stability: Use a tripod. Shaky, handheld footage distracts from the product and signals low quality.
Lighting is Key: You do not need a studio. A brightly lit environment with natural light often outperforms a poorly lit professional setup. Use a neutral background to keep the focus strictly on the product.
Focus on Unique Product Features: Don't worry about a cinematic story arc. Remember the dynamic reordering feature mentioned above—if a customer wants to see the "easy-clean" feature, that is the only clip that matters at that moment. Film-specific, standalone clips for each selling point.
Authenticity Over Perfection: Do not let high production standards prevent you from launching. In the current e-commerce climate, roughly filmed, informal videos often register as more authentic and trustworthy than highly polished video content.
Frequently Asked Questions (FAQ) - Amazon Ads Sponsored Products Video Requirements and Best Practices
Do I need to actively offer the advertised product to run a Sponsored Product Video Ad?
Yes, Sponsored Product advertising requires the advertiser to have a Buy Box-winning direct offer of the product to serve the ad.
How many SP Video Files can I submit to my SP Video campaign?
Each campaign can have 1-5 video files submitted to the campaign. We recommend a submission of at least 3 videos.
How do I submit and monitor video content on Sponsored Product Campaigns?
Video content can be submitted in a newly created campaign or existing campaigns. To submit and monitor video content, click on the campaign, select the ad group, and navigate to the “video” tab
Why is Amazon rejecting my AI-generated video for Sponsored Product Video content?
Amazon warns against using overly animated videos as they do not build customer trust with the product. To improve the chances that the submitted video content is approved, use real-world filmed video content for your submission.
Where can I source videos to use for Sponsored Product Video advertising?
Leverage programs like the Amazon Influencer Program or Amazon Advertising Creator Connections to increase marketing on Social Media networks and, at the same time, generate content that is well-suited for SP video ads. Remember to license and receive permission to use content from creators.
Does the naming of the submitted file matter when submitting SP Video content for review?
Yes. All file must have labels and ASIN’s in the video filename (i.e. “ASIN 0000001, ”Product-in-use“), (“ASIN d0000002, ”waterproof“)
Where can I find inspiration for value points to focus on in SP video content?
Existing listing content (bullet points), customer reviews, and customer search data are all great places to review what specific aspects of value customers are looking for in your product.
Conclusion
Sponsored Products Video represents a notable step in the evolution of Sponsored Product advertising on Amazon. By combining the reach and efficiency of Sponsored Products with the engagement of video, brands have a powerful new tool to drive incremental sales. Getting the most out of this new format of advertising requires Sellers to have a detailed understanding of their product's value, customer search habits, and engagement with their customers and marketing partners.
At Goat Consulting, we help brand owners navigate these changes. From ensuring compliance with Amazon’s strict moderation guidelines to developing a comprehensive video content strategy that scales, we help our clients maximize their storage, sales, and ad performance. If you are interested in exploring the benefits of Sponsored Product Video ads, start a conversation with us today by clicking the contact button below.
About the Author - Eric Sutton
Eric is the Operations Manager of Goat Consulting and is thankful for the opportunity to work with and learn from manufacturers and retail brands of varying sizes and categories. Eric recognizes that the Amazon marketplace can be a complex environment where merchandising and distribution can be impacted by a variety of factors and parties. He enjoys helping our clients gain a better understanding of their brand's current position in the marketplace and finding creative ways to implement the client's ideal brand image. If you have a question about updating the content displayed on your product detail page, Eric can help identify what factors may be impacting the publication of the content and provide instructions on how to improve the rate of correct display. If you have any questions or need assistance with improving your brand's image on Amazon, please reach out using the Contact Us form.