Amazon Ads Strategy & How-To Guides
This is the Amazon advertising section of the Goat Consulting blog, where we cover how Amazon ads actually work from a seller's point of view. You'll find practitioner-written guides on Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, Amazon Creator Connections, campaign structure, bidding, and advertising reports. Every post is written by a member of our team who has built and optimized these campaigns for brands selling on Amazon, so you get both the mechanics and the reasoning behind them.
Most sellers find their way here while learning how Amazon PPC fits into a broader selling strategy, so the posts below are meant to be read as a working reference you can come back to as your account grows. If you'd rather have an Amazon Ads Verified Partner build and run your campaigns for you instead of doing it in-house, reach out.
Amazon Ads Sponsored Products Video Requirements and Best Practices
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.