When it comes to advertising on Amazon, video ads have become increasingly crucial for businesses to succeed.

With the rise of online shopping, consumers are more likely to engage with content that is visually appealing and informative, making video ads a prime choice for businesses looking to increase their sales.

Additionally, video ads have been shown to have a higher click-through rate compared to display ads, making them a more effective way to drive traffic to your product pages.

Importance of Video Advertisements on Amazon

Video ads on Amazon are crucial for boosting product visibility and sales, as they offer an engaging and immersive experience for potential customers. Plus, who doesn’t love a good ad-vertainment?

In fact, according to research, video ads on Amazon can increase product detail page views by up to 70%, and have a higher conversion rate than traditional display ads.

Furthermore, video ads offer a unique opportunity to showcase your product’s features and benefits in a dynamic and engaging way. Customers can see how your product works, and get a better understanding of how it can benefit them.

Additionally, video ads are highly shareable, making them a great way to increase brand awareness and reach a wider audience.

Overall, video ads on Amazon are an essential tool for any brand looking to increase visibility and drive sales.

Click-through Rate: Video Ads Versus Display Ads

You’ll be pleased to know that using video ads on Amazon can significantly boost your click-through rate compared to traditional display ads, allowing you to reach more potential customers and drive more sales.

According to studies, video ads had a 34% higher click-through rate compared to display ads. This means that customers are more likely to click on a video ad and visit your product page, increasing the chances of them making a purchase.

Why are video ads more effective than display ads?

  1. Video ads are more engaging and can convey a lot of information in a short amount of time. Customers are more likely to remember your product if they see it in a video compared to a static display ad.
  1. Video ads can showcase your product in action, giving customers a better understanding of what it does and how it can benefit them.
  1. Video ads can be targeted to specific audiences, ensuring that your message is reaching the right people at the right time.

Types of Amazon Advertising Videos

If you’re looking to advertise on Amazon, you may be interested in creating DSP video ads. These ads offer a great way to reach new customers and promote your brand through targeted video content.

Another option is Sponsored Brands video ads, which allow you to showcase your products in a more engaging and visually appealing way.

Finally, templated Amazon video ads are a great choice if you want to quickly create a professional-looking video without the need for a lot of design experience.

1. DSP Video Ads

By utilizing DSP technology, you can efficiently reach your target audience through strategically placed video ads. Amazon’s DSP platform allows advertisers to optimize their ad spend by targeting specific demographics, behaviors, and interests.

With video ads, you can tell a story about your product or service that captures the attention of your audience and encourages them to take action. DSP video ads are versatile and can be used in a variety of ways.

For example, you can use them to promote new products, highlight a sale or promotion, or simply create brand awareness. With Amazon’s robust targeting options, you can ensure that your video ads are seen by the right people at the right time, maximizing your chances of driving conversions and increasing your ROI.

2. Sponsored Brands Video Ads

These video ads appear at the top of search results and feature your brand logo, a custom headline, and a video that showcases your products.

With Sponsored Brands video ads, you can capture the attention of potential customers and stand out from your competitors.

One of the biggest advantages of Sponsored Brands video ads is that they allow you to tell a story about your brand and products in a visually engaging way.

You can create high-quality videos that highlight the features and benefits of your products, as well as your brand’s unique value proposition.

This can help you build a stronger connection with your target audience and increase their likelihood of purchasing from you.

Additionally, because these ads are placed at the top of search results, they have a higher visibility and click-through rate, which can translate into increased sales and revenue for your business.

3. Templated Amazon Video Ads

You’re going to love how easy it is to create templated Amazon video ads that are both visually stunning and effective at driving sales.

These ads offer a variety of customizable templates that can help you create a professional-looking video in no time, making you feel like a marketing pro in minutes.

No need to worry about the hassle of creating your own video from scratch. The templated Amazon video ads are designed to be simple to use, giving you the freedom to focus on your product and message.

With Amazon’s easy-to-use tools, you can customize your video with your brand colors, logos, and product images to create an ad that is both visually appealing and informative.

And best of all, you don’t need to be a video editing expert to create these ads. So, whether you’re a small business owner or a seasoned marketer, you can create high-quality video ads that drive results.

Guidelines and Regulations for Amazon Video Ads

If you plan on advertising on Amazon Video, it’s important to familiarize yourself with the guidelines and regulations to ensure you provide a positive customer experience.

Amazon has set quality and regulatory guidelines for video ads to maintain a high level of quality and prevent misleading content.

Additionally, Amazon DSP video audio specifications, sponsored brand video regulations, and templated Amazon video ad requirements must be followed, and certain content is prohibited in Amazon DSP ads.

Quality and Regulatory Guidelines for Better Customer Experience

Make sure you’re aware of the quality and regulatory guidelines to provide a better customer experience.

Amazon wants to ensure that all video ads meet their high standards for quality and adhere to regulations set by various governing bodies.

This means that your video needs to be visually appealing, have clear audio, and follow all legal guidelines for advertising, including those related to product claims and endorsements.

To ensure that your video ad meets these standards, it’s important to work with a team of experts who can guide you through the process.

This includes a producer who can help you create a visually stunning ad, a sound engineer who can ensure your audio is crystal clear, and a legal team who can review your ad for compliance with advertising regulations.

By working with these professionals, you can ensure that your video ad is of the highest quality and will provide a positive experience for customers who view it on Amazon.

Amazon DSP Video Audio Specifications

To ensure the success of your video ad on Amazon DSP, it’s crucial to adhere to their strict audio and visual specifications. These guidelines are designed to provide a seamless and high-quality customer experience.

For streaming TV ads:

  • Maximum file size is 500MB
  • Required aspect ratio of 16:9
  • Minimum frame size of 1920×1080
  • A duration of 15s, 20s (DE & UK only), or 30s is required for Amazon Publisher Services and Amazon O&O, while any duration is accepted for third-party exchange inventory.

Online video ads:

  • Maximum file size of 500MB
  • Recommended aspect ratio of 16:9
  • Minimum frame size of 1920×1080
  • Recommended video bitrate is 8mbps
  • Minimum audio bitrate is 192kbps

Both first-party and third-party ad-serving options are available for both streaming TV and online video ads.

Prohibited Content in Amazon DSP Ads

The content you put out in Amazon DSP must be carefully crafted and free from prohibited content such as hate speech, violence, and adult content. This is because Amazon has strict guidelines on what is allowed in their ads to maintain a safe and respectful environment for their customers.

Here are some examples of prohibited content in Amazon DSP ads:

1. Hate speech

This includes any language that promotes discrimination or prejudice against a particular group, such as race, gender, religion, or sexual orientation.

2. Violence

Any depiction of violent acts, whether real or simulated, is prohibited. This includes graphic or disturbing images, as well as any promotion of violent behavior.

3. Adult content

Ads that contain sexual content or nudity are not allowed on Amazon DSP. This includes any content that is intended for mature audiences only.

4. Misleading claims

Ads must be truthful and transparent. Any false or misleading claims will not be allowed, such as exaggerated product claims or false endorsements.

Amazon Sponsored Brand Video Regulations

You’ll need to follow Amazon’s regulations for sponsored brand videos to ensure that your ad meets their high-quality standards and effectively reaches your target audience.

1. Make sure that your videos are relevant to your brand or product and that they lead to a contextually relevant landing page.

2. It must not have bars on any side of the video content and should not have any blank or black frames at the start or end of the video.

3. Video ads cannot end in ways that truncate a description.

4. To ensure that your videos are suitable for all audiences, they must include your brand name, logo, or product that clearly represents the brand or product promoted. They must also comply with our policies, including Prohibited Content and Claims.

5. Since Sponsored Brands video ads autoplay and launch on mute, we recommend videos that can easily be understood and are still engaging without sound.

6. Videos without audio tracks are acceptable, but it should be clear to the customer that the video has no audio.

7. The videos must be in the primary language of the locale Amazon store in which the ads are displayed, and any important text within the video, such as product information and instructions, must be in the local language.

8. To ensure a good customer experience and avoid any distractions, the videos in your ads must not contain blurry, unclear, or unrecognizable visuals.

9. Content must also not contain any creative elements that interfere with the legibility of ad templates.

10. Customer reviews, deals, discounts, or other savings promotions are not allowed.

11. The ads cannot use pressuring, combative, or urgent language intended to elicit a click or a sale from the customer.

Templated Amazon Video Ad Requirements

Advertising your brand on Amazon video ads is now easier than ever. Amazon offers a templated layout that includes your logo, headline, and call to action link, all right alongside the video player. You won’t need to worry about creative design support from Amazon Ads, and this layout is available for both mobile and desktop placements.

To make the most of Amazon’s templated layout, you should adhere to the following requirements:

·      Logo image (JPG, PNG, or GIF files are accepted)

·      Logo should have a minimum width of 600 px and a minimum height of 100 px,

·      Logo maximum file size is 100 KB.

·      Note that the logo is not used in 414×125 mobile ads.

·      A headline, which can be up to 50 characters long and should describe your campaign messaging.

Amazon supports several call-to-action options, including “Shop now,” “Learn more,” “See details,” “Pre-order now,” “Buy tickets,” “Rent now,” “Rent or buy now,” and “Get a quote.”

It’s important to note that your logo and headline are required elements for Amazon Video Ads. If you choose not to use the template fields to add these elements, make sure they are included in your finished video asset.

If they are missing after publication, your creative may be deactivated until the assets are added. With Amazon’s templated layout, your ads will stand out and capture the attention of your target audience.

Best Practices for Amazon Video Ads

1. Avoid call-to-action cues in video advertisements

You don’t want your viewers to feel pressured, so try to avoid using phrases that encourage them to take action in your video ads. While a call-to-action (CTA) is essential in most advertising, it’s better to let Amazon’s platform handle that for you.

Instead, focus on creating engaging content that will leave a lasting impression on your audience.

Here are some things to keep in mind when creating your video ads:

  • Avoid using phrases such as ‘Buy Now’ or ‘Subscribe Today’ in your video ads. These phrases can come across as pushy, and may turn off potential customers.
  • Instead of using a CTA in your video, make sure your content is engaging and informative. This will help build trust with your audience, and may lead to more conversions in the long run.
  • Consider using Amazon’s built-in call-to-action tools, such as the ‘Shop Now’ button. These tools are designed to seamlessly integrate with your video ads and can help increase conversions without feeling pushy.

2. Deliver the product story in the first 5 seconds of the video

If you want to capture your audience’s attention and leave them feeling inspired, deliver your product story within the first 5 seconds of your video ad.

This is because the first few seconds of your video are the most crucial, as they determine whether or not your audience will continue watching.

By delivering your product story early on, you can quickly establish a connection with your audience and keep them engaged throughout the rest of the video.

To effectively deliver your product story, make sure to keep it concise and to the point.

Use visuals and sound to create an emotional connection with your audience and to showcase the benefits of your product.

By doing so, you can not only capture your audience’s attention but also leave a lasting impression on them, increasing the likelihood that they will remember your brand and consider purchasing your product.

So, if you want to create a successful video ad, remember to deliver your product story within the first 5 seconds and make it impactful.

3. Use high-definition videos to provide a clear understanding of the product

By using high-definition videos in your video ads, viewers can gain a clear understanding of your product and its features, enhancing their overall experience and increasing the likelihood of a successful sale.

A high-quality video can help showcase your product’s unique features and demonstrate how it works in real-time. It can also provide a more engaging experience for your audience, making them more likely to share your video and recommend your product to others.

Using high-definition videos can also help establish your brand’s credibility and professionalism. It shows that you’re willing to invest in the quality of your marketing materials and that you take your product seriously.

This can help build trust with potential customers, making them more likely to purchase from your brand. So, by incorporating high-definition videos into your marketing strategy, you can effectively communicate the value of your product and increase your chances of success.

4. Deliver brand story in an alluring method

As you sit by the fireplace, imagine the flickering flames representing your brand’s story, enticing potential customers with its allure and drawing them closer to your product.

Your brand story is more than just a history of how your company started or a list of your achievements. It’s the soul of your business, the essence of what makes you unique, and the reason why customers should choose you over your competitors.

By delivering your brand story in an alluring method, you can create an emotional connection with your audience, making them feel a part of your journey and inspiring them to become your loyal customers.

To deliver your brand story in an alluring method, you need to know your audience and understand what motivates them. You can use storytelling techniques such as creating a hero’s journey, emphasizing your values and beliefs, and showing how your product solves your audience’s pain points.

You can also use different media such as videos, podcasts, infographics, and social media posts to convey your message in a creative and engaging way. By doing so, you can differentiate yourself from your competitors, build brand awareness, and establish a strong brand presence that resonates with your target audience.

5. Add an emotional connection with the product to make a connection with the customer’s problem

When you add an emotional connection to your product, it creates a powerful bond between you and your customers, as if you understand their problems and are offering a solution that truly speaks to them.

To create this connection, you must first understand the emotions your customers are feeling when they encounter the problem your product is meant to solve. This involves getting to know your target audience intimately, by conducting surveys, focus groups, and other research methods.

Once you have a clear understanding of their pain points, you can begin to craft a message that speaks directly to their emotions, using powerful storytelling techniques that will resonate with them on a deep level.

To add emotional resonance to your brand story, consider the following tips:

  1. Use vivid imagery and descriptive language to paint a picture of the problem your product solves, and how it affects your customers’ lives.
  1. Tell stories that evoke strong emotions, such as fear, hope, or nostalgia, to create a sense of empathy with your audience.
  1. Use real-life examples and testimonials to demonstrate how your product has helped others overcome similar challenges, and how it can help your customers achieve their goals.

6. Display high quality brand logo at the start, the end, or throughout the video

Displaying your brand logo in high-quality throughout your video can increase brand recognition by up to 80%, according to a recent study.

By including your logo at the beginning and end of your video, you’re establishing a clear connection between your brand and the content being presented. This connection is important for building trust and loyalty with your audience, as they’ll begin to associate your brand with the values and emotions presented in your video.

In addition to establishing brand recognition, displaying your logo in high-quality throughout your video also adds a professional touch to your content. It demonstrates that you take your brand seriously and are committed to presenting your products or services in the best possible light.

By investing in quality visuals, you’re showing your audience that you value their time and attention and that you’re dedicated to delivering a memorable experience.

7. Optimize the page with an optimization tool to increase quality and discoverability of the video

To further improve the quality and discoverability of your video, you can optimize the page using an optimization tool. This will ensure that your video reaches a wider audience and is more likely to be seen by your target viewers. By optimizing the page, you’ll also enhance the user experience, which may lead to increased engagement and conversions.

Here are some ways to optimize the page for your video:

  • Use relevant keywords in the title, description, and tags section to improve search engine optimization (SEO).
  • Include a transcript of the video to improve accessibility and make it easier for viewers to find specific information.

In addition, you can use an optimization tool to analyze the page and identify any potential issues that may impact the quality and discoverability of the video. By addressing these issues, you can improve the overall performance of your video and ensure that it reaches its maximum potential.


So there you have it – a comprehensive guide to creating effective Amazon video ads. By following the guidelines and regulations put in place by Amazon, you can ensure that your video ads don’t violate any policies and get the results you want.

Remember to consider the different types of videos you can create, such as product demos or customer testimonials, to find the right approach for your brand.

It’s important to keep in mind that while video ads can be a powerful tool for driving sales and engagement, they’re not a magic solution. As with any marketing strategy, it’s important to track your results, analyze your data, and make adjustments as needed.

With a little bit of creativity and some careful planning, you can create Amazon video ads that capture the attention of your target audience and help your business thrive.

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