Amazon Ads is providing eligible advertisers with another creative option through the Add video feature visible in the campaign interface. This option allows sellers to explore video creatives for supported products within existing advertising campaigns.
Product videos can demonstrate features, show products in use, and help shoppers understand their benefits before clicking an ad. For businesses investing in Amazon PPC, this creates another opportunity to test different advertising creatives. However, availability varies, and adding a video does not guarantee increased sales.
What Is the Amazon Ads Video Update?
Amazon Sponsored Products advertising helps sellers promote individual products to relevant shoppers. Video adds a visual demonstration that can communicate product features more clearly than static images alone.
Through the Add video option, eligible sellers can explore adding video creatives to supported existing campaigns. For example, a kitchen accessory seller could demonstrate how a product works, highlight its construction, or show its practical benefits.
How to Add Video to an Amazon Ads Campaign
Follow these general steps to check whether the option is available in your account:
- Open Campaign Manager: Sign in to Amazon Ads and select the relevant Sponsored Products campaign.
- Review your ad group: Identify the products you want to promote.
- Find Add video: Check the available creative options in your campaign interface.
- Select an eligible product: Review the available SKUs or ASINs and choose a supported item.
- Add your creative: Upload or select a suitable product video according to the options provided.
- Check the status: Review eligibility, submission status, and delivery after completing the required steps.
The exact process may differ between accounts. Refer to Amazon's current Sponsored Products video guide for applicable instructions and creative requirements.
Why Product Videos Matter for Amazon Sellers
1. Demonstrate Product Features
Videos can show how a product operates, how it is assembled, or how its features work. This is especially useful for kitchen accessories, electronics, tools, and home products.
2. Help Shoppers Make Informed Decisions
Customers often compare similar products before purchasing. A clear demonstration can communicate important benefits and help shoppers understand what makes a product useful.
3. Test Advertising Creatives
Where supported, sellers can evaluate video as part of their advertising strategy. Reviewing clicks, conversions, attributed sales, and advertising costs can help determine whether the creative is contributing to campaign goals.
Why Are Some Products Marked Ineligible?
In the campaign interface, some products may show Delivering, while others display Ineligible. This indicates that sellers should check eligibility for individual products or creatives rather than assume every advertised item supports video.
Potential factors to investigate include campaign compatibility, product eligibility, creative requirements, and account-specific restrictions. The exact reason cannot be established from the status alone.
Review any explanation displayed in Campaign Manager and follow Amazon's instructions before changing campaign settings or resubmitting a creative.
Best Practices for Amazon Sponsored Products Videos
- Show the product clearly: Introduce the item and its main benefit early.
- Demonstrate real features: Focus on practical product usage rather than unnecessary scenes.
- Keep the message focused: Make the video easy to understand and relevant to shoppers.
- Maintain accuracy: Ensure the video matches the advertised product and its detail page.
- Follow Amazon's requirements: Check the latest creative specifications and advertising policies.
- Monitor profitability: Evaluate campaign results rather than judging success by clicks alone.
How to Measure Video Advertising Performance
After adding a video, sellers should review campaign metrics to understand whether the creative contributes to their advertising objectives.
- Impressions: How often the ad is shown.
- Click-through rate (CTR): The percentage of impressions that generate clicks.
- Cost per click (CPC): The average cost of each click.
- Purchases and sales: Conversions and revenue attributed to advertising.
- Advertising cost of sales (ACoS): Advertising spend as a percentage of attributed sales.
- Return on ad spend (ROAS): Attributed sales generated per unit of advertising spend.
Compare performance over an appropriate period and account for pricing, inventory, targeting, and seasonal changes. A video should be evaluated on its contribution to business results, not simply its visibility.
What This Update Means for Amazon PPC Management
The Add video option gives eligible Amazon sellers another creative format to consider within their existing advertising strategy. It may be particularly useful for products whose benefits are easier to demonstrate visually.
However, video should complement—not replace—effective targeting, competitive bidding, strong product listings, inventory planning, and profitability monitoring.
Businesses looking to strengthen their advertising strategy can explore RetailTantra's PPC advertising services and Amazon marketplace services.
Frequently Asked Questions
1. Can sellers add video to existing Amazon Ads campaigns?
Eligible advertisers can add Sponsored Products video to supported existing campaigns. Availability may vary by product, campaign, and account.
2. Does adding video require a new campaign?
Not necessarily. Video can be added to eligible existing campaigns where the feature is supported. Follow the workflow available in your account.
3. Why are some products marked Ineligible?
Eligibility may depend on product, campaign, creative, or account requirements. Check the status details in Campaign Manager for more information.
4. Will adding video automatically increase sales?
No. Results depend on video quality, targeting, competition, pricing, listing quality, and customer demand. Monitor campaign performance to assess its impact.
5. Which metrics should sellers monitor?
Review CTR, CPC, purchases, attributed sales, ACoS, and ROAS to evaluate the creative's contribution to advertising performance.
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