Amazon Launches Sponsored Products Video Ads to Boost Engagement and Product Discovery

Amazon has officially launched a new advertising format called Sponsored Products video, announced at unBoxed 2025 on November 11, 2025.

The new format enhances traditional Sponsored Products campaigns by allowing advertisers to use interactive video content to showcase product features directly within search ads.

What Is Sponsored Products Video?

Sponsored Products video is a new ad format that enables advertisers to:

• upload 1–5 feature-focused videos per product

• add descriptive text for each feature

• display interactive video thumbnails in search results

• integrate seamlessly into existing Sponsored Products campaigns

Shoppers can see up to three video thumbnails, helping them explore product features before clicking through to the product detail page.

How the New Video Ads Work

When a shopper sees a Sponsored Products video ad:

• a main product video is displayed

• up to 3 feature thumbnails appear below it

• shoppers can click each thumbnail to jump to a specific feature

Amazon also uses search queries and browsing behavior to surface the most relevant product features.

This creates a more personalized and interactive shopping experience.

Why This Update Matters for Advertisers

Sponsored Products video introduces a major shift in how products are presented in search advertising.

Instead of a static image, advertisers can now:

• demonstrate multiple product features

• highlight use cases visually

• guide shoppers through structured content

• increase engagement before the click

This helps bridge the gap between discovery and purchase.

Performance Benefits (Amazon Internal Data)

Early testing shows strong performance improvements:

• +9% CTR uplift vs. standard Sponsored Products ads

• 8x higher CTR for users watching videos longer than 5 seconds

These results suggest that video engagement significantly improves purchase intent.

Key Advantages of Sponsored Products Video

1. Better Product Understanding

Shoppers can see how products work before clicking.

2. Higher Engagement Rates

Interactive thumbnails encourage deeper exploration.

3. Multiple Features in One Ad

Advertisers can showcase several benefits in a single placement.

4. Seamless Campaign Integration

No need to rebuild campaigns—works within existing Sponsored Products setup.

How Advertisers Can Use It

Advertisers can access the feature through:

• Amazon Advertising Console

• Amazon Ads API

They can:

• upload or reuse video assets

• assign different videos to ad groups

• adjust bids for stronger video placement

• optimize feature-level messaging

Availability

The Sponsored Products video ad format is currently available in:

North America

• United States

It is accessible to:

• Amazon Sellers

• Vendors

Why Amazon Introduced This Feature

Amazon is responding to a broader shift in consumer behavior where:

• video content drives higher engagement

• shoppers expect richer product information

• visual storytelling improves conversion rates

Sponsored Products video helps advertisers stay competitive by offering a more immersive shopping experience while keeping campaign structure familiar.

Final Thoughts

Sponsored Products video is one of Amazon’s most important advertising upgrades in 2025.

By combining search ads with interactive video storytelling, Amazon is giving brands a powerful new way to influence purchase decisions earlier in the shopping journey.

For advertisers, this means:

• stronger click-through rates

• improved product education

• higher conversion potential

This update signals a continued shift toward video-first commerce on Amazon search results.