There are two main purchase drivers: pain and passion. And they both define the way in which a product is advertised, mostly by showing products in action and explaining their benefits. But time is scarce, and the attention span is short. Hence, promoting a product effectively depends on providing the right information at the right time and, more importantly, engaging visually.
This is why video is the preferred kind of kind of content and a growing advertising format on the internet and Social Media.
The rise of Amazon video ads
The spread of Social Media, its evolution to Social Commerce, and the opportunities it has opened for DTC ecommerce, video has become the most effective way for people to discover, research and compare products. Not only that: it has also brought a little closer brands and consumers.
However, Amazon is known for using a branded visual structure focused on products and their features, which in turn reminds you at all times you are ON Amazon.
Amazon video ads take one more step in allowing brands to creatively express themselves and their products: Amazon LIVE, increased use of Amazon PPC videos and EBC,…
All this, and the progressive relaxation of eligibility to EBC / A+ content – now available for most sellers who comply with the requirements – are somewhat indicators that branded content is still necessary to break the ice that separates brands from final buyers.
Video Ads are a real competitive advantage. They’re powerful engagement and sales drivers when used correctly. Among the advantages of using them, we find:
- 2 – 2,5 times more conversion than regular sponsored ads (which appear in the same place)
- Lower ACOS and 1,5X conversion on average.
For the latest updates on specific requirements, we recommend checking Amazon’s dedicated webpage, which is constantly updated with the latest changes.
A quick recap
In general, Amazon video ads are an effective resource for sellers to promote their listings when a given query is made.
Where can Amazon video ads be used?
First off, Amazon video ads appear in a specific section in every device.
| Home Page – Desktop | 300px x 250px |
| Home Page – Smartphones (Below the Fold) | 300px x 250px |
| Home Page – Tablet Shopping App | 300px x 250px |
| Detail Page – Smartphones | 414px x 125px |
| Detail Page – Desktop | 970px x 250px |
| Fire tablet (beta) (available in the US, UK, and Germany) (requires custom background) |
Requirements
Amazon adapts its video player to specific displays and optimizes its size and appearance to improve user experience. With that said, there are different kinds of Amazon video ads, and some general guidelines that apply to all of them, as well as a few exceptions for Templated layouts.
| Video dimensions | 1920px x 1080px (16:9) |
| Frame rate | At least 15 FPS |
| Audio | 128 kbps / 44 khz |
| Recommended bit rate | 2 MBps |
| Preferred codec | Video: H.264, MPEG-2, or MPEG-4; Audio: MP3 or AAC |
| File size | 500 MB max. |
| Video duration | Desktop & Mobile: up to 3 minutes (15 seconds highly recommended). Fire tablet: Up to 15 seconds |
| Letterboxing | Avoid frames and black bars on any side of the video |
Templated layouts
Templated layouts make it very easy to create branded video ads that work in all the devices listed above, with little to no effort. The brand logotype appears at the end of the ad, whilst product headline and CTA appear next to the video player.
Requirements
As usual, Amazon’s requirements are not disputable. Thus, all of these should be included in the original piece of video or added on to the template. Not including any these elements is considered a breach and may cause the ad to be paused.
Brand logo
| Formats accepted | JPG, PNG, and GIF. |
| Min. width | 600px |
| Min. height | 100px |
| Max. weight: | 100 kb |
The logo won’t appear on 414px x 125px mobile ads. Keep that in mind if you’re targeting specifically mobile users.
Headline
Up to 50 text characters describing the campaign message.
CTA
CTA’s can be chosen from the list below.
| Buy now | Buy tickets |
| Learn more | Rent now |
| See details | Rent or buy now |
| Pre-order now | Get a quote |
Custom backgrounds
Custom backgrounds work as a shortcut to the ad’s CTA destination. They are located behind the video ad and allow to go directly to the Amazon listing without watching the video ad itself. Clicking on the latter will play the video with the sound on.
They work on all devices (desktop and mobile) and have strong guidelines for them to be clear and visible on all of them. Mainly, high-quality images and a text fitting all devices.
In fact, disproportioned text is one the most common mistakes on Amazon, and often results in increased bounce rates or, what’s even worse, paying for ads without making the sale.
| Ad placement size | Image dimensions | Max. file weight | File format | Headline & body text | Disclaimer text | Image border |
| 414 x 125 (mobile) | 1242 x 375 px | 100 kb | JPG or PNG | Minimum of 40 pts | Minimum of 30 pts | 2px |
| 300 x 250 (desktop & mobile) | 600 x 500 px | 40 kb | JPG or PNG | 32-50 pts | Minimum of 26 pts | 2px |
| 970 x 250 (desktop) | 1940 x 500 px | 200 kb | JPG, GIF, or PNG | 36–80 pts | 24–30 pts | 2px |
A few important things to keep in mind
- The Amazon player plays videos automatically and with no sound when it takes 50% of the device’s display. Make sure yours does not include any clickable elements or CTA’s, which may result in the video starting again unmuted, which may not be convenient for users.
- Keep your ad videos short and concise, so that the core information is understood within the first 5 seconds.
- Because videos are played automatically, it’s crucial to create a visual impact where no sound is needed.
- Consider using short text captions to describe specific features or benefits while you show your product in action.
Common mistakes when using Amazon video ads
- Not paying attention to the creative side of Amazon listings and Storefronts. Never forget your product’s relatability!
- Not using an effective visual clickbait or trigger. At this point, the thumbnail and title become key elements. The appear in the middle of search results (on mobile they take the full width and 50% oof the screen). Not using a thumbnail, will leave a grey square with a play button nobody will click on. It simply looks like an error or a scam.
- Trying to give all of the product’s features and details within one frame – can saturate your viewer’s attention and be felt like spam.
- Not showing the product in action / problem being solved.
What makes a good Amazon video ad?
Since you made it down here, you deserve a little something.
At Content2Sell we’ve been making content audits for some time now, including Amazon listings, Shopify websites and Crowdfunding projects. And while every platform has different conditions and requirements in terms of size, weight and format, they all share a few principles for a common goal: converting, and turning views into sales.
For starters, keep in mind that, even if they can be longer, the ideal length is from 15-45”. Your main goal here is to provide as much information in as little time as possible. However, there’s a right to balance those things and not overwhelm viewers.
- Show your product in action (do not just display it on a white background). This is about being slightly creative to keep your viewers watching.
- People need to see their problem or need being solved.
- Features and benefits always go together, and sometimes inverting them (showing the benefits first, and the explaining the features) works even better.
- Don’t be afraid to add text overlays to explain the features and benefits. Remember audio is off by default, and not everyone will actually click on the ad to hear it.
- Do include your brand identity (colors, logo, …) and a tagline to build an experience beyond the product itself.
Remember that when using Amazon video ads, the goal is NOT to make a sale, but to get users to click on your ad and visit your listing.
Your listing is what ultimately drives the sale. Connecting the user’s curiosity and your brand’s creativity is a progressive thing. This means that by sticking to these basics, you should already get good results. Inspiration will come by itself once you see them and you start getting more views, more clicks, and more feedback.
