Last updated on 9th February 2024
Video can be a hugely compelling tool in influencing buyer behaviour. Just take this stat for example…
So, why should Amazon video ads be any different?
We’re not just talking about any old website here. Amazon is as big as it gets: the site was responsible for a whopping 37.6% of all eCommerce spending in the US in 2023, ahead of second-placed Walmart with just 6.4%.
So if you’re selling anything – it makes sense to get in front of the audience on Amazon.
But how does video advertising look on Amazon? What are your options? What should you do – and definitely NOT do?
In this article we’ll take a look!
The different types of Amazon video ads
Amazon provides a variety of video advertising options designed to meet the needs of different advertisers, ranging from those with extensive advertising experience to those just starting out. Here’s an overview of the main types of video ads available on Amazon.
Sponsored Display Video Ads
Part of the Sponsored Display advertising solution, these video ads allow brands to showcase their products through immersive video content directly on Amazon and other online locations. This format is especially great for small and emerging brands, giving them an easy way to create and deploy video campaigns that show thier products in action, such as tutorials, demos, unboxings, and testimonials.
Streaming TV Ads
These are full-screen, non-skippable video ads that appear before, during, or after streaming content. They’re typically delivered across a range of devices, including desktop, mobile, and connected TVs, ensuring broad reach. Streaming TV ads are available on Amazon-owned properties like Amazon Freevee and Twitch, as well as in content streamed on third-party apps available on Fire TV.
Online Video Ads
These ads are designed to reach audiences across Amazon-owned sites (like IMDb and Twitch) and the broader web through third-party publisher sites. Online video ads can appear in-stream (before, during, or after other video content) or out-stream (in non-video environments, such as between paragraphs of text or in image galleries) and are optimized for desktop, mobile, and tablet viewing.
Prime Video Ads
With the introduction of advertising on Prime Video this year (2024), brands now have the opportunity to engage with the platform’s vast and engaged audience through ad placements alongside premium content. This includes exclusive series, live sports, and a wide range of entertainment options. Prime Video ads aim to provide high-quality content that resonates with viewers, supported by the platform’s commitment to creating an enjoyable viewing experience.
Each of these advertising options comes with its own set of features designed to help advertisers reach their target audience effectively. Whether you’re looking to demonstrate product features, boost brand awareness, or drive conversions, Amazon’s video advertising solutions offer the flexibility and reach to achieve your marketing goals.
Amazon video ads specs and dimensions
Amazon has a set of recommendations for video ads appearing on the platform.
Amazon also requires you to account for their video players ‘safe areas.’ This means you need to ensure you are fully compliant with their required border and play/pause button location.
Amazon video ads guidelines
As well as recommended dimensions and file sizes, your video needs to stick to a few rules. Such as:
- Don’t use slang– very informal language won’t pass the Amazon test, so stick to clear and consistent language.
- No price saving claims– to be on the safe side don’t mention price in your video ad. (Pricing will be displayed next to it anyway.)
- No pressuring language– video ads should be light hearted, this is not the time for a hard sell.
- Keep them short– standard ads should be no longer than 15 seconds and only loop three times.
- Audio must be customer initiated– so, your ad must be muted unless a customer unmutes it.
10 amazing Amazon video ads examples
1. Optimum Nutrition
This Amazon ad fits so much in such a short amount of time. With images of the product, videos of it in use and a social proof quote.
2. Harringtons Pet Food
Harringtons pet food keeps their Amazon ad really simple, with text on screen portraying the most important information and showing a photo of the product.
3. Sleek Makeup
Sitting alongside a full size image of the actual product, Sleek uses a simple mixture of images and text on screen to convince viewers to buy their brow product.
4. Oral B
Oral B have approached their Amazon video ad just as they do their TV, so customers can instantly recognise their brand. They still show the actual product and use text on screen to affirm their message, so viewers can get a closer look at the product they are wanting to buy.
5. Shardor
Now, talk about seeing a product in action! Shardor use their Amazon video ad to show their hand mixer in its full glory, mixed in with hero shots of the product.
6. Sage Appliances
Sage appliances use a punchy mixture of text on screen and video footage in their ad. Customers can see exactly what it’ll be like to use the product and those slow motion shots of coffee could convince anyone to buy!
7. Hydroflask
Pure taste, lifetime guarantee and dishwasher safe, all the best selling points are presented to us in this Amazon video ad for Hydroflask. The pacing is great, and the shots of inside the bottle give a real look at the product for prospective buyers.
8. Garnier
Garnier mirrors the images we know of them from their ad campaigns with their Amazon video ad. Showing actual results of the hair dye, alongside stylish shots of ingredients, this ad is very convincing.
9. Bic
Simple, but effective, Bic shows the pens in action and the variety that you can buy. For a well known, established brand this is all they need to do!
10. Panasonic
When making a big value purchase like a camera, customers will probably want as much information as possible. Panasonic manage to fit a lot of that information into this short Amazon video ad. With text on screen and the product in action in a variety of settings, if they weren’t convinced before, they will be now!
Conclusion
In the huge space that is Amazon, your products can need that extra helping hand when it comes to convincing customers to buy. Amazon video ads can give you that edge!
If you’re looking to create a video ad, look no further than Wyzowl. Take a look at some of our latest video ads.
