Amazon Video in Search Ads (Beta)

Amazon video-in-search ads

Product Overview

Video in search offers advertisers a content-rich medium in which to make a direct connection with Amazon customers through videos in mobile search results. These ads are shown below the fold in the search results for select keywords that are relevant to your product. Customers can click through to the detail page for the product being advertised or to your Store or other landing page on Amazon. Video in search is currently in beta, not available for off-site placement, and is only available on iOS.

  • Differentiated — Get noticed in search results with videos that showcase your products, demonstrate features, and tell your brand’s story.
  • Relevant — Connect with customers who are actively shopping your category by choosing keywords relevant to your product.
  • Engaging — Drive customer action with entertaining and educational videos that effectively communicate the value of your products and brand.
  • Brand safe — We have policies and mechanisms in place that help us filter ads for products that may not be appropriate for all audiences.

Campaign Types

Video in search ads support two types of campaigns described below. For both campaign types, please provide the keywords you’d like to include in your campaign. Please note that some keywords are not permitted. For example, we don’t allow the use of competitor brand names as keywords.

I. Product Detail Page Campaign

These campaigns drive traffic to your product’s detail page on Amazon. The video in search ad unit will inherit the primary product image and headline text from the detail page. You must provide the Amazon Standard Identification Number (ASIN) found in your detail page URL.

Product detail page campaign

II. Custom Landing Page Campaign

These campaigns drive traffic to your Amazon Store or a custom landing page hosted on Amazon. You must provide a custom image, headline text, and a landing page URL for the video in search ad unit.

Custom landing page campaign

Anatomy of the Ad Unit

I. Product Detail Page Campaign

Anatomy of product detail page campaign video in search ad unit

A. Product image
The primary product image from the detail page is automatically displayed.
B. Headline text
The product title from the detail page is automatically displayed.
C. Sponsored tag
The Sponsored tag is overlaid in the upper right-hand corner during the first 3-seconds of playback, then fades out.
D. Speaker icon
The speaker icon is overlaid in the lower right-hand corner of the video and controls audio playback. By default, videos always start without audio. Customers can enable audio by tapping on this icon.

II. Custom Landing Page Campaign

Anatomy of custom landing page campaign video in search ad unit

A. Custom image
Custom landing page campaigns require a custom image to be displayed. See Custom Image Specifications.
B. Headline text
Custom landing page campaigns require custom headline text up to 80 characters.
C. Sponsored tag
The Sponsored tag is overlaid in the upper right-hand corner during the first 3-seconds of playback, then fades out.
D. Speaker icon
The speaker icon is overlaid in the lower right-hand corner of the video and controls audio playback. By default, videos always start without audio. Customers can enable audio by tapping on this icon.

Caption Guidelines

We recommend adding captions to videos that rely on voiceover to communicate the product message. To ensure captions can be easily read on smaller screen devices we recommend using Helvetica or a similar san-serif font at a minimum size of 80 px. We also recommend displaying the text in white on top of a black bounding box set to 80% opacity (seen in the example below). Please ensure your captions don’t interfere with our safe area template.

Caption guidelines image

Creative Guidelines and Best Practices

  • Know your audience — Amazon customers are in a shopping mindset. Your content should be educational, demonstrative, and product focused.

  • Start relevant — Our research shows that videos that feature the product prominently within the first second typically perform better than those that don’t. Don’t waste your chance to grab a customer’s attention by fading in from black or starting with an empty frame.

  • Keep it brief and focused — We recommend an optimal video length of 15–30 seconds to relay your message and hold a customer’s attention. Limit your content to just a handful of key selling points to ensure your message is received.

  • Optimize for the format — This video unit auto-plays without sound and runs inline in the search results with no option to go full screen. Your videos should work without sound, and you’ll need to ensure that on-screen text can be easily read on a mobile device and isn’t obstructed by the user interface that is positioned within the video area (See our safe area templates).

  • Consider the loop — Once this video ends, it will automatically loop. Consider adding an end card to allow for some breathing room, or get creative and make your loop seamless.

Video and Audio Specifications

Video Specifications
Video codec H.264
Container .MP4 or .MOV
Minimum bit rate 10 Mbps
Display aspect ratio 16:9
Resolution 1920 x 1080 px
Scan type Progressive
Frame rate Native frame rate of content (23.976fps, 24fps, 25fps, 29.97fps)
Audio Specifications
Audio codec PCM or AAC
Audio format Stereo
Minimum audio bit rate 192 kbps
Sample Rate 48 Hz

Custom Image Specifications

Custom images should be product focused and be easily viewed at small sizes. We recommend using an image of the product(s) featured on your landing page. If product focused images are not available, you can use your brand logo.

Custom Image Specifications
File type 1:1
Image size 300 x 300
Creative dimensions 100 x 100 px @3x

Acceptance Criteria

In addition to meeting the above technical specifications, video in search ads must meet the following criteria. Videos that do not meet these guidelines will not be accepted.

  • Videos must be 90-seconds or shorter in duration.
  • Videos must contain audio. (Silent audio tracks are not allowed.)
  • Critical content within the video (such as on-screen text) must not be obstructed by the user interface. To ensure your video meets this guideline, please download our safe area templates.

Ad Policies

All video in search campaigns are subject to Amazon’s Creative Acceptance Policies. All content must be appropriate for a general audience and must comply with all laws, rules, and regulations that apply to the advertiser or the advertising content in any location where the advertisements may appear. Ads that do not meet these policies will not be accepted for video in search.

How to Get Started

If you are interested in running a video in search campaign on Amazon, please reach out directly to your account executive or contact us to get started. Video in search is a premium ad experience and requires a budget of $35,000 or more to get started.

Campaign Examples

Sonos

Sonos extended the reach of their marketing campaign by creating a video in search ad with existing video assets that featured animations and product shots.

littleBits

By featuring a child unboxing and demoing the product, littleBits’ video in search ad helps customers visualize themselves (or their kids) using it.

Amazon Echo

The Echo video in search ad is product forward, highlighting the Echo’s aesthetic beauty and communicating key features with on-screen text.

Neutrogena Makeup Wipes

Neutrogena’s ad is fast paced and grabs the customer’s attention immediately by focusing on a major pain point in the form of a question.