Case study
Gifting brand drives +27% conversion and 4.28 ROAS with Sponsored Products video
Learn how Vietnam-based seller Binh Bui Ngoc launched a Sponsored Products video in 14 days using proven creatives and high-performing keywords to drive campaign efficiency and increased sales, driving +27% higher conversion and -12% ACOS without new campaign set-up.
key insights
+27%
Conversion rate (CVR) increase
+13%
Return on ad spend (ROAS) improvement
-12%
Advertising cost of sales (ACOS) reduction
Goals
Binh Bui Ngoc, a Vietnam-based brand owner selling personalised gifting products, including customised tumblers and drinkware on Amazon, was looking for a way to stand out at the critical moment of purchase. Despite a strong catalogue and loyal buyers, the brand's Sponsored Products campaigns were running on static imagery, leaving conversion potential on the table.
The key goals were threefold: increase conversion rate at the product detail page level, improve return on ad spend across the gifting portfolio and reduce overall advertising cost of sales, all without overhauling the existing campaign structure or budget.
With Amazon's gifting category highly competitive during peak seasons, Binh Bui Ngoc needed a scalable, easy-to-activate solution that could demonstrate performance quickly and complement the existing Sponsored Brands video strategy for upper-funnel brand awareness.
The goal was clear: find a video-first solution that could be activated at the bottom of the funnel without disrupting the current campaigns. Delivering the right creative at the right moment, the brand set out to turn browsers into buyers.
Approach
For many sellers in competitive categories, video ad placements are treated as a single creative, repurposed across all formats. Binh Bui Ngoc understood the gap: the same video that introduces a brand at first discovery cannot close a sale at the product detail page. Closing that gap required a structured three-step launch framework designed to get Sponsored Products video campaigns live within 14 days.
The framework began with selecting products that had strong existing video ad performance. Validated creatives and proven keywords transferred directly to Sponsored Products video, eliminating wasted spend during launch. The brand prioritised products that visually demonstrate features, ensuring video content would meaningfully differentiate from static competitors.
The creative approach followed a hybrid model in order to upload all five feature videos to Sponsored Products video campaigns. Feature video slot one used the best-performing video creative for immediate impact. Slots two to five featured new videos built around top search terms, created using Amazon Ads Creative Studio and Canva. The brand filled all five feature video slots with complete titles and descriptions: a critical decision, as complete campaigns consistently outperformed partial set-ups.
The brand produced additional Sponsored Products videos following accepted creative formats: real-life context showing the tumbler in authentic settings, zoom-in features with close-up shots of personalised engravings and gifting scenarios creating emotional connection.
The approach was complementary to the existing Sponsored Brands video ads, which were optimised for brand awareness and reach. Sponsored Products video, by contrast, engaged shoppers already in a purchase mindset, capturing conversion closer to the point of decision.
Vietnam gifting brand's personalised tumbler Sponsored Products video ads in Campaign Manager
Binh Bui Ngoc, Brand OwnerSponsored Products video drives purchase intent, not just reach, exactly where we need to be at the moment of purchase.
Results
Within the initial campaign analysis window, Binh Bui Ngoc's Sponsored Products video campaigns delivered clear, measurable improvements across all three primary KPIs:1
The results validated Sponsored Products video as a highly efficient lower funnel complement to the existing Sponsored Brands video strategy. By meeting shoppers at the moment of intent, when they were actively searching for gifting products on Amazon, the video creative format drove meaningfully higher purchase rates without requiring incremental budget.
Binh Bui Ngoc continues to expand Sponsored Products video across the catalogue, focusing on top-performing gifting SKUs ahead of seasonal peaks. Binh Bui Ngoc plans to leverage video solutions across Sponsored Products and Sponsored Brands to increase product visibility and optimisation opportunities to grow his brand.
Sources
1 Advertiser-provided data, US, March 2026.