Sponsored Products video: A complete guide to setting up effective product feature videos

Highlight your product features in action

• 72% said the most engaging videos highlight key product details, like how it looks in real-world conditions.¹
• 56% of Amazon shoppers said product videos are the most preferred video content while browsing or shopping on Amazon as they provide better understanding of product features and real-world performance.²
• Sponsored Products campaigns with video saw a 9% uplift in click-through rate (CTR) compared to campaigns without Sponsored Products video.³
• CTR jumped by 8x for the 20% of shoppers watching Sponsored Products videos for longer than 5 seconds.⁴

• Highlight multiple features for single ASIN with long-form video: Advertisers can upload 1–5 product feature videos, along with descriptive text. This structured format helps create an easy and interactive viewing experience. Products with single product feature videos will not show interactive thumbnails for navigation.
• Show contextually relevant features: The same product can have different feature videos added across ad groups in each campaign, enabling a more relevant viewing experience for the shopper. Shoppers may see different product feature videos, even for the same product, depending on the campaign settings.
• Streamlined campaign set up: Simply add video to your existing or new campaigns using the same targeting and budget controls in the ad group. Advertisers also have the option to bid boost to increase likelihood of Sponsored Products video ad placement.

You can make bid adjustments specifically for Sponsored Products video in the campaign manager. Bid increases will apply on top of other placement adjustments. Learn more about adjusting bids by placement and audience.*

1. Choose products (ASINs) you want to add videos to or have existing video assets. Prepare product feature videos for these ASINs. Please follow the video guidelines to avoid being rejected.
2. Upload up to five product feature videos per product (ASIN) to the ad group you selected. A maximum of three product feature video thumbnails can appear in a Sponsored Products video ad at a time. If you upload more than three product feature videos, Amazon will select at least three videos to display, based on signals like search relevance and browsing history. You can find all your videos in the creative assets media library on Ads Console.
3. Optimize your campaign settings by adding bid boost or by adjusting your targeting, budget, or creatives. Learn more about adjusting bids by placement and audience.

Note the same product (ASIN) can have different feature videos added across ad groups in each campaign, allowing you to match video contents to your campaign intent. This enables a more contextually relevant viewing experience, where shoppers may see different product features videos, even for the same product depending on the campaign settings. Products with a single product feature video will not show interactive thumbnails for navigation. We recommend you upload multiple videos to ensure your Sponsored Products video ad displays interactive thumbnails for the optimal viewing experience.

Sign in to your account and go to sponsored ads > campaign manager.

• Open the campaign where you want to add Sponsored Products videos.
• Choose an Ad Group.
• Go to Ads.
• Select the Video tab.
• Click “Add video.”

Go to Video tab in Ads Console to add videos to your existing campaigns

Add videos with feature names and description. Optional checkbox to optimize names and description with AI.

• Product feature video: Product feature videos are the individual videos uploaded by advertisers. These videos give an in-depth overview of a specific feature and/or showcase a unique selling point of the individual product being sold (vs. brand stories or videos showing a brand collection) to help shoppers explore, compare, and understand why your product best fits their use case. Video may be clipped based on placement/page/shopper intent (i.e., a two-minute uploaded video may be clipped to only show 30 seconds of the most relevant feature/segment to the shopper).
• Product feature titles (up to 3 words, 15 characters or less): You must enter a feature name that describes the feature you’re demonstrating for each video you upload. These names will appear as the title in the interactive thumbnails.
• Descriptions (up to 6 words, 55 characters or less): These are optional descriptions of your feature and appear on transition scenes in the final video.

You can opt-in to use AI to help you optimize feature names and descriptions. This text optimization may also be used to create more relevant text based on the shopper behavior. To opt-in, click the “optimize feature names and descriptions with AI” checkbox.

1. Focus on showing product features
• Specific functionality of your product: The product feature and functionality should be the focal point of your video content, not lifestyle or brand storytelling. For example, a coffee maker might have a video showcasing the digital controls offered with the title “digital controls,” another video which shows various types of brews being made with the title ”brew controls,” and a final video showcasing a built-in grinder that is grinding different types of coffee beans titled “built-in grinder.” Shoppers will then see these feature highlights in the video and gain a holistic understanding of the unique features offered by the coffee maker.
• Showcase your product in daily use: Showcase how the product works in real life to shoppers. For example: A video of someone taking off a waterproof raincoat after being out in the rain and revealing dry clothes underneath to show that it is truly waterproof.
2. Use high quality product feature videos
• Demonstrate real product in action: Videos should demonstrate real use cases and show the product in real-life scenarios. Animation should only be used in videos when necessary. Successful videos utilize real products demonstrating real usage while overly animated videos may not build trust in the product and selling points.
• Use good lighting: Videos should be filmed in a brightly lit environment; natural light is a good substitute for a professional lighting setup. A neutral background can help keep the focus on the product.
• Include people: Have someone use or react to your product to add authenticity.
• Use a tripod: Ensure your video effectively shows the product without distraction. A tripod can help avoid shaky handheld footage, which can distract the viewer.
• Think outside the narrative: Feature videos can be automatically re-ordered based on customer shopping intent (i.e., if a customer is interested in the “waterproof” aspect of your product, that feature video will show first). Don’t get too caught up on the narrative that runs through the videos.
3. Match video content and description
• Reflect product features in the video title and description: Video content should be relevant to its title and description to enhance shopper trust. (i.e., “waterproof” video content should illustrate how the product demonstrates its waterproof functionality).
• Include a clear feature title with each video: While a single video may have more than one feature in it, each video must have a title that specifically calls out the product feature shown. Product feature videos with feature titles that are not shown in the video will be rejected. For example, a long video may show a coffee machine with both a steam frother and bar pump. When uploading the file, your video title should clearly indicate “steam frother” with video content that shows the steam frother.
4. Optimize text with AI
• You can opt-in to use AI to help optimize feature names and descriptions and create more relevant text based on shopper behavior.

1. Low quality videos: avoid blurry frames, slideshows or letter boxing, and caption on screen – make sure to review the video guidelines.
2. Excessive motion graphics or renders: Overly animated videos may erode shoppers’ trust in your product. Focus on showing your products in-use and in real-life scenarios.
3. "Talking head” videos: Sponsored Products videos will not support audio, and explainer videos that rely on audio are unhelpful for shoppers (i.e., a person holding a tumbler the entire time to explain its waterproof feature will be rejected).

1. Include a creative hook and content diversity: Include videos with products in motion to capture attention. Upload at least three feature videos per campaign to showcase multiple product features that are relevant to shoppers interests.
2. Align descriptions to match the product detail page: To ensure your clicks lead to conversion, ensure your product detail page aligns with the video contents. Shoppers will expect to see the same from your video campaign and learn more.
3. Optimize feature title and keywords: Track your keyword reports to see what is driving traffic to your product and use video content or titles to drive engagement to your campaign.
4. Boost exposure: To increase eligibility for placements, you can apply bid boosts specifically for video in the campaign manager between 0 and 900%. Bid increases will apply on top of other placement adjustments.

Sources

^1–2 Quadrants Strategies Amazon Video Experience Shopper Study, US, 2025.

^{3– 4} Amazon internal, US, 2025.