Launch announcement

Sponsored Brands video introduces vertical video creatives on the advertising console and Amazon Ads API

February 14, 2024

What launched?

Advertisers can now launch vertical video campaigns with Store as landing page. Vertical video is available under “Drive page visit” goal, enabling advertisers to highlight a collection of one, two, or three advertised products. Under the “Grow brand impression share” goal, advertisers can launch a video campaign without, or with one, or two, or three advertised products. Shoppers clicking on an advertised product will visit the product’s detail page; shoppers clicking on any other ad element will visit their Amazon Store.

New Campaign


In the advertising console, advertisers can choose between “Drive page visits” and “Grow brand impression share” goal. Under each goal, advertisers must chose “Video”, under Ad format, and select “Store on Amazon” as Landing page. Vertical video creatives is not available for “Product detail page” as landing page.

Adding video


The creative card will allow advertisers to upload a vertical video directly on the advertising console.

Products


Once a vertical video is uploaded, the advertiser is able to launch - under “Drive page visits” goal - a video campaign highlighting one, two, or three advertisers products. Under “Grow brand impression share” goal, the advertiser is able to launch a video campaign without an advertised products, or with one, or two, or three advertised products.

Why is it important?

Video is a powerful medium for brand story-telling. With the rise of social media, brands are strategically embracing the versatility of both vertical and horizontal video assets. Horizontal content allows for cinematic narratives and compositions, in addition to multi-platform compatibility. Vertical video assets allow for increased authenticity (user-generated or creator-based stories), and provides an organic feel, particularly on Mobile. Shoppers will now be able to discover the brands they love today - and learn about the brands they will crave tomorrow - with more immersive vertical video creatives, and visit the Amazon Store to learn more about a brand’s ethos, or explore advertised products by clicking on any of the displayed products. Advertisers will find further flexibility, as they can now re-use their existing vertical assets used in social media, and find new creative ad formats to share their brand story on Amazon.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Turkey
  • Middle East: Egypt, Saudi Arabia, United Arab Emirates
  • Asia Pacific: Australia, India, Japan, Singapore

Who can use it?

  • Managed service
  • Self-service
  • Registered sellers
  • Vendors
  • Authors

Where do I access it?

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