Launch announcement

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

January 3, 2024

What launched?

Advertisers can now launch video-only creatives that drive shoppers exclusively to their Amazon Store. This new creative, available under “Goals” > “Grow brand impression share,” allows advertisers to tell their branded story without tying a video campaign to a product, or a collection of products. This ad will be eligible for top-of-search placements only and will allow advertisers to set a performance-based goal for brand-building purposes and receive the unique campaign configurations to achieve that goal. Specifically, advertisers can now optimize video campaigns for their brand’s share of voice, on Amazon.

Advertisers will also have the option to edit their existing live video campaigns under “Grow brand impression share,” and eliminate highlighted products. This allows advertisers to edit a live campaign without needing to re-create a new campaign.

In the advertising console, advertisers must choose “Grow brand impression share” as a goal. This will automatically lead to vCPM billing and to Brand Store as Landing page for video campaign creation. Video-only creatives are not available for “Drive page visits” as a goal optimization.

Create campaign

Image A - Video-only creatives available under Grow Brand Impression share goal, and Video Ad Format.

The creative card will showcase a video ad only. The advertiser is able to launch a 0-product ad, or add 1, 2, 3 advertised products on their video campaign, after clicking on Products.

Ad or edit content

Image B - Mobile ad preview of a video-only creative on Top of Search.


Image C - Desktop ad preview of a video-only creative on Top of Search.

Why is it important?

Video-only creatives allows advertisers to launch Store campaigns that focus on brand story-telling on Top of Search placements. This Sponsored Brands video-only enhancement allows advertisers to find the ad creative that best aligns to their marketing strategy needs; creatives now allow to to promote your brand with a video-only creative, or highlight a collection of products with a video showcasing advertised products.

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: Saudi Arabia, United Arab Emirates, Egypt
  • Asia Pacific: Australia, India, Japan, Singapore

Who can use it?

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

Where do I access it?

API specific

  • Two endpoints are updated on version 4 campaign management API: /sb/v4/ads/brandVideo and /sb/v4/ads/list. We use existing endpoints for video-only creatives, and we update the 0-product option parameter for Sponsored Brand video Store campaigns.