At unBoxed 2025, Amazon launched Sponsored Products video — a new format that drops interactive product videos directly into your existing Sponsored Products campaigns. For sellers, it’s one of the most meaningful ad-unit changes of the year, and it’s worth understanding before your competitors get there first.
What actually launched
Sponsored Products video lets advertisers upload 1–5 product feature videos per product, each with its own descriptive text. Shoppers then see up to three video thumbnails surfaced based on their search query and browsing history — so the most relevant features get shown first. They can skip straight to the feature they care about before clicking through to the detail page.
A few important details:
- You add videos to existing campaigns through Campaign Manager — no separate campaign type to learn.
- The same product can run different feature videos across ad groups.
- You can apply bid adjustments to increase the likelihood of winning a video placement.
Why it matters
Per Amazon’s internal data (US, Aug–Oct 2025), Sponsored Products campaigns with video saw a 9% uplift in click-through rate versus campaigns without it. And for the roughly 20% of shoppers who watched for longer than five seconds, CTR jumped 8x. Those are Amazon’s own beta numbers, not a guarantee for every account — but the direction is clear: video earns attention in a search results page that’s mostly static images.
How we’d approach it
Video is only an advantage if it’s used deliberately. Our take for clients:
- Lead with the feature that overcomes the most common objection for your product, not a generic brand intro.
- Keep each clip short and feature-specific so the thumbnail navigation actually helps shoppers.
- Treat the first five seconds as the whole battle — that’s where the CTR lift concentrates.
At launch the format is available to sellers and vendors in the US, via the advertising console and the Amazon Ads API.
Want to know whether video is worth testing on your catalog right now? Request a free audit and we’ll tell you straight.