Sponsored Brands Video is a Sponsored Brands campaign with a video creative instead of a banner. It is not a separate ad type, which matters: it lives in the same campaign manager, uses the same targeting, and reports as Sponsored Brands.

It is also, for many sellers, the best-performing format they run — an autoplaying video in the middle of search results is hard to scroll past.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-sbv-campaign-explainer-afb0a30c.mp4)

*Prefer to watch? One hundred and thirteen seconds on why it is a format rather than an ad type, what a silent autoplaying ad has to do in two seconds, and the metric that moves first.*

## **Creating the campaign**

**Amazon Ads console → Campaign manager → Create campaign → Sponsored Brands.**

**1. Goal: drive page visits.** Cost per click, measurable. As with any Sponsored Brands campaign, avoid the two impression-share goals — they buy placement rather than response.

**2. Name, dates, budget.** No end date unless it genuinely ends.

**3. Amazon or Amazon Business.** Amazon unless you are deliberately targeting B2B.

![Ad format: Video, alongside Collections and Store spotlight](/kb-assets/shot-amz-sb-format-aa9c81.png)

**4. Choose the video format** and upload your creative.

**5. Destination.** The video can land on the **product detail page** or your **storefront**. **Send it to the product page.** Someone who watched a video about one product should arrive at that product, not a directory.

**6. Bidding.** Turn off Amazon's optimisation, set your own bids, add placement adjustments only once you have data.

**7. Targeting.** Keyword (exact, phrase, broad) or product (ASIN, category). **Start with exact**, same as any Sponsored Brands campaign.

**8. Upload the video** to Amazon's stated specification for length, dimensions and file size, then submit for review. Video creative goes through moderation, so it will not be live immediately.

## **What makes the creative work**

The mechanics are easy; the video is the whole campaign.

**It autoplays silently.** If it needs sound to make sense, it does not make sense. Caption anything essential.

**The first two seconds decide it.** Lead with the product doing the thing it does. A logo animation spends your most valuable moment on nothing.

**Show use, not features.** Video's advantage over a static banner is demonstration. If your video is a slideshow of stills, you have bought a video slot to run a banner.

**Keep it short.** Attention is gone long before a long video ends.

## **Judging it in TrackIQ**

![Campaigns, with video alongside every other ad type](/kb-assets/shot-adv-campaigns-view-77ace2.png)

SBV reports as Sponsored Brands in **Amazon Ads → Campaigns**, so name it clearly at creation — something with *SBV* in it — or you will not be able to separate video from banner performance later.

**Compare video against your banner Sponsored Brands campaigns**, not against Sponsored Products. Same ad type, same attribution window, same job. That is the comparison that answers whether the video was worth producing.

**Attribution is 14 days.** Recent days understate.

**Watch CTR first.** It is the fastest signal on whether the creative is working, and it moves long before ACoS becomes readable. A video with weak CTR is a creative problem, and no bid change will fix it.

## **The upper-funnel measure**

Video reaches people earlier than a search ad, so last-click ACoS under-credits it in the same way it under-credits Sponsored Brands generally.

**Did it bring new customers?** [**NTB Customers: New vs Repeat, Counted as People**](https://kb.trackiq.com/hc/knowledge-base/articles/ntb-customers).

**Did branded search rise after it ran?** [**Brand Keywords: Proving Upper-Funnel Spend Works**](https://kb.trackiq.com/hc/knowledge-base/articles/brand-keywords).

## **Common mistakes**

**A video that needs sound.** It autoplays muted.

**Opening on a logo.** The two seconds that mattered, spent on branding nobody is looking for yet.

**Sending traffic to the storefront** after a single-product video.

**Not naming it distinctly**, then being unable to tell video from banner in reporting.

**Judging it against Sponsored Products.** Different job, different window, different funnel position.

## **Related**

- [**Create a Sponsored Brands Campaign**](https://kb.trackiq.com/hc/knowledge-base/articles/create-a-sponsored-brands-campaign) — the banner version, and the shared settings.
- [**Amazon PPC: Core Terms and Metrics**](https://kb.trackiq.com/hc/knowledge-base/articles/amazon-ppc-terms-and-metrics) — the vocabulary.
- [**Why Sponsored Products, Brands and Display Numbers Do Not Simply Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up) — before you total anything.
- [**Amazon's AI Video Generator**](https://kb.trackiq.com/hc/knowledge-base/articles/amazons-ai-video-generator) — producing the creative these campaigns need.