Recently, the Amazon platform has ushered in an update that is enough to change the advertising ecosystem—Product Promotion (SP Ads) now officially supports video placement.

This transformation not only provides sellers with richer marketing tools, but also signals that the platform’s traffic battle has entered a new visual stage.

For Tuke sellers who rely on Amazon’s internal traffic, quickly understanding the rules and seizing the dividends will become the key to future competition.

 

Image source:Google

Video Ads: From Static Display to Dynamic Impact

This update allows sellers to upload1-5 product videos of at least 7 seconds each within an ad group, intuitively showcasing product features and usage scenarios through dynamic visuals. Internal Amazon data shows that video ads have a 9% higher click-through rate than traditional image ads, which clearly demonstrates consumers’ preference for dynamic content.

It is worth noting that the platform recommends keeping video length within30 seconds; content that is too long may be automatically trimmed by the system, meaning sellers need to condense the core selling points of their products into short and refined content.

Currently, this feature is only open to some existing ad groups of US sellers; newly created ad groups are not supported for now.

Additionally, if more than3 videos are uploaded, Amazon will select 2 to display based on relevance, requiring sellers to optimize video quality and ensure every frame accurately conveys product value.

 

Image source:Google

Opportunities and Challenges for Sellers: How to Seize the Traffic High Ground?

For sellers, the launch of video ads is both an opportunity and a challenge.

On the positive side, dynamic content can more efficiently attract users to stay and improve page conversion rates. For example, apparel sellers can use videos to show fabric elasticity and how the clothing looks when worn, while electronics sellers can demonstrate operating procedures—these can effectively lower consumers’ decision-making barriers.

However, the cost and technical threshold of video production may be a pain point for small and medium-sized sellers. Compared to images, videos require professional steps such as script planning, shooting, and editing. Sellers with limited team resources need to weigh the input-output ratio.

It is recommended that sellers adopt a phased testing strategy, first selecting1-2 core products to make simple videos, focusing on function demonstration rather than complex plots, and then gradually optimizing based on data feedback.

 

Image source:Google

Deep Impact on Platform Ecosystem: Intensified Content Competition

This Amazon update is not an isolated move, but an important part of the platform’s content ecosystem upgrade. With the rise ofTuke and other social commerce platforms, short videos have become a key medium for consumer decision-making.

Amazon’s introduction of video ads is both to cater to user habits and to strengthen its own traffic barriers. In the future, platform algorithms may further favor high-quality video content, meaning sellers who rely only on text and images will gradually lose their competitive edge.

In addition, the opening of the video feature may drive a phase of volatility in Amazon’s in-platform ad bidding costs. Early testers may gain excess exposure at lower costs, but as the feature becomes widely available, competition for video ad bids may quickly intensify.

Therefore, sellers need to closely monitor changes in traffic allocation rules and dynamically adjust ad budgets.

 

Image source:Google

Conclusion

The video upgrade of Amazon advertising marks the transformation of e-commerce marketing from shelf display to scenario experience. For sellers, this is not only a tool to improve conversion rates, but also a new challenge to optimize operational efficiency.

In the short term, it is recommended that eligible sellers test the feature as soon as possible to accumulate experience; in the long term, building a professional content team and creating differentiated video strategies will become a required course for Tuke brands.

It is foreseeable that as video ads become more popular, the competition for Amazon’s internal traffic will become more multidimensional. Only sellers who keep up with platform trends and continuously iterate their marketing methods can get the biggest share in this visual feast.