Amazon has recently introduced video-enabled Sponsored Brand Ads – a new opportunity in how authors can promote their work on the world’s largest bookstore.
The game-changing aspect of this update is that authors no longer need an extensive catalogue to access powerful advertising tools. Whilst traditional Sponsored Brand Ads still require three published books for Product Collection campaigns, the new video ad format allows authors with just one book to create eye-catching promotions. These silent video advertisements can grab a potential reader’s attention in ways that static ads simply cannot, making them particularly valuable in today’s competitive marketplace.
These video ads offer flexibility in terms of placement and strategy. Authors can choose to have their videos appear at the top of search results, within search listings, or even on product detail pages.
Two types of video campaign
Amazon provides two ways to connect with shoppers on Amazon using Sponsored Brand Ads:
1. Product detail page campaign
A product detail page campaign is ideal for linking shoppers to your product. A product detail page campaign will appear in shopping results and on product detail pages.
2. Brand Stores campaign
A brand Stores campaign is a great way to boost brand equity and create lasting value by linking shoppers directly to your Brand Store through shopping results. You can showcase these campaigns both at the top and the bottom of search results.
Keep it short
Amazon suggests keeping your video short, simple and focused. The video can be up to 45 seconds long, but Amazon recommends under 20 seconds. The aim of the video isn’t to explain every single detail about the product, but to generate curiosity that will encourage buyers to head over to your book’s product page.
Targeting
The targeting capabilities of Amazon’s video ads offer authors sophisticated ways to reach their ideal readers.
You can target specific keywords that match your book’s themes, genre, or similar authors in your space. For instance, if you write enemies-to-lovers romance, you might target phrases like “slow burn romance” or even established authors writing in similar styles. The platform also allows for negative targeting, enabling you to exclude your ads from appearing alongside irrelevant searches. For example, if you write adult fantasy, you might want to exclude terms like “children’s fantasy books” to ensure your advertising budget is spent effectively.
Amazon also offers theme targeting, which can simplify your keyword selection process and help secure prime advertising spots. This feature can help readers discover your books when they’re browsing similar titles or searching for specific genres, increasing your visibility in your chosen category.
Works alongside Sponsored Product Ads
Savvy authors should consider Amazon’s video ads as just one tool in their marketing arsenal. Sponsored Product Ads often remain the backbone of effective Amazon advertising, typically offering a better return on investment due to their lower bid requirements. These ads continue to provide reliable results for authors working with modest budgets.
If you are a self-published author that has published direct with Amazon, you may find this Amazon Sponsored Brands Video Ads Tutorial useful. Or, if you have published with us at UK Book Publishing, please contact us to discuss how we can help create a sponsored video advert for your book.