Amazon Video in Search Guidelines

Video in Search

Amazon Video in Search allows Amazon sellers to connect with consumers using content-rich video in mobile search results on the iOS and Android app. These ads are shown below the fold in the search results for keywords that are relevant to your product.

Video in Search offers both Product Detail Page and Custom Landing Page campaigns, and each has specific guidelines and requirements.

Product Detail Page Campaign

A Product Detail Page video campaign drives traffic to an Amazon product detail page. This ad features 5 main components.

  1. Video: This is created by you and uploaded along with the product ASIN and keyword list. Captions can be added to videos that rely on voiceover to communicate the message using Helvetica or a similar san-serif font in at least 80 px. Text is recommended in white on top of a black bounding box set to 80% opacity.
  2. Product image: The primary product image from the detail page is displayed automatically.
  3. Headline: The product title from the detail page is displayed automatically.
  4. Sponsored tag: The Sponsored tag is shown in the upper right corner during the first 3-seconds of video to let users know it is an ad, then fades out.
  5. Speaker icon: A speaker icon is shown in the lower right corner. Videos always start without audio, but viewers can enable audio by tapping the speaker icon.

Landing Page Campaign

A Custom Landing Page video campaign sends traffic to your Amazon store or custom landing page on Amazon. This ad includes 5 main components.

  1. Video: This is created by you and uploaded along with the URL of a mobile optimized page on Amazon and keyword list. Captions can be added to videos that rely on voice-over to communicate the message using Helvetica or a similar san-serif font in at least 80 px. Text is recommended in white on top of a black bounding box set to 80% opacity.
  2. Custom image: This should be a product-focused, 300×300 pixel image that is easily viewed at small sizes, or your brand logo.
  3. Headline: Provide a custom headline of up to 80 characters.
  4. Sponsored tag: The Sponsored tag is shown in the upper right corner during the first 3-seconds of video to let users know it is an ad, then fades out.
  5. Speaker icon: A speaker icon is shown in the lower right corner. Videos always start without audio, but viewers can enable audio by tapping the speaker icon.

Video in Search Custom Image

Video in Search: Best Practices

When creating your video, keep in mind that it should be educational and demonstrative of your brand and products. Video in Search auto-plays without sound in search results with no option to go full screen. Your videos require audio, but should still create interest without sound, and you’ll also want to make sure that any on-screen text can easily be read on a mobile device. Other suggestions include:

  • Grab Attention Quickly: Show the product prominently within the first few seconds. Don’t fade in from black or start with an empty frame.
  • Keep it Brief: A video of 15–30 seconds has proven best to relay your message and hold a customer’s attention.
  • Round & Round: Videos automatically loop, so consider adding an end card to allow for some breathing room, or get make your loop seamless.

Video in Search Guidelines

Video in Search Acceptance Criteria

Video in Search campaigns are reviewed for compliance to Amazon’s policies before being published. Ads that do not meet these policies will not be accepted for video in search.

  • Videos cannot begin or end on black or blank frames.
  • All on-screen text must be at minimum 30 pt font.
  • Videos cannot contain black boxes – horizontal letterboxing or vertical pillarboxing.
  • Videos must be 90 seconds or shorter, and minimum 6 seconds.
  • Videos must contain audio. Silent videos are not allowed.
  • Critical content within the video must not be obstructed by the user interface. You can download a template by clicking here.

If you’re interested in learning more or need assistance with your Video in Search program, contact Vertical Rail.

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