How to Set Up Amazon Video Ads

By Tinuiti Team

When it comes to online retail sites, Amazon is hands down the king. The site claims close to 2 billion visitors per month and a near-third of all online shoppers at any given time.

Naturally, this means a seriously big opportunity for advertisers.

And while plenty of brands are leveraging the megalith retailer, listing their products on the site and even using its fulfillment services, there’s now yet another way to reach potential customers using the Amazon infrastructure: Amazon video ads.




Does Amazon Prime Have Video Ads?

Let’s answer the big question first. Does Amazon even offer video ads?

That’s a yes. Amazon in-stream video ads do exist, giving you access to potential marketing opportunities across the Amazon shopping marketplace.

Technically dubbed Amazon Video Ads or “AVAs,” these newly launched types of advertisements live in and around Amazon product listings.

You can also post your content to other Amazon-owned sites and devices, like Fire TVs, Amazon Echos, Kindles, IMDb and more.

aap kindle & fire experiences

Customers encounter video ads when browsing Amazon products on their desktops, tablets and mobile devices, and they’re integrated seamlessly into the existing look and feel of the site.

How Does Amazon Video Advertising Work?

Amazon Video Ads autoplay as soon as they’re in full view of the user. By default, they’re muted and sound-off, but customers have the option to activate the sound or even expand the ad into full-screen mode if desired.

Video ads automatically pause once out of full view.



Like other types of Amazon ads, AVAs come with a whole suite of analytics tools and audience insights, which advertisers can use to hone in on effective strategies and measure their results.

To see a demonstration of how Amazon Video Ads look in action, head here and scroll all the way to the bottom.


Amazon Video Advertising Pro Tips:

Amazon recommends combining video ads with other types of on-site advertising, including display ads, sponsored ads and more for best results.

Advertisers are also encouraged to keep video ads to around 15 seconds. Strong creative is also crucial, especially in the first few seconds.

According to Amazon itself:

Based on early testing, we’re finding that this placement performs best with strong, visually compelling content – ideally in the first five seconds – and that the optimal length is 15 seconds or less.

Amazon also recommends delivering your main message — without the use of sound or audio — within the first five seconds of the video. This ensures the ad is understood even when muted (the default setting).


Amazon Video Ad Specs

Video ads cannot accommodate buttons or clicking, as this restarts the video and enables sound. You can, however, choose from one of several call to action options, including

You can also include an optional logo image. This needs to be a JPG, PNG or GIF with minimum dimensions of at least 600 x 100 pixels.

Here are some other important specs to keep in mind:


Amazon Video Ads also allow for custom background images, which go behind the in-app or on-site video player.

To leverage this feature, you must use one of Amazon’s templates (there are different ones for desktop, mobile and tablet placements) or purchase creative design support through Amazon Media Group directly.


Amazon Video Ads “Custom Background” feature.


How to Set Up Your Amazon Prime Video Ads

Setting up your Amazon Video Ads requires working with an Amazon Advertising expert. You can get started by answering the questions listed here.

If you already have a managed advertising account with Amazon, contact your account liaison directly to get started with video ads.

They’ll be able to get you set up to begin the video advertising process.

Have questions about Amazon video ads? Want to learn more about this feature? Email [email protected].

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