When it comes to sponsored brand video ads, brands usually fall into two distinct schools of thought. Some see video primarily as a brand-building tool for the top of the funnel, while others treat it as a direct-response mechanism to drive immediate conversions. Understanding both is key to getting your video ad strategy right.
Camp A: Video for Brand Awareness
This camp views sponsored brand videos as a way to tell your brand story and capture attention early. On The Smartest Amazon Seller, Scott Needham makes the point that these videos target customers "earlier in their buying journey" to create awareness before a specific search even happens. The goal isn’t necessarily an immediate click and conversion, but to build brand recall and affinity.
Because these videos often auto-play on mobile, they offer a powerful way to convey a brand’s unique narrative and value proposition. This is about creating a feeling and planting a seed. The proponents of this strategy argue that it pays off in the long run by building a more resilient brand that isn’t solely reliant on bottom-funnel, hyper-specific keyword targeting. The focus is on metrics like brand impression share and reaching new audiences, creating a halo effect that lifts all your products over time.
Camp B: Video for Direct Conversion
This group believes every ad dollar should be directly attributable to a sale. For them, a sponsored video ad that doesn’t lead to a near-immediate purchase is a wasted impression. Nathan Gault, on the eCommerce Nurse Podcast, mentioned that videos are uniquely powerful for showing a product in use, which can directly "improve click-through rate and conversions." This is especially true for complex products or items that require some instruction.
This approach is more tactical. It involves tight keyword targeting, A/B testing creative, and as the host of The EcomCrew Ecommerce Podcast discusses, making careful decisions about whether to send traffic to a specific product page or a collection. Ryan King also touched on this on the Serious Sellers Podcast, suggesting you look for keyword opportunities where you can place a video ad for some "low hanging fruit." For this camp, the ultimate measure of success is Return on Ad Spend (ROAS), and product demonstration videos are a key tool.
I think this is a false choice. The most effective sponsored brand videos do both at the same time. A great video ad should absolutely tell a story and build your brand, but it should do so in the service of making a sale. A video that demonstrates how your product solves a real problem is both a compelling piece of storytelling and an incredibly effective direct-response tool. You’re building trust while simultaneously showing exactly why the customer should click "Add to Cart." The format is too powerful to be confined to one part of the funnel.
So, what should you do? It comes down to your budget and maturity. If you’re a new brand, you don’t have the luxury of spending heavily on top-of-funnel awareness. Your priority is cash flow. Focus on making one or two excellent, straightforward videos that show your product in action and solve a clear problem. Nail the direct-response function first. If you’re a more established brand with a larger budget, you can start to segment your strategy. You can run campaigns with product-focused videos optimized for conversion while simultaneously testing more narrative-driven videos that drive to your Amazon Storefront, playing the longer game of creating brand demand. Your Amazon advertising strategy should evolve with your business.