Sponsored Ads Amazon unBoxed announcements

This blog post provides a summary of the Sponsored Ads announcements from Amazon unBoxed in 2025.

A quick re-cap – Sponsored Ads covers the core Amazon ad products:

Sponsored Products (essentially sponsored listings with priority placements)
Sponsored Brands (More engaging branded ads often at the top of the page)
Sponsored Display (Display ads that can serve on or off Amazon)
Streaming TV (Video ads that serve on Twitch, Prime Video and other streaming services from the Amazon Publisher Direct network, with no minimum spend)

Key Announcements

Here is a summary of the key Sponsored Ads new news at unBoxed:

Sponsored Product and Sponsored Brand Prompts
Sponsored Product Video
Global Sponsored Product ads
Sponsored Brand Collections

Sponsored Product and Sponsored Brand Prompts

This is literally the opportunity to place an AI prompt on a product detail page near the Rufus prompts like in the example below:

Image showing a Sponsored Product Prompt in situ on a Product detail page. This is just one of the Sponsored Ads announcements at unBoxed — Sponsored Product Prompt in situ

These are AI powered prompts which generate relevant conversations based on shopper intent. The language used to describe these prompts is similar to the language used around Cosmo and Rufus. We believe that this content will come from the same AI processes. It’s an automatic add-on to existing Sponsored Product and Sponsored Brand campaigns without additional setup. Existing campaign tools are used to control them. The prompts base their responses on the content on the product listing together with brand store pages and campaign details. Allowing your prompts to run for longer time periods allows them to optimise further over time, but you can review performance and choose to pause them whenever you want.

The reporting provides impressions, clicks, spend etc for each prompt. You can pause each one individually if you aren’t happy with the metrics. The training materials suggest that poorer performing prompts reveal gaps in the product information on your listing. Addressing these could improve both the organic listing and the prompt performance.

Access

This is already live in on our USA accounts and is available free of charge for clients with active US Sponsored Product and Sponsored Brand campaigns during the open Beta period. Amazon are likely hoping that the results will be compelling enough for brands to pay for this service once the free beta is over. Prompts currently only display on mobile but there are plans to extend to desktop. You will find the data via existing Sponsored Products reporting and the Sponsored Brand reporting is coming soon. The prompts only appear in reporting if they’ve had a click. But they are out there already!

You are not required to enrol for this feature. All existing and new Sponsored Products and Sponsored Brands campaigns in the US already have prompts active on their accounts. Amazon auto-generates the prompts from their first-party insights to ensure optimal relevance and brand safety. Prompts seek to mirror how you represent your products on the Amazon Store, and adapt accordingly should you make any changes.

Sponsored Product Video

This new video option within Sponsored Ads allows you to add video elements to your existing Sponsored Product campaigns. You can add up to 5 videos describing different product features and each one must be at least 7 seconds long. As with Sponsored Brand Video, they need to work without sound either using call-outs or being self-explanatory. However, unlike the Sponsored Brand Video ads, the intent is to use video to enhance messaging for specific features of the product, rather than doing a single selling job for the whole product/range.

Guidelines

In Sponsored Product Videos, the product should ideally take up 50% of the screen. Amazon suggest that when loading the videos, descriptive text should align with common shopper search terms. Bids can be boosted to increase the chance that the ad will serve for video placements in the same way that bid upweights are applied for top of search, Amazon Business placements or for specific audiences. The videos display under the ad image as click-to-play thumbnails, so are easy to use.

As with other video ad products, there is a moderation process. Videos must follow the Amazon Advertising Guidelines and Acceptance policies, and the Sponsored Products video guidelines. Consequently, if your videos don’t pass moderation, it will most likely be because of a breach of those guidelines. Some examples of the guidelines include:

Each video can demonstrate 1 or more unique product feature
No blurry frames, slideshows, and letter boxing
No on-screen text
No explicit branding or logos unless it’s on the product
No emojis and emoticons
No nudity
No audio (videos with audio will have the audio removed)
No “talking head” videos (i.e. video that requires script or caption explaining the product)

This link provides some additional information for those with an Amazon Ads account.

Access

Sponsored Product Videos are already available in the USA and will expand across the globe mid-2026. The functionality appears in the ad-builder:

Image of the Sponsored Product Video ad creation screen

Global Sponsored Product Ads

This development forms part of the Global Advertiser accounts, which we covered in the Full Funnel Announcements resource (see link below). As part of this ability to run your global advertising from one single account, you can create international Sponsored Product campaigns in one action. You simply select the countries where you would like the ad to serve as you set up the campaign:

Keywords within these campaigns are automatically translated for each different language marketplace you select. Whilst we would always advocate checking auto-translations by back-translating, this feature will certainly help advertisers to expand the reach of their campaigns more quickly. The results are available to view either by country or at a global level. Global analysis enables you to benchmark the same campaign in different countries.