Contents
Why TV / Video Matters on Amazon Now
I’ve been running ads on Amazon since before DSP was cool. I remember when we thought search + display would do the heavy lifting. At Amazon Accelerate 2025, I realized something new: video and TV are no longer fancy add-ons — they’re foundational parts of the funnel. Here’s what’s changed:
- Sponsored TV is self-service, no minimum spend. You can now run streaming TV ads using Amazon’s first-party shopping + streaming signals. Prime Video, Twitch, Fire TV Channels, and Amazon Publisher Direct are among the channels.
- Sponsored TV improves “New-to-Brand” conversion. Journeys that include Sponsored TV + other Amazon Ads produce ~58% better New-to-Brand Conversion Rate than those without.
- AI Video Generator has matured. What started as low-motion video from an image is now multi-scene, more realistic motion, text animations, branded elements. Gives more creative options to more sellers.
These developments shift video/TV from discovery / branding into real tactical levers for mid- and lower funnel work. If you don’t have a video/TV plan in your Amazon strategy today, you risk falling behind in search discovery, new customer reach, and margin efficiency.
Creative & Audience Strategy; SBV Formats; SD Retargeting
Here’s how to build your middle funnel once you accept video/TV are part of your toolkit.
Audience & Creative Strategy
- Use your first-party shopping + streaming signals to tailor audiences for Sponsored TV: content interests, in-market categories. Amazon’s guide recommends combining content interest targeting with in-market category segments.
- For creative: Video Generator is now better for showing products in use, not just staged shots. Multi-scene video, movement, lifestyle helps connect emotionally and improve engagement.
- Match creative format to stage: longer video for upper funnel (Sponsored TV / awareness), shorter for retargeting / display, and optimized thumbnails for mobile viewers.
SBV Formats + Sponsored TV
- Sponsored Brands Video (SBV): good for capturing search-intent + visual storytelling. Use SBV to reinforce product features that show up in reviews or search queries. Tie these to Sponsored TV impressions.
- Sponsored TV: allocate budget or experiment with small pilots. Because there’s no minimum spend, lower risk. Use Sponsored TV to expose audiences, then retarget them via display / search.
Sponsored Display (SD) Retargeting
- After exposure via video/TV, use Sponsored Display to retarget audiences who saw but didn’t convert. Show them product detail pages, comparison ads, or special offers.
- Use frequency caps and creative refresh to avoid fatigue. I’ve seen too many cases where you keep showing the same video to the same viewer and performance drops.
SIS-Driven Harvesting + Margin Guardrails
The bottom funnel is where margin gets real. Here are how I’m using SIS reports, rules, and guardrails to harvest the interest built above, without burning profits.
Using SIS Reports
- Search Insights & Sales (SIS) reports help you see which search terms, ASINs, and campaigns are converting after video/TV exposure. Use them to identify high intent terms and harvest clicks.
For example: run a Sponsored TV exposure campaign → monitor SIS for uplift in branded search + non-brand search → shift a portion of budget to those converting keywords.
Margin Guardrails
- When scaling PPC or SBV, always calculate cost per acquisition (CPA) + ad spend + creative production + software fees etc., and set a minimum acceptable margin.
- Use bulk files or automated rules to prevent bids or budgets going so high on low margin SKUs that your profit evaporates.
- Also monitor TACoS (Total Advertising Cost of Sales) rather than just ACoS; include cost of impressions, video/TV spend which may not directly convert but drive funnel lift.
How Big Internet E-Commerce Can Help
At BigInternetEcommerce.com, we’ve been building full-funnel playbooks since before Sponsored TV existed. What we bring is a structured way to connect each stage of the funnel:
- Top funnel: Sponsored TV and DSP strategies that spark branded search demand.
- Middle funnel: Creative testing and retargeting powered by the AI Video Generator + SBV.
- Bottom funnel: SIS-driven harvesting and budget guardrails that protect your margins.
- Page experience: Conversion-ready Amazon A+ design that ensures video-driven traffic doesn’t bounce.
- Ad spend ROI: Data-driven Amazon PPC management that ties every dollar to TACoS and profit.
We’ve seen that when all three levels—awareness, retargeting, harvesting—work together, sellers grow both revenue and margin instead of trading one for the other.
Don’t Just Advertise—Architect. Let’s Build Your Full-Funnel Plan. Book a full-funnel planning call with us.
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