Amazon Launches Multi-ASIN Sponsored Brands Video Ads

Amazon has unveiled an exciting enhancement to its advertising arsenal—Multi-ASIN Sponsored Brands Video (SBV) ads. This innovative update empowers advertisers to feature up to three products within a single SBV campaign, a significant improvement over the previous limitation of showcasing only one ASIN. By introducing this new functionality, Amazon opens the door to improved click-through rates (CTR), enhanced return on ad spend (ROAS), and greater storytelling potential through video content.

Unveiling the New Features of Multi-ASIN SBV Ads

Advertisers now have the flexibility to create video campaigns spotlighting one, two, or three products. When building a campaign, the first three eligible ASINs from the landing page of a Brand Store are automatically selected, but advertisers retain full control to replace or remove these products—as long as at least one ASIN remains. Once the campaign is live, however, the number of ASINs cannot be altered, ensuring consistency in the ad’s presentation.

Each featured product within the video directs shoppers to its respective product detail page (PDP), enabling customers to learn more and make purchases. Additionally, clicking on branded elements within the video redirects users to the advertiser’s Brand Store, allowing for a comprehensive brand experience. This dual-link approach not only facilitates direct sales but also fosters brand exploration, offering opportunities for cross-selling and upselling.

Advantages of Multi-ASIN Sponsored Brands Video Ads

Including multiple ASINs in video ads has been proven to significantly boost performance. Amazon reports that SBV ads featuring three ASINs achieve a 43.9% higher CTR and a 34.0% higher ROAS compared to single-ASIN campaigns. By showcasing a broader range of products, brands can appeal to diverse customer needs and preferences, resulting in higher engagement and conversions.

Video ads are a powerful medium for brand storytelling. With the addition of multiple ASINs, advertisers can craft dynamic narratives that highlight complementary products or product bundles. For example, a kitchenware brand could present a cooking set that includes a skillet, utensils, and a cutting board, seamlessly illustrating their combined utility and value.

Multi-ASIN video ads unlock new possibilities for cross-selling. By showcasing related or complementary products, brands can encourage customers to purchase additional items. For instance, a beauty brand might feature a skincare regimen consisting of a cleanser, toner, and moisturizer, directing shoppers to individual PDPs for a complete routine.

The ability to link video ads to a Brand Store creates a more immersive shopping experience. When customers are drawn to the Store, they can browse the full product range and gain deeper insights into the brand’s identity. This holistic approach not only drives immediate sales but also builds long-term customer loyalty.

Maximizing the Potential of Multi-ASIN Video Ads

To fully leverage the benefits of this ad format, advertisers should focus on strategic product selection, choosing products that complement each other or represent a cohesive theme to maximize the ad’s impact. Developing engaging video narratives that highlight the unique features and benefits of the featured ASINs is essential. Consistent brand messaging can reinforce your identity and encourage exploration of your Brand Store. Regularly analyzing metrics like CTR and ROAS will optimize future campaigns.

Final Thoughts

Amazon’s Multi-ASIN Sponsored Brands Video ads offer a game-changing opportunity for advertisers to enhance their marketing strategies. By featuring multiple products in a single campaign, brands can tell richer stories, appeal to a wider audience, and drive better results. This innovative ad format is a testament to Amazon’s commitment to providing advertisers with tools that enhance visibility and maximize return on investment.

Ready to unlock the full potential of Multi-ASIN SBV ads? Contact SellerRocket to learn more about how we can help elevate your advertising game and grow your brand on Amazon.