Sponsored Products Video (SPV): The Most Promising Advertising Format for 2026

BLOG: Advertising

6 Min Read | November | BY Timo Gralle

The Rise of Sponsored Products Video: A New Era for Amazon Search and Product Discovery

Amazon is accelerating the shift toward richer, video-led shopping experiences. One of the most important innovations for 2026 is Sponsored Products Video (SPV), a format that brings product feature videos directly into Amazon’s most valuable real estate: search results. SPV will fundamentally change how shoppers discover, evaluate and compare products, and it represents a major opportunity for brands to increase visibility and engagement in competitive categories.

What Is Sponsored Products Video (SPV)?

SPV allows advertisers to upload one to five product feature videos per ASIN, each paired with descriptive text. Shoppers can see up to three feature video thumbnails, dynamically selected based on relevance to their search query and browsing behavior.

Key characteristics of SPV include:

Video shown directly inside search results
Up to five videos per product
Dynamic feature-based thumbnail selection
Integrated into existing Sponsored Products campaigns
Adjustable bids for video placements

Because SPV is built into Sponsored Products, advertisers do not need to create new campaign types. Uploading high-quality feature videos becomes a natural extension of standard Sponsored Products workflows.

Why SPV Will Matter in 2026

Consumers increasingly rely on video to understand product features quickly. SPV brings that content to the point of discovery, not just the product detail page. Amazon’s early tests show strong results: SPV campaigns can deliver measurable engagement uplift, including higher click-through rates and stronger downstream conversion signals.

SPV allows shoppers to evaluate products faster, reduces friction in high-consideration categories, and makes search results more informative at a glance.

How SPV Changes the Product Page Experience

Although SPV appears in search, it directly influences PDP performance. Shoppers who click on SPV units:

arrive with higher purchase intent
have already seen key product features
spend less time searching for specifications
tend to convert at a higher rate compared to standard Sponsored Products clicks

SPV essentially shifts a portion of the product education process from the PDP to search results.

Producing SPV Assets Efficiently: AI Video Builder in Creative Studio

To support growing demand for video assets, Amazon Ads EU recently introduced the AI Video Builder within Creative Studio. This tool enables brands to generate multiple video versions within minutes using existing PDP content.

Because the tool pulls only from approved PDP assets, it avoids product hallucinations and preserves brand and product accuracy.

All generated videos are automatically saved in the Creative Assets folder under the “Video Generator” section of your Ad Entity, making them easy to reuse across campaigns or export for broader use.

5 Benefits of the AI Video Builder:

01.

Creates multiple video variations (different lengths, frames, animations, headlines) in minutes.

02.

Uses PDP content, ensuring accuracy without hallucinations.

03.

Saves all outputs in Creative Assets for consistent reuse.

04.

Supports uploading additional non-product assets (e.g., lifestlye footage, brand cues).

05.

Does not rely on fixed template themes like the standard "Video Builder".

This makes the AI Video Builder especially valuable when:

production budgets are limited
time is tight
brand teams restrict external creative production
teams need fast turnaround for SPV or other emerging video formats

Current limitations

No advanced prompting; iteration is limited to selecting improved versions
No ad spec compliance checks included in the tool

Still, it is one of the fastest and most accessible ways for brands to produce SPV-ready content that aligns with Amazon’s requirements.

3 Steps to Prepare for SPV

Build a scalable feature video library: Develop short, feature-focused videos (15–30 seconds) for high-priority ASINs.

Activate SPV across key Sponsored Products campaigns: Upload videos directly into Sponsored Products and test SPV across hero products OR test the AI video builder.

Measure and expand: Catapult empowers you to measure the performance across the key factors such CTR, view-through, PDP visits and conversions. As a result, you can scale the format faster.

How to Adopt SPV Effectively

Our Front Row Advertising Team supports your transition to a video-first Amazon strategy. They combine analytics expertise with deep Amazon media know-how, helping you translate reports into actionable tactics and build video-first campaigns that drive real results.

Reach out to us for a free consultation.

About the author

Timo Gralle

Timo joined Front Row in February 2024 as a holistic E-Commerce Consultant, focusing on strategic client advisory, media planning, and ensuring brand-compliant execution across Amazon and other retail media channels like Otto and Rewe.