Amazon just rolled out one of the most meaningful Sponsored Products upgrades in years: Product feature video embedded directly into Sponsored Products placements.

For brands, this isn’t just a creative add-on. It’s a performance lever, and specifically one that activates right at the moment shoppers are deciding what to buy.  

And for Quartile clients, it unlocks a new layer of measurable optimization the moment it becomes available.

Why This Release Matters

Amazon’s internal data shows the impact:

• +9% higher CTR for Sponsored Products campaigns using product videos

• 8x higher CTR from shoppers who watch more than five seconds

When Sponsored Products drive 50–80% of total Amazon revenue, gains like these don’t just look good — they shift the entire growth trajectory of your account.

With video now surfaced in search results and Product Detail Pages, brands that adopt early can create an instant, defensible edge over competitors still relying on static imagery.

What This New Format Enables

1. Show features at the exact moment of decision

Instead of hoping the shopper scrolls to the Product Detail Page video carousel, brands can surface feature highlight videos directly in search results and product detail pages.  

Feature explainers now appear before the click — right where comparison shopping happens.

2. Deliver fast, high-intent visual storytelling

These videos highlight your differentiators in seconds perfect for categories where features matter, including:  

• Electronics

• Appliances

• Beauty devices

• Home & kitchen

• Pet products

• Tools & outdoor

3. Repurpose existing Product Detail Page content

Brands can repurpose existing video assets, as most brands already have Product Detail Page videos that are adaptable immediately for Sponsored Products.

What Brands Should Expect Next

Amazon is doubling down on immersive shopping. Video will shift from “nice to have” to “table stakes” faster than most brands expect.

Early adopters will see:

• Improved visibility

• Higher engagement

• Long-term structural advantage as the format matures

Quartile’s Role: Turning This New Feature into Performance  

And that’s where Quartile comes in.  

We bridge Amazon’s latest creative tools with a performance strategy built to scale.

That means helping you:

• Identify priority ASINs

• Audit and adapt your current video assets

• Implement structured early testing

• Measure CTR, CVR, and revenue lift with clarity

• Expand winning assets across your catalog

We don’t just launch the feature — we make sure it drives results.

Ready to Activate Amazon’s Product Feature Videos?

If you’re ready to test the new format, discuss it with your Quartile Customer Success Manager. We’ll help you select your first three ASINs, set up the right experiments, and scale what works in collaboration with our Center of Excellence.  

Because this is more than a new placement — it’s the beginning of a richer, more personalized Amazon experience.  

As audiences become more critical to performance, customized video creative will become the next frontier.

The future of Sponsored Products is visual, dynamic, and data-driven.  

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