Amazon SPV: Video Ads Standalone Bidding, Seize Traffic Boom.

Amazon SPV (Sponsored Product Video Ads) Introduces Key Update: Now Supports Independent Bidding. This change grants sellers full control over video ads for the first time, marking the beginning of a refined era for video ad placements.

Image source: Amazon

Core Change: From Bundled to Independent

Previously, video ads and display/image ads shared budgets and bids, making it difficult to reflect the high engagement value of videos. Now, sellers can create independent ad campaigns for SPV with dedicated budgets and bids. This means: 1. Achieving true separate management to avoid mutual interference between video and display/image ads. 2. Being able to optimize separately based on video performance metrics like view rate and engagement rate. 3. Enabling precise tracking of the return on investment for video ads.

Opportunity Window: Why Immediate Action is Essential

This is the optimal time to deploy SPV: First, video traffic is growing rapidly within the Amazon ecosystem, and videos can demonstrate product value more intuitively. Second, competition is lower in the initial phase of the new feature's launch, allowing for acquisition of quality traffic at a lower cost. Third, the platform typically provides traffic support for new features. Fourth, videos can effectively lower the consumer decision-making barrier, with conversion potential significantly higher than display/image ads.

Three-Step Action Guide

Precise Product Testing: Prioritize creating independent SPV ads for high-margin products, complex functionality products, or visually impactful products to quickly gather data feedback.

Optimize Content and Strategy: Produce high-quality videos of 15-30 seconds, ensuring the first 3 seconds capture user attention. For bidding strategy, it is initially recommended to use automatic bidding to accumulate data, then switch to manual bidding for refined optimization later. Video ads place greater emphasis on completion rate and engagement rate, differing from the logic of keyword-based ads.

Scientifically Evaluate Results: Set up a dedicated testing budget and closely monitor changes in ACOS and conversion rate. Focus on analyzing core metrics such as video play rate and watch time, and evaluate actual effectiveness by combining sales data.

Balanced View of Opportunities and Challenges

Beyond the opportunities, it's important to note: High-quality video production involves certain costs. Optimizing video ads requires learning new skills. Competition will gradually intensify as more sellers join, meaning the window of opportunity is limited. Therefore, the earlier testing and optimization begin, the sooner a competitive advantage can be established.

The independent bidding for SPV is not just a feature upgrade but also a significant part of Amazon's push towards video-based shopping. It offers sellers a new avenue for growth, and the speed of action will directly impact the competitive landscape. It is recommended to immediately check your advertising console and start planning your first independent SPV campaign.

The professional team at 1981 Company possesses extensive experience in video ad operations and can help you quickly establish an advantage during this early competitive phase, transforming the feature upgrade into tangible sales growth. In this critical window of opportunity, let professional expertise guide your efforts.