Sponsored Brands and Sponsored Brands Video: Formats and Eligibility
Formats
Sponsored Brands (SB) is a headline ad unit in search results that drives to a Store, a Store subpage, or a product list. The product-collection format shows a brand logo, a headline and up to three products; Store spotlight and brand-video variants lead to Store pages. Sponsored Brands Video (SBV) is a single autoplaying, muted video in search results linked to a product detail page or a Store, often with product cards beneath it.
Eligibility
Sellers need Brand Registry enrollment for the brand and the marketplace being advertised, an active professional account, and products that are in stock and eligible to win the Buy Box. Vendors need brand approval. The brand must own the creative: logo, imagery and video, with no third-party trademarks or Amazon branding.
Creative rules that decide approval
Headlines are short (about 50 characters) and must avoid prices, promotions, time-limited claims, superlatives such as "best seller", review quotes, guarantees, and imitation Amazon interface elements. SBV video must be real motion footage - roughly 6 to 45 seconds, with 15 to 30 strongly recommended - high resolution, without letterboxing or static slideshows, and readable without sound because it autoplays muted on mobile.
Targeting differences
Sponsored Brands supports both keyword and product targeting; Sponsored Brands Video is keyword-targeted only. Both support negative keywords, campaign-level budgets and keyword-level bids.
Traps
Candidates confuse SB with Sponsored Products (SB is a brand ad, not a single-product ad), assume SBV supports product targeting, or propose a video that is really a slideshow of packshots. Another frequent error: ignoring that the same brand must be registered in each marketplace.
Rule of thumb
Design SB for a multi-product story and SBV for one fast, silent-first message with the product visible in the first two seconds.