Creative Assets, Ad Copy, and Retail Readiness
What is really being tested
Creative questions test three things: whether the asset is allowed, whether it communicates the offer in a fraction of a second, and whether the landing experience - detail page or Store - is ready to convert.
For Sponsored Brands, the logo must be a clean square brand mark (no text-heavy banners, no Amazon or third-party logos), the headline is a short benefit statement within the character limit, and the three products should be complementary rather than duplicates. For Sponsored Brands Video, the product and the benefit must be visible in the first seconds because the video autoplays muted on mobile; text overlays carry the message.
Claims are regulated: no prices, discounts, promotional or time-limited language, no superlatives like "best seller" or "number one", no review quotes or star ratings, no guarantees or medical claims, and nothing that mimics Amazon's own buttons or interface.
Retail readiness
Ads cannot fix an unready listing. The essentials: the product wins the Buy Box, is in stock, is competitively priced, has a complete title, bullets and images (main image on white, high resolution for zoom), several strong ratings - a common benchmark is 15 or more ratings near four stars - A+ or brand content where eligible, and a correct category and variation structure. Advertising an out-of-stock or Buy-Box-losing ASIN wastes spend and can damage rank.
Traps
Approving a video that is really a slideshow of packshots, using the headline for a promotional claim, advertising a parent ASIN with no offer, and testing creative while the listing has three reviews.
Rule of thumb
Treat the first two seconds of video and the first three words of the headline as the whole ad; fix the listing before raising bids.