You\u2019ve probably seen many of the major announcements from Amazon\u2019s unBoxed 2025 conference last week\u2014but there are two in particular you shouldn\u2019t overlook.\u00a0<\/p>\n\n\n\n
These two announcements are so important, we think, because they set the scene for the future of advertising on Amazon. <\/p>\n\n\n\n
The big story of Amazon ads right now is that we are moving to a place where data is abundant. Amazon is sharing more data with brands and agencies, and creating countless new formats and features for advertising. <\/p>\n\n\n\n
It\u2019s all exciting stuff\u2014and savvy businesses can absolutely use it all to get ahead. The challenge is going to be ingesting and analyzing all of this data as swiftly as possible, so you can use it to truly influence your business decisions. <\/p>\n\n\n\n
On that theme, we want to highlight two really critical announcements from unBoxed. <\/p>\n\n\n\n
One is big and splashy, and you might already know many of the high-level details. <\/p>\n\n\n\n
The other is more subtle\u2014but arguably just as important, if not more so. <\/p>\n\n\n\n
You may have already heard that Amazon has a new ad format: Sponsored Products Video. <\/p>\n\n\n\n
This is going to be a big deal. Sponsored Products are obviously the most popular ad format on the platform, and any change to it will inevitably reshape much of the ad market. <\/p>\n\n\n\n
For customers, Sponsored Products Video is probably going to change the experience of shopping on Amazon. When shoppers search for \u201ccold brew coffee maker,\u201d they\u2019ll suddenly see a lot of videos<\/a> in search results. <\/p>\n\n\n\n Advertisers, meanwhile, will probably have to deploy a whole new set of tactics for promoting their products.<\/p>\n\n\n\n Basically, through Sponsored Products Video ads, you can now upload to 1-5 videos per product, plus descriptions for each video. <\/p>\n\n\n\n Shoppers can toggle between the videos in search results, before they ever navigate to your product details page. <\/p>\n\n\n\n These videos are designed to promote specific features that might be most relevant to your sales pitch. <\/p>\n\n\n\n They\u2019re a way, in other words, to draw in shoppers with specific aspects of your sales pitch, before they ever actually navigate to your page. <\/p>\n\n\n\n What all this means for brands is that knowing your competitive edge is more important than ever. <\/p>\n\n\n\n Make sure you have a handle on the features that most differentiate your product from your competitors\u2019 products. <\/p>\n\n\n\n Is there something particularly sleek about the design of your product? Something unique about the size or portability? Some embedded feature that is different from most others on the market?<\/p>\n\n\n\n Sponsored Products video ads are your chance to showcase those features that give you the edge. <\/p>\n\n\n\n If you aren\u2019t sure how to identify your competitive edge, data helps. We discussed it here<\/a>, but basically, you can figure out your competitive edge through some combination of tracking high-performing search terms and studying reviews sentiment.<\/p>\n\n\n\n You can also run a basic demographic analysis, using a bit of Amazon Marketing Cloud savvy. You can very easily identify your core audience based on demographic, location, and more. <\/p>\n\n\n\n