For a long time, we thought our Amazon Sponsored Brands videos needed to look li
By Michael Erickson Facchin · May 26, 2026 · Curated by George's Blog
For a long time, we thought our Amazon Sponsored Brands videos needed to look like high-budget commercials. We spent a lot of time and money making them look perfect.
But when we actually looked at the data, those expensive videos were mostly just eating up our budget without converting.
So, we changed our approach. We stopped trying to make "movies" and started making videos specifically for how people shop on Amazon.
Here is what we changed:
1. We cut the long intros. We used to have nice opening shots. Now, we show the product and what it does in the very first second. You really only have about 2 seconds to stop someone from scrolling.
2. We stopped relying on audio. Most people watch Amazon videos on mute. Instead of paying for a great voiceover, we just added big, easy-to-read text on the screen that highlights the main benefit.
3. We made them much shorter. We went from 30-45 second videos down to 15 seconds. We just show the problem, show how our product fixes it, and that’s it.
We don't do expensive studio shoots for ads anymore. Simple videos (often just shot on a phone) that clearly show the product in action are converting 2 to 3 times better than our highly produced videos. Our CPC even dropped because the engagement is better.
The lesson for us was that people on Amazon aren't looking to be entertained. They just want to know if your product actually solves their problem.
Has anyone else noticed that simple videos are outperforming professional production on Amazon right now?