Sponsored TV is Amazon's self-service streaming TV advertising format. Brand-registered sellers and vendors can run video ads on Amazon's streaming inventory, including Prime Video content with ads, Fire TV, Freevee and Twitch, from the same Amazon Ads console used for Sponsored Products, with no minimum spend and no need for a Demand-Side Platform contract. Availability depends on the marketplace.
Why it matters
Until Sponsored TV, television-scale video on Amazon's properties was only reachable through Amazon DSP, which most sellers never touched. Sponsored TV brings that inventory to a self-service budget. Because it is bought inside the Amazon Ads console, it reports against the same brand metrics as Sponsored Brands: detail page views, branded searches and new-to-brand orders, rather than only impressions.
It is a reach format, not a response format. Shoppers see the ad on a television and do not click; they search or visit later. Judging it on ACoS the way you judge a Sponsored Products campaign will make it look like a failure even when it is lifting branded search.
What moves it
- Creative fit. A 15- or 30-second spot made for the small screen, with the product and brand visible early, does the job; a repurposed listing video usually does not.
- Audience targeting, built from Amazon's shopping and viewing signals, which decides who sees the spot.
- Frequency. Too many exposures per household waste budget.
- What is running alongside it. Sponsored TV works when branded search campaigns are ready to catch the searches it creates.
How we use it
We recommend Sponsored TV only to brands with a working full-funnel account and creative built for it, usually inside our brand-building strategy. We measure it on the change in branded search volume and new-to-brand orders in the weeks it runs, and we make sure brand-defense campaigns are in place before the first spot airs.