While most sellers focus on strategic budget allocation, the brands that have a competitive advantage are the ones that focus on the right ad format for their various marketing objectives. If custom ads are cost-effective and ideal for conversion-focused campaigns, video ads provide a dynamic, immersive experience ideal for brand awareness. This blog dives into Amazon Ads image vs video performance and how businesses can leverage the A/B testing with the expertise of Amazon PPC specialists to gain a high click-through rate.
Both the custom image and video formats in Amazon ads aim to increase visibility, conversions, and customer engagement. The choice between them depends on several factors, such as:
1. Visibility and Placement
- Custom Images: These advertisements show up on product detail pages (PDPs), the Amazon homepage, and at the top of search results. They are positioned next to the product photos or in the sponsored products section of PDPs. The static nature of this image format ensures consistent visibility while showcasing the brand in a lifestyle setting.
- Video Ads: These ads are displayed on PDPs, at the top of the search results, and on the Amazon homepage. In PDPs, they appear as a part of the product media section or in a carousel. They get auto-played when users scroll down the page. This autoplay feature of this ad format enhances visibility, as the motion immediately attracts attention.
2. Engagement
- Custom Image Ads: The image format provides a visual appeal with limited storytelling. They are ideal for high-resolution lifestyle images, which are used with the primary purpose of product display, since shoppers often engage with static images when they’re already aware of the product. This makes them more suitable for conversion-focused campaigns.
- Video Ads: They offer a dynamic and immersive experience, ideal for effective storytelling. This format is more ideal for brand awareness, where action can directly showcase the product’s value and explain the multiple factors important for the user to learn to reach the conversion stage.
Examples of custom image and video ads use-cases across diverse sectors:
3. Cost-Effectiveness
- Custom Image Ads: The production cost for image ads is lower, since the asset required is a static image. Whether creating a high-quality image with a product shoot or lifestyle imagery, it involves a few resources. Another possible reason is that since they are mostly used for conversion-focused campaigns, they give a better return on ad spend (ROAS). Therefore, these are ideal for brands with budget constraints and aiming for conversion-focused campaigns.
- Video Ads: Depending on variables like length, complexity, and quality, creating video ads has a higher upfront cost. The process is time-consuming in addition to being costly. Consequently, the cost per thousand impressions (CPM) and cost per purchase (CPP) of video ads are generally higher. More resources must be allocated to this ad format, which includes possible on-screen text and sound additions, as well as filming and editing. For brands looking for long-term engagement and awareness, these are perfect.
4. Creative Flexibility & Iterations
- Custom Image Ads: Since this usually involves lifestyle images or graphics, the production process is relatively straightforward. These image formats make up for reusable assets and are convenient for rapid iterations. This ease of production ensures brands can reuse the data without added costs.
- Video Ads: Creating an impactful video involves a multi-step process- from capturing high-quality visuals, editing, and potentially adding on-screen text for clarity (especially since video ads are muted by default). The iterations of a video ad take up significant time and cost. This makes video ads suitable for brands with heavy investment aligned for Amazon sponsored ads, with a need for more dynamic storytelling.
5. Click-Through Rate (CTR)
- Custom Image Ads: Static images, although visually appealing, lack the engagement that video ads deliver with their dynamic nature. Image ads are effective for conversion-focused campaigns where users are already familiar with the product, but they prove to be ineffective in cases of awareness campaigns. This consequently results in lower CTR as a major audience segment remains untargeted.
- Video Ads: The autoplay feature, motion, and dynamic content in video ads draw immediate attention and keep the user hooked to the screen. The motion, sound, and visual elements in videos make them more engaging and compelling the viewers to click, leading to 17.7 times higher CTR.
A/B Testing for Smart Brand Advertising on Amazon 2025
The question here is: Given the diverse use cases of both ad formats, what would be the best one for your brand? The reality is that there isn’t a single solution that works for everyone. Some factors determine how effective custom image ads are in comparison to video ads, including;
- the nature of the product
- target audience
- marketing campaign objectives
- advertising budget allocated
Consider running an A/B test to find out which format for Amazon ads is most effective for your marketing campaigns. It makes it simpler to identify which listing version best appeals to your audience by letting you test different iterations of the listing, including sponsored brands video (SBv) vs. sponsored ads static, pricing, titles, descriptions, and more.
Amazon PPC specialists have the specialised knowledge needed to examine past performance data, carry out A/B testing, track trends in CTR, and modify tactics as necessary. PPC experts give a competitive edge in the market by guaranteeing the highest return on investment for the entire marketing campaign.
Author Bio:
Allyson Tobin currently leads a team of skilled virtual assistants who offer various business support activities like SEO Virtual Assistant Services, eCommerce virtual assistant, and Amazon PPC Management Virtual Assistant to organizations of all niches and sizes. Allyson is adept at understanding unique business needs and devising a custom strategy that best meets the goals of his clients. Over the years, she has helped more than 1,000 businesses address their business challenges and find the best solutions to pave the way to success.