The retailer's premium ad product helps direct customers to a range of merchants' Amazon storefronts

Retail jack of all trades Amazon is stepping up its advertising game with new mobile video ads. The ads will appear in the retailer's mobile search results based on the keywords that participating brands select.

The ads have to meet certain requirements to run in the campaign: they must contain audio and run for 90 seconds or less. Shoppers then have the option to click the ad for more information or go directly to the Amazon store for that specific brand. Ads are included in the below-the-fold section of a search results page, and populate dependent on key words preselected by the participating advertiser.

Among the participating brands is Procter & Gamble, the parent company of several health-centric brands such as Crest, Tampax, Oral-B and Vicks, as well as home goods brands like Bounty, Dawn, Gillette and Febreeze. Non-Procter-related brands like Sonos, Neutrogena and littleBits are also beta-testing the service.

Currently, the ads are only viewable on iOS devices.

Amazon


Lead image: woman launches Amazon application stock photo from Daniel Krason/Shutterstock

Retail jack of all trades Amazon is stepping up its advertising game with new mobile video ads. The ads will appear in the retailer's mobile search results based on the keywords that participating brands select.

The ads have to meet certain requirements to run in the campaign: they must contain audio and run for 90 seconds or less. Shoppers then have the option to click the ad for more information or go directly to the Amazon store for that specific brand. Ads are included in the below-the-fold section of a search results page, and populate dependent on key words preselected by the participating advertiser.