Overview

Amazon sellers and agencies are always seeking the next edge in performance marketing for Amazon sellers – and these days, that edge might just be YouTube. In this MerchantSpring Marketplace Masters webinar, host Paul Sonneveld (LinkedIn), CEO of MerchantSpring, sat down with Brett Curry (LinkedIn), CEO of OMG Commerce – an agency renowned for driving e-commerce growth – to discuss an often underutilised strategy: using YouTube ads for Amazon sales acceleration.

This comprehensive guide distills their conversation into actionable insights for Amazon-focused professionals. We’ll explore why YouTube is a goldmine of off-Amazon traffic for sellers, how to build a video funnel that drives Amazon conversions, creative best practices for YouTube ads, and ways to measure and optimise the video funnel performance. By the end, you’ll understand how a scalable YouTube advertising strategy can boost Amazon store growth – and why ignoring YouTube means missing out on a major Amazon growth strategy.

“I don’t hear the word ‘YouTube’ a lot… I know it’s definitely an opportunity we’re missing out on.” — Paul Sonneveld, MerchantSpring CEO

Why YouTube Is a Goldmine for Amazon (Yet Underused)

In the world of Amazon advertising strategy, YouTube remains a largely untapped channel. There’s no question that YouTube’s reach is massive – users spend an average of 42 minutes per session on YouTube during prime time. More people now watch YouTube than any single cable network, and YouTube has become the second-largest search engine (after Google) for queries including product reviews and how-tos. It’s also the most-streamed platform on internet-connected TVs. In other words, your target customers are on YouTube, often actively looking for product information or entertainment.

Yet despite this vast audience, YouTube advertising for Amazon sellers is not as common as one might expect. According to a 2024 industry report, only about 30% of Amazon SMB sellers use YouTube ads, compared to 71% who use Facebook ads(fitsmallbusiness.com). Why the hesitation? Brett Curry notes a few key reasons. First, success on YouTube isn’t as straightforward as repurposing a Facebook or TikTok ad – many brands have learned the hard way that a winning TikTok clip can’t just be dropped onto YouTube without adaptation. Second, YouTube’s impact is harder to measure directly (more on that later), making advertisers cautious. Finally, external traffic to Amazon comes with the inherent challenge of sending shoppers off-platform – a hurdle in attribution and strategy.

So why bother? Simply put, YouTube is where the eyeballs are, and those eyeballs do convert. As Paul Sonneveld emphasised, not leveraging YouTube means leaving growth on the table. Shoppers increasingly turn to YouTube for product research – from unboxing videos to “best of” product roundups – indicating high commercial intent on the platform. If your brand’s video content captures that intent, you can influence Amazon consideration in a way your competitors likely aren’t. In short, YouTube offers scale, audience engagement, and buyer intent that savvy Amazon marketers can harness.

What Makes a Product YouTube-Friendly (or Not)

Not every product will shine on YouTube. Brett Curry advises focusing on products and brands that naturally lend themselves to video storytelling and high-intent consideration. Commodity products – the generic, no-frills items that compete mainly on price (classic examples: basic garlic presses or plain pizza cutters) – are usually poor candidates for YouTube ads. If a product doesn’t have a unique angle or require much research, shoppers are more likely to just search directly on Amazon or Google, where sponsored search ads and organic rankings suffice. In Brett’s words, “lean into search” for those simple products.

On the other hand, higher consideration products tend to perform great with video. Think of items that consumers might research and compare – for example, an innovative pillow with different material options, or a high-tech kitchen appliance. These are purchases where seeing the product in action or understanding the story behind it builds trust. Brett points out a few ideal criteria for YouTube-friendly products:

• Higher price or complex decision – If the item is a bit expensive or technical, consumers will appreciate video demos and explanations. They might watch “best X product” comparisons on YouTube before buying.
  
  
• Repeat purchase potential (consumables) – Categories like supplements, specialty foods, or beauty products work well. If your product has a unique formula or story (e.g. a healthy coffee creamer co-created by pro golfer Phil Mickelson, as Brett mentions), a video can convey that narrative and convince viewers to try it. Once they buy and like it, the lifetime value justifies the ad spend.
  
  
• Unique value proposition or story – Products with an interesting origin or a problem-solving angle thrive on YouTube. The platform lets you tell a brand story in a way static images cannot. Consumers love behind-the-brand stories, demonstrations, and seeing how a product fits into a lifestyle. If you can dramatise the problem/solution or share testimonials in video form, you’re hitting the right notes.
  
  
• Visually demonstrable – Ideally, you can show the product in action. If it’s a gadget, demonstrate it; if it’s apparel, show it worn; if it’s a service or digital product, use graphics/animation. At minimum, ensure you have compelling visuals (even if it’s just someone enjoying your coffee creamer in a beautiful kitchen) because YouTube is a visual medium.
  
  

In Brett’s experience at OMG Commerce, categories like CPG (consumer packaged goods), health supplements, innovative kitchenware, and niche hobbies perform well on YouTube. These are areas where customers have questions or enthusiasm that video content can satisfy. For example, a supplement brand they worked with could count on a certain percentage of customers reordering for months, making the upfront investment in video ads profitable over time. By contrast, a run-of-the-mill item with dozens of identical competitors on Amazon might not gain much from a video ad – it’s harder to spark excitement or justify a detour to watch a video.

Finally, consider that YouTube ads generally reach net-new customers, not people actively searching for your product. You’re interrupting their video with something that hopefully piques interest. Thus, you need a product intriguing enough to create demand. If you’ve only ever relied on demand capture (like Amazon Sponsored Products targeting obvious keywords), moving up the funnel to demand generation requires a mental shift in expectations.

“YouTube is not the same as sponsored product ads… You’re generally trying to reach a net new customer. They weren’t searching for you. You’re showing them how awesome your product is, and now you’ve got to convince enough of them to buy it… It’s a different beast. It’s more like TV ads than it is like sponsored product ads.” — Brett Curry, CEO of OMG Commerce

Building a Winning YouTube-to-Amazon Funnel

Once you’ve identified a promising product and audience, how do you actually drive external traffic to Amazon in a way that converts? The key is to design a funnel that captures the best of both worlds – the engagement power of YouTube and the conversion power of Amazon – while mitigating the drawbacks of each. Brett Curry shared a proven approach that OMG Commerce uses: send YouTube ad traffic to a dedicated landing page first, rather than directly to Amazon.

Step 1: The Click – Landing Page vs. Amazon: It might seem counterintuitive not to send an interested viewer straight to Amazon. But consider the user’s mindset on YouTube: as Brett notes, YouTube is “not inherently a click-based platform”. Viewers aren’t as click-happy as they are on Facebook or Instagram. Many will see your ad and not click immediately, perhaps choosing to search your brand on Amazon or Google later. Those who do click have shown high interest – and you don’t want to waste that by dropping them into the crowded Amazon marketplace page cold. By routing the click to your own landing page (e.g. a Shopify mini-site or a dedicated product page), you gain several advantages:

• You can pixel the visitor (for Facebook, Google, etc.), enabling retargeting ads down the line. You can’t pixel people on Amazon’s site.
  
  
• You can present a focused product pitch, with the exact information and media you want, without competitor distractions or ads.
  
  
• You might capture an email or messenger subscription with a pop-up or offer, building your list.
  
  
• If appropriate, you can even offer a special promo code or bundle only available off-Amazon, to drive an immediate purchase on your site.
  
  
• Crucially, you still have the option to guide the user to Amazon from the landing page (e.g. with a prominent “Buy on Amazon” button). Many shoppers feel comfortable purchasing on Amazon due to Prime free shipping and their saved details; in fact, if they see your product on your site first, they may independently go check Amazon for reviews or price, as “Amazon-first” customers often do. By having them on your site, you can at least track that behaviour to some extent (e.g. monitor traffic leaving to Amazon or use Amazon Associates links for attribution).

In Brett’s words,

“Generally speaking, we like to send them to a separate landing page and not directly to Amazon… Maybe you can grab some contact details or pixel them, then send them on to your Amazon listing.”

This strategy acknowledges that while Amazon is great for converting warm intent (due to trust and convenience), it’s not ideal for first-touch cold traffic. A landing page acts as a warming zone where you control the narrative.

Step 2: Pushing to Amazon – or Converting Off-Amazon: Once the user is on your landing page, there are two paths:

• Best-case scenario: they purchase directly on your site (if you sell D2C) or fill in a lead form. You’ve converted them without Amazon taking a cut, and you have first-party data. However, many will still prefer Amazon – some will click your “Buy on Amazon” link, others might search your brand on Amazon manually (perhaps to use a gift card or just out of habit).
  
  
• Likely scenario: a portion of visitors hop over to Amazon to complete the purchase. Expect this – it’s not a failure, it’s part of the ecosystem. Make it easy for them to find your product on Amazon. Use a straightforward product name and ensure your Amazon SEO is strong so they encounter your listing immediately if they search. You can also use Amazon Attribution links (with a brand referral bonus) if you do decide to link directly from your landing page to Amazon – this way, you’ll get at least some tracking and a 10% rebate on the sale from Amazon’s Brand Referral Bonus program. The webinar speakers didn’t explicitly mention this, but it’s a tool worth noting for agencies: Amazon Attribution links can help you quantify sales driven by off-Amazon ads, and the referral bonus incentivises driving external traffic by giving back a percentage of the revenue.
  
  

Paul Sonneveld summed up the approach well during the discussion: Why send ad traffic straight into the “big shopping mall” of Amazon when you can first usher them into a dedicated shop of your own? By doing so, you “maybe grab some contact details” and guide their experience, then let them proceed to Amazon when they’re ready. This approach marries the strengths of both platforms – engaging storytelling on YouTube, and the high conversion rate of Amazon’s checkout – while building your brand equity and customer data along the way.

Creative Best Practices for YouTube Ads that Drive Amazon Sales

Creating a YouTube ad that actually converts Amazon shoppers requires a different mindset than creating an Amazon Sponsored Brands video or a short social clip. As Brett Curry emphasises, on YouTube, the video itself must do all the heavy lifting – there’s no surrounding text or headline when an in-stream ad plays, and often no immediate “Shop Now” button visible without an extra click. This is closer to a TV commercial experience than a typical social media ad. Here are the top creative elements and tips to make your YouTube advertising strategy effective:

• Hook the Right Audience in the First 5 Seconds: YouTube allows viewers to skip an ad after 5 seconds, so those first moments determine whether you capture attention. But it’s not just about any attention – it’s about qualifying the viewer. Brett advises crafting an opening that grabs your ideal customer’s interest while perhaps discouraging those who aren’t relevant. For example, a bold statement or question that speaks to the problem your product solves can work: “Stop putting crap in your coffee!” was one hook he mentioned for the healthy coffee creamer ad, instantly targeting health-conscious coffee drinkers. By front-loading a provocative benefit or pain point, you draw in the people likely to buy, and some others will skip – which is fine (why pay to show the whole ad to someone who isn’t a fit?).
  
  
• Make the Video Do It All: Unlike Facebook, YouTube doesn’t surround your video with text captions or a product carousel. Your video needs to inform, persuade, and sell on its own. Brett outlines a winning formula that many great YouTube ads follow:
  
  
  • Demonstrate the product – Show it in action, highlight features.
    
    
  • Address objections – Weave in answers to common questions or doubts (“Is it worth the price? Will it work for my situation?”).
    
    
  • Provide social proof – This can be testimonials, influencer endorsements, ratings, or before-and-after results, presented within the video.
    
    
  • Include a clear offer and CTA – Don’t assume viewers know what to do. Prompt them: “Click below to check it out on our site/Amazon,” or “Search for [Brand Name] on Amazon.” Even just saying the brand name and product so they remember it can drive them to search later if they don’t click immediately.
    
    
  • Evoke trust and emotion – If applicable, share the founder’s story or the mission of the brand to create a connection.
    
    
• Essentially, treat it like a mini infomercial or compelling story, not just a quick pitch. Aim for at least 60 seconds in length to accomplish this. In fact, Brett notes that 60–90 second ads tend to outperform shorter ones when measuring direct sales impact. They’ve even had success with 3-minute ads for certain products. The logic: if a viewer is willing to watch a longer ad and stays engaged, by the end, they’re quite interested and much more likely to convert. (If they lose interest, they’ll skip – and you don’t pay for the view after 5 seconds in most TrueView ad formats, so a longer ad filters in more serious prospects.)
  
  
• Match YouTube’s Tone, Not TikTok’s: Many advertisers make the mistake of repurposing creatives from other platforms without adjusting for YouTube’s unique context. While user-generated style content can work on YouTube, the overall pacing and structure might need to be closer to a TV commercial. High-production-value ads can work well, but so can scrappy ones – the key is storytelling and clarity. Brett suggests that the ad can feel a bit more like a traditional ad than the super fast-cut, trendy TikTok style. People on YouTube may be leaning back a bit more (often watching longer content or on smart TVs), so you can build a narrative arc over the 60-90 seconds. Still, start strong (no slow intros) and keep it engaging with visuals and a good script.
  
  
• Optimise for Multiple Formats: YouTube isn’t just consumed on desktop with 16:9 videos. People watch YouTube on mobile (vertical and square video in Shorts or in-feed ads) and on TV screens. To maximise reach, prepare your creative in a few aspect ratios and lengths:
  
  
  • A standard 16:9 version (horizontal) for desktop and TV.
    
    
  • A vertical 9:16 or square 1:1 version for YouTube Shorts and mobile placements.
    
    
  • Cutdowns of the video for Shorts or bumper ads (e.g. a < 60-second version for Shorts; maybe a 15-second version if you do any non-skippable placements or for Discovery ads thumbnail).
    
    
• This ensures your message isn’t lost due to formatting. You might hook people on a Short and later retarget them with the longer ad on desktop, for example.
  
  
• Leverage UGC and polish appropriately: A blend of styles can work well. Many successful YouTube ads mix user-generated content (e.g. selfie video reviews, unboxing snippets) with more polished footage. The UGC elements lend authenticity and relatability, while polished scenes (like close-ups, voiceover explaining features, animations of the product benefits) drive the message home. Don’t be afraid to use text overlays in the video to reinforce key points (since many will watch with sound on, this is secondary, but it helps retention). Also, include your brand name and product visuals clearly – if a viewer remembers your name but doesn’t click, they may search it on Amazon later (this is a known behaviour). You want them to recall exactly what to look for.
  
  

“On YouTube, the video stands alone. It’s got to hook somebody and demonstrate the product and overcome objections and provide social proof and get someone to act – the video has to do all the heavy lifting.” — Brett Curry

Measuring Impact: Proving YouTube Ads Boost Amazon Performance

One of the trickiest aspects of running YouTube ads for Amazon products is attribution – how do you know those video ads are translating into Amazon sales? Unlike Amazon PPC, where you see direct sales attribution in the console, off-Amazon campaigns require piecing together signals. Brett Curry was candid that “there’s no easy answer” and no perfect tool to attribute every sale. However, he and his team have developed methods to gauge success. Here’s how you can measure and make the case for YouTube as a powerful off-Amazon traffic strategy:

• Watch In-Platform YouTube Metrics: Start with the data YouTube (Google Ads) provides. While it won’t tell the full conversion story, it indicates if your ads are resonating with the right audience. Key metrics Brett monitors:
  
  
  • View rate: what percentage of viewers are watching your ad to completion (or at least 30s). A view rate above ~20% for skippable in-stream ads is decent; truly engaging ads can hit 40-60% view rates. High view rates mean people are choosing not to skip – a strong positive signal.
    
    
  • Click-through rate (CTR): YouTube CTRs will be much lower than Facebook’s. Expect maybe 0.5%–1% on average, but watch for relative differences. If one ad or audience targeting has a higher CTR, that combo is driving more immediate interest.
    
    
  • Watch time: Total watch time and average watch duration show how well your content holds attention. If you have a long ad and people are watching most of it, that’s golden.
    
    
  • Engagement: If you enabled comments on your video (for video discovery ads or YouTube posts), look at the sentiment. Even without comments, soft signals like likes or shares (if applicable) can be considered.
    
    
• These metrics help you optimise the creative and targeting – they answer “are we engaging people?” more than “are they buying because of it?” But engagement is the necessary first step to eventual conversion.
  
  
• Use a Controlled Test (Geo or Brand Lift) if Possible: For larger brands or agencies with a budget, Brett references the gold standard: incrementality testing via geo holdouts. This involves running your YouTube ads in certain regions while holding out similar regions as controls, then comparing sales lift. In fact, a massive study by Haus Analytics (190 tests across 74 brands) found that YouTube’s true incremental ROAS was ~3.5x higher than what Google Ads attributed in-platform. In other words, if YouTube showed 1x ROAS, the real impact (measured via holdouts) was about 3.5x when accounting for cross-channel, delayed conversions. 
  
  That study also found for brands selling on multiple channels (D2C + Amazon + retail), YouTube drove on average ~99% additional sales lift beyond the direct D2C conversions measured – essentially a halo effect nearly doubling the impact when Amazon and other channels were considered(haus.io). These findings reinforce that a lot of YouTube’s influence is indirect. If you can’t do a full geo test, consider at least using Google’s Brand Lift surveys or Conversion Lift experiments (if you have access to those tools) to get a sense of uplift. Even a basic before-and-after sales analysis during a period of YouTube ad flight (while other factors constant) can hint at impact, though it’s not as scientific.
  
  
• Track Amazon KPIs During the Campaign: Since Amazon doesn’t directly tell you “this sale came from YouTube,” you have to observe correlated changes:
  
  
  • Sales trend and glance views: Do you see an increase in overall sales (or detail page views) on Amazon for the product once the YouTube ads start? If you have historical baseline data, compare the velocity.
    
    
  • Amazon Attribution tags: If you use an Amazon Attribution link on your landing page or in the YouTube description, you can capture some data on how many sales or page visits came through that link. Keep in mind, many users won’t click directly but search separately, bypassing the tag – still, any attributed sales you do see are a floor for impact.
    
    
  • Branded search volume: Monitor your brand name search frequency on Amazon (Brand Analytics or Brand Metrics can show branded search trends). An effective YouTube campaign often drives more people to search your brand or product name on Amazon. Similarly, check Google Trends or Search Console data for your brand – an uptick can be a proxy for awareness generated by YouTube.
    
    
  • Keyword ranking or BSR: If your product’s organic ranking on Amazon improves (not due to other major actions) or its Best Sellers Rank rises, that could be a result of external traffic sales boosting performance. Amazon’s algorithm rewards external traffic, especially through the Brand Referral Bonus program, with improved organic positioning. This indirect benefit is worth noting to clients: YouTube ads might pay off not just in attributed sales, but in better organic reach on Amazon over time.
    
    
• Leverage Anecdotal & Qualitative Evidence: Sometimes, your clients or team will notice spikes that coincide with campaigns. For example, Brett shared that one of their haircare brand clients discovered that for every D2C sale from the YouTube ad, about 2 additional sales were happening on Amazon – deduced by the brand’s data scientists watching Amazon numbers during the ad period. This 1:2 ratio (one sale off Amazon driving two on Amazon) echoed the broader findings of the Haus study. You might hear customer feedback like “I saw your video on YouTube” in reviews or customer service inquiries – another clue that the ads are working.
  
  
• Triangulate Data Points: In practice, you’ll use a bit of everything to build the case. Brett describes it as “triangulating the data”. You look at YouTube metrics (are people watching and clicking), you look at Amazon sales curves (is there an upward bump), and perhaps Google Analytics or Shopify if applicable (are you getting traffic/sales on site). If you see, for instance, a 20% lift in Amazon sales during the YouTube campaign without any other explanation, plus strong view rates on the ads, you have a persuasive argument. It might not be perfectly scientific, but over time these patterns validate the strategy. Additionally, if you run periodic on/off tests (e.g. pause YouTube for a week and see if sales dip), that can further prove the incremental effect.

The bottom line from the webinar: YouTube ads require a leap of faith in attribution, akin to classic TV or billboard advertising, but the evidence (both empirical and anecdotal) suggests they drive substantial incremental sales for Amazon brands. You, as an agency or marketer, should educate stakeholders that a direct 1:1 ROI from the platform dashboard is not the full picture. Instead, focus on the broader performance uplift and engagement metrics. As Paul Sonneveld summarised, look at whether people are watching (not skipping) and whether your total sales are trending up versus baseline. If those are positive, your YouTube campaign is doing its job, even if you can’t attribute every dollar. And as a bonus, external traffic can improve Amazon search ranking and earn you Brand Referral bonuses, amplifying the long-term ROI.

Making the Case: Why Amazon Agencies Should Embrace YouTube

For Amazon-focused agencies and SaaS providers, adding YouTube advertising to your arsenal can be a game-changer. It’s a chance to deliver off-Amazon marketing results that truly “move the needle” for your clients’ Amazon stores. Here are a few closing points to consider as you position this strategy:

• Differentiation: Many Amazon agencies stick to the familiar playbook of Amazon PPC, listing optimization, and maybe Facebook ads. By championing a YouTube ads strategy for Amazon sellers, you set yourself apart as an innovative, full-funnel growth partner. As Paul indicated, not many agencies talk about YouTube in the Amazon context – so those that do are seen as thought leaders.
  
  
• Incremental Growth: If your client has maxed out the ROI on Amazon Sponsored ads or is facing plateauing organic sales, YouTube can provide a new growth curve. A well-run video campaign can drive an influx of high-intent traffic that not only boosts sales, but also feeds the Amazon flywheel (improved rank from external traffic sales, more reviews, etc.). It’s a way to break through ceilings that on-Amazon tactics alone can’t.
  
  
• Brand Building (with Sales to Show for It): YouTube sits at the intersection of brand marketing and performance marketing. Your ads can build brand equity (through storytelling, high-quality video, etc.) and yield direct sales. Amazon sellers often under-invest in brand building, so this is a way to do it that ties to revenue. Clients will appreciate seeing their brand searches increase and their Amazon storefront getting followers, for example, as a side effect of YouTube exposure.
  
  
• Leverage Existing Assets: Agencies can repurpose a client’s existing video content or influencer collaborations for YouTube ads, lowering production barriers. If a brand already has some video (from social media or product explainer videos), these can often be adapted to YouTube ad format following the guidelines above. Even starting with a scrappy video test is possible; you don’t necessarily need a Super Bowl–grade production to start seeing results.
  
  
• Support from Data: When pitching, arm yourself with data points and case studies (like those from this webinar). Cite the stats: e.g., “Brands running YouTube ads saw an average 3.5x higher real ROI than what Google Ads reported, due to halo sales on Amazon and retail.” Mention how OMG Commerce scaled a brand from $0 to $600k/month in YouTube ad spend profitably, or how a cooler brand saw a ~15-18% lift in offline Walmart sales thanks to YouTube ads. These lend credibility that this isn’t uncharted territory – it’s a proven channel.
  
• Expert Yet Accessible Approach: In implementing YouTube for Amazon, take a page from MerchantSpring’s voice – be the expert guide, but make it accessible. Educate your clients on why YouTube matters, set proper expectations about attribution, and then wow them with a well-crafted campaign. As Brett and Paul’s discussion showed, when done right, YouTube advertising can become a reliable growth engine for Amazon businesses.

Conclusion & Next Steps

YouTube isn’t just for cat videos and influencers – it’s a dynamic marketing platform that Amazon sellers and agencies can no longer afford to ignore. By deploying a scalable YouTube ads strategy that funnels viewers through engaging content to your Amazon product pages, you can tap into new customer segments and accelerate Amazon performance. We’ve covered how to identify the right products for YouTube, craft compelling video creatives, and set up a funnel and tracking plan that bridges the gap between an upper-funnel video view and an Amazon purchase. Yes, it requires creativity, a willingness to experiment, and a bit of faith in the numbers – but the payoff in incremental sales and brand momentum can be substantial.

For Amazon agencies and B2B SaaS professionals, now is the time to embrace YouTube as a strategic pillar for off-Amazon traffic. As consumer behaviour and algorithms evolve, those who build robust external traffic pipelines will have the edge in driving sustained Amazon growth. Whether you’re an agency looking to impress clients with cutting-edge tactics or a brand owner seeking every advantage in a competitive marketplace, consider this your invitation to press “Play” on YouTube ads.

Ready to see these strategies in action? 🎥 Watch the full webinar “Building a Scalable YouTube Strategy to Accelerate Amazon Performance” on MerchantSpring’s website for even more insights and examples. If you found this useful, be sure to subscribe to MerchantSpring’s Marketplace Masters series for monthly expert sessions on Amazon growth levers.

And if you’re looking for hands-on help implementing a YouTube-to-Amazon campaign, contact MerchantSpring – our team would love to help you accelerate your Amazon sales with innovative off-Amazon strategies. Here’s to unlocking new growth on the world’s biggest video platform and the world’s biggest marketplace, together!