The challenge: winning the most competitive placement on Amazon
Top of Search is the most valuable placement on Amazon — and the most competitive. It is where high-intent buyers land first, and where the auction is most expensive. For this US pet brand, static creative was quietly capping performance, making three things difficult at once:
- Maximising click-through rate against a wall of near-identical static thumbnails
- Converting high-intent traffic efficiently once the click was won
- Scaling without inflating ACoS in a placement where bids climb fast
Our approach: creative-led scaling with AI video
Most agencies attack Top of Search with bids. We shifted the lever from bid-led optimisation to creative-led scaling — using AI-generated video to win the click before the auction cost ever became the bottleneck.
By leveraging Amazon's native AI creative tools, we:
- Produced multiple video variations quickly — turning a slow, expensive production cycle into a rapid testing loop
- Tested different hooks and messaging angles — finding what actually stopped the scroll
- Matched creative to search intent at Top of Search, so the message met the moment
Execution
- Deployed Sponsored Brand Video campaigns built on AI-generated assets
- Targeted high-volume, high-intent keywords
- Prioritised Top of Search placements
- Iterated rapidly on creative based on live performance data
The outcome — the scaling campaign
The primary campaign demonstrated how AI video can scale aggressively while staying ruthlessly efficient:
- $9,480.52 in revenue from just $580.28 in spend
- 6.12% ACoS — exceptional for Top of Search
- 270,963 impressions at a $0.70 CPC
- ~16x ROAS
Supporting results — the testing & expansion campaign
A second AI video campaign shows how the same approach performs during a broader testing phase — deliberately trading some efficiency for learning:
- $1,938.25 in revenue from $475.03 spend
- 24.51% ACoS across 66,891 impressions
Less efficient by design — but critical. This campaign tested new creative angles, expanded keyword coverage, and surfaced the next round of scaling opportunities. Every high-efficiency win is built on a testing budget doing its job.
Key takeaway: AI video is a repeatable performance lever
AI video isn't a one-off novelty win — it's a repeatable lever you can pull again and again. Across both campaigns it enabled:
- Faster creative testing — more angles, tested sooner, at lower production cost
- Better alignment with search intent — the right message at the right placement
- Scalable Top of Search performance — from high-efficiency scaling through to structured testing
From aggressive, efficient scaling to disciplined creative testing, AI video consistently improved how we approach Sponsored Brand campaigns. If your static creative is capping your Top of Search performance, this is a lever worth pulling.
Evidence
The proof.
Screenshots from the live Amazon account.
Achievable for your brand
The same playbook can work for you.
Whether the exact tactics here translate depends on your category, your competition and your data. The fastest way to find out: book a free 15-minute audit. You'll walk away with a hyper-personalised niche report on your category — yours to keep, whether we end up working together or not.
