Walmart 100MB vs Amazon Sponsored Brands 500MB: bitrate each allows

At 30 seconds, Walmart's 100MB cap allows an average of about 26.7 megabits per second, and Amazon Sponsored Brands' 500MB cap allows about 133 Mbps. Neither limit binds for a short, normally encoded clip; the cap only matters as clips get longer or the encode gets heavy. The caps come from Walmart's Rich media: Technical requirements PDF (updated Sep 17, 2026) and Amazon's Sponsored Brands video ad specs, both read 2026-10-08.

The two limits

Walmart says video files must be .mp4 and the size limit is 100MB, "typically but not always accepted", and that compressed videos sometimes still are not accepted by its API call. Amazon's Sponsored Brands video spec lists 500MB or less, .MP4 or .MOV, 6 to 45 seconds, 16:9 only, 23.976 to 30 fps, and a minimum video bit rate of 1 Mbps with 4 Mbps or higher recommended.

These are different products. Walmart's PDF covers listing rich media; Amazon's page is an ad spec. Compare them only as upload ceilings.

The arithmetic

Average total bitrate is file size divided by duration. The table treats 1MB as 8 megabits, so Walmart's 100MB is 800 megabits and Amazon's 500MB is 4,000 megabits. Audio shares the same file, so the video share is a little lower; subtract it before you set a target.

At 90 seconds, Walmart's cap leaves about 8.9 Mbps, still more than Amazon's 4 Mbps recommendation for video. Amazon's 45-second ceiling is the longest clip the Sponsored Brands spec accepts.

What Sume contributes

The video-router catalog lists durations per model: Seedance 2.5 and Wan 3.0 accept up to 30 seconds per job, Kling Video v3 Pro up to 15, and Gemini Omni Flash up to 10. A 45-second Sponsored Brands clip is therefore more than one job on every row, so it is a timeline assembly, not a single render.

The catalog does not tell you the size of the file you get back. Download it and check the size before you upload; if it is over Walmart's cap, trim or re-render shorter instead of guessing at a compression setting.

A 60-second clip at the Sponsored Brands recommended 4 Mbps is about 30MB before audio, and a 45-second clip is about 22.5MB, so both sit far below either cap. The cap becomes the binding limit only above roughly 13 Mbps for a minute of video on Walmart.

• Sponsored Brands is 16:9 only, so do not generate 9:16 for that placement.
• Sponsored Brands needs 6 to 45 seconds. Walmart's PDF states no length.
• Both pages use an MP4 container; Amazon also takes .MOV.
• Walmart says 100MB is a limit, not a promise that every file under it passes.