Amazon video content strategy guide: How to optimize your videos for success

Learn where video content is displayed and why it’s more crucial than images for your marketing strategy. 

Video on Amazon Product Listings:

Amazon recommends providing product content to attract buyers. You can write detailed information about a product in the text section, and they accept A+ content for a more immersive brand experience. They also allow 7-9 images and encourage high-resolution files. 

All this content is good and necessary, but it shouldn’t end there.

Amazon has observed that when video content is available, customers consume fewer detail pages and tend to spend more. 

• To create the most impact on sales, Amazon suggests adding video to your product content.

Where does video content appear on Amazon?

The primary space for product videos is on the main image block of the ASIN’s product detail page. It can also be seen in your Brand Store.
By showing on the product page, it helps drive more sales.

It can also be seen in your Brand Store, as shown below:

And in search results as branded advertising:

Why Video Content:

You may be consuming quite a bit of video content yourself, enabling you to understand its importance. But if it’s just not your thing — here are some statistics to show you why it matters:

1. 84% of people say they’ve been convinced to buy a product or service by watching a video.
2. Marketers who use video grow revenue 49% faster than non-video users. 
3. Using product videos on e‑commerce sites can increase product purchases by 144%.
4. By 2022, 82% of the global internet traffic will come from streaming videos and downloads. 

Consumers shop online because it’s convenient. But many still wonder if they’ll get what they’re expecting. 

• Video enables online retailers to recreate the in-person shopping experience much more than text or images.

What type of video content to create:

Here are some ideas you can use to start generating video content for your products.

1. Explainer video: This explains how your product works. It can also feature an unboxing video of the product’s arrival and opening. It’s an excellent option for unique or complex products. 96% of people have watched an explainer video to learn more about a product.
2. Feature video: This video highlights the product’s features and showcases the product from every angle. Use this option when your product has a single most compelling feature that your competitors don’t have.
3. Brand video: If your company has a compelling mission or story, go for it. Your brand video can be used across all your products to differentiate yourself from competitors. 64% of consumers make a purchase after watching branded social videos.
4. Lifestyle video: This is where you show the product being used in real time. The product user and the setting should appeal directly to your customer demographic, and the content should be natural and authentic.

Video requirements and guidelines:

Once you have the concept for your video, follow Amazon’s guidelines to make sure your video will be approved. 

Here are some of the important points: 

• The Video must be entirely in English.
• You need to be the brand owner of any product used in the video.
• When commenting on competing products, only state the facts.
• Do not advertise pricing or promotions. 
• Do not state any medical claims to cure, mitigate, treat, or prevent diseases.
• Don’t direct viewers away from Amazon.