The Role of Amazon Product Listing Videos in Driving Visibility and Conversions

The Role of Amazon Product Listing Videos in Driving Visibility and Conversions

E-commerce marketing is a crucial aspect of virtually every Amazon business. Often, trends spread quickly among sellers, leaving some struggling to keep up with the competition. For example, in recent years, many have found that incorporating video into a product’s amazon listing can increase conversion rates and improve the overall health of an Amazon seller account.

But integrating a successful Amazon video marketing requires more than a smartphone and a good idea. It requires data-driven video optimization, a solid understanding of Amazon’s product video guidelines, and the skills to execute a plan that can drive visibility and grow product sales. The good news is that if your company is committed to elevating its video content marketing on Amazon, you’re in the right place. 

What is an Amazon product listing video?

Video production by retailers is hardly new or limited to the Amazon marketplace. Direct-to-consumer websites, social media campaigns and even customer service efforts have all begun incorporating videos more frequently and with increasing success. 

However, Amazon product videos can be uniquely effective due to how they can impact listing performance by influencing a product’s placement in Amazon’s search results and persuading shoppers who visit your listing to make a purchase.

Video content marketing can be displayed alongside the product images on any Amazon listing. For most listings, a maximum of six videos can be uploaded. These videos are typically created by sellers and submitted via Seller Central, identifying the relevant Amazon Standard Identification Number (ASIN). 

Similar to product images, Amazon product videos offer significant flexibility to sellers hoping to showcase a product in the best possible way or create a persuasive connection with buyers. Of course, there are some policies and technical guidelines for sellers to comply with to ensure a product listing video is accepted by Amazon, which we’ll cover in more detail a bit later. First, let’s focus on why a seller would want to consider adding a product video at all. 

The value of product videos on Amazon

In our experience, Amazon product videos can add significant value to a customer’s shopping journey. These videos can offer a more dynamic and engaging product presentation than static images alone. A well-produced product video can showcase the features and benefits of a product, demonstrate its use, and provide context for how it fits into a customer’s life.

Additionally, product videos can help build trust with customers by providing a more transparent look at a product and can even help reduce the number of returns by giving customers a more accurate understanding of what they are buying. Let’s look at how they can achieve these results on Amazon.  

Videos increase a product’s visibility. 

Any path to success on Amazon has to go through the site’s algorithm. Fortunately, adding Amazon video marketing can support Search Engine Optimization (SEO) efforts. In addition, videos can keep people on your page longer and create an additional opportunity to include relevant keywords in your Amazon product listing. 

Compelling videos can also result in more appropriate expectations that reduce negative reviews, which can be devastating to growth goals. These advantages all work together to improve Amazon listing optimization and can help a product rank better.

Videos can convince shoppers to become buyers. 

The main reason to make product videos a part of an Amazon listing is to increase conversions for that item. Videos demonstrate confidence in your product and can be tailored to address any hurdles that are holding back sales. Use them to be sure customers are using their purchases correctly or to address past concerns from unsatisfied customers. 

A high-quality Amazon product video can also strengthen your reputation as a serious seller who goes beyond the minimum requirements to reach customers and will stand by their product. All these factors can influence Amazon shoppers and be the difference between those who “add to cart” and those who move on to other listings.

Videos provide more details and context

Amazon shoppers value the platform’s selection and convenience. With tens of millions of products available, it’s not hard for them to find what they’re looking for. But, in many cases, the bigger conundrum is choosing the product that best meets their needs from all the competition. 

An effective product listing video can address this issue for brands hoping to find an edge against other sellers. While the listing copy and images also play an important role, a well-made video can provide better insight into every aspect of a product and do so more efficiently. 

The amount of time a prospective buyer invests in your listing is limited, and Amazon video marketing can quickly communicate key features to impatient shoppers. In addition, seeing a person interacting with or utilizing a product on video also conveys valuable context for a purchasing decision that is difficult to replicate with words or still pictures. 

Have a goal for your Amazon Product Listing Videos

A clear goal for your Amazon product video is vital to creating an effective and impactful marketing tool. Without a goal, your video may be unfocused and fail to communicate your product’s unique value proposition. Alternatively, a well-defined goal can help you determine your video’s tone, style, and content and lead to a finished product that aligns with your overall e-commerce marketing strategy. Below, we’ve included a rundown of some of the most common types of Amazon product videos. 

Showcase product features

A product highlight video prioritizes the product’s features. They are among the most simple and effective types of product videos. Typically, they display the product from every angle as well as in use. Think of this as a video version of the key features from your listing. 

Provide a how-to video

A how-to video is often similar to one showcasing a product’s features in that it is short and to the point. However, beyond just demonstrating the product in use, these explainer videos can be helpful when a product is complicated to use or designed to aid in completing a task. They can feature step-by-step instructions or be a tutorial on a relevant topic that includes the product in part of the process. 

Strengthen your brand

Despite what some Amazon sellers may fear, reaching the hundreds of millions of shoppers who use the marketplace does not have to come at the cost of sacrificing your brand. In fact, the video feature of a listing is one of several ways a seller can reinforce their brand identity on Amazon. Creating a brand or lifestyle video can tell a product’s story and reach the customers most likely to be interested. These Amazon videos shift the attention to the brand’s personality and the experience users can expect. They may share your company mission or attempt to create a connection with shoppers.  

Capitalize on the unboxing trend

With the evolution of social media and the increasing ease of video production, product unboxing videos have become a staple of the internet. Often hosted by consumers and influencers on their personal channels, these videos feature products being removed from their original packaging and initial impressions of the item. This type of product video can be beneficial for products that require assembly or feature multiple accessories. Additionally, brand owners can consider an unboxing video on Amazon to set expectations and avoid buyer confusion. 

Offer a comparison

If a product stacks up well against a popular competitor, a comparison product video could be the fastest route to more sales. Rather than focusing on the product’s features and functionality alone, these videos do so in comparison to similar products. Be warned that creating a comparison video must be done carefully and deliberately to avoid violating Amazon’s policies against denigrating other brands. Don’t mention any other company’s products by name, and be sure to include evidence for any claims you make. It’s best to focus on your product’s positive aspects rather than spend too much time on negativity toward the competitor. 

Utilize Amazon product listing videos effectively

Regardless of the goal of your Amazon product video, some tactics will raise its quality and effectiveness. Thanks to advances in video technology, brands can manage production in-house and on a minimal budget. Still, bringing in an experienced team to script, produce, light, voice, and edit your product video can often pay dividends regarding time and expectations. 

Amazon Listing Video Best Practices

If you stick with a do-it-yourself approach, you’ll want to abide by some tried-and-true video optimization tactics. Here are a few tips to get you headed in the right direction:

  • The video file format should be either .mov or .mp4, and Amazon recommends keeping the file size below 5GB. Within those limitations, it’s best to upload the best quality video you can, up to 1080p resolution.  
  • Keep the video short and to the point, typically under a minute, whenever possible. If you hope to use the final product in a Sponsored Brand Video ad, you’ll need a version under 45 seconds. 
  • When developing the plan for your video, try to put yourself in the position of a shopper and be sure you’re addressing the questions they seek to answer. 
  • While video quality from phones can be excellent, a professional product video must be done using a stand that keeps your footage stable and smooth. 
  • High-quality audio may require an additional microphone to ensure the clear sound and crisp narration that a proper video requires. 
  • Utilizing natural light can overcome the costs and learning curve accompanying studio lighting, but in either case, your product must look good on the screen. 
  • Finally, consider adding useful on-screen text in post-production that gives your product video value even when watched without sound.
  • Be mindful of the source of any music you include, as royalty-free will likely be your only realistic option. 

Amazon Product Video Mistakes to Avoid

Knowing what factors create successful Amazon video content is essential, but don’t overlook the mistakes that can derail even the best intentions. As usual, following the rules is critical to product listing optimization, especially with video content marketing. Here are a few of the potential pitfalls that you want to avoid:

  • Of course, you will need to be the brand owner of any product you are trying to feature in a video, and access to the video option will require completing the Amazon Brand Registry process. Don’t start your video-planning process until you’ve completed this critical step.
  • Resist the urge to feature any time-sensitive promotional messaging in your product video. Terms like “limited-time sale” or the inclusion of discount codes will likely prevent your submission from being approved. 
  • Don’t use the video to direct shoppers to your company’s website. Amazon won’t allow a video that lures visitors away from the platform. 
  • Keep the focus on the product you’re attempting to sell. It’s okay to mention competitors, but don’t make defamatory statements. Any direct comparisons must be objective, accurate, and backed with clear evidence to support claims. 
  • Steer clear of health claims, explicit language, politics, or controversial topics. The limitations that apply to your listing copy also apply to videos.

Measure the impact of videos

Incorporating product videos into an Amazon listing is just one step of the listing optimization process. In the e-commerce industry, sellers can access an incredible amount of data. The most effective Amazon sellers will understand how to leverage the data to reach more customers and support conversion rate optimization.

Remember, it’s not just about monitoring this enormous cache of data. It must also be appropriately analyzed to reveal actionable insights that optimize and grow sales. In particular, Amazon sellers can utilize the platform’s proprietary reports via Seller Central and supplement those metrics with other online store or marketing data to create a fuller picture of a brand’s strengths and weaknesses. 

It’s always important to monitor these key performance indicators (KPIs). These trackable statistics include website traffic, conversion rates, reviews and more. Depending on your unique business, you can choose the most important metrics to help you identify what’s working, what’s not, and where you may need to redirect your efforts.

Since 2020, Amazon has made data about product listing videos, such as viewing statistics and engagement metrics, available within the seller dashboard to provide direct insights into their effectiveness. 

Sellers can use the status to identify uptick or decrease in video viewership impacts sales trends, compare the performance of listings with and without product videos and refine their video strategies based on shoppers’ reactions to different types of videos. 

Let Amify put your Amazon product in the spotlight

Video content marketing requires skills that many Amazon sellers lack. Scripting and producing Amazon product videos capable of conversion rate optimizations is easier with the right partner. 

Amify has experts ready to assist with all the demands that listing, selling and fulfillment place on your business. Contact us to discover how our experience can address your Amazon challenges and grow your brand.

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