May 29, 2022

 Amazon Product Videos: How to Use Videos to Increase Sales on Amazon

E-commerce videos have become an effective marketing tool to convert clicks into buyers. In this article, we will look at how to increase conversion rate on Amazon by taking advantage of product videos.
 Amazon Product Videos: How to Use Videos to Increase Sales on Amazon
 Amazon Product Videos: How to Use Videos to Increase Sales on Amazon

The Amazon marketplace hosts millions of sellers who are scrambling for visibility and an increase in sales on Amazon. Over the years, with the change in consumer behavior, ecommerce videos have become an effective marketing tool to convert clicks into buyers. According to data, 78% of marketers say that videos have directly helped to increase sales. 

Amazon product videos are a powerful way to showcase your product to potential customers and increase conversion rates on Amazon. 

Since your customers won’t be interacting with your products physically, product videos bring them closest to that experience. 

In just a few seconds, you can grab the attention of an online shopper, communicate the value of your product and turn them to a customer. 

In this article, we will look at how to increase conversion rate on Amazon by taking advantage of product videos.  

Why should you use Amazon Product Videos?

Amazon product videos are short videos that showcase products in motion. Product videos could be used to highlight product features, customer feedback, how to use, and give potential buyers an idea of what using your product is like. 

So why should you be using Amazon product videos as an Amazon seller? Well, the answer is quite simple. Amazon product videos can be a powerful tool to increase Amazon sales. You can grab the attention of online shoppers and increase your conversion rate. 

Videos bring your products to life and give your customers a better perspective on the size, dimensions, and angles of your product. This gives them a clear expectation of your product, reducing customer complaints and negative reviews. 

With Amazon product videos, you can showcase product features and benefits. This will give your customers all the information they need to make a purchase. 



Product videos usually appear under the main product image section. Customers can easily click on the video thumbnail to watch videos without scrolling down the Amazon product listing. 

Types of Amazon product videos 

The type of product video you upload on Amazon depends on what type of product you sell. Here are some common types of Amazon product videos you can create to increase sales on Amazon: 

Product highlights videos 

This type of product video highlights the essential features, benefits, and uses of the product. With this video, you can show potential customers what your product has to offer. For example, if you are selling a phone, you could highlight the size and dimensions of the product. Keep your video simple, short and straightforward. 

Lifestyle videos 

Lifestyle videos are a powerful way to establish a connection with your target audience. It showcases your products in real-life settings.  With lifestyle videos, you can show your potential customers how your product can improve their daily lives. This will help them picture what using your product is like. To create a good lifestyle video, it is important to know your target audience and what a typical day in their life is. For example, if you sell activewear, you can create a lifestyle video of a person practicing yoga in your clothing. 

Instructional/explainer videos 

Instructional or explainer videos are perfect if you have a somewhat complicated product. These types of Amazon product videos let you see and learn all that comes in your package when you buy the product. For example, you can create an explainer video showing potential customers how to unbox and set up a piece of furniture. 

Comparison videos 

These types of product videos are effective if your product can solve a problem that your competitors’ products cannot solve. Comparison videos show your product side-by-side with competing products. Keep in mind that you are not allowed to mention the name of your competitors. 

Testimonial videos 

Testimonial videos can go a long way in convincing your potential customers that your product is right for them. When customers see social proof from others who have benefitted from your product, they are likely to feel like they are making the right decision. 

How to add Amazon product videos to your listing


To add product videos to your Amazon listing, all you need is an Amazon Seller Central account. Here’s are the steps to uploading a product video to your listing: 

  • Go to your Amazon Seller Central account
  • Go to the inventory tab and select “Upload and Manage Videos
  • Next, click on the video upload button to add your video file
  • Add a descriptive title (60-character limit)
  • Enter the ASINs of your product in your video
  • Add a thumbnail image for your product video
  • Click on “Submit” to upload a video on Amazon

Once your video is uploaded, it may take up to 72 hours to be verified and published on your listing. 

Amazon product video guidelines 

To give customers a pleasant experience, Amazon has set some guidelines for sellers to adhere to. Here are some guidelines you need to pay attention to when creating Amazon product videos: 

  • Your video format should be in “mp4” and “.mov”
  • Your videos should be uploaded in the highest quality available, with an aspect ratio of 16:9
  • Thumbnails should be of high quality in “jpg” or “png” format and an aspect ratio of 16:9
  • Your video should only display one brand logo
  • Videos should be in line with the tone, market, and target audience of your brand
  • Videos must be in the English language
  • Keep your videos short and simple 
  • You must be the brand owner and have rights to your product video
  • Your video should contain supporting evidence for every claim made
  • Customer reviews should not include any inaccurate information
  • Your video should not direct customers away from your Amazon store
  • Avoid making derogatory or defaming statements 
  • Do not include controversial, sensitive, or sexual content
  • Avoid making any health or medical claims
  • Do not include promotional or time-sensitive content information
  • Do not include your contact information 

Not following these guidelines could lead to the removal of your video or restricting access to upload videos. In worse cases, it could lead to the cancellation of your Seller account. 

Best practices for creating Amazon product videos 

To create engaging product videos, here are a few strategies and best practices you need to keep in mind: 

  1. Carry out thorough research 
  2. Pay attention to quality
  3. Tell a memorable story
  4. Think like your customers 

Carry out thorough research

To create videos that resonate with your audience, you need to conduct thorough research. Carry out keyword and customer review research. This will help you know who your target audience is and what they are searching for. Read through the reviews and take note of selling points you can include in your video. 

Research competitors selling on Amazon as well. This will help you learn what works and how best to create an effective video strategy. You can also learn how best to capture the attention of your audience and also outdo the competition. 

Pay attention to quality 

High-quality videos are captivating and go a long way in getting the attention of potential customers. Use a high-quality phone camera or better still, a professional camera. Ensure that each shot is well represented and that the video transition is smooth. Avoid using low-quality cameras, as this could put people off. 

Tell a memorable story

We all love stories. When all is said and done, a good story stays in our memory. One effective way to communicate your value proposition is to tell a meaningful and memorable story. Highlight your unique brand story, certifications, and other aspects of your brand that differentiates your product from others. 

Think like your customers

To create a video that both connects and converts, it is important to travel down the mind of your customers. How does your customer view your product? Is it a technical product that needs an explainer video? What type of lifestyle video will relate best with your customers? Answering these questions will help you create a memorable story that your customers can relate to. 

Sponsored Brands Video Ads 

Sponsored Brands Video Ads fall under the umbrella of Sponsored Brand Ads and is only available to Amazon sellers registered under the Amazon Brand Registry. These video ads appear almost halfway down the first page of Amazon search results. They are very noticeable and work as a great way to get the attention of your potential customers. 

In addition, Sponsored Brands Video Ads play automatically in a loop. This automatically gives you an advantage, as customers can learn more about your product by simply scrolling through search results. 

Amazon recommends that the optimal video length should fall between 15 and 30 seconds, keeping mobile users in mind. Create demonstrative content that focuses 100% on your product. Since you will only have a short time to communicate the benefits of your product, skip the fancy intros and keep your video ad content simple and straight to the point. Also, create a seamless loop that keeps your audience glued to your ad. 


Adding high-quality and compelling Amazon product videos to your product listing not only improves your customer shopping experience but increases your conversion rates and ultimately sales. If you haven’t started utilizing videos in your product listing, you can go through our guide above to get started. 

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