Key takeaways:
- Video content is a powerful tool to boost sales on Amazon. It helps bridge the gap created by the lack of physical interaction, allowing customers to see the product in action, understand its features, and feel more confident about making a purchase.
- You can use various types of Amazon product videos, such as product highlight videos, lifestyle videos, instructional/explainer videos, comparison videos, testimonial/review videos, and unboxing videos.
- Successful Amazon product videos are short (ideally under 2 minutes), well-produced, and crafted with the customer in mind. Focusing on the benefits, storytelling, and clear visuals improves engagement and conversion rates.
- To avoid rejection or penalties, you must follow Amazon’s video content rules.
The Amazon marketplace hosts millions of sellers who are scrambling for visibility and an increase in sales on Amazon.
At ePlaybooks, we’ve seen how shifting consumer behavior has made ecommerce videos a powerful tool for turning clicks into customers. According to data, 78% of marketers say that videos have directly helped to increase sales, and 92% of marketers say they are satisfied with their ROI using video in their marketing.
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 it into 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, and how to use them, 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. By giving customers a clearer picture of the product, videos can reduce the chances of returns due to unmet expectations.
High-quality videos also convey professionalism and a commitment to quality, building trust and loyalty among customers.
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.
The same videos can work beyond your listing too. You can share them on YouTube, TikTok, and Instagram, and add them to your Amazon Storefront to reach new shoppers. Our guide shows how to use your Amazon Storefront to put video content in front of more buyers.
Types of Amazon product videos
The type of product video you upload to 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 Amazon 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 like. 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 other options. Avoid naming or showing competitor brands, and compare against your own product line or a generic alternative instead.
Testimonial and review 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 benefited from your product, they are likely to feel like they are making the right decision. Let real customers talk about their experience, but don't show written reviews or star ratings on screen.
Unboxing videos
Unboxing videos give a behind-the-scenes look at the product packaging and show the initial reaction while opening the product. While these videos are popular across various social media platforms, they are particularly effective on Amazon, where they can complement the product description and images.
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. Brand Registry is not required: brand-registered sellers can upload videos, and so can sellers without Brand Registry who have a Professional account and at least three months of selling history. Here are the steps to uploading a product video to your listing:
- Go to your Amazon Seller Central account
- Go to the Catalog menu and select “Upload and Manage Videos”
- Next, click on the video upload button to add your video file
- Add a short, descriptive title
- Enter the ASINs of your product in your video
- Add a thumbnail image for your product video
- Click on “Submit” to upload a video to Amazon
Once your video is approved, it typically appears on your product detail page within three days. During busy periods such as the holidays, review can take up to 7 business days.
Amazon product video guidelines
Amazon reviews every product video before it goes live. Start with the technical basics:
- File format: .mp4 or .mov
- Resolution: up to 1080p
- File size: under 5 GB
- Thumbnail (if you add one): high-quality .jpg or .png
Amazon rejects videos that show prices, promotions, or discount claims, and videos with URLs or calls to action that send shoppers away from Amazon.
To keep approvals smooth and protect your brand, also avoid:
- Naming or showing competitor brands
- Time-sensitive content, such as holiday sales or limited-time offers
- Customer reviews, star ratings, or quotes shown on screen
- Your contact details, such as a phone number or email address
- Health or medical claims, and any claim you can't back up
- Controversial, sensitive, or derogatory content
- Music, footage, or images you don't have the rights to use
Videos that break Amazon's rules are rejected or removed, so check your video against these points before you upload it.
You could get the help of experts at ePlaybooks to help you create and upload engaging product videos that meet Amazon guidelines.
11 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:
- Carry out thorough research
- Plan your content strategically
- Write a video script
- Hook viewers in the first few seconds
- Pay attention to quality
- Tell a memorable story
- Think like your customers
- Keep your product videos short
- Add captions and text overlays
- Follow the rules for Amazon product videos
- Track performance and test
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.
Plan your content strategically
You want to consider the following aspects before starting your video production:
Define your goal
Determine whether your video aims to educate, inspire, or persuade. This goal should guide your content creation process.
Answer common questions
You want to use your video to address frequently asked questions about your product. This can clear up confusion and help customers make informed purchasing decisions.
Highlight product variations
If your product comes in different variations, such as colors or sizes, showcase these in your video to give customers a comprehensive view.
Use an effective title
Your video’s title is what determines if an online shopper will click on your video or not. Ensure your video title gives consumers a brief overview of what the video is about. Don't forget to incorporate relevant keywords that your customers use when searching for your product.
Write a video script
Whether you use a voiceover or people on screen, write a script before you film. Decide on the central idea, then outline each scene, including dialogue, on-screen text, sound, and the shots you need. Keep the dialogue conversational so it sounds natural.
Once the script is ready, plan the shoot. Choose your location and props, book any space you need ahead of time, and set a schedule. A modern smartphone is enough to start, but a camera, tripod, microphone, and good lighting will lift the quality.
Hook viewers in the first few seconds
Shoppers decide quickly whether to keep watching. Open with your strongest benefit or the problem your product solves, not a logo or a slow intro. If the first few seconds don't earn attention, the rest of the video won't get seen.
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.
A few quick tips for better video and audio:
- Use bright, consistent lighting throughout.
- Stick to a clean, neutral background if you are unsure what to use.
- Keep shots steady with a tripod.
- Use a good microphone so voices come through clearly.
- Show real people using the product where it makes sense.
Tell a memorable story
We all love stories. When all is said and done, a good story stays in our memory. The average attention span of a person is only a few seconds. One effective way to grab the attention of shoppers and 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 differentiate your product from others.
Think like your customers
To create a video that both connects and converts, it is important to travel in the minds 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.
Keep your product videos short
An online shopper scrolling through Amazon won’t have the time to consume a long video. You want to keep your Amazon product videos high-quality and memorable, but short.
Shoppers want to engage with your brand and get relevant information about your product or brand in a short, digestible format. We recommend that you keep your videos as short as 2 minutes or less. Focus on the most important information you want to communicate and go straight to the point.
Add captions and text overlays
Many shoppers watch with the sound off, especially on mobile. Add captions and short text overlays that carry your key points, so the video still makes sense without audio.
Follow the rules for Amazon product videos
As you create memorable Amazon product videos, you want to keep the rules at the back of your mind. Amazon provides guidelines for creating videos the right way. You want to ensure you follow these guidelines, so your videos are approved quickly.
Provide clear information about your product or brand and ensure you make claims that can be substantiated.
Use only images and music that you have the rights to. Avoid infringing the intellectual property rights of a third party.
Track performance and test
Once your video is live, watch how your listing performs. Compare conversion rate and sales before and after adding the video, and try different versions, such as a new hook or a different video type, to see what works best. Keep what performs and replace what doesn't.
See also: How to Leverage Amazon Influencers to Increase Conversions
Sponsored Brands Video Ads
Sponsored Brands Video Ads fall under the umbrella of Sponsored Brand Ads and are only available to Amazon sellers registered under the Amazon Brand Registry. These video ads can appear at the top of search results, within search results, and on product detail pages. 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 once at least half of the video is on screen, and they start without sound. This gives you an advantage, as customers can learn more about your product by simply scrolling through search results.
Amazon's current specs allow videos between 6 and 45 seconds, and Amazon highly recommends 20 seconds or less. Videos must be 16:9, in .mp4 or .mov format, and 500 MB or smaller. 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. Because the video starts muted, add text on screen so your message lands without sound.
See also: Top 10 ways to increase your Amazon sales rank
Final thoughts
Adding high-quality and compelling Amazon product videos to your product listing not only improves your customer shopping experience but also 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.
Whether you’re launching your first product on Amazon or scaling your brand, you can have experts at ePlaybooks guide you every step of the way.
