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the ultimate guide to Amazon product videos — a cheat sheet for successful marketing

Amazon's mission is to provide its customers with a flawless shopping experience so they equip their third-party vendors with a wide range of resources.

soona crew
soona crew
written by
soona crew
written by
August 31, 2021
-
1
min

Amazon's mission is to provide its customers with a flawless shopping experience so they equip their third-party vendors with a wide range of resources. customer data from Amazon shows that shoppers are 3.6 times more likely to purchase after viewing a listing with an Amazon product video.

brands and sellers on Amazon need to include video in their marketing strategies now more than ever. creating a product video is the simplest and most effective way to tell your product's story, and it's the next best thing to having someone hold and use your product.

who can post product videos?

it’s easy to see how adding video content to your Amazon product listings can help boost your ecommerce sales. but here’s the downside - you might not meet Amazon’s criteria for who can post videos. here’s how to know if you’ll have the permissions to post videos within the Amazon ecommerce space.

Amazon product videos not available to all sellers

Amazon restricts who can post videos to product listings to two primary categories: marketplace sellers and vendors.

marketplace sellers who own a registered brand (according to Amazon’s Brand Registry) can post video content to their product listings through A+ content. you might otherwise know this as EBC and it can be found via Seller Central.

vendors who sell wholesale to Amazon can also use the A+ content within the Vendor Central interface.

💡 don’t qualify for the last two? there’s one more option: registered brands who aren’t marketplace sellers. you can also use video through the Amazon Storefront.

 {{amazon-ad="/external-components"}}

marketplace sellers with unregistered brands (or no brand at all) are out of luck. Amazon only gives video privileges to its most trustworthy sellers. they consider sellers outside of their registry as more of a business liability in terms of customer service. this means they give trusted brands the most effective selling features (i.e. - video) to help build customer loyalty and maximize sales.

the pricing difference

adding videos to your product listings varies in cost according to which seller category you fall into.

it’s free for brand-registered marketplace sellers. you can add product videos to your listings without having to pay any extra fees.

the story’s completely different for vendors. Amazon knows the value of video for your listing. it’ll cost a bit more to incorporate videos on your product pages since that trust factor is missing. around $1500 more. this price only covers one ASIN variation family. we still think it’s worth the investment because of the massive impact that video has on driving ecommerce sales.

things to consider before creating a product video for Amazon

knowing where to start can be the biggest challenge you face. there are a few things you should consider before you dive head-first into the world of Amazon product video production.

the first decision you’ll need to make is who will create your video content. there are two options. you can do it in-house OR you can outsource it to a production company. 

the good news is that video content is getting cheaper to produce. that means this decision will ultimately come down to whether or not you want to invest the time into creating video. that part remains unchanged: creating great content takes time!

the second thing you’ll need to think about is all the pre-production questions that’ll set your video content up for success. here are a few questions you should ask yourself:

  • how will you position your brand? remember that brand storytelling is EVERYTHING! it’s what will create repeat and lifelong customers for your ecommerce business
  • what pain point does your product address? at the root of every sale is a single thought: what’s in it for me? answer this question for your target customers and you’ll nab the sale with ease
  • how will you present your goods in a way that makes them easily understandable and relatable? one of the main barriers to purchase is when your customers can’t envision their lives with your products. demonstrate your products in a way where they can imagine it as part of their daily lives.
  • can you use your video to answer commonly asked questions? whether that’s how to use it or what it’s good for - video can help clear up any confusion your customers might have.
  • do you have product variations? ecommerce product videos are a fast and easy way to highlight multiple variations without making the user click through a long list of photos.
  • what’s your goal for your product video? are you trying to educate? inspire? persuade? this goal should guide all of your decisions along the way.

you should also consider the setup: visuals. backgrounds. props. music. etc. they all play integral roles in making sure your product video is brand cohesive and visually irresistible. play around with it! your product videos should be anything but bland and boring. the sky’s the limit!

what are the types of Amazon product videos?

An amazon product video is a short video used to show off a product's best features, walk customers through real-world scenarios, or just give potential customers a taste of what they'll be getting. depending on what you're trying to sell, you'll want to use a different type of video in your listing. Amazon product video types include:

1. product highlight video

a product highlight video focuses on your product's key functions and advantages. these videos should be brief, straightforward, and focused on the most important features of your product.

by highlighting your product's features up front: you grab your customers' attention and encourage them to make a purchase. the goal of your video should be to make your product seem like the most interesting thing ever!

2. lifestyle video

a lifestyle product video is like a combination of an influencer marketing video and a traditional sales pitch. when used effectively, lifestyle videos tell a captivating brand story that promotes more than just a product but an entire lifestyle. 

customers who make purchases online typically do not see the item until it is delivered so they may have trouble seeing how your product would improve their lives. it's therefore crucial that the product be used in the video so that viewers can get a sense of how it works.

knowing your target audience and their wants is pivotal when creating lifestyle videos. get your customers emotionally invested in your product and show them how your product can change their lives for the better. consider collaborating with creators and even using your props to evoke the right emotions in your target demographic.

3. unboxing video

you've probably seen unboxing/explainer videos before on YouTube where someone takes you through unboxing a product and explains everything you can expect to find inside. customers appreciate being able to "virtually unbox" their purchase before its arrival and this type of video makes that possible.

for your unboxing video to be interesting you should use storytelling techniques and ensure the products are easy to see in the video. a well-made unboxing video will sway hesitant customers to make a purchase.

4. comparison video

an effective comparison video explains what makes your product stand out. you can make a "before and after" video showing how a customer's life changed after using your product. you can also make a comparison video showing how your product is better than your competitor's.

remember that Amazon has some fairly strict rules about what can and cannot be said in a comparison video. you should stick to the facts and stay away from defamation or derogatory statements. 

5. customer experience video

customer experience videos provide customer feedback. as humans we need social proof and validation. When we observe other people engaging in an activity and appearing to enjoy themselves: we are more likely to decide that we would also enjoy engaging in that activity. 

video testimonials from satisfied customers are a great way to build trust in your Amazon business as a seller. get a customer to record their thoughts on your product on camera so you can use them in your customer experience video. 

6. explainer videos

when it seems like customers always ask the same questions, an explainer video is just what your Amazon product page needs. this is your moment to really showcase the details of your product.

get into the nitty gritty and show your customers exactly how your product works and how they can use it. sure - you might send instructions with your product, but why wait to demonstrate its usefulness until after the sale? help your customers push past any hesitation to purchase by using explainer videos demonstrating your product’s ease of use.

what are tips to help you create Amazon product videos?

when making Amazon product videos, use the following tips to ensure your video meets Amazon's quality standard but also aids customers in making informed purchases.

  • use clear and high-quality videos.
  • get the viewer's attention in the first few seconds of the video.
  • use royalty-free background music to give your video a more polished. professional feel.
  • remember to keep the video concise and to the point.

promote your products by highlighting how they'll solve your customers' problems.

  • ensure the audio quality is top-notch if your video features a voiceover.
  • maintain high-quality lighting.
  • highlight key functions or advantages with on-screen text.

you should zero in on your product's most appealing qualities to maximize the customer's experience with your video.

FAQs about Amazon product videos

still a little fuzzy on the details? here are the answers to some of the most commonly asked questions about Amazon product videos.

how can you add a product video to your Amazon listing?

log into your Amazon Seller Central Account. navigate to the Inventory section. click Upload & Manage Videos to add a video to your product listing.

uploading your video and choosing a format is the next step. go ahead and give your video a title. pick a thumbnail to represent it. and decide which ASINs to use. the last step is double-checking everything and then sending it off to Amazon for verification.

why should you use Amazon product videos?

the short answer is that you can easily boost conversions by as much as 80%. videos help your customers shop more efficiently by quickly conveying your product's benefits and features. one disadvantage of online shopping is that you can't try things on to see if they fit or feel right. videos makes up for the fact that you can't touch and feel the product by bringing it to life in a way that pictures and words can't.

what are Amazon video guidelines?

like amazon product images and copy: video product marketing guidelines are also reasonably strict. here are some of the guidelines to keep in mind when creating your video:

  • videos should only be in English
  • you need to back up any claims you make with evidence
  • avoid using any references to medical claims, health insurance claims, or giving any medical advice
  • avoid anything that could be construed as offensive. such as politically charged, sensitive, or sexually suggestive content
  • your video should not contain any time-sensitive or promotional language
  • refrain from making false accusations against rival businesses
  • don't direct viewers away from Amazon

your video may be withdrawn or destroyed if it violates the above amazon product video guidelines. your ability to upload videos to your account can be disabled. you may even have your account terminated.

what are Amazon’s technical requirements for product videos?

Amazon is pretty specific here. there are a few different allowed file formats for uploading:

  • 3GP
  • AAC
  • AVI
  • FLV
  • MOV
  • MP4
  • MPEG-2

 

you should export your file on the highest quality setting that you have available on your video editing software. you’ll also need to upload a thumbnail image as a cover. JPEG or PNG works. shoot for a 16:9 aspect ratio with a minimum resolution of 1280 x 720 pixels. even better if you can get it exported at 1920 x 1080 pixels.

is there a limit to how long a product video can be?

 

there’s no technical limit on how long your video can be. Amazon simply restricts your upload size to 5GB. but that doesn’t mean you need to use it all.

here’s the scoop: short and sweet is better. cater to that brief human attention span and keep your videos brief.

15 - 30 seconds is perfect for keeping attention and getting to the point. remember that you’ve only got a few seconds to capture the attention of your audience. so the first few seconds of your video are the most precious. use them wisely!

get Amazon-specific photography through soona

you can improve the user experience and boost conversions by adding a product video to your Amazon listing. it can however be time-consuming to create high-quality videos. that's why having a reliable partner is essential.

using soona you have access to a virtual platform to create original content. our Amazon-specific product photography is the perfect solution if you need high-quality videos for your Amazon listing. book a shoot with us today and see how we can help you make videos that people can't help but stop and watch.

Amazon's mission is to provide its customers with a flawless shopping experience so they equip their third-party vendors with a wide range of resources. customer data from Amazon shows that shoppers are 3.6 times more likely to purchase after viewing a listing with an Amazon product video.

brands and sellers on Amazon need to include video in their marketing strategies now more than ever. creating a product video is the simplest and most effective way to tell your product's story, and it's the next best thing to having someone hold and use your product.

who can post product videos?

it’s easy to see how adding video content to your Amazon product listings can help boost your ecommerce sales. but here’s the downside - you might not meet Amazon’s criteria for who can post videos. here’s how to know if you’ll have the permissions to post videos within the Amazon ecommerce space.

Amazon product videos not available to all sellers

Amazon restricts who can post videos to product listings to two primary categories: marketplace sellers and vendors.

marketplace sellers who own a registered brand (according to Amazon’s Brand Registry) can post video content to their product listings through A+ content. you might otherwise know this as EBC and it can be found via Seller Central.

vendors who sell wholesale to Amazon can also use the A+ content within the Vendor Central interface.

💡 don’t qualify for the last two? there’s one more option: registered brands who aren’t marketplace sellers. you can also use video through the Amazon Storefront.

 {{amazon-ad="/external-components"}}

marketplace sellers with unregistered brands (or no brand at all) are out of luck. Amazon only gives video privileges to its most trustworthy sellers. they consider sellers outside of their registry as more of a business liability in terms of customer service. this means they give trusted brands the most effective selling features (i.e. - video) to help build customer loyalty and maximize sales.

the pricing difference

adding videos to your product listings varies in cost according to which seller category you fall into.

it’s free for brand-registered marketplace sellers. you can add product videos to your listings without having to pay any extra fees.

the story’s completely different for vendors. Amazon knows the value of video for your listing. it’ll cost a bit more to incorporate videos on your product pages since that trust factor is missing. around $1500 more. this price only covers one ASIN variation family. we still think it’s worth the investment because of the massive impact that video has on driving ecommerce sales.

things to consider before creating a product video for Amazon

knowing where to start can be the biggest challenge you face. there are a few things you should consider before you dive head-first into the world of Amazon product video production.

the first decision you’ll need to make is who will create your video content. there are two options. you can do it in-house OR you can outsource it to a production company. 

the good news is that video content is getting cheaper to produce. that means this decision will ultimately come down to whether or not you want to invest the time into creating video. that part remains unchanged: creating great content takes time!

the second thing you’ll need to think about is all the pre-production questions that’ll set your video content up for success. here are a few questions you should ask yourself:

  • how will you position your brand? remember that brand storytelling is EVERYTHING! it’s what will create repeat and lifelong customers for your ecommerce business
  • what pain point does your product address? at the root of every sale is a single thought: what’s in it for me? answer this question for your target customers and you’ll nab the sale with ease
  • how will you present your goods in a way that makes them easily understandable and relatable? one of the main barriers to purchase is when your customers can’t envision their lives with your products. demonstrate your products in a way where they can imagine it as part of their daily lives.
  • can you use your video to answer commonly asked questions? whether that’s how to use it or what it’s good for - video can help clear up any confusion your customers might have.
  • do you have product variations? ecommerce product videos are a fast and easy way to highlight multiple variations without making the user click through a long list of photos.
  • what’s your goal for your product video? are you trying to educate? inspire? persuade? this goal should guide all of your decisions along the way.

you should also consider the setup: visuals. backgrounds. props. music. etc. they all play integral roles in making sure your product video is brand cohesive and visually irresistible. play around with it! your product videos should be anything but bland and boring. the sky’s the limit!

what are the types of Amazon product videos?

An amazon product video is a short video used to show off a product's best features, walk customers through real-world scenarios, or just give potential customers a taste of what they'll be getting. depending on what you're trying to sell, you'll want to use a different type of video in your listing. Amazon product video types include:

1. product highlight video

a product highlight video focuses on your product's key functions and advantages. these videos should be brief, straightforward, and focused on the most important features of your product.

by highlighting your product's features up front: you grab your customers' attention and encourage them to make a purchase. the goal of your video should be to make your product seem like the most interesting thing ever!

2. lifestyle video

a lifestyle product video is like a combination of an influencer marketing video and a traditional sales pitch. when used effectively, lifestyle videos tell a captivating brand story that promotes more than just a product but an entire lifestyle. 

customers who make purchases online typically do not see the item until it is delivered so they may have trouble seeing how your product would improve their lives. it's therefore crucial that the product be used in the video so that viewers can get a sense of how it works.

knowing your target audience and their wants is pivotal when creating lifestyle videos. get your customers emotionally invested in your product and show them how your product can change their lives for the better. consider collaborating with creators and even using your props to evoke the right emotions in your target demographic.

3. unboxing video

you've probably seen unboxing/explainer videos before on YouTube where someone takes you through unboxing a product and explains everything you can expect to find inside. customers appreciate being able to "virtually unbox" their purchase before its arrival and this type of video makes that possible.

for your unboxing video to be interesting you should use storytelling techniques and ensure the products are easy to see in the video. a well-made unboxing video will sway hesitant customers to make a purchase.

4. comparison video

an effective comparison video explains what makes your product stand out. you can make a "before and after" video showing how a customer's life changed after using your product. you can also make a comparison video showing how your product is better than your competitor's.

remember that Amazon has some fairly strict rules about what can and cannot be said in a comparison video. you should stick to the facts and stay away from defamation or derogatory statements. 

5. customer experience video

customer experience videos provide customer feedback. as humans we need social proof and validation. When we observe other people engaging in an activity and appearing to enjoy themselves: we are more likely to decide that we would also enjoy engaging in that activity. 

video testimonials from satisfied customers are a great way to build trust in your Amazon business as a seller. get a customer to record their thoughts on your product on camera so you can use them in your customer experience video. 

6. explainer videos

when it seems like customers always ask the same questions, an explainer video is just what your Amazon product page needs. this is your moment to really showcase the details of your product.

get into the nitty gritty and show your customers exactly how your product works and how they can use it. sure - you might send instructions with your product, but why wait to demonstrate its usefulness until after the sale? help your customers push past any hesitation to purchase by using explainer videos demonstrating your product’s ease of use.

what are tips to help you create Amazon product videos?

when making Amazon product videos, use the following tips to ensure your video meets Amazon's quality standard but also aids customers in making informed purchases.

  • use clear and high-quality videos.
  • get the viewer's attention in the first few seconds of the video.
  • use royalty-free background music to give your video a more polished. professional feel.
  • remember to keep the video concise and to the point.

promote your products by highlighting how they'll solve your customers' problems.

  • ensure the audio quality is top-notch if your video features a voiceover.
  • maintain high-quality lighting.
  • highlight key functions or advantages with on-screen text.

you should zero in on your product's most appealing qualities to maximize the customer's experience with your video.

FAQs about Amazon product videos

still a little fuzzy on the details? here are the answers to some of the most commonly asked questions about Amazon product videos.

how can you add a product video to your Amazon listing?

log into your Amazon Seller Central Account. navigate to the Inventory section. click Upload & Manage Videos to add a video to your product listing.

uploading your video and choosing a format is the next step. go ahead and give your video a title. pick a thumbnail to represent it. and decide which ASINs to use. the last step is double-checking everything and then sending it off to Amazon for verification.

why should you use Amazon product videos?

the short answer is that you can easily boost conversions by as much as 80%. videos help your customers shop more efficiently by quickly conveying your product's benefits and features. one disadvantage of online shopping is that you can't try things on to see if they fit or feel right. videos makes up for the fact that you can't touch and feel the product by bringing it to life in a way that pictures and words can't.

what are Amazon video guidelines?

like amazon product images and copy: video product marketing guidelines are also reasonably strict. here are some of the guidelines to keep in mind when creating your video:

  • videos should only be in English
  • you need to back up any claims you make with evidence
  • avoid using any references to medical claims, health insurance claims, or giving any medical advice
  • avoid anything that could be construed as offensive. such as politically charged, sensitive, or sexually suggestive content
  • your video should not contain any time-sensitive or promotional language
  • refrain from making false accusations against rival businesses
  • don't direct viewers away from Amazon

your video may be withdrawn or destroyed if it violates the above amazon product video guidelines. your ability to upload videos to your account can be disabled. you may even have your account terminated.

what are Amazon’s technical requirements for product videos?

Amazon is pretty specific here. there are a few different allowed file formats for uploading:

  • 3GP
  • AAC
  • AVI
  • FLV
  • MOV
  • MP4
  • MPEG-2

 

you should export your file on the highest quality setting that you have available on your video editing software. you’ll also need to upload a thumbnail image as a cover. JPEG or PNG works. shoot for a 16:9 aspect ratio with a minimum resolution of 1280 x 720 pixels. even better if you can get it exported at 1920 x 1080 pixels.

is there a limit to how long a product video can be?

 

there’s no technical limit on how long your video can be. Amazon simply restricts your upload size to 5GB. but that doesn’t mean you need to use it all.

here’s the scoop: short and sweet is better. cater to that brief human attention span and keep your videos brief.

15 - 30 seconds is perfect for keeping attention and getting to the point. remember that you’ve only got a few seconds to capture the attention of your audience. so the first few seconds of your video are the most precious. use them wisely!

get Amazon-specific photography through soona

you can improve the user experience and boost conversions by adding a product video to your Amazon listing. it can however be time-consuming to create high-quality videos. that's why having a reliable partner is essential.

using soona you have access to a virtual platform to create original content. our Amazon-specific product photography is the perfect solution if you need high-quality videos for your Amazon listing. book a shoot with us today and see how we can help you make videos that people can't help but stop and watch.

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