It is no secret that eye-catching images and dynamic visual content is pivotal for any eCommerce business in order to convert browsers into buyers. This is why we are excited to announce that Amazon now allows all brand-registered Amazon sellers in the United States to add product videos to their listings.
Needless to say, the potential results that sellers see from this initiative are immense. Unsurprisingly, around 90% of customers state that videos help influence their buying decisions, and landing page conversion rates increase by 80% when videos are present on the page.
Including a video on your Amazon product listing page is a total game-changer that helps set your product apart from your competitor’s – an increasingly difficult thing to achieve in the very crowded Amazon marketplace. With over 60,000 (and counting!) registered brands on the platform, taking advantage of this opportunity to elevate your brand’s visibility is not one that you should put off for later or ignore.
As most seasoned Amazon veterans know all too well, if you do not continue to grow and change with Amazon, then you can get left behind in the dust very quickly. We have put together a quick yet informative guide to Amazon product videos so that you can take your listing into your own hands and reap the benefits as soon as possible.
Why Use Videos for Your Amazon Product Listings?
The way we shop is continuing to shift more and more away from brick-and-mortar establishments to the online world of shopping. However, shoppers are still in search of an interactive way to engage with the product that they are browsing.
Traditionally, as shoppers, we have relied on the power of the five senses to help us make decisions. One of the caveats of shopping online is missing out on that tactile, hands-on experience. This is why including dynamic content such as video into your listing is important.
Images are a wonderful way to convey the lifestyle or intended use of a product visuals, but static content is limiting. Video captures a buyer’s attention in a way that static imagery cannot. It can act as a trigger to help push an indecisive customer to click the “Add to Cart” button.
Still not convinced? Here are a few numbers to consider:
- 74% of marketers see a better ROI with video compared to static imagery (Video Marketing Survey, Biteable)
- 72% of customers would rather learn about a product or service via video (HubSpot)
- Cisco predicts online videos will make up more than 82% of all consumer internet traffic by 2022, online shoppers included.
- 80% of all internet traffic will be done using video by 2021 based on current estimates (GetVoIP)
Where Can I Add Videos?
Video options will depend on which Amazon selling program you are utilizing. If you are brand registered, then you will be able to upload your videos in Seller Central. For brand-registered marketplace sellers, adding a product video to your listing or Amazon Brand Store is free.
For Vendor Central accounts, however, adding a video is a premium feature and costs around $1500 per detail page, which covers one ASIN variation family.
If you are a marketplace seller with an unregistered brand or no brand at all, you will be limited to videos posted by customers in the review section.
Once you have successfully uploaded a video, it will appear on the main image block of your ASIN’s product detail page. The video will also show up in the Amazon video shorts section or in your Brand Store.
How To Add Amazon Product Videos
Adding video to a product listing is relatively quick and easy:
- Log into your Seller Central account
- Click on Inventory
- From the dropdown, select Upload & Manage Videos
- Click the Upload Video button and select your video file
- Enter a title and the ASINs that are related to the video
- Select a thumbnail (preview image) for the video
- Click the submit button to send the video to Amazon for approval
The review process typically takes up to a week, but it can be longer. Once the video has been approved, the status will change to “live”. The video should appear on product detail pages for the related ASINs within two days, as long as there are no more than six images already assigned.
Types of Amazon Product Videos
Educational videos showcase how your product works. This is ideal for products that require in depth explanations on use and function. Videos in this realm enhance the customer shopping experience and sets the customer expectations in terms of what to expect when using the product. This can help minimize future returns and negative customer experiences, which is always a plus!
Particularly helpful if you only have static imagery on your listing. The product showcase video is a good source of additional information that builds off of your product detail page. Try to showcase your product from a variety of different angles for a full view, and add in engaging text that calls out key features.
Brand Story Video
Who doesn’t love to hear a great story? Many customers want to hear all about who is behind their favorite brands, or if the brand that they frequently shop with gives back to the community. Bring back that human touch to your Amazon business, and highlight your brand story, mission, values, and any other fun facts that can help make that emotional connection with your customers. This is especially important if you are in a market where there is very little differentiation between your products and those of your competitors. In these cases, a well-told brand story video can make all the difference.
Customer Testimonials and Video Reviews
While this type of video takes more production effort, the payoff can be exponential. If you are a brand with happy, loyal customers and a ton of positive customer reviews, then video testimonials are priceless.
Essentially, this type of video is a commercial. A great promo video is all about the execution, and it gives you a chance to showcase your product and your brand in one beautiful package.
Amazon Video Guidelines
As with all content, Amazon has very specific guidelines to adhere to when it comes to the technical aspects of product videos:
- Export the file from your video editing software at the highest available quality setting.
- The following file formats are accepted: 3GP, AAC, AVI, FLV, MOV, MP4, and MPEG-2. Avoid Apple ProRes file format.
- The thumbnail image should be a JPEG or PNG file format in 16:9 aspect ratio and a minimum of 1280 x 720 pixels (1920 x 1080 is preferred).
Feel free to get creative with your Amazon videos, but remember, your Amazon listing video isn’t the time for an everything-but-the-kitchen-sink approach. Be strategic and think about how each type of video will position your brand and product.
Avoid videos that are too wordy or text heavy – this can be a turn off for shoppers who are just looking for a quick overview, not a short video novel. Also, remember that any details that you leave out of the video should already be included on the product page and listing images.
Use your videos to address common pain points and help your customers imagine using your product to alleviate a problem in their daily life. As humans, we all want to be heard and understood, and by presenting your brand or product as the solution to their problem, you can genuinely make a lasting impact on many lives.