The perfect Amazon listing consists of several components – from product images, feature bullets, and product descriptions to the right title. For many sellers, however, the biggest challenge is creating high-quality Amazon product videos. After all, your product listings are incomplete without incorporating the number one content type that marketers use to boost demand for their products. A whopping 73% of visitors that view video content are likely to buy the product which is why 92% of marketers say that video content is an indispensable part of their marketing strategy.
In this one-stop guide, we’ll dive deeper into Amazon product videos, why you need them, and also highlight best practices related to different types of product videos.
What are the Benefits of Using Video in Amazon Product Listings?
Product videos are one of the key elements of an optimized listing. Adding a product video to your listing will not only improve your metrics but also capture the attention of shoppers. Customers prefer video over other marketing content because it clearly communicates the benefits and features of a product.
Moreover, video is an integral part of the eCommerce customer experience because it is the closest that shoppers can get to ‘experiencing’ the product without being able to touch it. A visually engaging and well-crafted Amazon product video builds shoppers’ confidence, drives purchase decisions, boosts brand awareness, and enhances customer engagement.
The bottom line – product videos can set your listings apart from competitors and lead to profitable growth.
Am I Eligible to Add Amazon Product Videos?
You need to meet certain eligibility requirements to use product videos in your Amazon listings. You must have an Amazon seller account and own a brand that is registered in Amazon’s Brand Registry. Vendors can leverage the benefits of video by using A+ content through Vendor Central.
Can I Add Amazon Product Videos for Free?
Adding a product video is free for marketplace sellers that are brand-registered. However, for vendors, there is a cost associated with using this feature (approximately $1500 per page to access the premium module).
Many sellers settle for static images to promote their products due to the high costs associated with video production. Luckily, we have the perfect solution to help address your needs for high-quality Amazon video content.
With Trellis Video Creatives, you can create compelling videos for Amazon products and Sponsored Brands video ads, in minutes. Explore the feature for free and supercharge your conversion and click-through rate on Amazon.
What are the Dos and Don’ts of Amazon Product Videos?
Ensure compliance with the following Amazon guidelines for product videos when uploading and creating content. These guidelines are explained further in Amazon’s Video Content Policy.
Here are some examples of guidelines you should comply with:
- Make sure that the video file format is 3GP, AAC, AVI, FLV, MOV, MP4, or MPEG-2
- Ensure that the thumbnail is in a JPEG or PNG file format in a 16:9 aspect ratio and a minimum of 1280 x 720 pixels (1920 x 1080 is preferred)
- Comply with Amazon’s Video Content Policy related to conduct, intellectual property, use of minors in ads, health claims, and controversial topics
Make sure your product video does not include the following:
- Inaccurate or false claims related to the product
- Demeaning content directed towards competitors
- Time-sensitive information such as seller promotions or discounts
- Customer reviews containing inaccurate or misleading product information or edited reviews
- Calls to action and external web links that can direct the visitor away from Amazon
- Politically, culturally, and socially sensitive or controversial information
As you can see, Amazon’s Video Content Policy is comprehensive and contains specific instructions for sellers and businesses. Make sure you and your team thoroughly read this policy before devising a video marketing strategy and developing product videos.
What are the Different Types of Amazon Product Videos?
Before conceptualizing and storyboarding your Amazon product video, it is important to consider the message that you want to convey to your audience. Consider the following questions:
- Should the video communicate product features?
- Should the video present a comparison between your product and the competitor’s offering?
- Will the video highlight customer experiences of using your product?
- Will the video showcase an explanation of how it can solve customer pain points?
Once you have decided on the core premise of your product video, you can narrow down the type of content you want to produce. Broadly speaking, there are four types of product videos that you can execute, these include:
Product Features Videos
“Comes with a lightweight carbon frame, includes easy gear shifters, excellent for commuting around the city with an adjustable and comfy seat.”
This type of script is presented in a product features video. As the name suggests, product features videos highlight the specifications of the product and help shoppers understand how they will benefit them. This narrative can work with technical products or products that have unique features which can immediately grab a customer’s attention.
Customer Testimonial Videos
“With X, I can easily and quickly charge my phone. No more extra wires needed!”
Customer testimonial videos present social proof and are similar to how word of mouth works. Customers are likely to become convinced about making a buying decision if they directly hear about the benefits of a product. It is easier for shoppers to relate to human experiences rather than listening to the company speak about what its product can do for them.
“State-of-the-art QLED technology to bring big moments to life on your TV screen.”
This type of video is like an elevator pitch for your product. They include features, product highlights, and benefits all packaged in one to immediately connect customers to the product. The key to an effective explainer video is a compelling script that keeps shoppers interested.
“Our durable and lightweight material lasts 3 times longer than your average shower cap.”
Comparison videos are designed to resonate with consumers by speaking to their pain points and helping them understand why they need the product in their life. If your product has an edge over competitors either through its features or benefits, a comparison video is a perfect solution to build a compelling case for your product.
Can Brands that are not Registered Still Add Product Videos on Amazon?
While brands that are not registered in the Amazon Brand Registry cannot use product videos, they can still leverage the potential of customer review videos.
With a well-optimized product listing, you can increase your chances of receiving review videos that showcase your product for other customers to see. Be wary of using any external services that make claims of getting you review videos. Using such services can have negative consequences for your business and even lead to a permanent suspension on Amazon.
You should explore legitimate ways of getting reviews on Amazon instead and drive effective demand.
Closing Thoughts on Amazon Product Videos
Videos are the new king of content and are here to stay. Incorporating video is an instrumental part of a successful marketing strategy on Amazon. Whether it is through A+ Content, Sponsored Brands Video ads, or Amazon product videos, harness the potential of video on Amazon now to build brand awareness and develop long-term customer relationships.