Amazon Product Videos help shoppers better understand a product. The data shows that not only are shoppers who better understand products more confident in their purchasing decisions, but they also make purchasing decisions significantly more often when Amazon product videos are on the page.
In this blog post, we'll explore the key considerations for adding video to your product listings, as well as guidelines and best practices that all sellers should know before deciding to create product videos for Amazon.
Why Add Videos to Amazon Product Listings?
Like high-quality images and A+ content, Amazon product videos are another valuable opportunity to showcase the benefits and features of your products. Statistics on video marketing show that adding video to your Amazon product listing can lead to more effective conversion rates and better engagement. Here's a quick breakdown of a few key Amazon product video stats:
1. Video marketing accounts for 69% of all consumer traffic.
2. Landing pages with video have an 800% higher conversion rate than landing pages without video.
3. The engagement rate for the video was 16.85% compared to 2.14% for the standard banner.
4.55% of people watch videos online every day
There is no doubt that video is an effective marketing tool, and every metric points to the same results. Customers are more likely to buy after watching a product video.
Why do Amazon product videos have such a big impact on consumers' shopping behavior? Videos help create an emotional connection with your customers. As we discussed in our podcast Using Emotional Targeting to Optimize Conversion Rates, customers don’t always make purchase decisions based on logic: they often make purchases based on emotion.
In addition to eliciting the right emotional response among your customers, here are a few of the most common reasons to consider adding video to your Amazon product listings :
1. Highlight the extra features of the product
2. Show how to use the product
3. Tutorial on how to operate
4. Customer evaluation
5. Interact with customers
6. Tell your brand story
All of these help increase conversion rates.
Can your brand add videos to Amazon listings?
Previously, Amazon Product Video was only an option for Supplier Central accounts. In September 2020, Amazon expanded the service to Seller Central accounts in the U.S., giving sellers and brand owners registered through the Brand Registry the option to choose Amazon product videos. While Amazon Product Videos are not yet available in all international markets, we have reason to believe that Amazon will continue to expand the options in the future.
U.S. brands registered through Brand Registry can now add product videos to their Amazon listings.
Should You Add Product Videos to Your Amazon Listing?
Videos take time and resources to produce. If you're already answering these questions with high-quality images and infographics, you may want to leave your video work to things that can span multiple product pages, such as your product's benefits, how-to tutorials, and Customer testimonials or brand story videos. Infographics can be changed based on individual products, while the same video can be added to multiple ASINs – up to 300 for Seller Central accounts and 2000 for Supplier Central.
"The most important thing here is brand building," Jain said. "The difference between a good listing and a great listing is going beyond simple 'requirements'. Call out those features and benefits. What makes your product different from your competition? If we could keep customers on the page , give them all the education they need, and we do our job and give them a better experience."
Amazon Product Video Guide
When planning and creating your product videos, consider both the rules and guidelines you must follow, as well as the specific tendencies of your customers. For example, 85% of videos on Facebook are watched without sound, and viewers are able to retain 90% of the information they get from the video, compared to 10% through text. It’s easy to see how these statistics might influence your Amazon product video creation, leading you to create videos with little visual impact with little dialogue, or list-style videos that explain some key characteristics of your brand or product.
Here is a list of current guidelines for Amazon Product Video, for more information refer to your Seller Central account on Amazon:
1. Must be in English
2. Claims must be supported by evidence
3. The product must be yours, and you must be the brand owner
4. No defamatory or disparaging remarks about other brands
5. Must not contain price, discount claims (including words such as "cheap", "affordable", "discount"), promotions or other time-sensitive information.
6. No health/medical claims or medical advice
7. No controversial, political, sensitive or sexually suggestive content
8. You must not direct your audience outside of Amazon
9. If you mention customer reviews, you must include verifiably accurate product information
10. Details of any customer reviews must be within one year.
As you can see from the list, these guidelines have a big impact on video creation, and Amazon doesn't know how much wiggle room Amazon gives when it comes to guidelines. Also consider the long-term goals of your brand. Does a lot of conversation make sense if you plan to expand into international markets? Does your video make sense or have the same impact in other countries and cultures? These are the questions you should really answer before making it.
Amazon Product Video Production
There are several agencies and production companies that can assist you with Amazon Video. As with any element of your product listing, the best practice for Amazon product videos is to stay within the rules and specifications while still providing the best and richest experience to buyers.
Here are the specs for Amazon Product Videos:
1. High Quality: 480p or higher resolution is recommended.
2. Use a 16:9 aspect ratio
3. The file size must be less than 5GB
4. Should be in .mp4 or .mov file format
5. Titles should be 60 characters or less
How to Upload Amazon Product Videos
The Video Upload Tool is under the Inventory tab of your Seller Central dashboard. Click "Upload and Manage Videos" to upload your finished file. Remember that only 7 images are shown in most product categories, so your listings are limited to 6 images except for videos. Make sure to upload a thumbnail image and include the ASIN of the relevant product.
Once you upload your file to Video Manager, it can take up to 72 hours to appear on the product detail page.
Need help with Amazon marketing?
If this discussion makes you feel a little overwhelmed, don't worry. Experienced Amazon agencies have a team of creators and consultants who can help guide you at any point in the video creation process. At Kaspien, we provide free consultation and expert listing analysis to help you develop the most effective marketing strategy for your brand.
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