Image optimization to the bottleneck?Come and use Amazon product video to increase your listing conversion rate

As a leading e-commerce platform, Amazon has been continuously improving the consumer experience, from the logistics experience to the presentation and expression experience of the page. In the early days of Amazon listing , most of the presentation was done with seven main images and a description text part to complete the expression of the product. With the passage of time, the functions are increasing day by day, especially after the development of the A+ module, the richer presentation forms will better help customers make shopping decisions. Nowadays, pictures and texts can no longer meet the needs of customers to understand products. Therefore, the video function launched by Amazon in recent years has become more and more important. From the perspective of customers, video presentation can make consumers better understand products and make purchasing decisions more efficiently. From the seller’s point of view, the most direct impact on sales after adding video is the increase in conversion rate. Below we’ll talk more about the Amazon product video section.

1. What are the advantages of Amazon Product Video?

The sense of interaction with a product is one of the most important reasons why people still go to offline stores instead of online shopping. Bringing products to life through screens is the best way to enhance product interaction when shopping online. Buyers can build relationships with products in a better way on the screen than with still images.

a. 79% of online customers would rather watch a video to get information about an item than read the content on the page.

b. The right project video can increase conversion rates by over 80% .

In short, if you want a sales boost, you must have a video. Even if you can say hundreds of words in a picture, a video can express far more than that! Product credibility on Amazon often depends on customer reviews. If there’s a certain way that can help you neutralize the impact of negative reviews and even help you build a reputation with your audience, there’s nothing better than a product video.

In a minute or less you can highlight the unique features of your product. For example, assuming your product is a high-quality glass that won't break under any circumstances, a video might be the best way to demonstrate the strength of the glass.

2. Who can use Amazon Product Videos?

Currently, Amazon Product Videos are only available for:

a. For sellers with brand registration, you can upload product videos through the backend of the seller center.

b. For branded manufacturers who sell wholesale to Amazon, video uploads can use the A+ module of the VC backend. Registered brands can also use video in storefronts.

The focus of feature permissions tends to go to those sellers with high trust, and if you don't belong to those sellers, you end up with a limited selection of features.

3. How to add video to Amazon listing ?

The process of adding videos to product listings is fairly straightforward and can be performed with ease. Once logged into your Seller Central account, click Catalog , then select Upload and Manage Videos .

Figure 1

After clicking the Upload Video button on the next page, you can upload your video, edit your video name and the corresponding asinlisting to be displayed, then click Submit to submit the video and wait for Amazon's approval.

In some cases, it may take a little more than a week, but generally, you will receive a response within 7 days of making your request and the status will go into effect. The video will be placed on the product detail page of the relevant ASIN within 48 hours.

4. Can I add Amazon Product Videos without Brand Registry?

As we mentioned before, when you don't have a brand registry, you have limited functionality, and video is part of that. If you've applied for Brand Registry and still haven't heard from Amazon, you may still be able to add video reviews from customers. If all goes well with your customer service, customers may post video reviews to your Amazon listing .

It should be reminded not to try to post fake video reviews by any means, otherwise Amazon may suspend your account permanently. Make sure that all video reviews provided by customers are genuine. To fully enter the Amazon ecosystem and take advantage of all the features, make sure to register your brand early.

Five, Amazon product video ideas

a. If your video rights are suspended for violating Amazon’s content policies, you will not be able to upload the video until further notice from them and your video will be permanently removed.

b. The text content in the added video must be in the language of the destination country.

c. Your video content must be rigorous and you can express it freely, but any declarative claims must be accurate and substantiated.

d. You must be the brand owner of all product ASINs advertised in the video.

6. Types of Amazon Product Videos You Can Use

There are four different types of videos available for Amazon products.

a. Product Highlight Video

This is probably the most popular form of video, simple and very effective. It uses a clean white background and a 360 -degree view with close-ups of the product in use. For example, if you sell ski clothing, showing it from all angles can help customers better understand your product.

b. Customer experience video

If you're selling beauty products, it's more effective to show customers how your products meet their needs. Can share experiences, or explain the benefits that customers may gain from using the product.

c. Explanatory video

When you're selling a product that solves a customer's problem, for example, if you're selling power tools, a video showing how the product is used is the key to all potential customers. Having a great script is at the heart of these types of videos, and it can be represented by live readings or text displayed on the screen.

Figure 2

d. Contrast video

Just by that word we can understand what a comparison video means, you don't necessarily need to talk about your competitors and name them, you can let customers know what they would be missing out on in their lives if they didn't have your product , you can mention which problems you can solve that others can't and how they can be more helpful in everyday life.

7. Amazon Product Video Production Suggestions

a. How is the script

List how your product differs from others and how you can provide a better solution. Scripts don't need to be bragging, but should also convey the message and the effort you put in. Hiring a professional screenwriter to refine your script is a great way to present it in a visually engaging and narrative way. You also need to consider the narration, whether it's on-camera or off-camera.

b. how is the music

A video with a great soundtrack can make customers feel completely different about the same video. For example, if you sell fitness-related products, you must bring music that will attract customers and help them get motivated. Especially in short videos under 30 seconds, a large empty narration alone cannot attract consumers. Therefore, your video soundtrack must complement the video content section. But remember, you can't use copyrighted music without permission, you can use some royalty-free music.

c. How to choose video products

Maybe you have a lot of products you want to show to consumers, but the video is only so long, you can't show all your products, and even forcing it will make the video content very cluttered. So the products in the video must choose your most attractive (selling point) product, and can very prominently show the selling point of the product, and start your video around this product. In addition, different auxiliary items can also be used to display the product in use, and cleaning supplies are prepared to clean the product when needed to ensure the beauty of the product.

8. Is there a reason why my video is not approved by Amazon?

There is always a chance that your video will be rejected by Amazon due to a number of terms and conditions. As such, there are several things that will primarily constitute a breach of these terms.

a. Untrue and inaccurate claims about the product.

b. Add sensitive information that violates Amazon policy.

c. Modify the manufacturer's warranty and provide yours.

d. Claims that a product can cause weight loss without dieting or exercising.

e. Misuse of negative references to competitors and the use of derogatory language.

9. Is it helpful to have videos on Amazon listings ?

The fundamentals of shopping remain the same, but the shopping scene is constantly changing. What shoppers do in the real world still works online. In fact, when consumers cannot feel and touch the product, there will be considerable insecurity, which will greatly affect the sale of your product. Including video in your Amazon listing will help you present the core values ​​of your product in a great way and can help you connect directly with your customers’ emotions.

While high-resolution pictures can show how your product is used, videos can help further illustrate where and when to use it, such as how to wear it, or how it works best in various scenarios, which can help convince shoppers purchase your product. Will it make their lives easier? Is it more fashionable? This will mean they have more fun in the shopping process.

In general , we all know that there are many sellers on the Amazon platform, and consumers have many choices. Having a video that best describes your product is probably the easiest and most effective way to reach your customers and let them know what you're selling and offering over your competitors. There is usually only 5-6 seconds before the consumer bounces off the page. If we can grab a customer's attention in the first 5-6 seconds after they arrive at our Amazon listing , we can greatly increase our sales. Most top Amazon sellers have added videos to their product listings , which has helped them significantly increase their sales. So what are you waiting for, start shooting your Amazon product videos and join the wave of video content marketing.