Use Amazing Amazon Product Videos: Skyrocket Your Sales

Do you click the ‘Buy Now’ button, or do you ‘Add to Cart’? This can be confusing for consumers. The key to influencing their decision lies in the power of your immersive visual content, such as product videos.

Visuals in brand and product promotion are a must in modern marketing. Customers engage with content first, and it’s this visual storytelling that guides their purchasing choices.

According to Forbes’ statistics on visual content, approximately 91% of consumers now favor interactive and visual content over conventional text-based or static media.

When you provide audio-visual content, you effectively allow your customers to window shop online! If you want to know how to make more sales using Amazon product videos, you are in the right place. We give you the lowdown on how to get the best bang for your buck and reel in those conversions.

Why Use Amazon Product Videos for Your Product Listing?

Adding a video to your product listing offers many advantages. Here are just a few:

1. Enhance Product Engagement and Storytelling

Videos are captivating and hold attention effectively. They grab your attention and maintain it by presenting information in a readily accessible and easily digestible manner within a brief timeframe.

Product videos compel customers to not just skim through the product listing but invest an additional moment in focusing on the features and advantages of your product.

2. Increase Product Conversions

Include product videos on your listing to help increase your conversion rates. Since videos result in better engagement, your customers are more likely to click on your product when presented with a product video. 

Your product images have a lot of influence on how your products are perceived on the web. This is your chance to get the right lighting and angles to make your products shine on your listing.

3. Improve Brand Awareness and Customer Trust

Even when a product video is present, sometimes customers are not converted, which is an unfavorable outcome. 

While increasing sales is the primary goal of including product videos, the next important goal should be enhancing brand awareness. Customers are more likely to remember your product after watching an engaging video.

Additionally, by showing how your product works in a real-life situation, potential customers can quickly see how useful and practical it is, which helps them feel more confident in purchasing.

4. Differentiate Your Products From Competitors

Your product videos should summarize your product and why consumers should buy it. You get to explain your differences and edges amongst competitors.

And if you check out your competitors’ product videos, you will see what you can highlight more on your product to achieve better reactions.

5. Drive Higher Organic Search Rankings

Another reason to consider adding a video is that it helps improve your product’s ranking on Amazon. This is because video listings have a higher conversion rate (CVR) than those without videos. A higher CVR means a better order on Amazon’s search results pages. 

Where Does an Amazon Product Video Appear on Your Listing?

1. Product detail page

When you upload a video to your product listing, put it in the primary product images section, allowing customers to locate and watch it as soon as they hit the listing without the need to scroll or think.

2. A+ Content section

This section, previously known as Enhanced Brand Content (EBC), is a feature provided by Amazon that allows you, as a seller, to incorporate pictures containing relevant information into product listings. Additionally, it involves using bullet points within product descriptions to present information in a more organized manner.

To enjoy this functionality on Amazon, you must register and gain approval on the Amazon Brand Registry. Vendors or sellers with registered products on Amazon Launchpad and Exclusives qualify for this. They can access Enhanced Brand Content (EBC) or A+ content features for ASINs within the approved catalogs of their brand.

3. Sponsored Products and Sponsored Brands ads

Another marketing tool you can use if you are a brand-registered seller on Amazon is sponsored brand ads. These banner advertisements showcase your brand logo, custom tagline, and various products, usually positioned at the top of search results on Amazon.

At the beginning of 2020, Amazon introduced a new feature, enabling brands to generate autoplaying video advertisements that will be visible in the search results.

Videos in this section must only be 15-30 seconds in length, which means they need to be as informative and concise as possible.

What Does it Cost to Add a Video to a Product on Amazon?

Adding a product video to your listing is one of the best marketing strategies because it is cost-effective and has a high ROI. 

However, individual sellers must pay $1,500 per product page, including product variations.

Even then, investing in your product videos is the best way to take advantage of this free feature. So outsourcing the production of your product videos might incur external costs, but it will all be worth it.

Common Amazon Product Video Types

On Amazon, various product video formats can be employed to display and market products effectively. Some common Amazon product video types include:

1. Product Highlights Video

A product highlights video, also known as a product showcase video, showcases the features of your product and the benefits of using it. This type of video usually gives an overview of the product.

It is usually accompanied by a voice-over explaining the details of the product. This is great if you want to showcase products such as jewelry, furniture, or appliances.

2. Customer Review Video

Customers tend to gravitate towards products that are positively reviewed by actual customers on Amazon. Customer review videos are mostly user-generated, which makes them more natural or authentic. This is really valuable for your brand and for your product.

As an Amazon seller, you should look out for these customer videos and know how to pick the best ones you can include on your product details page.

3. Comparison Video

A comparison video can be more tedious but effectively gains an edge against your competitor. You can clearly show the differences between your product and the competitors. This is great for highlighting the main selling features of your product. 

However, Amazon has specific rules for using these videos. For example, you cannot show the competitors’ brand names.

Brands frequently employ this kind of video to assist consumers in making well-informed choices, offering a comparative analysis of various products in a particular category.

4. Explainer Video

A big trend in the world of explainer videos is the unboxing video. This provides customers with the reassurance of visualizing the appearance of their order upon arrival and enables them to experience the unboxing of the product indirectly. 

This is really good for what we call the “Ikea technique.” Ikea doesn’t have people in their catalog. This is so you can imagine yourself on that sofa or at their tables in your new and beautiful home environment. 

If you can spark the imagination of your potential customer in the same way, you’re increasing a bit of buying tension, as well as reassuring your customers of what to expect when that all-important Amazon delivery arrives.

Best Practices for Creating Your Product Videos

If you want to create compelling product videos on Amazon, you need to follow specific best practices to improve the visibility and attractiveness of your products. Essential recommendations:

1. Keep Videos Short and to the Point

Concentrate on the essential features of your product and ensure it is concise, straightforward, and gets straight to the main points. The length of a product video is ideally around 90 seconds- do not make your video any longer than this!

Remember that humans’ attention spans are getting shorter and shorter, so spend as much time as you need editing and re-editing to make your videos clear and efficient. Learning a little about copywriting and product presentation really isn’t a bad idea. 

Also, consumers are inclined to better recall and grasp essential information presented in brief and easily digested videos- think bullet points first and then build from there. Want to know more about good product descriptions? Drop us a request here.

2. Use High-Quality Video and Audio

Producing high-quality audio-visual content is pretty far-fetched nowadays, even if it is self-produced. Due to advancements in camera, editing, and lighting technologies, creating videos has become fairly simple, even on a budget.

If your audio is unclear or distorted in any manner, viewers lose interest. Consider investing in a good-quality microphone that can be easily connected to your camera or smartphone.

You need to ensure that your product is well-lit to showcase its features in the highest quality possible. If you lack professional lighting, natural light is an equally effective alternative.

3. Focus on Showcasing the Product’s Features and Benefits

Your main goal is for your customers to view your product in action and learn more about the product.

Openness regarding a product’s features and advantages establishes a sense of trust with customers. When customers have a clear understanding and comprehension of what the product offers, their confidence in the brand goes up.

4. Include a Call to Action

Motivate viewers to engage in an action, like clicking ‘Add to Cart’ or ‘Buy Now.’ Conclude the video with a clear and compelling call to action.

A carefully formulated call to action has the power to impact the viewer’s decision-making journey directly, motivating them to transition from contemplating the product to making an actual purchase.

Frequently Asked Questions (FAQs)

1.Can any seller add an Amazon product video to their listing?

Yes, any seller can add a product video to their listing, regardless of whether they are a registered brand or not. To check, you may look into your Seller Central account and see if an option to ‘upload and manage videos’ is available to you.

Sellers who are not yet registered in the Brand Registry can also upload videos to an ASIN.

While you can add a product video to your listing without a registered brand by using Amazon’s Video Producer tool, you will have limited customization options compared to using a professional video production service.

2.What are Amazon’s technical requirements for product videos?

While you are free to upload videos to your product listing, Amazon still implements measures to ensure that certain qualities are met. The following are the technical requirements for product videos as standardized by Amazon:

• Size and format: It’s recommended to be of high quality, preferably up to 1080p.
• Format: Format can be in .flv, .3gp, .avi. .mov, or .mp4. The last two formats (MOV and mp4) are recommended.
• Thumbnail image: It’s usually generated by the system, but if you decide to upload yours, your image must be in .jpg or png format.
• Aspect ratio: Your video should be shot for a 16:9 aspect ratio and a resolution of at least 1280 x 1080 pixels or 1920 x 1080 pixels
• Video length: Keep the video short; it should be 15-60 seconds long with great visuals and music so that your audience is drawn in and entertained briefly.
• Maximum file size: 500 MB

Start Boosting Your Sales Today!

Elevate your marketing game by including product videos in your promotional tools. These videos are more than just a showcase for your products; they significantly boost conversion rates, enhance brand recognition and trust, and even elevate your search ranking.

Thanks to better and more affordable video production technology, creating these videos has become accessible and cost-effective. With a bit of research and creativity, you can make a start with just a decent smartphone and a few simple lights. 

You can always improve on your standards later. The main thing is to get started! Being a good Amazon seller is about getting your listing and your operations better than last week. So don’t worry too much. A “just okay” video is better than no video. 

We’re obsessed with success for Amazon sellers. If you have any questions that haven’t been answered, let us know here at Seller Candy. Let’s chat about how we can leverage these strategies to engage your customers and improve conversion.