All brand-registered Amazon sellers in the US are now able to add product videos to their listings. The impact this could have for your brand is enormous.
90% of customers say videos help them make buying decisions, and conversion rates on landing pages with video increase by 80%.
In other words, having a product video on your listing is a game-changing addition that will give your product a competitive edge in a crowded marketplace. With over 60,000 registered brands on Amazon, it’s an opportunity you can’t afford to ignore.
Let’s dig deep into Amazon product videos and learn how they can make your brand stand out. Within this guide, we’ll learn who can use them, their benefits, guidelines and best practices, and finally we’ll uncover the best strategies to use.
View Top Amazon Seller ToolsWhy should I use video in my Amazon listings?
Having a product video on your Amazon listing is one of the best possible ways to optimize that listing. Videos provide an opportunity to build a relationship with a potential customer.
Good videos highlight product features and benefits, and show its uses. Explainer videos dive deeper into what a product can do, or how it works, than any set of bullet points is capable of doing. Comparison videos show what the product is capable of, relative to the competition.
For shoppers, videos let them receive a large amount of information quickly. They inform them about how they are supposed to feel about a product, striking an emotional chord. It’s information they want, so they’re more likely to stay on your listing and keep watching if the video is providing value.
Videos are an opportunity to focus on product attributes without distractions, and show the buyer that they are getting exactly what they want. It’s the best way to show the product’s value, uses, brand information, and unique selling proposition.
Here’s a great example:
Most importantly, product videos help shoppers understand your brand and product, help them to make a purchase decision, and increase sales.
Need more proof? Here are some numbers to back it up:
- 96% of consumers find video helpful when making online purchasing decisions.
- 79% of online shoppers would rather see a video to get information about a product than read the text on a page.
- The right product video can increase conversions by over 80%.
Video can also help reduce negative reviews, by clearly stating what the product offers and what it doesn’t, so buyers are less likely to buy a product that doesn’t meet their needs.
Who can use video in their Amazon listings?
Product videos are not available to all Amazon sellers. At the current time, it is available to two primary groups:
- Marketplace sellers, who own a brand registered in Amazon’s Brand Registry. For sellers, video is available through A+ Content (formerly EBC) within Seller Central.
- Vendors, who are brand-owning manufacturers that sell wholesale to Amazon. For vendors, video is available through A+ Content within Vendor Central.
Registered brands can also use video in Amazon Storefronts.
Note that while video is available to all brand-registered sellers on Amazon.com, most sellers in Europe do not yet have the option to upload videos. In the UK and elsewhere in Europe, video is still limited to vendors only.
If you are a marketplace seller with an unregistered brand or no brand at all, you are limited to video posted by customers in reviews.
What this tells us about Amazon and product video is that Amazon is focused on providing the best features to brands that are trusted and generate the most sales. If you’re not one of these brands or sellers, your options are very limited.
What does it cost to add a video to a product on Amazon?
For brand-registered marketplace sellers, adding a product video to your listing or Amazon Storefront is free.
Unfortunately, vendors must pay extra to use product video. It’s considered a premium module and costs around $1500 per detail page, which covers one ASIN variation family.
For all brands and sellers, product video posted in a customer review is free, although this is not something you should try to control directly.
In terms of video production costs, high-quality product videos are cheaper than ever to produce. With advances in camera, editing, and lighting technology, video has become very cost-effective.
