Congratulations—you’ve officially launched your own Amazon business!
Whether you’re ready for a money-making side hustle or are looking to become your own boss, selling on Amazon offers you a massive opportunity unlike those offered on any other ecommerce platform.
Here’s everything you need to know to increase conversions with Amazon product videos.
What We’ll Cover:
- Why use Video?
- Amazon Product Video Best Practices
- How to Add Video to Amazon Listing
- How Amazon Product Videos Increase Conversions
But with the market on Amazon becoming increasingly competitive, how do you differentiate your products and brands from your competitors?
The good news is there are countless ways to make your product listing stand out from the crowd.
Adding high-quality video content happens to be one of them.
A decade ago, video marketing was nothing more than a trend for hip startups and early adopters. Now videos are not only encouraged but a highly necessary component of every ecommerce brand’s overall marketing strategy. Here are some numbers:
- According to Animoto, more than 73% of customers are more prone to buy a product after watching a product video about it.
- That same study revealed that nearly 70% of consumers say video content leaves them with a positive impression of a brand.
- Roughly two-thirds of respondents claim that it is helpful to watch product videos to learn more about the company they intend to buy from.
- 58 percent of respondents cited that they find companies that share video content to be more trustworthy.
- One in four ecommerce buyers claims that they will search for products on platforms like YouTube before purchasing.
- Videos appear in 14% of internet search results.
Amazon Product Video Best Practices
There’s no better way to capture shoppers’ attention and discuss your product benefits than with video. Highlighting certain features like product durability could more easily be shown through video versus blogs or images. Video also has a lasting impact on viewers and can be shared across multiple devices and platforms.
When creating your video on Amazon product page, be sure to keep the following best practices in mind:
Set a goal. Avoid stuffing a ton of benefits and features into your video. Sometimes, showing off the product and making it look appealing works wonders. In other cases, you could offer a simple explanation of a particular feature and create a how-to video instead.
It should be short and sweet. Be mindful of Amazon product video length. Viewers typically lose interest in a video if you don’t catch their attention within the first nine seconds. To ensure this doesn’t happen, avoid wasting your customer’s time. Amazon suggests that videos should be less than one minute. However, product videos that have the best completion rates fall somewhere between 30 and 45 seconds in length.
Avoid infomercial-style videos. The purpose of creating product videos is to highlight the key differentiators of your product, establish trust, and give consumers reassurance that they are making the right decision. Be authentic and avoid excessive hype.
Work with a professional. There are plenty of videos shot on a cell phone, but you want to administer the help of a professional when it comes to your product videos. After all, you have a very short time to make a strong first impression. So make it count as a professional will often be taking notice of things that may not be on your radar.
A few more questions to consider…
- Does the product appear spotless and new?
- Are there scuffs or scratches that will detract from the product itself?
- Is there anything in the background that could divert attention away from the product?
- Are you able to showcase the product in a real-world setting to reveal what it can do?
- Does the Amazon product video reflect the intended tone (ie. powerful, whimsical, intelligent, etc.)?
How to Add Videos to Amazon Listings
Here are a few ways Amazon sellers can include videos in their product listings:
A+ Detail Pages
A+ Content is Amazon’s way of encouraging you to supplement your product descriptions and page details with high definition videos, high-resolution images, lengthy FAQs, and more. These details allow you to more clearly convey the value of your products and your brand to help customers make informed purchasing decisions.
According to Amazon, “This feature is only available to sellers who have been approved as brand owners through the Amazon Brand Registry program, as well as emerging brand owners who are part of certain managed selling programs such as Amazon Launchpad.”
How to Create A+ Content
Step 1: Login to your Amazon Seller Central account using the appropriate credentials.
Make sure you are brand registered before moving forward.
Step 2: Go to the “Advertising” tab and select “A+ Content Manager” from the drop-down menu.
Step 3: On the “A+ Content Manager” page, click on “Start Creating A+ Content.” Once there, you will select the template that best suits your brand.
Step 4: If you select “Self-Service Modules,” then you will be redirected to a page where you will have to enter the Amazon Standard Identification Number (ASIN) that you want to build the content for. Then, you will be presented with a list of various modules and layouts.
After you choose the ASIN, you will be asked to pick a “Build Layout.” Currently, Amazon offers numerous modules, which can be classified as Standard (10 options) or Advanced (2 options).
As a vendor, you can either use the same modules or mix the modules as often as you’d like.
Once you’ve finished, select the “Continue” button. Upload the photo/content and then click on the preview option so you can see what the page looks like.
Click on the “Add to Cart” button to make sure all the pricing information is correct.
Step 5: If you choose “Amazon Builds for You,” it redirects you to another page where you’ll just need to upload the text and the images.
Step 6: Enter the name of the project. It needs to be both descriptive and easy to remember.
Step 7: Recreate the layout and upload your own content preview it so you can get an idea of what it looks like before you publish.
Step 8: If all looks good, hit the “Finish” button.
Enhanced Brand Content
Amazon’s Enhanced Brand Content is a unique feature that allows sellers to update a product description field with images and text, resulting in a more premium look.
Despite being below the fold, more than 60% of Amazon consumers read the product description in the section where Enhanced Brand Content is displayed.
This content feature can also be used to answer common questions customers ask by delivering relevant product details that help drive more sales.
How to Set Up Enhanced Brand Content
Step 1: In order to be eligible to set up Enhanced Brand Content, you must be selling your own branded products and approved in Amazon’s Brand Registry.
Step 2: Once approved, you can either create your own template or use one of Amazon’s five pre-built templates.
If you decide to get creative and build your own, you can use these five templates as a starting point:
Ask Customers to Leave Reviews
Amazon typically requests feedback following a purchase, but the email itself is pretty generic. Instead, you can send personalized review requests after people have received your product.
Step 1: Navigate to the product detail page for the purchased item.
Step 2: Press “Write a Customer Review” in the Customer Reviews section.
Step 3: Rate the product.
Step 4: Start drafting your review.
Step 5: Once you start writing text in the box, you’ll see an option to add video or photos pop up.
Step 6: Click “Add Photos/Video,” select the files from your computer to upload, and click “Submit” once you’re finished.
Step 7: Preview your review to make sure everything is good to go.
Step 8: Click “Publish Review.”
How Amazon Product Videos Increase Conversions
Now that we have the process of adding videos covered, how exactly do these product videos increase conversion rates?
Product videos help facilitate trust in ecommerce companies.
Sometimes, customers are reluctant to complete a purchase because they’re not sure if they’re going to get what they were promised. Maybe the color is different? Maybe the sizing is different? But with video, it’s much easier to show instead of tell.
By showing a product in action, users can more easily see how it would fit into their life. The more product videos you post, the more trust and credibility you’ll build over time.
Product videos help address key questions.
If you’ve ever watched a tutorial or instruction video, you know that getting the answers to your questions before you buy can make all the difference.
An Amazon product video done well will answer every question the user has already had, as well as others they hadn’t even considered. Some of these questions can consciously or subconsciously keep them from converting. Everything from how it functions, integrations, and product specifications can be summed up with a product video.
Videos are the most shared type of content.
Videos are currently shared 1200% more times on social media than text and links combined.
Additionally, more than 80% of consumers say they trust the recommendations of family and friends, so you can rest assured that social video can help boost your conversions over time.
The Bottom Line
There you have it! You’re all set to get started with Amazon product videos.
Remember—Amazon has become to ecommerce and online shopping what Google is to information. And since this trend will only continue to grow, it’s never too late to start producing them for yourstore.
Even if you don’t end up using them on Amazon, you’ll still be left with some high-quality video content that can be easily shared across your branded website, newsletter, and social media channels.
The possibilities for conversion are endless!