Amazon Listing Videos: Benefits, Requirements, Types, and Things to Avoid

amazon listing videos

Videos. We see them around everywhere, when shopping, learning, or just scrolling through social media. They are there on our phones, laptops, tabs, and whatnot. They are a powerful medium of communication; a great way to deliver both information and visuals simultaneously. This is especially true when it comes to marketing. 

According to statistics, 61% of marketers say that videos are very important for their marketing strategy.

With an overwhelming number of products on Amazon, it is more necessary than ever to stand out and have a differentiator. What better to use than the tool marketers swear by – a video! 

Got questions? Don’t worry; we are here to answer them. 

In this handy guide, we’ve compiled all the information you need to know about videos for Amazon – from the benefits to requirements and everything in between. So, let’s get down to business.

This is a guest article by

A marketer by trade, a writer at-heart, and an Amazon evangelist around-the-clock, Hammad lives and breathes the world of the smiling A. He can often be found discussing the ins and outs of the marketplace across the web. In the very rare instances when he is not busy educating the audiences, he likes to sit down and have a good go at the latest football action on his big screen TV.

Why Have Videos for Your Amazon Listing

Sure, videos might be used by marketers across different industries, but are they worth the hassle as an Amazon seller? Absolutely! 

Adding a video to your product listing has immeasurable benefits. Here are just a few:


Humans are curious by nature. If we see something flashy, we get intrigued by it. Videos exploit this trait very well. 

They force customers to stop scrolling and pay an extra second of attention to the features and benefits of your product. 

In most cases, people just skim through content. However, a video makes them stop in their tracks and focus. 

Create Brand Awareness

Customers like to shop from a brand they know – and this is where videos come in handy. 

A video speaks volumes about your brand. It’s an excellent means of sharing your brand story and connecting with your customers. 

Did you know? 72% of customers prefer to learn about a product or service by way of video. Another 50% of internet users look for videos related to a product or service before visiting a store.

Compelling and Engaging

Videos are compelling and engaging. They not only catch one’s eye but help keep it by making the information easily accessible and digestible within a short time. 

A survey revealed that 59% of executives say they would rather watch a video than reading text. This is because the combination of visuals and sound invokes emotions and increases the customer’s interest in your product. 

Increase in likelihood of entering the sales funnel

Videos are the backbone of an effective marketing strategy. Your brain is more likely to digest and remember the information provided in a video for longer. This means even if you don’t convert a visitor to your listing the first time, your brand still remains at the back of their mind. So, the next time your ad pops up, they’re more likely to click.

Increase in Conversions

Studies show that including a video on your landing page can boost your conversion rate by up to 80%. Think about it. Customers are scrolling through the many products on Amazon’s search, and boom! They see a video that catches their interest. They click on it, engage with your brand, like what you have to offer, and add your product to their cart. Home run! 

Decrease in Negative Reviews

When you highlight all the features, benefits, and workings of an item, a customer becomes well aware of the product and what it offers. The video serves to answer any question that the buyer may have. This leads to better buying decisions, which in turn reduce negative reviews.

Lower ACOS

Okay, this last one is more about Amazon ads (and less about Amazon listings) but definitely worth mentioning. Amazon allows you to run your video ads on specific targeted keywords, which helps you pull in a highly relevant customer base. Combine relevancy with the edge of increased conversions from videos, and you get a low ACOS in hand.

The bottom line is, if you’re not using videos as part of your Amazon marketing mix, then you’re robbing yourself of the potential to make some really good sales.

amazon listing videos benefits

Can All Sellers Add Videos to Their Listings?

We’ve established how significant videos are, but can every seller add a video to their listing?

Not really. Only sellers with Brand Registry can add videos to their listing. And where exactly can they add them?

Main Image Blocks 

The first spot is the main image blocks, present on the top left corner of the product detail page. Sellers enrolled with Amazon Brand Registry or with Vendor Central can add a video to their image blocks.

A+ Content

You can insert videos below the product images or under the bullet points of your A+ Content. They are also visible under the ‘‘From the Manufacturer” section. 

Customer Questions and Answers

All eligible sellers can upload videos in response to customer questions. These are visible in the answers section. The videos should ideally be in MP4 or MOV format. They should be between 10-25 MB in size and must have an aspect ratio of 16:9.

Buyer Reviews

Your customers can post videos under the “Customer Reviews” section at the bottom of your product detail page or under the Related Video Shorts section.

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Amazon Product Page Video Guidelines

Amazon has a few rules and regulations when it comes to adding videos. All you have to do is follow them, and you can get the show on the road.

  • The video must be in a 16:9 aspect ratio with a resolution of at least 1280 x 720 px.
  • It should be recorded with an RGB profile, a bit rate of 1 Mbps or higher.
  • Your video must be in one of the following formats: MP4, MOV, 3GP, AAC, AVI, FLV, or MPEG-2.
  • The audio should have a bit rate of 128 kbps, and a sample rate of 44 kHz or higher.
  • There are no length constraints, but an ideal video shouldn’t be more than 2 mins long.

Pro Tip: The first 9 seconds of the video are the most crucial. You have to gain the customer’s attention and hook them.

Next, we have some best practices:

  • Create a professional-looking video for an excellent impression.
  • Consistent branding is vital. Make sure to choose a color theme and style that fits your product and brand.
  • You should upload your videos with a high-quality thumbnail in either .png or .jpeg format. This helps to attract customers’ attention.
  • Any claims or awards you mention must be accurate and must have enough supporting evidence to back them.
  • Product characteristics like dimensions, weight, features, performance, and specifications must be appropriate and to the point.
  • If you show a child in the video, their appearance must be related to the discussed product. The consent of the child’s parents and/or guardians is mandatory.

Pro tip: Simply adding background music won’t make the cut. Add captions or graphics to accommodate viewers with their sounds off.

You can read Amazon’s Guidelines and Acceptance Policies page to learn more.

About ZonGuru
ZonGuru is an all-in-one Amazon toolkit that helps private label sellers with product research, niche evaluation, competition analysis, listing optimization, inventory tracking, customer review acquisition, and running day-to-day operations of their Amazon business. Our tools bring you the most accurate data from across ten Amazon marketplaces, including the US, Canada, Mexico, UK, Italy, France, Spain, Australia, Germany, and India. We make selling on Amazon easier and more convenient.

What Types of Videos Can You Add to Your Amazon Listing? 

You can add any type of video as long as it fits in Amazon’s guidelines. Let’s talk about the most common video types:

Product highlights video

Like its namesake, this type of video focuses on the product, its appearance from all sides, and the features it might have. It is simple, short, effective, and perfect if you have static images to include.

Customer experience video

Also called a lifestyle video. Here, you show your customer how to use the product and how it feels when in use. This is a great way to connect with your buyers and compel them to buy.

Explainer video

These videos are used to showcase your products. Explain its features, benefits, use, etc. If you have a complex or multi-intent product, then these types of videos can be a perfect fit for you. In fact, an overwhelming majority of people (94%) report they use explainer videos to learn more about a product, with 84% admitting to getting swayed to make a purchase.   

Comparison video

In comparison videos, you compare your products’ features and benefits with your competitors’ or a different type of product. This type can be used when many people are selling the same thing, and you want to differentiate. Or, if you’re bringing a modified version of another product to the market.

The Don’ts of Amazon Product Page Videos

Wait, we’re not done yet!

Videos are powerful for marketing purposes. But this scenario can flip around if you’re not careful. Check out what not to do when making a video for Amazon.

  • Don’t provide external contact information or show a web address that leads visitors away from the Amazon platform. 
  • Don’t post third-party quotes or editorial content. Not even referrals from a celebrity or public figure unless the brand has received an official endorsement.
  • If you want to add comparisons, you must ensure that they do not derogate or defame your competitors.
  • Your product videos must not contain promotional information, price points, hyperboles, false claims, or time-sensitive information.
  • Don’t mention your competitors or other brands directly using logos or company names. You can only show your brand logos or those of the products you sell.

Roll Camera – Action!

And this brings us to the end of our journey. All in all, we discussed the benefits of adding a video, the requirements, the types, what to do, and what not to do when creating a video for Amazon. We hope you’re ready to spread your wings out and fly into the world of Amazon video marketing after reading this blog post. Good Luck!

Image credits in order of appearance: © ribkhan– / © ribkhan–

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