How to Create Amazon Product Video: The Need-to-Knows
Amazon now lets Brand Registry‑enrolled sellers add up to 30‑second product videos (MP4 or MOV, ≤500 MB, 1080p, H.264, 30 fps) to the main image carousel. Approved videos appear under the title on desktop and in the mobile app, and sellers have reported conversion lifts of 5 %‑15 % after adding a video.
Overview
Amazon now permits sellers to attach short product videos directly to their detail pages, giving shoppers a dynamic view of the item before they click “Buy.” A well‑crafted video can lift conversion rates, curb returns, and positively influence organic ranking. Sellers who adopt video early can differentiate themselves in tightly contested categories.
Key Points
- Eligibility requirements — Only items that are part of the Amazon Brand Registry and belong to categories that support video can host this media. For example, a newly registered line of outdoor gear must first be added to the registry before a video can be attached.
- Content focus — Amazon mandates that videos demonstrate the product’s core features, real‑world usage, and tangible benefits, while prohibiting overt marketing language or external website links. A kitchen appliance video, for instance, should show the device in action rather than display a brand slogan.
- Technical specifications — Accepted file types are MP4 or MOV, with a maximum size of 500 MB and a resolution of at least 1080 p. The platform also requires H.264 encoding and a frame rate of 30 fps to ensure smooth playback on all devices.
- Placement on the listing — Once approved, the video appears in the main image carousel, directly under the product title on desktop, and within the mobile app’s product view, increasing exposure across shopper touchpoints.
- Performance tracking — Amazon provides metrics such as total video views, click‑through rate (CTR), and contribution to sales in the “Advertising Reports” section, allowing sellers to calculate return on investment. A seller can compare a 15 % lift in sales after adding a video to a baseline without one.
- Compliance review — Every upload undergoes an automated compliance scan; videos that contain prohibited content, such as promotional text or third‑party URLs, are rejected and must be edited before re‑submission.
How to Build an Amazon Product Video
- Define the narrative — Draft a concise script that highlights the three most compelling benefits of the product. For a portable blender, the script might open with a “no‑outlet” scenario, demonstrate the blending process, and close with a clean‑up shot.
Analysis & Recommendations
Why This Matters
A short, compliant video gives shoppers a real‑world view, reducing uncertainty and returns. Metrics show a typical 15 % sales increase and lower bounce rates when videos replace static images alone, directly affecting a seller’s conversion and ranking.
Key Takeaways
- Eligibility requires enrollment in the Amazon Brand Registry and a video‑supported category.
- Technical specs: MP4/MOV, max 500 MB, minimum 1080 p, H.264 codec, 30 fps, max runtime 30 seconds.
- Videos appear in the main image carousel under the product title on desktop and in the mobile app.
- Sellers see conversion improvements ranging from 5 % to 15 % after video implementation.
Recommended Actions
- →In Seller Central, go to Brand Registry > Verify each SKU’s eligibility before planning video production.
- →Create the video using the required specs, then upload via Seller Central > A+ Content Manager > select ASIN > attach video.
- →After approval, monitor view count, CTR, and conversion in Advertising Reports for two weeks and adjust future videos accordingly.
Comments
Join the discussion
Log in or create an account to share your thoughts on this update.
No comments yet. Be the first to share your thoughts!