How to upload videos and increase conversions on Amazon

The Amazon algorithm is constantly updating, and the solutions the platform provides to Sellers to promote their products are increasing. One of the most innovative and effective tools is certainly video.

In this article, we will briefly explain how to upload a video to Amazon and how to leverage it to increase sales on the marketplace.

1. Why upload a video to Amazon

Videos on Amazon are no longer a novelty. In fact, the e-commerce giant decided to introduce them back in 2018, and surely, even when browsing as a user, you have come across at least one of them.

For sellers, uploading a video to Amazon can lead to several advantages:

1. Similar to photos, videos help provide the user with a better perception of the product, showing it in a more complete and realistic way. With this tool, it is possible to show real-life scenes to contextualize the item and list its features, applications, and benefits in a direct and engaging way;

2. Furthermore, videos are the most effective tool for the first stage of the sales funnel: awareness. For sellers aiming for brand growth, they can be an essential tool;

3. Another reason can be the implementation of a cross-selling strategy, showing other items from your catalog in the same footage that the product can be combined with.

Videos vary greatly in length and type, depending on the product category and the purpose for which they were created.

Once approved, they will automatically appear in place of the seventh image on the Amazon product detail page and can be played by users with a simple click.

In the next paragraph, we will explain how to upload a video to Amazon and what the requirements are.

2. How to upload a video to Amazon

After outlining the benefits of using videos on the marketplace, let's briefly explain the steps to do it.

First of all, it is necessary to state that only sellers with a registered brand can use the video tool. For those who do not know how to register their brand, we have dedicated a specific section to the Brand Registry.

For brand owners, after logging into your Seller Central account, simply click on the "Upload and manage videos" option in the inventory section.

Once on the page, just click on "Upload video" at the top right.

Some information must be added to the video you upload:

• Thumbnail image, the image visible when the video is paused. You can upload one of your choice (.jpeg or .png format) or let Amazon choose it for you;

• Title to be displayed next to the video;

• Associated ASINs, which is a list of product pages where the video should be shown.

3. What are the most effective types of video

After explaining how to upload them to your product page, let's try to understand which types of video are most effective.

Generally, videos can be divided into two macro-categories:

• Descriptive;

• Emotional.

While the former shows the product and all its features, the second type leverages the emotions and sensations evoked in consumers.

Neither type is generally more suitable than the other, as much depends on the product category and the brand's strategic objective.

In fact, for products that have practical use and various applications, a descriptive video showing all the features will be much more effective.

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For products like perfumes or clothing, however, it may be more effective to leverage user emotions rather than just describing the item, giving the brand more identity and explaining its story.

This type of video is also particularly suitable during the awareness phase.

A concrete example is provided by television commercials which, in a similar way, set up their footage based on the same logic.

An example of a commercial that is not very descriptive of the product.

Tip: Most users play product videos without audio. It is always good practice to subtitle them, ensuring your message reaches its destination. Additionally, subtitles keep the attention span higher.

4. Other uses for videos

As anticipated, approved videos will appear in place of the seventh product image.

However, this is not the only way to exploit the potential of videos on Amazon.

In fact, this tool is very useful for advertising campaigns, as better described in the article.

In particular, videos can be used:

• In your own brand stores;

• As a sponsored ad.

This last method is fairly recent and particularly effective.

Amazon will show the video between the third and fourth row of the product grid in search results. The footage will play instantly, with no action required from the user.

In this way, you can gain a lot of visibility, considerably increasing your clicks and sales.

Tip: Sponsored video campaigns usually generate many clicks. It would be appropriate to create them for products with a good margin, an excellent presentation, and very good ratings to avoid incurring excessive costs.

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5. Conclusions

Videos on Amazon are an extremely effective tool that can be used both for advertising and for inclusion in your product page. However, footage is just one of many solutions to improve your ranking on Amazon and increase your sales. Even before using them, it is necessary to optimize your product pages and your marketplace presence as much as possible. For other questions about videos or to increase sales on Amazon