There’s an increase in marketers investing in video and it’s no surprise with 71% of consumers pledging that video is their favourite form of marketing content. Despite this, it can be hard for Amazon sellers to commit to video production, especially for smaller brands, even if the return on investment can be plentiful!
90% of consumers said a short video featuring a product has helped them make a purchase decision. In this blog post, we’ve broken down the different types of videos for use on Amazon, and how to utilise them to amplify your sales!
Types of video on Amazon
Sponsored Brand Video Ads
One of the most powerful and rewarding ways to use video on Amazon is via sponsored advertising. You may already be familiar with Sponsored Brand Ads, which appear at the top of search results. Sponsored Brand Videos are set up in the same section within Amazon Advertising Console, and display in the search results below the fold. They autoplay when 50% of the pixels are in view. Once the video is clicked, it will take the audience to the product detail page where they can learn more and make a purchase.
These videos can engage shoppers as they are browsing and catch their eye immediately! Video stands out from the crowd of still imagery and fills the shopper’s entire screen, capturing their attention and helping them to learn more about a product in a fun and interactive way.
Sponsored Brand Videos are limited to 6-45 seconds long and can only be set to one ASIN at a time. They must include the product in the video and cannot have any black or empty frames.
Product listing page
A video can be uploaded to the main product listing on Amazon to give the customers a deeper understanding of the product. Here, the video appears at the end of the B+ image deck on the left-hand side of the screen on desktop, and at the end when swiped on mobile, expanding to full screen when clicked on.
This style of video is a great way to educate shoppers on the product’s key features and benefits, while showcasing your brand, without a 45 second time limit! Product listing videos must be over 15 seconds but can go on for as long as you need to get your message across (as long as the export does not exceed 5GB).
Product listing video content can be anything appropriate, from showing the ‘behind the scenes’ of a brand, such as Eat Natural showing its factory, a ‘how to make’ recipe video used by Aagrah Foods, or a talking head interview about the brand like Beauty Kitchen uses for its Seahorse Plankton+ Range.
Unfortunately, Standard Amazon A+ does not yet have the capability to upload video, however those on Vendor Central using Premium A+ are able to stand out with HD interactive modules – videos being one of them!
Take a look at how we used Durex’s high-end video productions to help showcase its brand values in the brand’s Premium A+ here. These types of videos are able to transport a shopper from Amazon to focus purely on your brand and be immersed in your product.
Speaking of immersing shoppers, your Amazon brand store is the place where you can truly engage shoppers and keep them all to yourself! An Amazon Store is like having your own website embedded into the biggest marketplace in the world. They are a great place to showcase your branding and your product range.
Amazon Stores have a range of different modules you can use to design bespoke landing pages for your range and video is one of them.
Background videos will silently autoplay and loop round and can be landscape or a square – great for unboxing videos and ones that seamless loop around, such as the one The Raw Chocolate Company uses here.
The standard video module has to be clicked on to play and won’t automatically loop, however does have sound, allowing for more educational or entertaining videos to be used. Beauty Kitchen utilises these styles of videos by using an explainer for its products as well as video to highlight the company mission and values. These videos can be uploaded as a standard landscape video or as a square, with the ability to add a bespoke cover image.
Why you should be using video
When it comes to advertising, nothing performs quite as good as a video! We’ve seen some incredible uplift after focusing advertising efforts on video with a 428% increase in click-through rate (CTR), 124% increase in return on ad spend (ROAS), 55% decrease in Amazon Advertising Cost of Sales (ACoS), and a 62% decrease in cost-per-click (CPC)!
As for product listing videos, 84% of people say that they have been convinced to buy a product or service by watching a brand’s video and 43% of people say that they want more video content. Shoppers are begging for it!
Marketers have the ability to enhance the trust people have in their products or brand with 52% of shoppers saying that watching product videos makes them more confident about their purchases… helping to increase conversion and create more loyal customers.
How we can help
Here at marketplace amp, we have a three-tiered solution so that video can be used by everyone, no matter the size of the business. From essential entry-level videos to enterprise full production, we can create high-quality videos that will help you amplify your amazon sales today. Our experience means we can create videos that are made for the different areas of Amazon to ensure you get the best value for money and can boost your conversions. Find out more about our video service here or contact us today!