Amazon’s goal is to create a seamless shopping experience, and it provides us third-party sellers with a number of tools to help us enhance that experience for customers. Through product videos on Amazon, customers can actually see how a product works, how it can meet their needs and help them decide whether or not to buy it.
Product videos offer the customer additional insight and visualization of our product that text and static images alone cannot achieve.
When we upload a video to the product listing, it will appear below the main product images section. Customers can easily find and view the video without having to scroll through the listing.
Clicking on the video thumbnail will open a larger window through which customers can view the video.
For a long time, Amazon only allowed sellers registered with the Trademark Registry to upload a video to an ad. In September 2020, sellers not registered with the Trademark Registry reported receiving an email from Amazon stating that they could now upload videos to their listings.
This is great news for sellers who are not yet registered in the Trademark Registry but want to upload a product video. We should note that this feature may not yet be available for our seller account.
There are several types of video that we can create for our product. The type of video we should use in our ad depends on the type of product we are selling. For example, if we are selling a clothing or jewelry product, a product highlights or lifestyle video would be the best showcase for the product.
This type of video highlights the essential features, uses and benefits of our product. We use a product highlight video to tell potential customers exactly what the product offers. In making this video, we focus on the key attributes of the product and keep it short, simple and to the point.
A lifestyle video shows the product in use for the target audience. In this way, our potential customers get an idea of how they can enjoy the product and have the opportunity to imagine using it. When making this type of video, it is essential to know the target audience and what they are looking for. We try to create a connection between them and our product and help them imagine how we can improve their lives.
This type of video can give customers the satisfaction of knowing what the order will look like when it arrives and allows them to virtually unbox the product. If done well, an explainer video can help customers make the purchase.
This type of video shows our product in comparison to a competitor’s item. It is a bold but effective move, especially if there are good reasons why the product is better than the competitor’s product. We should keep in mind that we cannot mention competitors by name. In this place, we can use discreet language. This type of video works best if our product can solve a specific problem that the competitors’ cannot.
When it comes to producing videos for our Amazon products, we have two options: we can either make the video ourselves or hire a professional videographer. If we don’t feel comfortable shooting a video on our own, it is suggested to work with a freelancer or a video production company that has experience producing videos for Amazon products.
But with all the new smartphones equipped with HD or 4K cameras, we can create high quality videos that are suitable for our Amazon listing. If we want to make our own video, we watch our competitors to understand what they are doing.
How can our video be better? We take note of what our competitors’ videos are missing and make sure to add it to our own.
Let’s review the do’s and don’ts of video production.
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