Video content on a product listing provides a dynamic way to connect with potential customers and influence purchasing decisions. Shoppers gain a complete understanding of a product’s functionality and scale when they can watch it in action, rather than relying solely on static images and text. Listings that incorporate video often see improvements in conversion rates because the visuals build trust and reduce customer uncertainty. A well-executed product video demonstrates features and addresses common buyer questions.
Eligibility Requirements for Video Uploads
Accessing video placement options begins with securing a Professional Seller account status, which provides the necessary tools within Seller Central. The primary path to unlocking full video features is through enrollment in the Amazon Brand Registry. Brand Registry helps brand owners protect their intellectual property and manage listings with greater control. Enrollment requires the brand to have an active registered trademark, which verifies brand ownership. While some non-Brand Registered sellers have limited capabilities, Brand Registry grants consistent access to primary video tools and enhanced content features like A+ Content.
Understanding Video Placement Options
A video can appear in several distinct locations on the Amazon product detail page. The most prominent placement is within the main image carousel, displayed immediately next to the product title and pricing information. A video placed here is highly noticeable and is often the first media a customer encounters. Another option is within the A+ Content section, which sits lower on the page and is generally restricted to users of Premium A+ Content. A final location is the Brand Story section, a dedicated banner module below the main product information, designed for sharing the brand’s mission and history.
Technical Specifications for Amazon Videos
The platform maintains strict technical requirements to ensure videos load quickly and display correctly across various devices. Acceptable file formats are MP4 and MOV, utilizing the H.264 video codec. Amazon recommends a minimum resolution of 1280 x 720 pixels (720p), though 1920 x 1080 pixels (1080p) is encouraged for better clarity. The standard aspect ratio is 16:9. Optimal duration for videos in the main image gallery is between six and 45 seconds, and the maximum file size is typically limited to 500 MB.
Step-by-Step Guide to Uploading Video to the Image Gallery
Uploading a video to the main image gallery is accomplished through the dedicated video management tool in Seller Central. Navigate to the main Seller Central dashboard and select the Catalog tab, then choose Upload and Manage Videos. This directs the user to the central hub for video content.
Once on the management page, click the Upload video button and select the prepared video file. The user must enter a video title and associate the video with one or more specific ASINs; a single video can be linked to multiple listings. The system automatically generates a thumbnail, but users can upload a custom thumbnail image. After filling in the required fields, the video is submitted for review and moderation by Amazon. This process ensures content compliance and can take anywhere from a few hours to several business days before the video goes live.
Uploading Videos through A+ Content and Brand Story
Integrating video into enhanced content sections requires utilizing the A+ Content Manager found under the Advertising tab in Seller Central. Video placement within A+ Content requires access to the Premium tier, as the basic version does not support embedded video modules. Within the A+ Content creation interface, the seller selects a module designed for video, such as the Premium Full Video module. The video file is uploaded directly into this module, along with any accompanying text or images. This method provides greater creative control and allows seamless integration with other branding elements, prioritizing a unified brand presentation.
Best Practices for High-Converting Product Videos
Effective product videos are short, action-oriented, and focus on providing immediate value to the viewer. Keeping the video length concise, ideally under 60 seconds, helps maintain viewer attention and ensures the primary message is delivered quickly.
- Prioritize demonstrating the product in use, offering lifestyle shots that show how the item fits into a customer’s daily life.
- Clearly highlight the product’s main features and benefits, explaining how the item solves a specific problem.
- Maintain high production quality, including clear audio and professional lighting, to reinforce the perception of a quality product.
- Avoid including external website URLs, promotional language like pricing, or unsubstantiated claims, as these can lead to rejection during moderation.