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Boost Your Amazon Sales: A Guide to Amazon Video Marketing

Michael Arking

November 30, 2023

11 min read

In the modern world, technology is reshaping the way we do business, especially when it comes to selling online. The evolution from written advertisements to images was just the beginning. Now, we're moving from images to the dynamic realm of video marketing. And here's the exciting part – if you're a US seller, Amazon's got your back with new features that let you showcase videos of your products.

Navigating the bustling marketplace of Amazon can feel like diving into a sea of competition. But fear not, because there's a game-changing strategy, it’s Amazon video marketing. It's the secret strategy that can set you apart in this crowded space, where every click matters.

Let's explore how leveraging the power of videos can be the game-changer you've been looking for in the world of e-commerce.

Understanding Amazon's Marketing Strategy

What is Amazon's Marketing Strategy?

Amazon, the e-commerce giant, has a multifaceted marketing strategy designed to create a seamless and engaging shopping experience for users. At the core of their approach is customer-centricity. Amazon prioritizes customer satisfaction through personalized recommendations, efficient delivery, and a user-friendly interface. The emphasis on customer reviews also plays a pivotal role, in establishing trust among potential buyers.

Within this broader marketing framework, Amazon incorporates a robust Amazon video ad strategy. This involves leveraging video content to enhance product visibility and engagement. By utilizing videos for product demonstrations, tutorials, and storytelling, brands can connect with their audience on a deeper level, fostering trust and driving conversions.

What Type of Marketing Does Amazon Use?

1. Prime Video and Streaming Services

A type of marketing that Amazon use is prime video and Streaming services. Amazon's video marketing prominently features Prime Video, a streaming service that offers a vast library of movies, TV shows, and original content.

Amazon's video marketing prominently features Prime Video, a streaming service that offers a vast library of movies, TV shows, and original content.

As a business or brand, leveraging Prime Video provides an avenue for showcasing original content or advertising through sponsored placements within the platform. This approach allows direct engagement with Amazon's extensive user base, enhancing brand visibility and reaching a diverse audience.

2. Product Videos

Amazon understands the power of video in influencing purchasing decisions. The platform allows businesses to create and upload Amazon product videos, offering an immersive and detailed view of products.

Incorporating product videos into product listings can significantly enhance customer engagement, boosting conversion rates and providing consumers with a better understanding of the offerings.

3. Advertising through Video Ads

A type of marketing that Amazon use is video ads. Amazon offers various methods for video advertising, allowing businesses to reach their target audience effectively.

Amazon offers various methods for video advertising, allowing businesses to reach their target audience effectively. Video ads on the platform enable brands to showcase their products or services compellingly, appearing in relevant search results or on product detail pages.

These ads leverage Amazon's vast consumer data to target specific demographics, maximizing their impact and driving conversions.

4. Influencer Collaborations

Collaborating with influencers is a powerful strategy embraced by Amazon. Partnering with influencers who align with a brand's values and target audience can amplify brand awareness and credibility.

Influencers can create engaging video content, showcasing products or services to their dedicated followers, thereby expanding reach and driving engagement.


What Advertising Method Does Amazon Use?

Amazon utilizes a diverse range of advertising methods to promote products and services across its vast platform. Understanding these methods is crucial for businesses and brands aiming to leverage Amazon's advertising landscape for effective promotional campaigns.

1. Amazon Sponsored Products

Amazon Sponsored Products are pay-per-click (PPC) ads that appear within search results and on product detail pages. They help businesses boost the visibility of their products by targeting specific keywords or products. Video content can also be incorporated into sponsored product campaigns, offering a dynamic way to showcase product features, benefits, or customer testimonials.

A Guide to Amazon Video Marketing - Amazon Sponsored Products Advertising Method

2. Amazon DSP (Demand-Side Platform)

Amazon DSP is a powerful tool for programmatic advertising across Amazon-owned sites, apps, and third-party exchanges. It offers various ad formats, including video, allowing brands to reach specific audiences based on their shopping behaviors, interests, or demographics. Businesses can create engaging video campaigns targeting potential customers across different devices and platforms.

A Guide to Amazon Video Marketing - Amazon DSP (Demand-Side Platform) Advertising Method

3. In-stream and Out-stream Video Ads

In-stream video ads are video advertisements that appear before, during, or after Amazon's video content (such as Prime Video or ad-supported content). Out-stream video ads, on the other hand, are video ads that appear outside of video content, like in article feeds or between mobile app content. Amazon employs both types to cater to different user experiences.

A Guide to Amazon Video Marketing - In-stream and Out-stream Video Ads Advertising Method

4. Amazon Live

Amazon Live is an interactive live-streaming platform where brands and influencers can showcase products in real-time. It enables businesses to engage with customers through live demonstrations, Q&A sessions, and product launches, fostering direct interaction and driving sales.

A Guide to Amazon Video Marketing - Amazon Live Advertising Method

5. Display Ads and Banner Advertising

Amazon offers display ads and banner advertising across its website, mobile app, and Kindle devices. These ads come in various formats (such as banners, images, or rich media) and are strategically placed to capture audience attention and drive engagement.

A Guide to Amazon Video Marketing - Display Ads and Banner Advertising Method

6. Programmatic Advertising

Amazon's programmatic advertising leverages algorithms to automate the buying and placement of ads. Through real-time bidding and data-driven targeting, brands can efficiently reach their desired audience with video content across Amazon's network and beyond.

7. Influencer Collaborations

Amazon provides opportunities to advertise on partner channels, extending its reach beyond the Amazon ecosystem. This strategy helps businesses access diverse audiences and expand their market presence.

Exploring Amazon Video Marketing

When did Amazon Video start commercials?

Amazon Video commercials have been a game-changer since their introduction in 2016. Amazon recognized the immense potential of video advertising in engaging audiences and driving sales. By integrating commercials into their platform, Amazon aimed to provide businesses with a dynamic way to showcase their products and services. This move marked a significant shift in the landscape of e-commerce, offering brands new ways to connect with their target audience.

What is Amazon video ads?

Amazon video ads are the secret weapon for businesses looking to elevate their sales on the platform. These ads are strategically placed within Amazon, ensuring that your message reaches the right audience at the right time. Tailored to fit seamlessly into the viewer's experience, these ads blend in while commanding attention, striking the perfect balance between subtlety and effectiveness.

The Amazon video ad platform allows businesses to target their audience based on factors such as shopping behavior, demographics, and interests. This level of precision ensures that your video content is seen by those most likely to convert into customers. From product listings to sponsored brand content, Amazon video ads provide a multifaceted approach to showcasing your offerings.

Effectiveness of Video Ads on Amazon

Do Video Ads Work on Amazon?

Yes, video ads on Amazon can be highly effective. They are a powerful tool for engaging potential customers due to their visual appeal and ability to convey complex messages swiftly. Amazon’s vast user base provides an immense opportunity to target specific demographics, making video ads a potent tool for businesses. Leveraging data-driven insights and analytics, advertisers can precisely target their audience, increasing the chances of conversion.

What Makes a Good Amazon Video Ad?

A successful Amazon video ad captivates the audience's attention within the first few seconds. It should be visually appealing, concise, and convey the brand message. Incorporating high-quality visuals, compelling storytelling, and a clear call to action are crucial elements. Additionally, ensuring relevance to the target audience and aligning the content with the user's intent while they are browsing Amazon enhances the ad's effectiveness.

Elements that contribute to a compelling video ad include:

  • Engaging Content
  • Clear Brand Message
  • Clear Call-to-Action (CTA)
  • Visual Appeal
  • Conciseness
  • Relevancy

Amazon Video Strategy Tip:

Align the video ad with your brand's values and the preferences of your target audience to increase resonance and engagement.

Your Amazon Video Ad Options:

So, you’re sold on the idea of using Amazon video marketing? Before we weigh up your options, let’s determine whether you’re eligible to use it. To be eligible, you must either be:

  1. A marketplace seller, who owns a brand registered in Amazon’s registry.
  2. A vendor: that is, a manufacturer who sells directly to Amazon.

If you meet these criteria, you have two options:

  1. You can either use product feature videos: a video that features on your product listing. The aim is to inform customers who land on your page and encourage them to buy your products.
  2. Or you can utilize the Amazon marketing feature: create videos, and pay to advertise these across Amazon sites, devices (like Fire Tablet,) and the web. The aim is to boost customer interest and attract a wider audience.

How Much More Effective are Video Ads?

According to Wyzowl video marketing statistics, 84% of consumers have been convinced to purchase after watching a brand's video. Video ads are incredibly effective in conveying information - they're engaging, memorable, and easily shareable. With 90% of consumers claiming that videos help them make buying decisions, it's evident that video content, including ads, significantly influences consumer behavior across various platforms, including Amazon.

What are the Benefits of Amazon Video Advertising?

Amazon video advertising holds significant benefits for businesses and brands seeking to expand their reach and engage with their target audience effectively. Here's an in-depth look at the advantages:

1. Vast Reach

Amazon, being one of the world’s largest e-commerce platforms, provides a wide audience base. Leveraging Amazon's video ads allows brands to tap into this wide user base and reach potential customers while they shop or consume content.

2. Targeted Advertising

Amazon collects extensive consumer data, allowing precise ad targeting. Advertisers can utilize this data to create highly targeted campaigns, reaching specific demographics, interests, or purchase behaviors. This precision increases the likelihood of engaging the right audience.

3. Increased Visibility and Engagement

Video content tends to attract more attention than static images or text-based ads. Amazon video ads enable brands to convey their message more vividly, leading to increased user engagement and longer viewing durations.

4. Enhanced Conversion Rates

Engaging video content often leads to higher conversion rates. Amazon’s video platform allows businesses to showcase their products or services more dynamically, which can significantly impact purchase decisions.

5. Flexibility in Ad Formats

Amazon offers various ad formats tailored to suit different campaign objectives. Whether it's in-stream video ads, out-stream video ads, or sponsored brand video. Advertisers have the flexibility to choose the format that aligns best with their marketing goals.

6. Measurable Performance Metrics

Amazon's video advertising platform provides detailed insights and analytics. Advertisers can track metrics like views, clicks, conversions, and more, allowing them to measure the performance of their campaigns accurately.

7. Brand Awareness and Recall

Video ads have a higher potential for creating a lasting impact on viewers. They aid in building brand awareness and improving brand recall, as visual storytelling creates a memorable experience for the audience.

8. Ad Placement Control

With Amazon video advertising, brands have control over where their ads appear. This control ensures that the ads are displayed in relevant contexts, maintaining brand integrity and improving the chances of connecting with the right audience.

9. Cost-Effectiveness

Contrary to traditional TV advertising, Amazon video advertising offers cost-effective options with more targeted reach. This allows brands to optimize their budget and maximize their ROI.

10. Opportunity for Product Discovery and Sales

Amazon video advertising presents an opportunity for product discovery. When users watch relevant video content, they might discover new products or services they hadn’t previously considered, potentially leading to increased sales and revenue for brands.

11. Competitive Edge and Adaptability

Utilizing Amazon video advertising provides a competitive edge by allowing brands to stay current with evolving consumer preferences. It enables businesses to adapt quickly to market changes and trends in video consumption behavior, ensuring they remain at the forefront of their industry.

12. Cross-Platform Reach

Amazon's video ads can also be displayed on other platforms and devices outside of Amazon through Amazon DSP (Demand-Side Platform). This cross-platform reach amplifies the visibility of the ads, extending the brand's presence beyond the confines of Amazon's site and apps.

Amazon Ad Example

To illustrate the sorts of results video marketing can achieve, here’s an example.

Having launched a new product line in 2020, beauty brand, L’Oréal, wanted to build brand awareness on Amazon. So they underwent a new campaign and utilized their video features. Overall, this achieved over 1.6 million impressions: increasing their sales and leading to a return of over 280%.

Even if you’re not selling beauty products, you’re going to benefit from using video marketing. The graph below illustrates that, whether you’re selling electronics and gifts, or personal care and garden products, videos allow you to properly capitalize on your Amazon audience.

Having a video on Amazon is the best way for you to optimize your listings.

In short, they help shoppers receive large quantities of information quickly and efficiently. Video content typically explains what your product does, and how it will benefit users – and that information is what the customers want.

It’s also beneficial because it helps customers fully understand your product before they buy, meaning they’re less likely to feel dissatisfied or mis-sold, and unlikely to leave a negative review.


Related Posts:

8 Steps to Make Your Amazon Product Video Stand Out from the Crowd

Amazon Brand Video 101: A Blueprint for Engaging Your Audience

Ultimate Guide to Sponsored Brand Video: Amazon, Social Media, and CTV

Boost Your Holiday Sales with 13 Captivating Holiday Video Ideas

Why Investing in Video Content is Essential: 16 Benefits of Video Marketing


Crafting Successful Amazon Video Ads

How do I Run an Effective Ad on Amazon?

Running an effective ad on Amazon involves strategic planning and understanding the platform's advertising ecosystem. To begin, navigate to your Seller Central account and access the Advertising tab. Select "Campaign Manager" and click on "Create Campaign." Here, you'll have the option to choose the ad type.

Ensure your campaign aligns with your business goals, whether it's increasing brand awareness, traffic, engagement, leads, sales, or promoting a specific deal. Select relevant targeting options such as interests and behavior to reach your intended audience effectively. Don't forget to set a budget and bid to optimize your ad's visibility.

How Long Should Amazon Video Ads Be?

When it comes to the duration of your Amazon video ads, the golden rule is to keep it short, sweet, and attention-grabbing. With today's fast-paced digital landscape, consumers have limited time and patience. Aim for a duration between 15 to 30 seconds to ensure you deliver your message effectively without losing your audience's interest.

Tips for Crafting the Perfect Duration:

  • Capture Attention Early:
  • Concise Messaging:
  • Call to Action:

How Do You Make a Successful Video Ad?

Crafting a successful video ad is vital for businesses aiming to thrive in the competitive landscape of Amazon. The significance lies in the ability of a well-crafted video to capture attention, convey a brand's message succinctly, and prompt viewers to take desired actions.

Amazon, where consumers are bombarded with various products and advertisements, quality video content serves as a powerful tool to stand out from the crowd and leave a lasting impression on potential customers.

To achieve this level of impact, businesses can leverage the expertise of Amazon Creative Services. These specialized services are designed to help brands create visually stunning and highly effective video content tailored specifically for the Amazon platform.

To further guide you on how to create a successful video ad, here’s the blog post '12 Tips for Successful Video Marketing That Drives Results.' This comprehensive guide provides actionable insights into the key elements of effective video marketing.


Amazon video marketing is not just an option; it's a strategic approach for businesses and brands to elevate their presence on the world's largest online marketplace. Its importance cannot be overstated, as the visual appeal and storytelling capabilities of video content have a profound impact on consumer behavior. From running effective ads that resonate with your audience to optimizing video length and content, each facet contributes to a holistic strategy that can significantly boost your Amazon sales.

With the insights provided above, businesses and brands can now approach their Amazon video marketing with a strategic mindset, armed with the knowledge needed to create content that resonates with their target audience and boosts their Amazon sales.

For businesses and brands seeking to elevate their Amazon presence, Social Motion goes beyond the ordinary, delivering Amazon creative services designed to resonate with your audience. Whether your goal is to showcase products in action, build brand awareness, or drive conversions, our team is ready to turn your vision into reality. At Social Motion, we take the hard work out and help create the right video for your products. For more information, get in touch.

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