Video Is Changing the Sales Game on Amazon

Updated: Oct 6

Snippet: Use video marketing to capitalize on the audience Amazon is offering you.


Photo by Christian Wiediger on Unsplash


In the modern world, the continuous advancements in technology are forever impacting how we sell online, and how businesses differentiate from their competitors.

Not long ago, the online world of selling advanced from written advertising to images. Now, we’re advancing from images to video marketing – and all US sellers can utilize Amazon’s new features to display videos of their products.

Amazon is a crowded marketplace, and if you’re selling on the platform, you’re bound to experience fierce competition. But video marketing could be the tactic that gives you that competitive edge.



The Benefits of Video Marketing

Amazon is a powerful platform because it does a lot of the work for you. With minimal effort, it drives thousands of potential customers to your page. All you have to do is convert them into buyers.


And, according to studies, video marketing is the perfect way to do so:

  • 90% of online customers say videos help them make buying decisions.

  • Amazon pages with a video have an 80% increase in their conversion rate.

  • 74% of users who watch an explainer video about a product go on to buy it.


To illustrate the sorts of results video marketing can achieve, let’s talk through 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.

Portraying Information Effectively

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 campaigns typically explain what your product does, and how it will benefit users – and that’s information 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 to, and unlikely to leave a negative review.


Your 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 direct to Amazon.

If you meet these criteria, you have two options:

  • You can either use product feature videos: a video that features on your product listing. The aim is to inform customers that land on your page, and encourage them to buy your products.

  • 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 being to boost customer interest, and attract a wider audience.


Final Thoughts

Whichever method you choose, video marketing is an effective way to increase brand awareness, boost sales – and increase your conversion rate by up to 80%.

Producing an engaging video can be difficult however help is at hand. At Social Motion Films, 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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