Here are the best practices we recommend to help you make the most your video content. We recommend sellers upload product-focused videos to help inform our Amazon customers to make more confident purchasing decisions. These videos must also comply with Amazon's Community Guidelines..
Your content must have the following qualities in order to meet our quality bar:
Demonstrative: Customers want to understand a product’s features and value proposition. The primary benefit of a video is that they can actually see a product in action. How it actually looks, how a person uses it, what it sounds like, and so on, can’t be communicated through text and images. If a video fails to demonstrate the product, then the primary value proposition is lost. Just showing the product is not demonstrative, you must show it in use in the environment where it is used. Customers expect to see the product out of the packaging and in use.
Descriptive: What is it? What are the features? Who is it for? Why is it different and better than other choices? Also, when relevant, how big or small is it? How heavy is it? How easy is it to use, clean, store, and/or assemble the product? The customer is trying to make a decision, and the best videos are the ones that anticipate and answer these questions and concerns. The customer is looking for your unique perspective, just reading the value propositions from the package or website is not descriptive.
Product-focused: Videos are intended to help customers with their product research. Any video that fails to meaningfully describe or demonstrate a product is one we will consider advertising and you will be invited to pursue one of Amazon’s ad solutions. To “describe a product”, a video needs to provide visual, text, and/or voice-over content that delivers verifiable information about the product’s features, uses, materials, sizes and/or similar characteristics that will help customers understand what they will get if they make a purchase.
We don’t want to waste our customers’ time. While setting a context is a good thing, the best videos will start providing useful information almost immediately, get to the point, stay on point, and keep the story succinct. We prefer shorter-form videos that are in the 1-5 minutes range.
Customers seek facts about the product they’re considering, so videos need to be believable and earn their trust. Providing truthful, accurate and substantiated claims about a product, and avoiding hyperbole helps build that trust. On-screen talent and personalities should employ a voice that’s friendly, sincere, and helpful.
Ample lighting, good product visibility, high-quality audio, and other aspects of good video formatting are key contributors to the overall video experience. Customers want to be able to clearly see and understand the product, while poor quality erodes consumer confidence. Videos with poor audio, sloppy sets, and choppy video quality can send a message that the product is also of poor quality, or that the seller cannot be trusted.
When customers watch your videos, they are in shopping mode. Help them stay in shopping mode by staying focused on the products. Limit the product video to necessary information, and share these details promptly. Don’t direct customers away from the product detail page with web links, URLs, or calls to action.
Tag products that are featured in your video. Featured means, you discuss the product in your video and show it visually on screen. Tagging unrelated products does not provide customers with the best customer experience, or assist them with their shopping decisions.
Tagging similar products in an attempt to get more exposure for your video is not allowed. In terms of products with variations like size and color, there is no need to tag every variation of a product. Just tag the most accurate one and Amazon will auto-associate the rest.
Titles and thumbnails are what inspire customers to view a video. You should spend time crafting video titles that are short yet descriptive, grammatically correct, clearly written, and successfully set user expectations about what they’re going to see. Thumbnails should have a strong, vibrant image that looks great when small, and conveys key information about your video. If you add text to your thumbnail, make sure to use a font that’s easy to read.
Don't post content that infringes the intellectual property or other proprietary rights of others. Only post your own content or content that you have permission to use. For example, unless you have obtained permission from all relevant third parties, don’t play music, or include images, artwork, or other audiovisual works in your videos. You should also avoid wearing clothes, jewelry, or accessories with prominently visible branding if you don’t have permission from the brand owner.