Amazon is by far a perfect space for sellers. Not without reason, it became one of the world’s largest and most popular e-commerce marketplaces. The platform hides numerous benefits for vendors, including the simplicity of establishing your business and handling sales, vast marketing opportunities, and a significantly faster profit compared to an average small brick-and-mortar business.
Unsurprisingly, due to the variety of benefits it offers, Amazon has already attracted 9.7 million sellers worldwide, including 1.9 million vendors who are actively selling. Looking at these numbers, we’ve got to be frank – the competition isn’t easy.
But are there any practical ways to stand out from the crowd? – Luckily, there are.
Apart from quality product descriptions, appealing photos, and reviews, there is one more element of success – video content. According to experts, sellers who add an Amazon product video to their listings can enjoy a better SEO ranking, more customer engagement, fewer negative reviews, better brand awareness, and enhanced conversions.
Read on, and we’ll give you a step-by-step guide on how to create videos for Amazon products that sell!
Amazon Product Video Requirements: Understanding the Basics
Before we move on to practical advice on how to create a product video, you need to grasp the basics.
Here’s a brief outlook on the key requirements the platform asks you to stick to:
- Dimensions: 16:9 (1920 x 1080 px) recommended
- Frame rate: At least 15 FPS
- Bit rate: No less than 1 MBps (recommended 2 MBps)
- Codec: H.264, MPEG-2, or MPEG-4 preferred for video and MP3 or AAC for audio
- File size: 500 MB or less
- Duration: From 6 to 45 seconds (recommended 30 secs or less)
- File type: MP4 or MOV
Be sure to ensure full compliance with these recommendations to verify that your content won’t be rejected.
Conducting Keyword Research to Prepare for Content Creation
Though it might not be the first thing you think of when creating your Amazon listing video, thorough keyword research is an important preparatory stage to help you promote your product and boost sales later. Just like in search engines, in Amazon, keywords help you get your product easy to find for potential buyers.
In short, using the right keywords in your listing can give you multiple benefits, including:
- Enhanced visibility and searchability for your product;
- Improved targeting (as you leverage queries your potential buyers are searching for);
- Better conversion rates;
- Competitive advantage.
In case you’re wondering what this has to do with your video creation, the answer is simple – adding target keywords into the file name, title, and descriptions of your content, you can boost the overall optimization of your listing and obtain all the benefits mentioned above. So how do you find target queries? Though you can explore them manually through Amazon search, a much faster and easier way to do this is to leverage specialized tools.
If you don’t know which software to use, one of the popular options is Ahrefs. The platform has a special keyword tool designed to help you learn what users are searching for on Amazon and target winning queries in no time. You can read an unbiased Ahrefs review to see if it’s right for you and get started with your research. Once ready, make a list of your target queries and keep it until later.
Crafting a Compelling Script for Your Product Video for Amazon
Once you are done with preparation, you can start working on your content. The work begins with crafting a perfect script.
In case you don’t have much experience in scriptwriting, here is a brief overview of the key elements you want to include in your script:
- A hook – You need to come up with a strong opening that would capture viewers’ attention.
- Features – Detail in your script all the most important features of your product that you’ll demonstrate.
- Benefits – Outline the primary benefits buyers will receive from using your product.
- Use cases – To give your prospects a better understanding of how your item works, you can provide a short tour and guide that demonstrates real-life use cases.
Once you briefly outline the abovementioned elements, you can pick a suitable framework. For example, it can be a compare and contrast framework that shows buyers how your item is different from others in the market or a problem-solution framework that shows them the real benefits they can gain in terms of solving their problem.
Now since your content should be under 45 seconds (or only 30 seconds as recommended), you might want to keep your script as clear and concise as possible. Here are several tips that might help:
- Understand your primary goal (e.g., provide additional instructions, emphasize the benefits, etc.);
- Don’t use too complex, technical terms;
- Use simple language;
- Cut the fluff, such as unnecessary jargon or long descriptions;
- Detect the most prominent features and benefits to focus on, ideally, limit them to 1-3 unique selling points that make you stand out;
- Show, don’t tell – minimize the amount of unnecessary chit-chat in your video to focus on demonstrating your item.
Adhering to High-Quality Production Techniques
Without any doubt, videos for Amazon products can be a powerful tool for attracting sales. First, such visual content drives attention much more than static marketing materials. Most importantly, the message conveyed through such content is retained by 95%, which means that users will be more likely to remember you, your item, and its features, which boosts the likelihood of purchase.
However, do all videos have the same impact? Of course not.
Low-quality videos can actually result in bad conversions simply because people won’t enjoy watching them. Due to this reason, we have to stress the importance of high-quality production with quality lighting, sound, and editing.
So here’s what you’ll need to ensure the best outcomes:
- Top-end recording equipment to ensure clear visuals and impeccable sound;
- The right location that offers low or no background noise;
- Sound equipment (and its setup) to create the right, soft lighting (unless you want your item to get lost in the shot or be surrounded by overly dramatic shadows;
- A simple backdrop that doesn’t steal away the attention;
- Professional footage;
- High-quality recording and editing software that won’t hinder your visuals or audio;
- Expert editing.
All these things, together with well-planned visuals and demonstrations that showcase your item at its best, can help you create a product video that converts. So don’t hesitate to invest enough money, time, and effort into it.
Adding a Clear and Strong Call to Action (CTA)
When it comes to selling, a call to action is necessary to convert regular viewers into leads who can then turn into paying customers. In a nutshell, a CTA is a phrase that motivates your visitors to act in a desired way. The action could be pretty much anything, including signing up for a newsletter, visiting a site, leaving a comment, etc. However, since we’re speaking about shoppable videos for Amazon, your call to action must encourage viewers to take the only desired action – to buy from you.
Pick a short but strong CTA like “Buy now,” “Get [item name] now,” “Order now,” or similar, and integrate this call to action at the end of your video. This is
Optimizing for SEO to Boost Visibility
Finally, when all the actual shooting and editing stages are over, you can do one more thing to outshine the competition – optimize your video for search engines.
Basically, to ensure that your Amazon listing video ranks in search engines, you need to perform two actions:
- Integrate the keywords you researched earlier into content titles.
- Integrate them into descriptions.
This is pretty much it, simply take your target query and use it in your video’s title and description. Most importantly, make it sound natural and organic.
Now how do you ensure better visibility within Amazon itself? There are multiple tactics to make sure your listings are easy to find:
- Only use relevant keywords;
- Find Amazon-specific keywords using Amazon’s Auto-Complete feature or search term report;
- Steer clear of subjective keywords, such as “great,” “best,” and similar;
- Take advantage of the platform’s hidden backend keywords to integrate additional related phrases into your titles and descriptions;
- Research your direct competitors’ stores to see which keywords work for them.
Conclusion
One of the primary reasons why Amazon is so trending among e-commerce vendors is because of how easy it is to get started with this platform. Thanks to intuitive navigation and a wealth of handy, user-friendly tools, pretty much anyone can launch their listings and start selling. However, the truth is that outshining the competition might be pretty challenging.
But not anymore! With the help of a high-quality and well-optimized Amazon product video, you can make your listing stand out from the crowd and be easier to notice for potential buyers. Use the tips we shared here and invest in the production of outstanding product content to boost conversions and thrive!
