Key takeaways
- Give each video one clear job.
- Design for silent, mobile viewing.
- Follow technical and content rules.
- Measure and iterate.
Where video appears
Videos can appear on detail pages, in advertising and in brand content, depending on eligibility and formats available. Specifications and rules vary by placement and marketplace, so check current guidelines before production.
Decide the job of the video
Choose one primary job: demonstrate use, explain features, compare options or show scale. A video that tries to do everything usually does nothing well.
Plan the script and storyboard
Write a short script and a shot list. Open with the most important thing the viewer should see. Keep sentences short and visual. Plan for viewers who watch without sound by using captions.
- One clear message
- Strong opening shot
- Captions for silent viewing
- Clear ending with next step
Technical requirements
Follow the format, length, resolution and file requirements for the placement. Audio should be clear, and footage stable and well lit. Check that all claims are accurate and permitted.
Brand story content
Where available, brand story modules let you present your history, values and product range. Keep it relevant to the shopper's decision, with real details and consistent style.
Production options
You can film in-house, hire a studio or use animation. Choose based on budget and product type. Showing a real product in use is usually more convincing than abstract motion graphics.
Measure impact
Where analytics exist, track engagement, conversion and returns. Compare with periods before the video, noting other changes.
A worked example
A seller of a folding product sees questions about how it works. They produce a thirty-second video showing it folded, unfolded and in use, with captions. Support questions drop and conversion improves modestly.
Common mistakes
Typical mistakes include long introductions, poor audio, unreadable captions and claims that go beyond the listing. Review the video as if you were a first-time shopper on a phone.
A simple video production checklist
Before filming, confirm the objective, script, shot list, props, location and who approves. During filming, check lighting, audio and framing and capture extra footage for flexibility. After editing, review captions, pacing, accuracy of claims and technical specifications, and test on a phone.
Store raw footage and editable files so you can update the video later without starting again.
Rules and honesty in video content
Video content must follow Amazon's content policies, which restrict things like unsupported performance claims, comparisons that name competitors, pricing or promotional language and misleading demonstrations. Show the product as it really performs, using real results.
If a feature works only under certain conditions, say so on screen. Honest videos reduce returns and protect your account, which matters more than a dramatic effect that customers cannot reproduce at home.
Your next three steps
Produce a first video without overcomplicating it.
- Choose one job for the video, such as showing how the product works.
- Write a short script with captions and a shot list.
- Test it on a phone with the sound off before upload.
Frequently asked questions
How long should a product video be?
Short enough to deliver the message clearly. Many are under a minute.
Do I need professional equipment?
Not always, but clear lighting, stable footage and good audio matter.
This guide is general information. Amazon's fees, policies and program rules change and vary by marketplace, so confirm current details in Seller Central and, for tax or legal questions, with a qualified adviser.