Amazon Listing Video: How to Create High-Converting Videos

Learn why Amazon listing videos boost conversions, the types you can use, step-by-step upload instructions, and best practices for effective Amazon product videos.
May 25, 2025
Content Writer
Sanketee Kher
Amazon listing video
Amazon brands achieve 10-15% conversion rates on average which requires every aspect of your product listing to maximize buyer capture and conversion. But to increase conversions, using only high-quality product images and A+ content, might not be enough. And here's where implementing Amazon listing video could help. Videos are an effective way to decrease buyer hesitation in ways that static content never can.

So how should you create an Amazon listing video that will complement your current content strategy and what makes an Amazon listing video effective? What are the particular technical specifications that you should be aware of? How do you maximize the effectiveness of video content?

In today’s guide, we compiled all the information you need to create, optimize and execute Amazon listing videos that transform visitors into customers.

Table of Contents:

Why is using an Amazon listing video important?

According to Amazon data, shoppers who view videos of products are 3.6 times more likely to make a purchase and video content has the potential to drive sales by 9.7%, making listing videos an essential part of your Amazon marketing strategy.

Here are the main advantages of using videos in your listings:

  1. Communicate information faster. Videos let you tell your brand story, highlight key features, and show the product from multiple angles in under 30 seconds, far more efficiently than several paragraphs of text.
  2. Set clear expectations about your product. Product video helps customers understand their expectations from the product thus minimizing potential negative reviews.
  3. Boost search rankings. The Amazon algorithm monitors how customers interact with your video content. Higher watch-time percentages and interaction rates improve the search rankings of your listed products.
  4. Build connection with your brand. The product videos enable brands to show their story and product vision to customers which maintains viewer interest and develops brand-product relationships and boosts conversion rates.
  5. Stand out from competitors. The benefit of using videos in listings remains clear but many brands still choose not to implement this feature which immediately distinguishes your listings from competitors.
Amazon listing video

What are Amazon’s video requirements?

Before creating content, follow Amazon's specific technical and content guidelines. Your video content may get rejected or experience delays or removal from Amazon platforms because of failing to meet the required standards.

Technical specifications overview

Amazon sets technical standards that maintain playback quality consistently on every device regardless of connection speed.
We’ve compiled Amazon’s specified technical standards you should review before beginning the upload process:
Just like with product photos, Amazon has pretty strict content policies for listing videos:

Prohibited Content:

  • External links or calls-to-action directing traffic away from Amazon
  • Pricing information or promotional claims
  • The content needs to include customer testimonials and reviews as well as negative comments about competitors' products and copyrighted materials which require proper licenses. Misleading claims about product features and performance also need to be avoided.
Required Content Standards:

  • The video must have high quality and stable footage with clear lighting.
  • The product must be depicted accurately without any deceptive editing.
  • All content must be suitable for families to view.
  • The content must directly relate to the specific product which is being sold.
Understanding these requirements upfront prevents revisions and ensures faster approval times.

How to add video to an Amazon listing?

Adding a video to your Amazon product listing involves several steps, which varies depending on whether you’re a vendor or a third-party seller.

For Third-Party Sellers: Brand Registry

Before uploading your video content check if your brand is enrolled in Amazon's Brand Registry program.

  1. First, access your Seller Central dashboard through your login credentials then navigate to the Advertising menu to select A+ Content.
  2. Next choose the "Create A+ Content" option for your target product and select a module that supports video.
  3. Upload your video and browse to the file location while Amazon handles device compatibility checks.
  4. Drag the video into place within your A+ layout, then click Preview to check if it looks consistent with the rest of the content.
  5. After finishing your content layout design you should submit your A+ Content for Amazon review. The review process at Amazon typically takes 24-72 hours but might reach durations of 7 days or longer.
Once approved, your video will automatically appear on your product detail page.
How to add video to Amazon listing
Seller advantages:

  • Seller has full control over video content updates and timing.
  • There are no additional costs for integrating video content into your listings.
  • Amazon system enables fast testing of new content and quick iteration cycles.

For Vendors: Vendor Central Access

Amazon makes it very easy to upload videos via Vendor Central Access:

  1. Start by accessing the Upload and Manage Videos tool and select Upload video on the right side of the page.
  2. Enter an ASIN number that belongs to related products as a variation in the “ASINs” text field.
  3. After entering the ASINs text box click the toggle button to turn on the option for “Include ASIN(s)” product variations.
How to add video to Amazon listing
Vendor advantages:

  • Vendor can access premium content modules and choose from multiple placement options.
  • Vendor receives dedicated account management services.
  • Amazon promotional systems provide vendors with better visibility.
Understanding your account type ensures you follow the correct process and set appropriate expectations for timeline and capabilities.

What are the common types of Amazon listing videos?

As we mentioned earlier, Amazon listing videos allow you to demonstrate features and benefits in more engaging way, giving potential customers more information in just a few seconds.
Selecting the appropriate video format for your Amazon listing depends on what you're selling, who you're selling to, and what makes your product special. Here are some common types of Amazon product videos:

1.Product highlight video

Product highlight video should highlight essential product’s features, uses, and benefits.
These videos help customers to have a quick but informative look at what your product offers.

Product highlight videos are perfect for:

  • Complex products with multiple features or settings
  • Items that require assembly or setup
  • Products where functionality isn't immediately obvious from static images

2.Explainer video

Explainer videos are perfect for addressing frequently asked questions that your customers ask about your products or might ask. Using this type of videos will help them to understand your product's functionality, showing exactly how it works and its practical applications. The main goal of explainer videos is to show customers that your product is easy to use by demonstrating it at the start.

Explainer videos are perfect for:

  • Demonstrating product usage
  • New products with unique features and/or use cases
  • Answering commonly asked questions

3.Unboxing video

Packaging has become an increasingly important part of the customer experience and unboxing videos could influence buyers' purchase decisions.
The goal of these videos is to create an emotional connection and build trust by managing expectations.

Unboxing videos are perfect for:

  • Products with high-end or distinctive packaging designs
  • Products with complex items consisting of multiple parts.

4.Lifestyle video

Lifestyle videos place your product in real-world contexts, helping potential customers visualize how it fits into their daily routines.

Lifestyle videos are perfect for:

  • Products meant for use in a specific circumstance
  • Sports goods
  • Products designed for use in cooking and food preparation
  • Evoking an emotional connection to your brand or product

5.Comparison Video

The goal of comparison videos on Amazon is to help customers make informed purchasing decisions by visually demonstrating how your product stands out. These videos showcase clear, tangible differences between your product and competing items or earlier versions so potential customers can quickly understand the benefits and unique features. Focus on demonstrable differences rather than claims.

Comparison videos are perfect for:

  • Highlighting a new version of an existing product
  • Showcasing how your item compares to competitors’ items

Best practices for Amazon product listing video

To maximize your video's impact on conversions and customer engagement, follow best practices that align with buyer psychology and Amazon's ecosystem:

Choose the right video type. The first step is to decide how you want to present your brand and information about your product in your listing video. Your video should be a seamless part of the buying experience.
Differentiate. If you you face a strong competition in your product category, demonstrate how your products differ from others in the market to attract more customers. However, never make false claims.
Show a Tutorial. Show customers how your product works! For beauty products, tutorials can be a great way to demonstrate the right way to use your product and help the customer visualize your product as part of their life/routine.
Background Music. Bad audio can ruin a video. Make sure to choose music that is complementary to your brand and product and not too distracting and do not use copyrighted music without permission.
Answer FAQs. Videos provide the chance to answer FAQs to provide clarity and manage expectations and address common concerns.
Showcase Your Other Products. Videos can be a great place to showcase other related products in your catalog. Show how two products can be used together, or help customers decide which product is right for them.
Highlight Features and Benefits. You can fit a lot of important information into a product video. Let your customers know what your product does and whom it’s intended for. Highlight important benefits and features/ingredients. Educate your customers on why they need your product.

Get Amazon product listing videos through Commerce3D

Brands often avoid spending resources on product video production because it needs specialized skills and equipment and dedicated time. Commerce3D provides Amazon product listing services, producing conversion-optimized Amazon CGI product videos tailored specifically to the technical and marketing requirements of the platform.

By partnering with professionals who understand both the technical aspects of Amazon video requirements and the psychological triggers that drive purchase decisions, you can implement video strategies that consistently outperform competitor listings.

FAQs about Amazon Listing Videos

How can you add a product video to your Amazon listing?

The process depends on your seller type. Third-party sellers must be enrolled in Brand Registry, then access the A+ Content Manager in Seller Central to create content modules that support video integration. Upload your video file according to Amazon's technical specifications, integrate it with your content layout, and submit for review. Approval typically takes 24-72 hours. For detailed guidance, refer to Amazon's official product video blog for current procedures.

Is there a limit to how long a product video can be?

Amazon doesn't impose strict time limits on product videos, but data shows that viewer engagement drops significantly after 2 minutes. For maximum effectiveness, aim for videos between 30 seconds and 2 minutes, with critical information front-loaded in the first 30 seconds.

What are Amazon listing video guidelines?

Amazon maintains strict content guidelines for product videos. Key restrictions include:

  • No web links, URLs, or calls to action directing customers away from Amazon
  • No pricing information
  • No customer review information
  • No false or misleading claims
  • No offensive or inappropriate content
  • No copyright violations, including unauthorized music
Videos violating these guidelines will be rejected during the review process.

What video format can I upload to Amazon?

Amazon accepts videos in MP4, MOV, 3GP, AAC, AVI, FLV, or MPEG-2 formats. For optimal quality and processing, MP4 with H.264 encoding is recommended. Videos should have a minimum resolution of 1280 x 720 pixels (720p), though 1920 x 1080 pixels (1080p) is ideal for the best presentation.

Where does an Amazon product video appear on your listing?

If you upload the video through Seller Central as part of your listing's media, then it will appear as a thumbnail alongside the product images at the top of the listing. For videos uploaded as part of A+ Content, it may appear in the enhanced content section further down the page.
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