Amazon video has quietly become one of the highest-impact conversion tools available to sellers – yet it’s still underused or poorly executed by many brands. When done right, product videos can increase conversion rates, reduce returns, and build buyer trust faster than text or images alone.
This guide explains Amazon video requirements, what actually gets approved, and best practices that top-performing sellers use to turn views into sales. It’s written for US-based Amazon sellers who want clarity, accuracy, and practical execution – not vague advice.
Why Amazon Product Videos Matter More Than Ever
Amazon’s marketplace has matured. Shoppers no longer rely on product descriptions alone – they expect visual proof.
From our analysis of high-converting listings across multiple categories, product pages that include compliant, well-structured videos consistently show:
- Higher time-on-page
- Better Buy Box retention
- Fewer “is this legit” pre-purchase doubts
- Lower return rates for complex or premium products
Amazon itself confirms that videos help customers “make informed purchase decisions”. But what Amazon doesn’t explain clearly is how to meet requirements without sacrificing creativity or conversion power.
That’s where most sellers struggle.
Types of Amazon Videos (And Where They Appear)
Before diving into requirements, it’s important to understand which type of video you’re creating, because placement affects strategy.
1. Product Listing Videos
- Appear in the image block on the product detail page
- Available to most sellers (Brand Registered or not)
- Best for: demonstrations, feature explanations, use cases
2. A+ Content Videos
- Embedded inside A+ Content modules
- Requires Brand Registry
- Best for: brand storytelling, premium positioning, comparisons
3. Amazon Storefront Videos
- Used within Brand Stores
- Ideal for lifestyle content, collections, or brand narratives
This article focuses primarily on product listing videos, since they have the widest impact and the strictest enforcement.
Amazon Video Requirements (Official + Practical Reality)
Amazon publishes basic technical requirements, but approval decisions often depend on unwritten quality standards. Below is a consolidated, seller-tested breakdown.
Technical Specifications
| Requirement | Amazon Standard |
|---|---|
| File Format | MP4 or MOV |
| Resolution | Minimum 720p (1080p recommended) |
| Aspect Ratio | 16:9 |
| Duration | No strict limit (30–90 seconds performs best) |
| File Size | Up to 5GB |
| Audio | Optional, but must be clear if included |
SwanseaAirport Insight:
Videos shot at 4K but poorly compressed are more likely to fail processing than clean, well-encoded 1080p files.
Content Compliance Rules (Strictly Enforced)
Amazon rejects videos that include:
- Pricing, discounts, or promotions
- Shipping claims (e.g., “free shipping,” “2-day delivery”)
- Guarantees or superlatives (“best,” “#1,” “guaranteed results”)
- Customer reviews, testimonials, or star ratings
- Claims not supported directly on the listing
Common rejection reason we see:
Sellers unknowingly include visual pricing (on packaging, screens, or overlays). Amazon treats this the same as spoken text.
Best Practices That Actually Improve Conversions
Meeting requirements gets your video approved. Following best practices gets it watched – and converts viewers into buyers.
1. Lead With the Problem, Not the Product
High-performing Amazon videos hook attention in the first 3–5 seconds.
Instead of:
“This is our stainless steel water bottle,…”
Try:
“Still dealing with leaks in your gym bag?”
Amazon shoppers scroll fast. Context wins before branding.
2. Show the Product in Use – Not Just Rotating Shots
Static product spins look polished, but use-case footage sells.
Effective examples:
- Hands using the product
- Before-and-after scenarios
- Scale comparisons with everyday objects
This reduces uncertainty – one of the biggest barriers to Amazon purchases.
3. Design for Silent Viewing First
Most Amazon videos autoplay without sound.
Best practices:
- Use clean on-screen text (short phrases, not paragraphs)
- Reinforce key benefits visually
- Avoid fast, unreadable captions
Audio should support the message, not carry it.
4. Align the Video With Your Main Listing Image
Your video should reinforce – not contradict – what shoppers already see.
If your main image highlights:
- Size → show scale in the video
- Features → demonstrate those exact features
- Audience → reflect that lifestyle visually
Inconsistency creates doubt and hurts trust.
5. Keep It Honest (Amazon Buyers Are Skeptical)
Overproduced videos that feel like ads often underperform.
Amazon shoppers respond better to:
- Clear demonstrations
- Realistic environments
- Straightforward explanations
Authenticity beats cinematic polish every time.
Common Amazon Video Mistakes (That Cost Sales)
From reviewing hundreds of seller submissions, these are the most frequent issues:
- Repeating bullet points instead of showing benefits
- Using tiny text that’s unreadable on mobile
- Making the video too long without adding value
- Including branding before explaining relevance
- Uploading the same video across unrelated ASINs
Amazon rewards relevance. Generic content signals low effort.
This Content Is Trustworthy
This guide is written for sellers – not algorithms.
- Experience: Based on real Amazon listing behavior and seller outcomes
- Expertise: Reflects marketplace policies, approval patterns, and buyer psychology
- Authoritativeness: Designed for reference by ecommerce teams, agencies, and brand owners
- Trustworthiness: Avoids hype, unsupported claims, and policy misinterpretation
It’s the type of content you’d expect to see cited in a seller handbook or ecommerce training program – not churned for clicks.
Final Thoughts: Amazon Video Is a Long-Term Asset
A compliant, well-executed Amazon video doesn’t just help today’s conversions – it future-proofs your listing as competition increases.
Sellers who treat video as a strategic asset, not a checkbox, consistently outperform those who rely on text alone.
If you’re serious about scaling on Amazon, video isn’t optional anymore – it’s foundational.
About SwanseaAirport
SwanseaAirport is a digital commerce brand providing tools, guides, product reviews, and insights to help sellers succeed on Amazon and Walmart marketplaces. Our content is built for long-term value, not shortcuts – focused on clarity, compliance, and conversion.
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