Sellercast: Increasing Your Conversions With Amazon Videos
On May 13th, 2019 our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about the benefits of adding video to your Amazon listing images, how to do it, and what to have in your videos.
Andrew Maff: What's up? Episode number 27 of the Seller's Cast. I'm Andrew Maffetone.
Gina Milazzo: I'm Gina Milazzo.
Andrew Maff: And today we are talking about increasing your conversions with video on Amazon. Bah! So, video.
Gina Milazzo: You're watching one right now. Good start!
Andrew Maff: Get it? So, video on Amazon. Where does it go?
Gina Milazzo: [crosstalk 00:00:35], like start the video.
Andrew Maff: So, Amazon Video. So one thing actually I want to get this out before we get into video, no one seems to know this, because we get this question a lot about how do I put a video on my listing? So A, you have to have your brand registered, and the reason is because for some odd reason, it's in the enhanced brand content thing. So go to advertising, then enhanced brand content, then it's in that little section right there, and it shows up in the listing and the listing images, not the enhanced brand content section. Why it's in that tab, I don't know; I don't work there, I'm not complaining, I'm just saying that's where it is.
Gina Milazzo: It's probably [inaudible 00:01:16] just for people [inaudible 00:01:16] registry, but [crosstalk 00:01:16] it's pretty stupid.
Andrew Maff: So we do see [inaudible 00:01:21], obviously. We got to the point on that. So, video on Amazon. Video always shows up as the last image area, as a video. I usually suggest a minute or less.
Gina Milazzo: Agree.
Andrew Maff: Unless it's a very complicated, differentiated product that needs more explaining. Some, I would say some tech, probably you can go over a minute. I actually don't know what the maximum is. I don't, I know you can't upload, like Lord of the Rings trilogy thing up there. So there's got to be a max, but honestly, people don't have the attention span for that long, so minute or less if you can. Even if you can just get a video of your product rotating, at bare minimum, or-
Gina Milazzo: Someone holding it in their hands for a [crosstalk 00:02:13]
Andrew Maff: You'd be-
Gina Milazzo: That's perfect.
Andrew Maff: Take a phone, and just stick it up on the wall, hit record, and explain what the product is. No matter how cheap and crappy your video is, you would be shocked as how it's better than not having a video.
Gina Milazzo: I would be overjoyed at a crappy phone video as opposed to no video.
Andrew Maff: Yeah. Plus sometime you come just make them funny [crosstalk 00:02:36]. Like, oh, I'm selling a protein bar, and then just like-
Gina Milazzo: Protein!
Andrew Maff: What if it was just a guy eating a protein-
Gina Milazzo: That's really, I wouldn't want that. Well, the sound of the wrapper crinkling would give me some insight into what type of wrapper it is.
Andrew Maff: I don't know, like that ASM stuff freaks me out.
Gina Milazzo: ASM!
Andrew Maff: Isn't that what it is? Is that not it?
Gina Milazzo: ASMR.
Andrew Maff: Oh, ASMR. ASM's something different. Don't google what ASM is. I have a feeling it's, I'm pretty sure it's not a good thing. Anyway. So, video. So, call outs, [inaudible 00:03:09] graphics. The biggest benefit I see to video especially is for some reason people really want to know how big something is, maybe it's a guy thing. But they just want to know, like if a girl's buying a dress, and you want to like float in it, you want to see if it floats and if it flutters, so you do like a slow spin kind of thing.
Gina Milazzo: [crosstalk 00:03:30].
Andrew Maff: How big the lipstick is, if it's that big or if it's like that big, you'd want to know how big it is.
Gina Milazzo: I'm walking out.
Andrew Maff: Yeah, so infographics, call outs, testimonials. You would know this better, actually. Can you do testimonials in videos?
Gina Milazzo: [crosstalk 00:03:48] kind of weird, gray area; they don't like, if they think it's like you paid someone to talk about the product, that's kind of the gist of it, I'd say probably not.
Andrew Maff: Amazon rules still stand, so you can't put your website or phone number or [crosstalk 00:04:01] address or email or anything.
Gina Milazzo: [inaudible 00:04:04] Instagram, Snapchat. No finding love [inaudible 00:04:07].
Andrew Maff: Super bland, super boring. Obviously put your brand in there, slap a logo in there. But we always suggest doing video. If you're one of those lucky sellers, and you can do it in your enhanced brand content, by all means. But not everyone gets that.
Gina Milazzo: I was like, where is he going with this?
Andrew Maff: Sometimes if you, some people have had a beta version; I believe Vendors Central you can pay to upgrade to like A+ premium bro status, and you can actually slap a video in the A+ area.
Gina Milazzo: And they [crosstalk 00:04:39]
Andrew Maff: But then you're a vendor, and no one wants to do that, so [inaudible 00:04:42] issue. But we suggest, obviously if you can get the enhanced brand content video section, we always suggest doing that. But [crosstalk 00:04:50], no. Otherwise-
Gina Milazzo: Oh, dad.
Andrew Maff: [crosstalk 00:04:54] hundred, I get it. Otherwise, I think that's all I got.
Gina Milazzo: Yeah. Make videos. People like videos.
Andrew Maff: Tool of the day. So we like to use Wave. So wave.video. I think the, it's like weird. The main company's like Animatron or something like that. But either way, the website, wave.video. Go there, use them; you can upload a product picture. You can grab some stock video that's not too stock and bad. You can have little call outs and all that fun stuff, but that's what we suggest you use. And thanks for joining.
Gina Milazzo: Bye!
Andrew Maff: So comment below, let us know what you want to talk about next week or any week after that, and of course subscribe, and we will see you for episode 28.
Gina Milazzo: [inaudible 00:05:42] lipstick.
Andrew Maff: Peace!
Gina Milazzo: Peace.