Top 21 Amazon Product Videos Guidelines to Master Product Listings

In recent years, video content has become a vital part of the modern e-commerce experience. As the world’s largest online marketplace, Amazon offers extensive video marketing opportunities to sellers looking to engage potential buyers and drive conversions. Clearly, video’s unique ability to capture attention makes it a critical e-commerce marketing tool.

With video being such a critical marketing medium, Amazon sellers have ample opportunities to leverage this format. On Amazon, brands can promote their products through two main video avenues: Amazon product videos directly on listing pages, and video ads run through Amazon Advertising. Both options allow sellers to showcase their products in a dynamic, engaging way to consumers during their shopping journey.

In the following paragraphs, we will walk you through different sections and how you can master Amazon video marketing and advertising with the help of 3D product animation:

Part 1. Video – The Most Visually Appealing Formats
Part 2. Benefits of Using Product Videos
Part 3. Top 7 Video Types to Choose
          1. Unboxing Video
          2. Product Highlight Video
          3. Lifestyle Video
          4. Explainer Video
          5. Comparison Video
          6. Customer Testimonial Video
          7. Behind-the-Scenes Video
Part 4. Amazon Product Video Rules to Abide by
Part 5. Amazon Product Video Specs and Ideal Length
          1. Specs Requirements
          2. Ideal Video Length
Part 6. Fuel Amazon Product Videos Like A Pro
          1. Production Quality
          2. Presentation Style
          3. Brand Consistency
          4. Optimization
          5. Supplementary Content
          * Other takeaway tips
Part 7. Amazon Product Video Created with 3D Product Animation
Part 8. Common Questions About Amazon Product Video Answered

Before diving into the specifics of product videos and video ad formats, it’s helpful to first understand why video as a whole resonates so strongly with modern buyers.


Part 1. Video is One of The Most Visually Appealing Formats

Video is inherently more dynamic and visually stimulating compared to images or text alone. It brings products to life in a personalized way and tells a story that resonates with customers. Viewers tend to be more emotionally affected by moving visuals combined with audio.

Studies show that 64% of customers are more likely to purchase a product after watching a video. 80% of them claim that videos help them make buying decisions: Whether it is a product unboxing, feature highlights, explainers, or comparison videos.

Part 2. Why Use Product Videos for Amazon Product Listings

Adding a product video to your Amazon listings can significantly improve conversions. One survey found that 79% of consumers would rather watch a video to learn about a product than read a description. Videos help customers understand products better and boost confidence in buying. Brands using Amazon product videos have seen conversion rate lifts between 15-30%.

1. Enhance Content Quality

Videos unlock more robust product storytelling compared to images or descriptions. The visual nature allows brands to demonstrate exactly how a product works and emphasize important details. Videos also improve accessibility through captions and audio descriptions. This ensures all potential buyers can benefit from the content.

imagist3ds amazon product video enhance content quality

2. Build Buyer Trust

Seeing how a product looks, functions, and is used in a real-world video builds credibility and trust. The authenticity of the video increases confidence in the product’s quality and ability to perform as advertised. Reducing the risk of disappointment further cultivates loyalty and satisfaction.

imagist3ds amazon product video build buyer trust review

3. Stand Out from Competitors

Product videos give listings a competitive edge in multiple ways. The dynamic video format differentiates listings from those just using static images or text. Customers spend more time engaging with videos, which provides more opportunities to highlight your product’s value. Overall, the video makes listings feel more premium and unique.

4. Boost Performance

Adding product videos to Amazon listings can directly improve measurable performance metrics. Studies show product videos increase conversion rates by making it easier for customers to evaluate products and feel compelled to purchase. The rich multimedia content also boosts SEO, helping listings rank higher in Amazon search results. Plus, the additional product details in videos reduce returns stemming from inaccurate customer expectations.

Part 3. From Product Highlight to Explainer: 7 Video Types to Choose

1. Unboxing Video: “Unveiling the Magic”

An unboxing video is a popular type of Amazon product video that involves the presenter opening the product’s packaging and revealing its contents. This type of video builds anticipation and excitement as viewers get to see the unboxing process, including the initial impressions and the presentation of the product. They provide a sense of transparency and authenticity, helping potential customers understand what to expect when they receive the product.

imagist3ds amazon product video unboxing video

Unboxing videos boost an Amazon seller’s credibility by allowing potential customers to witness the unboxing process firsthand. Sellers can leverage unboxing videos to instill customers’ confidence in the quality of their products.

2. Product Highlight Video: “Spotlight on Excellence”

A product highlight video is effective for conveying the unique selling points (USPs) of the product. It typically involves close-up shots, demonstrations, and detailed explanations of the product’s functionality and advantages. Product highlight videos are making it easier for viewers to understand how the product can fulfill their needs or solve their problems.

imagist3ds amazon product video product highlight

Product highlight videos provide a clear value proposition and help Amazon sellers effectively highlight what sets their products apart, making it easier for viewers to make informed purchasing decisions and eventually increase conversions.

3. Lifestyle Video: “Incorporating Your Product into Daily Life”

Lifestyle videos go beyond the product itself and demonstrate how it seamlessly fits into the viewer’s everyday life and evokes relatability and aspiration. These videos often depict individuals or scenarios where the product is used in real-life situations.

imagist3ds amazon product video lifestyle video

Lifestyle videos enable Amazon sellers to forge a deeper connection with their target audiences. Sellers can use lifestyle videos to help potential customers envision their products as essential parts of their lifestyles.

4. Explainer Video: “Understanding the Product Inside Out”

Explainer videos provide in-depth information about the product and its features, introduce how it works, and address common questions and doubts. They are ideal for complex products or those with unique functionality that requires clarification.

imagist3ds amazon product video explainer video

Explainer videos serve as educational tools for Amazon sellers. These videos use clear visuals, animations, and narration to break down technical details and convey information in a straightforward and engaging manner to provide in-depth information, enhance customer understanding, and reduce uncertainties surrounding their products.

5. Comparison Video: “Choosing the Best Fit”

Comparison videos involve contrasting your product with similar products in the market. By showcasing advantages through side-by-side comparisons, these videos help sellers gain a competitive edge, and build trust with customers by presenting an unbiased evaluation of your product’s strengths. They help viewers make informed decisions by highlighting the advantages of your product over competitors.

6. Customer Testimonial Video: “Real Voices, Real Satisfaction”

Customer testimonial videos feature satisfied customers sharing their experiences and reviews of the product. Testimonials can include personal stories, before-and-after scenarios, or demonstrations of how the product has positively impacted the customer’s life.

imagist3ds amazon product video testomonials

Customer testimonial videos serve as powerful trust-building tools for Amazon sellers. Real customers share their authentic experiences and satisfaction with the product. These videos provide social proof instill confidence in potential buyers, and reassure potential buyers that your product delivers on its promises.

7. Behind-the-Scenes Video: “The Making of Quality”

Behind-the-scenes videos offer a glimpse into the production process, quality control, or the people behind the product. They provide transparency and build a connection with customers by showing the dedication and care that goes into creating the product.

Behind-the-scenes videos provide Amazon sellers with an opportunity to showcase their dedication and commitment to quality. These videos can convey a sense of trustworthiness and authenticity, which can be particularly appealing to discerning shoppers.

Part 4. Amazon Product Video Rules Every Sellers Should Abide by

Each platform comes with its own set of rules and regulations, and failure to adhere to these guidelines can lead to the removal of your video content or the suspension of your seller account. We will now delve into the rules that are banned by Amazon every seller should keep in mind to avoid such pitfalls.

1. Compliance & Legal Guidelines:
  • DON’T include controversial, political, sexual, or other inappropriate content;
  • DON’T imply celebrity endorsements or infringe on others’ intellectual property;
  • DON’T use legitimate licensing content such as images and music without citing sources;
  • DON’T make derogatory claims about competitors. Only present factual data with evidence;
2. Content Regulations and Guidelines:
  • DON’T upload products from the restricted categories such as medical, sex, and alcohol;
  • DON’T modify the manufacturer’s warranty to incentivize customers to buy from you.
  • DON’T leave contact information and direct customers away from Amazon to other sites.
  • DON’T ask for positive reviews for cashback or any other types of rewards.
  • DON’T mislead or exaggerate about the capabilities and limitations of your products;
  • DON’T include time-sensitive discount-oriented languages such as “cheap”, “flash sale”, etc.
3. Enhance Customer Experience
  • DON’T use generic stock footage. Use actual product footage to enhance trust and reliability.
  • DON’T use excessive high-resolution videos to ensure the video loads and plays smoothly.
  • DON’T overuse special effects to prevent distracting customers from the product itself;
  • DON’T use jargon or technical language that viewers can not easily understand;

Part 5. Amazon Product Video Specs Requirements and Ideal Length

Amazon has specific requirements for product videos that sellers must adhere to for better performance of their product listings. These requirements encompass various aspects of video creation, including resolution, aspect ratio, file format, audio quality, and more. Complying with these requirements is vital for a professional Amazon presence. In this guide, we’ll detail Amazon’s product video specs to help sellers create compelling, compliant videos that enhance product listings and attract customers.

1. Amazon Product Video Specs Requirements
  • Horizontal videos with an aspect ratio of 16:9 are recommended;
  • The video must have a minimum resolution of 1280 * 720 pixels;
  • Clear and audible audio is recommended. Can be voiceover, music, or natural sounds.
  • The audio rate should be at least 44 kHz and a bit rate of 128 kbps;
  • Frame Rate: 24-30 FPS. Higher frame rates allow smoother motions but can be larger in size;
  • Language: Entirely in English;
  • Minimal text overlays are requested. Let the visuals tell the story.
  • The supported formats are: MP4, MOV, 3GP, AAC, AVI, FLV, and MPEG-2;
  • Keep file size 50MB max;

Although there are no restrictions on video length, a video should be as short and concise as possible in order to prevent the video from getting too tedious and distract customers’ attention. However, the optimal video length depends on the target audience and the intended purpose of this video is for.

Let’s break down the suggested video lengths for various types of Amazon product videos.


2. Amazon Product Videos Ideal Video Length

a. Ideal Product Highlight Video Length: 30-60 Seconds;
Product highlight videos display the unique selling points of the product, showcasing the main features, and any special benefits it can bring. It focuses on the visual and engaging descriptions aiming to quickly capture the viewers’ attention and provide a snapshot of the product’s key feature.

b. Ideal Explainer Video Length: 60-90 seconds; An explainer video is used for products with impalpable functionalities or that need complex assembly when used. Using clear, step-by-step explanations and utilizing visual aids and animations can help demonstrate the product’s functionality and simplify complex concepts.

c. Ideal Unboxing Video Length: 60-90 seconds;

Unboxing videos show the product’s packaging, reveal how the product is presented, highlight any accessories or extras included in the box, and briefly comment on the initial impressions. It should be concise to maintain viewers’ interest while they need enough time to showcase the unboxing experience.

d. Ideal Lifestyle Video Length: 60-90 Seconds;
The lifestyle video demonstrates the real-life scenarios of the product. A slightly longer video duration allows for storytelling, helping customers envision where the product is being used and how it can enhance the viewer’s lifestyle or solve a problem.

e. Ideal Testimonial Video Length: 60-120 seconds;
Testimonial videos build trust and credibility, they include products reviewed by customers, showing how the product has positively impacted their lives. Slightly longer video allows for more genuine customer experiences, their personal stories, and satisfaction to be shared.

f. Ideal Product Comparison Video Length: 60-120 seconds;
Product comparison involves comparing your products with your competitors parallelly. Focus more on why your product stands out and use side-by-side comparisons, verified conclusions, and clear visuals to prove your to avoid Amazon policy violations.

Part 6. Top 21 Tips to Fuel Your Amazon Product Videos Like A Pro

In this section, we’ll share practical tips and strategies that will empower you to navigate the Amazon product video upload tips like a pro. Whether you’re a seasoned seller looking to refine your video marketing or a newcomer aiming to make a lasting impression, these expert recommendations will help you harness the full potential of your product videos on the world’s largest online marketplace.

1. Production Quality
  • Invest in professional equipment like cameras, lighting, microphones, and tripod;
  • Utilize shooting techniques like camera angles, close-ups, B-roll, movement, and transitions;
  • Leverage advanced editing software to polish, seamlessly trim clips, and color correct;
  • Use properly lit scenes with soft, even lighting and no glares. Use natural light effectively;
  • Film horizontally in landscape orientation optimized for mobile viewing;
2. Presentation Style
  • Hook viewers with an intriguing opening shot in the first 5 seconds;
  • Make emotional connections with enthusiastic yet authentic energy and tone;
  • Use subtle storytelling to build engagement and interest. Don’t overshadow the product;
  • Consider professional VO talent with clear, warm, voiceover and narration that engages;
3. Brand Consistency
  • Include a simple branded splash screen or logo overlay briefly but don’t overpromote;
  • Show branded, attractive product packaging being opened in unboxing videos;
  • Use colors, fonts, logos, design elements that are recognizable as your brand;

imagist3ds marketing collateral featured image
4. Optimization
  • Research relevant keywords and include them in the title, description, and subtitles;
  • Create thumbnail images that compel clicks while representing the video accurately;
  • Add end screens calls-to-action to drive conversions;

5. Supplementary Content

Create how-to tutorials, comparison, and sizing guides to complement the main product video;
Repurpose video content into ads, social media posts, website, etc. for brand consistency;
Shoot background B-roll footage that can be used as cutaway shots.

* Other takeaway tips:
  • Starts with close-up shots to attract viewers’ attention at the very beginning;
  • Mobile buyers take the most share, so ensure legible visual and text for mobile viewing;
  • Use on-screen text to highlight key features for those who have the sound off when watching;

Part 7. Amazon Product Video Guideline: 3D Product Animation for Video Creation

Creating a quality, and converting Amazon product videos is complicated, especially when capturing and explaining the product features of some high-tech products – it requires professional equipment, polished production, compelling visuals and messaging, and engaging narratives. For most Amazon sellers, learning production from scratch has high time costs.

In another article, 3D product images v.s. traditional photography, we’ve discussed the difference between outsourcing your video creation to the video production company or a 3D product video. It’s obvious that CGI 3D animation can be a better choice: Studio shoots also involve hiring photographers and renting equipment and locations, with hourly or daily fees.

Therefore, CGI 3D product animation is often the best. It avoids fixed rental costs, with expenses only based on project complexity. CGI isn’t limited by locations and allows adjusting lighting digitally. Overall, CGI 3D product animation studio, such as Imagist3ds, enables quality videos without production challenges.

Imagist3ds has been devoted to the 3D visualization industry for the past 13 years. After thoroughly understanding your vision and expectations of the Amazon product videos you are going to create: Including the video types, video length, and the key objective of the video. We can bring any product, consumer electronics, furniture, jewelry & watches, packaging, and industrial products to life.  Imagist3ds can start building the 3D models of your product from scratch, draft keyframes of the product video for approval and complete the full render and 3D animation within a week that always surpass your expectation.


Click or drag files to this area to upload. You can upload up to 5 files.
Sending architectural plan, elevation or reference pictures help us offer a fast and accurate price quote.

Part 8. Common Questions About Amazon Product Video Answered

Q: Is it worth your time to add videos to your listing?
A: Adding product videos is the most intuitive method to showcase what your products look like, how they can help, and why you need them. It is definitely cost-effective if you want high conversion and an enhanced brand image. It can accumulate a brand reputation gradually as time goes on.

Q: Who Can Upload Videos to Their Listings?
A: Marketplace brand registered sellers who have a professional selling account and those who have access to Premium A+ content listing can upload videos to their listings.
(If you’re not part of these two groups, there is a workaround―more on that below).

Q: Can I upload an Amazon product video without Being Brand Registered?
A: No, and yes. Actually, Amazon sellers need to be brand registered to have the option to upload product videos next to the main pictures of the product listing. However, product videos can still be uploaded somewhere else on the product listing: under the “Amazon Video Shorts” section (You can’t upload it from the backend, you will need to have a friend or family member with a buyer account to upload this).

Related Reading: Basic Amazon A+ and Premium A+ Content

Q: How long should an Amazon product video be?
A: Regarding product video length, please keep in mind that the idea you want to convey is as clear and concise as possible. The ideal length is from 30 sec to less than 2 mins.

Q: How much does product video listing charge?
A: Amazon doesn’t charge you a cent for uploading product video, the cost only involves the video production itself. Thanks to cutting-edge technology, creating a high-quality product video is cheaper than ever. For a more complete guide on the price quote of 3D product animation rendering, please read on or directly contact us for a price quote.

Q: I am new to 3D product animation, what do I need to prepare in the pre-production phase?
A: There are only a few things you need to include in the brief before initiating your project:
       1. Offer a 3D model of the product (it is OK if you don’t have one);
       2. A product design drawing of every surface, with dimensions (it is OK if you don’t have one);
       3. A clear and uncovered product image pack of every surface so the 3D artists can work on it;
       4. What’s the main focus of this video? Highlighting product features, lifestyle use, or explaining?
       5. Specify your expectations, an image or video reference for the desired atmosphere can be a great help.
       6. Also consider these: Do you have your desired script? What’s the most killing part of your product? Do you need narration over?

Q: How to upload an Amazon product video?
A: If your account supports product video uploading, you can find the simple steps to upload them yourself here: Visit Seller Central, and select “Inventory” from the tab. Then, choose “Upload & Manage Videos” from the list and now you can select or drag the video from your computer.

Q: How many videos can I have on my Amazon listing?
A: You can have 6-8 videos on your Amazon listing. The detail page will prioritize the most recently uploaded video so make sure to upload the most important one first.

Q: Why did Amazon reject the project video I uploaded?
A: Perhaps you’ve skipped part 4 and part 5 which curated a complete list of the common reasons your product videos are rejected. Please jump back to part 4 for Amazon content regulation and part 5 for product video specs to use. Before you submit the product video, make sure the video doesn’t violate any regulations of Amazon policy.

Q: Can I add external links to my Amazon product video?
A: As it is also mentioned in part 4, Amazon doesn’t allow any form of action trying to direct Amazon customers to your website, other platforms, or contact method, or incentivize customers to leave a positive review.

Q: How long will Amazon review my upload?
A: The review process can take up to 7 days, or even longer. Please wait patiently until the “live” status shows up. The video should appear on the product detail page for all related ASINS.


In conclusion, harnessing the innovative power of 3D product animation can truly elevate your Amazon product videos to a new level of impact and engagement. By adhering to Amazon’s guidelines, embracing the creative potential of 3D product animation, and focusing on meticulous video creation, sellers can unlock a whole new world of desirability for their products. If you still have questions about the process of creating and uploading Amazon product videos, please feel free to ask in the comments section below. We will continue to update the article with new answers to ensure you have all the information you need to succeed in your e-commerce journey. Embrace the future of product presentation with 3D animation and watch your products come to life like never before.


Leave a Reply

Your email address will not be published. Required fields are marked *