Amazon Product Video Guidelines | Guidelines and Requirements

In the world of e-commerce, visuals reign supreme. Customers crave engaging product experiences that allow them to truly understand what they’re buying. This is where Amazon product videos come in – they offer sellers a powerful opportunity to showcase their offerings in a dynamic and immersive way. However, making videos that resonate with customers and comply with Amazon’s guidelines is an art. This article will walk you through everything you need to know to create exceptional Amazon product videos that drive sales.

Amazon Product Video Guidelines

Types of Amazon Product Videos

Amazon offers several video format options to showcase your products effectively:

Product Highlight/Feature Videos: These videos focus on highlighting your product’s key features, benefits, and how it works.

Lifestyle/Utility Videos: These videos demonstrate how your product can be used in real-life scenarios, appealing to customers’ lifestyles and needs.

Unboxing Videos: As the name suggests, these videos showcase the unboxing experience, giving customers a sneak peek into what they can expect upon delivery.

Product Comparison Videos: These videos compare your product to competitor offerings, helping customers make informed decisions.

Amazon’s Video Requirements

Before you start filming, it’s crucial to understand Amazon’s technical specifications and content guidelines to ensure your videos meet their criteria.

Technical Specifications:

  • Resolution: Minimum 1280 x 720p (HD)
  • Aspect Ratio: 16:9
  • File Formats: MP4, MOV, FLV, AAC, AVI, 3GP, MPEG-2
  • Audio: Clear narration or background music in the target audience’s language
  • File Size: Under 5GB

Content Guidelines:

  • Video Length: Between 30 seconds and 2 minutes
  • Focus: Highlight product features, benefits, and use cases
  • Visuals: High-quality visuals with good lighting on the product
  • On-Screen Text: Consider adding on-screen text for key points (helpful for silent viewing)
  • Call-to-Action: Include a clear call-to-action
  • Engagement: Keep it informative yet engaging

Branding Guidelines:

  • Minimal branding to avoid distracting from the product

Compliance Requirements:

  • No defamatory, promotional, false, or misleading content
  • No contact information or redirecting away from Amazon
  • No reviews, testimonials, or copyrighted material

Best Practices for Creating Effective Amazon Product Videos

Highlight How the Product Solves Customer Problems: Successful product videos demonstrate how your product can solve specific customer pain points or fulfill their needs.

Show the Product in Use: Don’t just talk about your product – show it in action through demonstrations and real-life use cases.

Use Clear, Concise Language: Keep your language simple, straightforward, and easy to understand for your target audience.

Include Multiple Camera Angles and Close-Up Shots: Varied angles and close-ups allow customers to see the product from different perspectives and appreciate intricate details.

Keep it Concise: While Amazon’s guidelines allow for videos up to 2 minutes, shorter videos (around 60-90 seconds) tend to perform better by maintaining viewer attention.

Ensure Silent-Viewing Friendliness: Many customers watch product videos without sound, so ensure your visuals and on-screen text convey the message effectively.

Prioritize Production Quality: High-quality audio, lighting, and editing can elevate your video’s professional appearance and appeal.

Consider Professional Video Production: If you lack the resources or expertise to create a polished video in-house, consider hiring a professional video production company.

How to Create an Effective Amazon Product Video: Step-by-Step

Now that you understand the guidelines and best practices, let’s dive into the actual process of creating an effective Amazon product video.


Define Goals and Plan Content: Start by determining the primary goals of your video (e.g., highlight features, demonstrate use cases) and plan the content accordingly.

Write a Script and Storyboard: Develop a clear script that aligns with your goals and creates a cohesive narrative. Storyboard your shots to visualize the flow.

Gather Products and Props: Ensure you have all the necessary products, accessories, and any additional props required for the video.


Equipment Setup: Invest in a decent camera, lighting equipment, and external microphones for high-quality audio capture.

Filming Tips:

Framing: Experiment with different angles and shot compositions to showcase your product effectively.

Lighting: Proper lighting can make your product look more appealing and professional.

Sound: Use an external microphone for clear audio and consider recording in a quiet environment to minimize background noise.


Video Editing Software: Use video editing tools like Adobe Premiere Pro, Final Cut Pro, or even free options like DaVinci Resolve or iMovie to polish your footage.

Graphics, Text Overlays, and Music: Add graphics, text overlays, and background music to enhance the visual appeal and engagement of your video.

Optimizing for Amazon: Ensure your final video meets Amazon’s technical specifications by encoding it in the correct format and resolution.

By following the guidelines, best practices, and actionable steps outlined in this comprehensive guide, you’ll be well on your way to creating captivating Amazon product videos that resonate with your audience, drive sales, and propel your e-commerce business to new heights.

Happy filming!

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