Brand owners can share this URL on social media to drive traffic to their product listings on. Shareable Content to Drive Traffic to ListingsĪ great thing about video shorts is that every video has its own unique ASIN this means it has its own URL. Nevertheless, I have seen sellers benefit from higher conversion rates and increased sales since adding video shorts, despite the location further down the detail page. The only downside is that they appear further down the page, below the product description, unlike the product videos uploaded by vendors that appear above the fold as an image thumbnail. On the product pages they will appear as Related Video Shorts. Video shorts appear in two places on the Amazon website: in the Video Shorts section and on the product detail pages. Amazon still wants to maintain the integrity of its reviews. Product reviews also exist within video shorts, but these are customer-provided rather than produced by brand owners or video channels. The video shorts that focus on products can also drive traffic to product listings by highlighting the products on the right-hand side of the video, allowing customers to click on the item and be directed straight to that specific product’s detail page.Īmazon video shorts come in different forms: advertisements, how-to's, product demonstrations, unboxing experiences, product comparisons, and vlogs. Some of these are generic, such as How to Choose the Right Sheets, and others focus on specific products, such as the GoPro Hero Session. Click here to briefly check out some of the Amazon video shorts that are live. It’s a short video, similar to an infomercial. That is why sellers have found an alternative solution to adding product videos to their listings via video shorts. It is almost seen as an unfair advantage. This naturally creates frustration among sellers as they know how much a video can help not only increase sales but also enhance the customer experience, which is the number one priority for Amazon. September 2020 update: Third-party sellers now have the ability to upload Amazon product videos. This is not a feature currently available for most sellers, although a select few have the option to upload videos. At this time, only vendors have the ability to upload product videos onto their product pages. While most brands understand the importance of videos, it isn't so simple on the Amazon marketplace. They can explain features that are not possible in product images alone and inspire consumers to believe in the product and make a purchase. Bring your products to life with videos! Product videos, if done correctly, help buyers make a more informed buying decision, increase conversions and ultimately increase sales.
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