Sell on Amazon Sign in
This article applies to selling in: Canada

Video best practices

Here are the best practices we recommend for selling partners to help maximize their video content. We recommend sellers upload product-focused videos to help inform our Amazon customers to make more confident purchasing decisions. These videos must also comply with Amazon’s community guidelines and the video compliance requirements . Note that these best practices may be modified from time to time so you’re encouraged to check back for updates.

  • Descriptive, demonstrative, product-focused—note your content must be descriptive, demonstrative, and product-focused in order to meet our quality bar.

Demonstrative – Customers are looking to understand a product’s features and value proposition. The primary benefit of a video is that a shopper can actually see a product “in action.” How it actually looks, how a person uses it, what it sounds like, and so on, can’t be communicated through text and images. If a video fails to demonstrate the product, then the primary value proposition is lost. Just showing the product is not demonstrative; you must show it in use in the environment where it is used. Shoppers expect to see the product out of the packaging and in use.

Descriptive – What is it, what are the features, who is it for, and why is it different and better than other choices? Also, when relevant, how big/small is it, how heavy is it, how easy is it to use, clean, store, and/or assemble the product? The customer is trying to make a decision, and the best videos are the ones that anticipate and answer customer’s questions and concerns. The customer is looking for your unique perspective; just reading the value propositions from the package or website is not descriptive.

Product focused Shopping videos are intended to help Amazon shoppers with their product research. Any video that fails to meaningfully describe or demonstrate a product is one we will consider advertising and the selling partner is invited to pursue one of Amazon’s ad placements for distribution. To “describe a product,” a video needs to provide visual, text, and/or voice-over content that delivers verifiable information about product features, uses, materials, sizes, and/or similar characteristics that will help the shopper understand what they will get if they purchase the product.

Concise and gets to the point

We do not want to waste shoppers’ time. While some context setting is a good thing, the best videos will start providing informative, useful information almost immediately and will avoid verbosity, long introductions, and unnecessary content. Videos should get to the point, stay on point, and keep the story succinct while also delivering key points about the product(s). We prefer shorter-form videos that range between 1 to 12 minutes in length.

Authentic and trustworthy

Shoppers are seeking facts about the product they’re considering, so videos need to be believable and earn customer trust. Providing truthful, accurate, and substantiated claims about a product and avoiding hyperbole helps build that trust. On-screen talent and personalities should employ a voice that’s friendly, sincere, and helpful. All videos should be created by and feature the influencer whose account is associated with the video; featuring an outside host on your account is confusing to the shopper.

Good production value

Ample lighting, good product visibility, high-quality audio, and other aspects of good video formatting are key contributors to the overall video experience. Shoppers want to be able to clearly see and understand the product, but also, poor quality erodes consumer confidence. Videos with poor audio, sloppy sets, and choppy video quality can send a message that the product(s) being sold is also of poor quality or that the seller cannot be trusted.

Keep the shoppers shopping

When customers are watching your videos, they are in shopping mode. Help them to stay in shopping mode by staying focused on the products. Don’t steer them off course by driving them to your other websites and social channels.

Relevant product tagging

Tag products that are featured in your video. Featured means you discuss the product in your video and show it visually on screen. Tagging unrelated products does not provide customers with the best customer experience, or assist customers with their shopping decisions. *Videos with inaccurate product tagging will be rejected and removed.* Tagging similar products in an attempt to get more exposure for your video is not allowed. In terms of products with variations like size and colour, there is no need to tag every variation of a product, just tag the most accurate one and Amazon will auto-associate the rest.

Title and thumbnail make sense and accurately represent your content

Titles and thumbnails are what inspire shoppers to view a video. Sellers should spend time crafting video titles that are short yet descriptive, grammatical, clearly written, and successfully set user expectations about what they’re going to see when they watch. Thumbnails should have a strong, vibrant image that looks great small, and conveys key information about your video. If you add text to your thumbnail, make sure to use a font that’s easy to read on-screen.

Rights and infringement

Don't post content in a way that infringes the intellectual property or other proprietary rights of others. Only post your own content or content that you have permission to use. For example, unless you have obtained permission from all relevant third parties, do not play music or include images, artwork, or other audiovisual works in your videos. You should also avoid wearing clothes, jewellery, or accessories with prominently visible branding if you don’t have permission from the brand owner.

Amazon will protect the customer experience, and in doing so will reflect the spirit, not merely the letter, of the video content guidelines. Amazon reserves the right to suspend or terminate your account, or pause or remove any content that we deem to be negatively affecting the viewer experience, whether or not the content has been explicitly prohibited by these video content guidelines. In addition to these video guidelines, you must comply with the terms and conditions in the Amazon community guidelines, conditions of use, privacy policy, and the restricted products policy.

Sign in to use the tool and get personalized help (desktop browser required). Sign in

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2022,, Inc. or its affiliates