Videos on Amazon Listings: What’s Working in 2025 (and How We’re Using It at PAS)
Most sellers still think of video as a “nice to have” on Amazon. But for the brands we manage at PAS, it’s one of the most strategic levers for conversion, trust-building, and differentiation.
Let’s go beyond the basics and talk about how we actually use video today—and how you can do the same.
Where Videos Appear on Amazon
Before we dive into tactics, here’s a quick clarification:
- Main Image Gallery (listing video): Every seller enrolled in Brand Registry can upload one video here. This is where most sellers start.
- A+ Content: Only available if you’re using A+ Premium. If you don’t have access yet, you’ll need to enroll or work with an agency partner who does.
- Amazon Brand Store: Great place for multiple videos, including banners, lifestyle visuals, and educational clips.
Use Case #1: Reinforce the Product’s Unique Features (Main Listing Video)
Most shoppers skim. A well-made video in your image carousel gives them a fast, visual confirmation of what your product is—and what makes it worth buying.
At PAS, we work closely with clients to match their core product features with their visual storytelling. If your bullet points say “heat-resistant up to 500°F”, the video better show that moment in action.
Tactic: Start with a 30–60 second highlight video that shows:
- The product in use
- A close-up of key features
- Brand personality
Use Case #2: Connect with the Product Avatar
This is where many brands miss the mark.
Your video isn’t just about the product—it’s about the person watching it.
We recently helped a client update their video to reflect real usage by their actual target audience (not stock actors). The result? Higher engagement and a noticeable drop in returns.
Tactic: Create a lifestyle video that mirrors your customer:
- Fitness gear? Show real people working out.
- Parenting product? Feature actual parents solving a relatable pain point.
- For ZipString, one of our clients, we leaned into community: showcasing tricks posted by users, then teaching others how to do them. It builds a story around the product, not just about it.
Use Case #3: Build Connection with A+ Premium Video (Food & Recipe Brands)
If you’re in the food or kitchen category, A+ Premium is where you can shine.
Video modules here allow for multiple placements. We’ve used this format to:
- Showcase 2–3 recipe ideas per product
- Feature real chefs or creators using the item
- Layer different use cases (home cooking, entertaining, meal prep)
The benefit? It creates emotional and functional context, which is especially powerful for NTB (new-to-brand) shoppers.
Tactic: Use each video slot in A+ Premium to show a different moment in the customer journey—discovery, usage, enjoyment.
Use Case #4: Solve Setup or Usability Challenges (Instructional Videos)
Instructional videos reduce friction, confusion, and returns.
If you’re getting reviews like “didn’t know how to use it” or “instructions unclear,” a 45-second how-to video can fix that.
Tactic: Keep it simple:
- Show unboxing > Setup > Usage > Tips
- Use text overlays for clarity (especially on mobile)
Bonus: Repurpose Your Content Across Channels
Once you’ve made a good video, don’t let it live on Amazon alone.
- Recut for Instagram or TikTok
- Embed on your DTC site
- Use snippets in email sequences
We help our clients structure creative production in a way that serves all platforms, not just one.
Final Thoughts
Videos are no longer optional—they’re expected.
Whether you’re showing the problem your product solves, reflecting your customer’s lifestyle, or guiding them through setup, each video is a chance to build confidence and drive action.
At PAS, we treat videos as part of a bigger content ecosystem—not just an add-on.
If you’re not sure what kind of video your listing needs most, start by asking this:
What’s the one thing your customer must see to believe?
Build your video from there.