Videos on Amazon Listings: What’s Working in 2025 (and How We're Using It at PAS) - Professional Amazon Services

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.

https://pasagency.com/wp-content/uploads/2025/05/Videos-on-Amazon-Listings.webp9001900Rubenhttps://pasagency.com/wp-content/uploads/2026/01/Logo.webpRuben2025-05-22 15:43:002026-03-31 20:58:51Videos on Amazon Listings: What’s Working in 2025 (and How We’re Using It at PAS)