The Case for Video in A+ Content and Brand Store Pages on Amazon
Introduction
As Amazon’s marketplace welcomes more AI-generated images and listings, high-quality video content is becoming even more crucial for setting brands apart, driving sales, and enhancing brand visibility. While Product Listing Videos — the videos that appear in the image gallery on product detail pages and in mobile search results — remain the most impactful video placement on Amazon by a wide margin, adding video to A+ content and Brand Store pages plays a meaningful supporting role in educating customers and reinforcing brand positioning.
In this article, we’ll explore why video can be a valuable addition to A+ content and Brand Store pages, and examine best practices for using it effectively.
What is A+ Content and a Brand Store on Amazon?
A+ Content
A+ content allows Amazon brands to enhance their product listings with visually appealing elements like comparison charts, product descriptions, and multimedia to help customers better understand a product’s features and benefits. Sellers can choose between basic or Premium A+ content, with Premium unlocking the ability to embed videos.
Brand Store
The Brand Store gives Amazon sellers the opportunity to showcase their brand’s identity, mission, and values across a customizable, multipage storefront. This space is essential for building consumer trust and helping shoppers connect with the brand on a personal level. The Brand Store is especially useful for purpose-driven brands looking to highlight their story and product range in one place.
Note, however, that while Brand Stores support video, the Brand Story module (found below the product listing) does not currently offer video capabilities.
Together, A+ content and Brand Store pages are valuable tools for differentiating your brand and building a stronger presence on Amazon.
Photo by Wesley Tingey on Unsplash
The Growing Role of Video in eCommerce
Video is becoming a core part of online shopping experiences. While adoption on Amazon still trails newer platforms like TikTok Shops, it remains a highly underutilized opportunity for brands. For those willing to invest in video now, it’s a chance to stand out.
According to Amazon’s Guide to Premium A+ content:
- Sales can increase by up to 9.7% when video is added to product pages
- 96.3% of surveyed customers said video was important when researching products
- Shoppers who view videos are 3.6x more likely to convert
While these stats highlight video’s potential across Amazon, Product Listing Videos typically deliver the highest returns. Still, adding video in A+ content and Brand Stores helps round out the customer experience by offering additional touchpoints for education, storytelling, and differentiation.
Amazon’s Guidelines for Video
Amazon’s official guidelines on video usage emphasize that content should be concise, informative, and directly relevant to the product or brand. While video is encouraged in Premium A+ content and Brand Stores, it must meet Amazon’s quality standards for approval.
When implementing video in these placements, brands should aim to do more than just meet the requirements — they should focus on creating truly engaging, valuable content that will surprise and delight customers.
Best Practices for Video on A+ Content and Brand Store Pages
Focus on Storytelling
Use video to tell a compelling story — whether that’s highlighting your brand’s mission, showing a product in use, or demonstrating how it solves a problem.
Keep Videos Short and Engaging
Aim for under 10 to 20 seconds in A+ and Brand Store placements. In the fast-paced world of eCommerce, brevity matters.
Prioritize High-Quality Production
A professional-looking video makes a noticeable difference in how your brand is perceived. That doesn’t mean expensive equipment — good lighting, clear sound, and a clean presentation go a long way, and it’s possible to get to this quality level with just a phone.
Conclusion
Video is a powerful tool for enhancing A+ content and Brand Store pages on Amazon, offering benefits like increased customer engagement, higher conversion potential, and improved SEO performance. Adding complementary videos in A+ content and Brand Stores strengthens your overall brand presence and provides valuable context for browsing customers.
A thoughtful approach that combines video with strong written content can help brands maximize visibility and build deeper connections with shoppers.
