In the latter part of 2018, Amazon unveiled Storefronts, an exclusive page for your brand that showcases your products in multiple formats such as by category or avatar. You have the freedom to include tiles, images, carousels, and videos on your homepage. 

This homepage is what prospective customers will first see when they click on your brand name in a listing or if they click “Shop More” or “Shop [insert brand]” on your Sponsored Brand Ads.

Having your own dedicated page on Amazon is a refreshing experience. However, the question remains: how do you maximize it? What do you show to your customers when they land on your page?

One highly effective way of showcasing your offerings is through a video on your Amazon store homepage. In this article, we will explore multiple approaches on how you can make use of videos on your Amazon Storefront.

The Power of Amazon Video

First, let’s discuss the reasons why adding a video to your Amazon store is crucial. As you create your Amazon brand storefront, you have a plethora of options such as image tiles, text tiles, and product preview tiles. So, why should you prioritize adding video content?

Well, videos provide you with the unique opportunity to lead the sales conversation entirely. Once a customer hits the play button, they are transported into your sales presentation and effortlessly guided through it. Of course, this is only possible if you know how to craft an effective video.

Moreover, recent consumer surveys reveal that most shoppers prefer to watch a video to learn about a product instead of reading about it. This highlights the importance of having a compelling video on your Amazon store page to enhance the shopping experience for your customers.

Ways to Use Video on Your Amazon Storefront

1. Your Brand Story, Values, or Value Proposition

Video can be a powerful tool to communicate your brand story, values, and value proposition. Take advantage of this by educating shoppers on why they should choose your brand. You can do this by sharing the founder’s story or explaining how your brand came to be.

Highlight what makes your brand unique and communicate the values that your brand holds. Sharing your brand story is an often-overlooked piece of the persuasion puzzle. 

It can reveal your unique value proposition and when encased in a story, it is more likely to be consumed and believed. 

Additionally, if a consumer can relate to the same outrage you may have about a product, category, or industry, you instantly make a deeper connection.

If you tell a consumer what you value, they’ll often extrapolate that those are qualities they’ll experience when they shop with your brand.

A great example of a brand using video to communicate its value proposition is Dash’s Amazon storefront:

In their video, they highlight that they offer support for their products through online videos and instructions. This demonstrates to the consumer how they will benefit from their product and builds trust with the brand. 

Dash could have simply stated this in their copy, but using video to demonstrate how their resources can be used helps the consumer envision themselves receiving the benefit.

2. Showcase Families of Similar Products

It can be overwhelming for customers to browse through every individual product you offer, especially if you have a wide range of items. Instead, you can showcase families of similar products using video.

For instance, if you have a brand that focuses on eco-friendly kitchenware, you can group your products into categories such as utensils, plates, napkins, and more. By featuring these families of products in a video, you’re able to communicate to shoppers the breadth of your catalog without overwhelming them.

Suppose you’re in the supplements market. In that case, you can create a video highlighting a particular product family, such as “relaxation and sleep aids,” which can be an effective cross-selling technique for your entire catalog.

3. Showcase Your #1 Best-Selling Product

Another effective way to use video on your Amazon storefront is to showcase one of your best-selling products.While many Amazon product videos rely on the same basic tactics, such as displaying text that outlines product features and benefits, there are more creative ways to stand out from the crowd.

For instance, you might present the product feature and follow it up with a demonstration of the benefit of that feature. Alternatively, you could provide a scientific explanation of how the product works, or share a story that ties the product to a larger consumer desire.

An example of a great video for a best-selling product is found on the Tru Niagen Amazon storefront:

The video demonstrates how the product works at a cellular level and also emphasizes the unique features that set it apart from other supplements on the market.
By showcasing their product in this way, Tru Niagen creates a compelling argument for why customers should choose their supplement over others.

When showcasing a best-selling product on your Amazon storefront, it’s important to go beyond the typical features and benefits text and create a compelling video. One effective approach is to provide an in-depth explanation of how the product works, ideally with the help of experts or authority figures.

However, it’s crucial not to get too technical and risk losing the consumer’s attention.

The Tru Niagen storefront provides a great example of this approach by using doctors to explain the main supplement properties while overlaying diagrams on the interview. This type of extra explanation can help consumers understand the value of the product and ultimately lead to a purchase.

4. Highlight The Lifestyle / Sell The Vision

Using video to highlight the lifestyle your customer would like to achieve is a powerful technique for lifestyle brands. It allows you to subtly communicate how your product can serve a role in the shopper’s life and the positive benefits they may receive from using it.

An excellent example of this is the Camelbak Storefront, which showcases people using Camelbak travel mugs while hiking and camping in various locations and weather conditions:

By doing so, Camelbak is appealing to the adventurous spirit of its target audience, implying that its products are essential for outdoor enthusiasts who want to stay hydrated while on the go.

Wrapping Up

Now that your Amazon Storefront is set up, it’s time to think about how you can use video to connect with your ideal customer. Incorporating video on your homepage is a powerful way to communicate what your brand has to offer.

Instead of just relying on category or avatar-related pages in your navigation menu, take advantage of the opportunity to welcome visitors and make a lasting impression. Share your brand story or value proposition, highlight a best-selling product, or use any of the other video types we discussed in this article to engage and inspire your customers.

So get creative and start planning your video strategy for your Amazon Storefront. With the right approach, you can use video to build deeper connections with your customers and drive more sales.

Happy selling!