Complete Guide to Amazon Video Requirements

Video content functions as the main element that helps Amazon listings succeed in today’s competitive marketplace. In a digital market operating at high levels of competition, product listings without video are vulnerable to poor visibility and lower sales performance. Combining high-quality images with detailed text descriptions is no longer enough—it fails to capture shopper attention or demonstrate the complete value of a product. Brands can showcase their offerings more effectively through videos that highlight how products work and reveal their main features better than any static content.

Videos serve two essential functions: they demonstrate product functionality and establish trust between customers and brands. Through their video content, customers can see real-world product applications, helping them understand usage and performance. This connection between customers and sellers strengthens engagement, increases sales, and reduces product returns.

However, to succeed on Amazon, it’s crucial to follow amazon product video guidelines. Amazon enforces specific technical standards and detailed content requirements for all product video uploads. Violating these rules can result in video rejection or listing delays, ultimately affecting your product’s visibility and conversion potential. Staying compliant ensures your videos reach maximum performance while maintaining brand credibility.

This guide provides complete information for sellers who want to create optimized Amazon product videos. It explains who can upload them, the technical and content requirements, and tips for passing the review process efficiently. By following amazon product video guidelines, you can transform video content into a strategic asset that boosts your market presence, strengthens customer trust, and drives higher sales on the platform.

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Why Amazon Video Requirements Matter

Compliance & Approval

Amazon demands suppliers to follow specific video standards that maintain shopping quality and ensure full regulatory compliance. The platform requires every uploaded video to meet particular technical requirements, content restrictions, and design specifications. These amazon product video guidelines include video resolution, file format, duration, audio clarity, subtitle availability, and adherence to advertising policies.

To maintain the marketplace’s integrity and protect buyers, Amazon enforces strict review and approval procedures. Compliance with amazon product video guidelines is mandatory for all sellers, ensuring that every product video aligns with platform standards while delivering a professional and trustworthy shopping experience.

Failing to meet these standards can cause:

• Video rejection during review: The review process will reject videos that fail to meet standards which forces creators to submit new content for approval and delays the release schedule.
  
  
• Delayed listing approvals: Your product listing requires video content to reach maximum visibility because it will help your sales grow faster.
  
  
• A poor customer experience: Video playback failures together with unclear content and misleading information create customer frustration which leads to decreased trust and higher return rates and negative feedback. 

Amazon video requirements adherence ensures your content will pass on the first try which leads to faster approval times and better performance of your listings. The brand protection through compliance allows your website to appear quickly in search results while providing customers with an easy shopping experience and better site engagement.

Video as a Conversion Driver

The visual presentation of your product listing through videos extends past basic display functions because it creates direct effects on buyer actions which generate measurable results in customer participation and product credibility and enhanced sales numbers. 

• Engagement: Videos function as superior attention magnets when compared to static images and text content for audience engagement purposes. The content keeps viewers engaged through visual demonstrations of product features and practical usage examples. Users stay active on the platform to complete their full listing exploration and read all bullet points and extra content because they stay more engaged.
  
  
• Buyer Confidence: Live product demonstrations enable customers to resolve their doubts and uncertainties about the product. Buyers gain better product information through detailed images which reduces their hesitation. The videos show users how to operate the product by demonstrating its benefits and solving typical problems which builds trust and improves conversion rates.
  
  
• A+ Content & Ads: The premium placement of A+ content modules and Sponsored Brands Video ads depends on videos as their core element. The placements enable your brand to expand its visibility through storytelling opportunities and product feature demonstrations which create market differentiation from other brands. The addition of videos to these locations enables sellers to boost product value perception and strengthen their marketing messages which results in higher brand trust and customer conversion rates. 

A video embedded in your product listing will draw in more customers who will stay on your page for longer periods to discover all available features before making their final purchasing choices. The process leads to fewer product returns and better customer satisfaction which produces improved results for your listing.

Who Can Use Video on Amazon?

Brand Registered Sellers

Amazon Brand Registry members who have registered their brands get access to video features which helps them enhance their product listings. The Brand Registry allows you to:

• Add videos to your product detail pages: Product detail pages accept video content which allows businesses to show product features through demonstration and real-world applications and benefit explanations to assist customers in their buying decisions. 
• Use video modules in A+ Content: A+ Content allows video module integration which enables brands to tell their stories while sharing their messages through video content that appears between images and text elements which creates an engaging shopping environment.
  
• Upload branded content to your Amazon Storefront: Your Amazon Storefront accepts branded content uploads. The video content collection from different products and collections enables customers to experience better brand continuity which results in longer browsing time and increased chances of buying multiple products.

Non-Brand Registered Sellers

Amazon Brand Registry exclusion limits sellers to basic video content but they can still use video marketing to boost sales. 

• Run Sponsored Brand video ads: The Amazon advertising system allows product promotion through video content which generates customer clicks and product purchases. 
• Work with select Amazon programs: The vendors who want to add video content to their listings need to join specific Amazon programs which offer this feature through special approval or invitation-only access. 

The Brand Registry provides sellers with the best solution to control their video placement across product pages and A+ content and storefronts. Registering your brand activates these features and gives you extra tools to defend your intellectual property and improve your product listings.

General Technical Video Requirements on Amazon

Amazon sets specific technical standards that every seller must follow when uploading product videos to the platform. Adhering to these amazon product video guidelines is essential to prevent video rejections, listing delays, and compliance issues. Meeting these standards ensures that your videos function smoothly across all devices while maintaining exceptional visual and audio quality. By following amazon product video guidelines, you also enhance customer satisfaction and uphold Amazon’s professional content requirements.

Video File Specs

• Formats Accepted: The platform accepts three video formats which include MP4 and MOV and FLV. These formats function with Amazon's video player to deliver uninterrupted video playback across desktop and mobile platforms.
  
  
• Preferred Aspect Ratio: The 16:9 widescreen format serves as the preferred standard for product detail pages and A+ Content. The aspect ratio produces a cinematic effect which matches standard display dimensions while keeping picture sharpness intact.
  
  
• Accepted Aspect Ratios: The 1:1 square format works for posts but the 16:9 aspect ratio stands as the preferred choice for PDPs and A+ content because it delivers maximum user interaction and professional design. 
• Resolution: The system requires at least 1280x720 resolution but users get better visual quality when they choose 1920x1080 Full HD resolution. High-resolution videos allow viewers to see all the details and textures and small features of the products. 
• Frame Rates: The system supports 23.976 24 25 29.97 and 30 frames per second (fps) as valid frame rates. The video playback stays smooth because the frame rate stays stable which prevents any stuttering or choppiness. 
• Length: Amazon provides users with 15 minutes of video time for product videos but experts suggest keeping videos under 2 minutes to retain viewer focus and achieve better completion statistics. 
• File Size: Videos need to stay below 500 MB because this size allows for quick upload times and uninterrupted streaming. The playback of bigger files tends to be delayed while they also experience interruptions in their playback. 
• Video Codec: The system requires H.264 and MPEG-4 codecs to function properly while delivering optimal video quality.

Audio Requirements

• Audio Format: AThe system accepts audio files which must be in AAC or MP3 formats for playback. The audience achieves better understanding and stays focused through clear audio communication. 
• Language: The audio language needs to correspond with the sales region because it prevents customer confusion and delivers a better shopping experience.
  Bitrate: The recommended bitrate range for optimal audio quality and storage efficiency falls between 96 and 160 kbps. 
• Restrictions: Content rejection occurs when profanity appears in listings together with unlicensed music and references to off-Amazon websites or links.
  
  

Subtitles and Accessibility

Amazon promotes accessible content which enables them to reach additional consumer groups. The guidelines recommend these methods for achieving success. 

• Adding captions: The solution provides viewers who watch without sound on mobile devices the ability to understand content through added captions.
  
• Ensuring legibility: The user interface needs to present text that people can read easily on desktop and mobile platforms while preventing any layout disorder and keeping font sizes readable.
  
• Avoid light-colored text on light backgrounds and maintain clear contrast, which ensures readability and professional presentation.
  

Sellers who follow these technical requirements will produce their best product videos which results in faster approval processes and top-quality viewer experiences that generate higher engagement and trust and better conversion rates.

Amazon Video Requirements by Placement

The different Amazon placement areas each require distinct rules and recommended practices. Understanding these variations is key to ensuring proper video display, full user engagement, and strict adherence to amazon product video guidelines. Following these standards allows sellers to optimize content placement across the platform while maintaining compliance and maximizing visibility.

Product Detail Page (PDP)

• Eligibility: Only brand-registered sellers can add videos directly to product detail pages. Video content receives protection through this rule because it needs to stay high quality and show only verified brands.
  
• Placement: Videos appear in the product image gallery carousel, typically as the last item with a play icon.The prime location allows shoppers who view images to engage with the video content. 
• Content Types: The recommended formats consist of demo videos and lifestyle videos and explainer content which demonstrate how the product works and what features it has and how it performs in actual situations. 
• Specs: Amazon requires videos to follow specific technical standards which include resolution requirements and length limitations and format restrictions and audio specifications.

Amazon Premium A+ Video Modules

Premium A+ Content offers advanced options for immersive storytelling:

• Full Video Module: A full-width, autoplay, muted video embedded with a headline and descriptive text. Ideal for highlighting product benefits or brand messaging.
  
• Video with Text Module: Combines a brief video with key benefit points, giving shoppers a quick yet informative experience.
  
• Carousel Module: Allows multiple short videos that customers can swipe through, perfect for showing variations, different use cases, or multiple products.
  
• Requirements: These modules have stricter technical standards. High-definition video with optimized file sizes is critical to ensure fast page loading and smooth playback.

Amazon Storefront Video

• Background Videos: Videos autoplay, loop seamlessly, and are muted by default to maintain a smooth user experience.
  
• Section Types: Storefronts can include split sections, reveal modules, or integrated brand stories to create a visually dynamic presentation.
  
• Use Case: Ideal for showcasing your brand’s identity, highlighting multiple products, or providing a cohesive, scroll-friendly experience that immerses the shopper in your brand world.
  
  

Amazon Posts Video

• Content Type: Short-form videos under 60 seconds.
  
• Goal: Designed to build brand awareness, engagement, and social proof.
  
• Restrictions: No logos, promotional overlays, or calls to action. These videos should feel native and organic, similar to social media content rather than traditional advertising.
  

These videos are meant to be native and organic—more like social content than ads.

Amazon Video Ads

Sponsored Brands (Video):

• Length: 15–45 seconds recommended for optimal engagement.
  
• Placement: Appears at the top of search results for high visibility.
  
• Best Practices: Include subtitles, start with a strong hook, and highlight product benefits immediately to capture attention.
  
  

Sponsored Display (Video Beta):

• Creative Flexibility: Allows more dynamic, YouTube-style pre-roll content.
  
• Autoplay Muted: Captures attention visually first, even without audio.
  
• Faster Loading Required: Videos should be optimized for mobile users, ensuring smooth playback without buffering.
  
  

Amazon Sponsored TV (OTT Ads):

• Production Value: High-quality, broadcast-ready content is expected.
  
• Purpose: Reaches audiences on streaming TV platforms such as IMDb TV and Fire TV, extending your brand’s presence beyond Amazon’s website.
  
• Requirements: Videos must meet HD standards, deliver clear messaging, and appeal to a broad audience similar to traditional TV advertising.
  
  

Tips to Create Videos That Pass Amazon’s Review

Creating a video that not only engages shoppers but also passes Amazon’s strict review process requires attention to both content and technical standards. Following best practices ensures smooth approval, better performance, and improved conversions.

Follow Creative Guidelines

Amazon maintains a detailed set of rules to protect shoppers and maintain content quality. When creating videos, keep the following in mind:

• Don’t include website URLs or contact info: Any external links, emails, or social media handles are prohibited, as they direct traffic away from Amazon.
  
• Don’t make unverifiable claims (“Best ever!”): Stick to factual, demonstrable statements about your product. Exaggerations or vague superlatives can trigger rejection.
  
• Don’t include competitor comparisons: Direct comparisons with other brands are not allowed. Focus on your product’s unique features and benefits instead.
  
• Do use real product footage and clean design: Authentic visuals that accurately represent your product, along with professional, uncluttered design, enhance credibility and reduce the risk of rejection.
  
  

Keep It Short and Purposeful

Amazon videos perform best when concise and focused. Key considerations include:

• Hook the viewer in the first 3 seconds: Capture attention immediately with a compelling visual, problem statement, or question.
  
• Stay under 60 seconds: While Amazon allows longer videos, shorter content drives higher completion rates, maintains engagement, and meets shopper expectations.
  
• Focus on one benefit, use case, or story at a time: Avoid overloading viewers with multiple messages. A single clear focus helps shoppers retain information and improves conversion potential.
  
  

Think mobile-first. Most Amazon shoppers use mobile devices. Vertical or square formatting, clear text, and simple visuals ensure your video is legible and effective on small screens.

Match Video Type to Placement

• Product Detail Page: Use clear explainer or demo videos that showcase the product in action, highlight key features, and demonstrate real-world use cases.
  
• Amazon Posts: Focus on lifestyle-style videos that feel natural and relatable, helping to build brand awareness and engagement.
  
• Storefront: Prioritize brand-level storytelling or catalog overviews that give shoppers a sense of your overall product line and brand identity.
  
• Ads: Use eye-catching visuals, concise messaging, and tight scripting to capture attention immediately and encourage clicks or conversions.

By following these tips, you not only ensure that your video complies with Amazon’s review process but also create content that enhances shopper confidence, improves engagement, and drives better performance across all placements.

Frequently Asked Questions About Amazon Video Requirements

What types of videos are supported?
Amazon supports various types including explainer, how-to, lifestyle, and testimonial videos—depending on placement.

How long can Amazon product videos be?
Technically up to 15 minutes, but under 60 seconds is highly recommended for performance and review speed.

Where do videos appear on Amazon?
Videos can show in product image carousels, A+ Content modules, Storefronts, Amazon Posts, and video ad placements.

How do I upload a video?
Use Seller Central. Navigate to “Upload & Manage Videos,” select the ASIN, assign a title and thumbnail, then upload your file.

Can I reuse video content across placements?
Yes—but format and message must be adjusted per placement. What works on a PDP might not fit an ad or Post format.

Final Thoughts

Amazon video content is no longer just a “nice to have”—it’s a key driver of conversions, engagement, and brand trust. To harness its full potential, sellers must understand and follow amazon product video guidelines, which outline the technical, creative, and compliance standards for every upload.

By ensuring technical accuracy, crafting clear and engaging content, and aligning each video with its placement goals, you can stand out in Amazon’s competitive marketplace. Starting with a single optimized product video and testing its performance allows you to refine your approach and see measurable results.

When executed correctly under amazon product video guidelines, your Amazon videos can significantly boost listing performance, improve customer trust, and elevate your entire ecommerce strategy.

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