One recent Amazon update that we think more brands should be taking notice of? The expanded reach of shoppable videos. Join us as we explore what’s new…
From Q4 2024, Amazon quietly rolled out two meaningful enhancements that are easy to miss, but well worth your attention if you want to boost conversions and reduce returns across marketplaces.
What’s new?
Cross-Listing Placements
You can now share your shoppable product videos across related product listings – meaning that, if your product has multiple variations (like size or colour), the same video can now appear on all variation pages, increasing its visibility and its impact.
Global Video Sharing
Upload your product video once (for example, to Amazon.com) and, wherever possible, Amazon will now display it across your listings in other global stores automatically — including Amazon.co.uk, Amazon.ca and others.
Why does this matter?
Amazon’s own data suggests that video content on product listings can reduce return rates by up to 40%, and it’s not hard to see why, with better informed customers equalling fewer surprises at delivery – and therefore fewer costly returns for you.
And even more than that?
We know that video plays a powerful role in building buyer confidence, improving conversion rates and helping your brand stand out across highly competitive categories.
So. Are you making the most of this feature yet?
For global Sellers and those with large variation ranges, these recent changes represent a low-effort, high-impact way to scale your best creative assets and strengthen your listings fast.
Amazon’s testing means results might not always be instant – but once active, we think the potential to enjoy an easy-win impact is well worth it.
Where to find it
- Go to Upload & Manage Videos tool in Seller Central
- Select related variations and check visibility in global stores
Need an expert eye on your video strategy? Our award-winning team are here for you – get in touch today.