Recorded at the Amazon unBoxed partner studio, Wayne Purboo, Vice President of Amazon Shopping Video, sat down with Todd Piechowski, VP of Growth at Envision Horizons, to discuss the evolving landscape of video commerce on Amazon.
Read the full recap here: https://www.envisionhorizons.com/blog
10 key insights for brands from the interview:
1. Video content on Amazon significantly improves purchase decisions, with brands using video seeing a 9.7% lift in sales on average.
2. Amazon is expanding video integration across its platform, including product detail pages, search results, and even post-purchase on thank you pages.
3. Amazon Live allows brands to tell deeper stories and engage directly with customers, which is particularly effective for high-consideration products. Gen Z consumers are especially interested in brand origin stories and detailed product information, which can be effectively communicated through live streams.
4. Brands should consider creating video content specifically for Amazon, rather than just repurposing content from other platforms. The effectiveness of video content varies; brands should analyze their performance and seek guidance on creating impactful videos.
5. Thank you page videos offer an opportunity for brands to showcase additional use cases or related products, potentially initiating a new purchase journey.
6. Live commerce is growing globally, but its adoption and effectiveness may vary by market due to cultural differences.High-consideration categories like electronics and beauty products tend to perform well in live commerce settings.
7. Amazon is experimenting with various content formats, such as "Get Ready with Me" videos, which allow brands to showcase multiple products in a relatable context.
8. The new Amazon Live Fast channel brings shoppable content to TV screens, creating a lean-back shopping experience for consumers.
9. Multi-touch campaigns that integrate live streams with other Amazon advertising tools (like product detail page assets and Alexa device ads) can be particularly effective.
10. Live video is becoming an increasingly important part of e-commerce, and brands should consider investing in this area to stay competitive. Live stream content can have a long-lasting impact, continuing to drive traffic and sales for weeks after the initial broadcast. Brands new to live streaming shouldn't be intimidated; Amazon offers support and guidance based on their extensive experience.