Attention all Amazon sellers! The platform is quietly completing a revolutionary revision - vertical short videos have been introduced to the Amazon homepage, and vertical short videos have officially landed on the search results page + product details page. At present, small-scale category tests have been carried out, and only some sellers and categories are visible, which has not been fully opened yet!

1. Core of the change: Vertical short videos reconstruct the shopping scene

(1) Function orientation

Amazon is fully testing the vertical short video function on the search results page and product details page (PDP). Users can directly watch dynamic product demonstrations on the site without jumping to social media. This feature is similar to TikTok's immersive browsing mode, but focuses on product display, forming a closed loop of "watch - plant the seed - place an order".

(2) Technical realization

· Video plays automatically, with a brisk rhythm, highlighting real - life usage scenarios.

· Support switching between horizontal and vertical screens, but the vertical screen is more suitable for mobile terminal users' habits.

· The algorithm gives priority to recommending content with high completion rates and strong interactivity, and the traffic allocation is inclined towards high - quality videos.

2. Three major benefits for sellers

(1) Visual hegemony: Breaking through the ceiling of static traffic

· Dynamic videos have more visual impact than static thumbnails and can quickly catch users' attention.

· Test data shows that the click - through rate of short - video ads is three times that of traditional picture ads, and ACOS (Advertising Cost of Sales) decreases by 13 percentage points.

(2) Shortened conversion link: Zero - time difference from "planting the seed" to "pulling out the grass"

· When users are watching videos, the "Buy" button is at hand, significantly reducing the decision - making cost.

· Example: For tool - type products, the conversion rate increases by eight times through short - video demonstrations of usage scenarios.

(3) Content creativity replaces "bidding wars"

· The platform's traffic weight is inclined towards high - quality content, and sellers' core competitiveness shifts from "financial strength" to "creativity ability".

· Small and medium - sized sellers can achieve "free traffic interception" through low - cost and highly resonant video content without relying on high - CPC bids.

3. Challenges faced by sellers and countermeasures

(1) Challenge one: The threshold for short - video production is raised

· Problem: Small and medium - sized sellers lack professional video production capabilities, and the content quality is uneven.

· Countermeasures:

· Use mobile phones to shoot, focus on 1 - 2 core functions, and control the duration within 45 seconds.

· Add subtitles, high - definition pictures, and professional lighting to improve the viewing experience.

· Refer to TikTok's style, quickly target pain points, and emphasize core benefit points.

(2) Challenge two: Traffic competition enters the era of "content involution"

· Problem: Videos of similar products are highly homogeneous, and users are prone to aesthetic fatigue.

· Countermeasures:

· Create differentiated content, such as unboxing evaluations, scenario implantations, and comparative tests.

· Design plots combined with users' pain points to enhance emotional resonance.

· Regularly iterate video styles and test different creative directions.

(3) Challenge three: Compliance and algorithm optimization

· Problem: Video content needs to comply with Amazon's community guidelines to avoid being removed for violations.

· Countermeasures:

· Ensure that videos truly demonstrate product functions and do not exaggerate publicity.

· Use royalty - free music to avoid copyright disputes.

· Use Amazon's advertising platform to target the target audience and optimize the placement strategy.

4. Future trends: Content - driven new e - commerce ecosystem

(1) Platform strategy upgrade

· Amazon is transforming from "shelf e - commerce" to a "content + shelf" dual - drive model, and short videos are the core handle.

· By 2026, the status of video - based and interactive content (such as live - streaming shopping) will be further enhanced, competing directly with TikTok Shop and YouTube Shopping.

(2) Shift of sellers' operation focus

· Short - term: Quickly deploy short - video content and seize traffic dividends.

· Long - term: Build a triangular competitiveness of "product + content + brand", and precipitate user assets through high - quality content.

(3) Technological empowerment

· AI tools will assist in video generation and optimization, reducing production costs.

· Data analysis tools (such as AMC Marketing Cloud) can help sellers accurately locate high - conversion video features and achieve data - driven operations.