Amazon product video requirements: how to make videos that pass review

1Two kinds of Amazon video, two rulebooks

Shoppable videos appear in the main media block of the product detail page, in the videos section further down and in search results. You upload them in Seller Central under Catalog, then Upload and Manage Videos, or through the Image Manager. Amazon's Sell on Amazon guide says you need a Professional selling account, at least three months of selling history and live listings; Brand Registry isn't required for shoppable videos.

Video ads, such as Sponsored Brands video, run through Amazon Ads and pass a separate moderation process with stricter specs. Premium A+ Content can also hold videos, under the A+ Content guidelines.

Amazon reports that detail pages with a first shoppable video saw an average 24% increase in sales compared with pages without video, based on its internal data from January to June 2026. That's Amazon's own figure, not an independent study.

2Shoppable video specs for product detail pages

• File: MOV or MP4, up to 5 GB, up to 1080p.
• Aspect ratio: 16:9 horizontal or 9:16 vertical.
• Length: Amazon's spec table says 1 to 12 minutes. The same Amazon materials say most successful videos run 30 to 90 seconds with the key feature in the first 5 to 10 seconds, and the examples Amazon features run 26 to 32 seconds. Check what your upload screen accepts before you export a short cut.
• Thumbnail: JPEG, PNG, GIF or BMP under 5 MB; Amazon recommends 1920 x 1080 at 16:9.
• ASINs: each video must be linked to at least one ASIN, and you can extend it to all variations.
• Language: choose the video's language at upload; the list shows the languages supported in that store.
• Marketplaces: Amazon's help page says US and Canada shared listings sync, while other marketplaces aren't shared, so plan a version for each store.
• Review: 1 to 7 business days, then publication within three days of approval, with longer times around the holidays.
• Display: Amazon says shoppable videos appear in the main media block only when the product has fewer than six images.

3Sponsored Brands video ad specs

• Length: 6 to 45 seconds. Amazon highly recommends 20 seconds or less, and its moderation guide calls 15 to 30 seconds the optimum.
• Format: MP4 or MOV, H.264 or H.265, 500 MB or less, 16:9 only, at 1280 x 720, 1920 x 1080 or 3840 x 2160.
• Technical: 23.976 to 30 fps, progressive scan, video bit rate of at least 1 Mbps (4 Mbps or more recommended), audio in PCM, AAC or MP3 at 96 kbps or more and 44.1 kHz or more.
• Sound off: ads start muted, so use on-screen text or captions. If the video has no audio, make that clear, for example with a “No audio” note.
• Framing: no letterboxing or pillarboxing, and no black or blank frames at the start or end.
• Text: keep it out of the lower right corner, where the mute button sits. Amazon recommends on-screen text of at least 50 pt (100 pt preferred) for 720p and 1080p video.
• Timing: show the product in the first two seconds and the key benefit in the first five.
• Language: on-screen text and voice in the primary language of the marketplace, with local-language subtitles if the audio isn't. Official slogans and taglines don't need translating.

4What Amazon doesn't allow in videos

The two rulebooks overlap but aren't identical. The shoppable video guide doesn't name star ratings, but it bans promotional content, and the ad rules ban reviews outright. The simple rule: keep ratings, review quotes, prices and deals out of every video.

• Listing videos (Seller Central): external website links, promotional calls to action, unauthorized music or artwork, visible third-party branding, misleading claims or incorrect information, blurry or low-quality footage, and promotional content. Amazon's tips page adds that videos should never resemble commercials or focus on company branding, and shouldn't send shoppers to other websites or social channels.
• Video ads (Amazon Ads moderation guide): customer reviews, including star ratings, even if the reviews are on Amazon; Amazon branding elements, trademarks or references to Amazon products and services; deals, discounts or savings promotions; flashing, spinning or blinking effects; and pressuring or urgent language.
• Ads on Amazon's own sites: ALL CAPS text (except in Japan) and inaccurate price statements; in the Amazon store also URLs, QR codes, phone numbers, social media handles or email addresses, links to social media sites, and disparaging a named competitor.
• A+ Content: time-sensitive references, pricing, competitor comparisons, external links or contact information, warranty and guarantee information, shipping details and QR codes.
• Claims: ad claims must be accurate, Amazon can ask for substantiation, and they should match your product detail page. Unauthorized use of Amazon's Choice, Best Seller rankings or altered Amazon logos isn't allowed.
• AI: if a listing or A+ video shows photorealistic AI-generated people, tag the file with the keyword contains-synthetic-performer in the XMP dc:subject field so Amazon can add a disclosure. Amazon Ads prohibits deceptive AI content such as deepfakes.

5How to make a setup or how-to video that passes review

1. Pick one job per video Amazon's upload form offers types such as Setup, How-to and Troubleshooting. One task per video keeps it short and easy to review.
2. Script from your manual Use the steps and part names from the official manual, keep every safety note, and make sure each claim matches your listing.
3. Lead with the product Show it in the first seconds. Amazon's guidance puts the key feature in the first 5 to 10 seconds.
4. Design for sound off Add on-screen labels and captions. Amazon notes that some customers watch without sound, and ads start muted.
5. Export the right versions 16:9 and 9:16 for the listing, a 6–45 second 16:9 cut for Sponsored Brands, MP4 with H.264 at 1080p, with no black frames or bars.
6. Localize per marketplace Translate the voice and on-screen text for each store and select the language at upload. We make localized versions for each marketplace.
7. Upload and check status Link the ASINs and variations, then check the status after review. If a video is rejected, open Manage to read the reason, fix it and upload a new version.

6Pre-upload checklist

Run through this list before every upload. If you'd rather have the videos made for you, see our setup videos for Amazon listings. Clear setup videos also help reduce returns and support tickets.

• Product visible and in focus, with good light and clear audio.
• No prices, deals, reviews, star ratings, URLs, QR codes or social handles in the video.
• No Amazon logos or badges, and no Amazon's Choice or Best Seller claims.
• No third-party brands, music or artwork you don't have rights to.
• Claims match the listing and can be backed up.
• Captions or on-screen text in the marketplace language.
• The right aspect ratio and length for where the video will run.
• AI disclosure tag added if photorealistic AI-generated people appear.
• A title and thumbnail that say what the video shows.

Questions