Today we launched the first third-party video product reviews on Amazon‘s product page. These videos were placed onto the product page of our P&G client, Gain detergent. As many of you may know, EXPO has a mission of placing our unbiased video reviews wherever consumers are shopping. I first wrote about our Retail Syndication efforts here.
Amazon’s participation in our video distribution network is a big win for many reasons:
1) Amazon does not have an auto-publishing for partner content. This implementation required resources from Amazon to execute. Therefore, the type, style and placement of content were all considered prior to publishing.
2) The videos are not shunted to the text review space, but rather were given tremendous exposure within the product description area of the page. Note that they are not presented as part of a ‘review platform’ but are selected to be highlighted as additional product content. Video is different.
3) EXPO was able to travel our recommended disclosures with the video. The viewers are given full information about the POV of the reviewer.
We think the integration of video reviews onto Amazon’s product page is a necessary step to breaking through with other retailers. Whether it’s the studies showing that video created for the digital medium are more effective, studies showing simply the availability of video is effective in raising conversion, or the studies that show that consumers are seeking video on retail sites, the emergence of Amazon as a user-gen video retailer signals the opening of a new informational source for consumers.