Seattle — Amazon.com is aiming to post more promotional and instructional videos on its website to hawk pet supplies, baby products, housewares and electronics in a move to keep people from clicking on Google’s YouTube and Facebook’s social media sites to find video reviews before buying. Earlier in 2017, Amazon began inviting some of its 2-million merchant partners to join a test programme in which the online retailer co-ordinates short product videos for posting to the site by mid-December, when the holiday shopping season is in full swing, according to documents seen by Bloomberg. Amazon is offering merchants a discounted cost for 30-second video ads to encourage participation in the newest feature added to "enhanced brand content", the documents show. "You can move hearts and minds with video in ways you just can’t with text and standard display," said Jason Kint, CE of Digital Content Next, a trade association formerly called the Online Publishers Association. Amazon relies mos...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, Morningstar financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00.