Brand videos for Amazon FBA merchants - when they really make sense

Building their own brand is the goal of many Amazon retailers. But what does it take for customers to remember not just the individual product, but the entire brand? This article is about how a branding video is created, what the difference is to a classic product video and when this investment really pays off. You'll also get practical tips and concrete insights behind the scenes of a real video shoot - all live from everyday life at Stacvalley.

https://www.youtube.com/watch?v=XPDDvc6ygUE

A look behind the scenes: how a branding video shoot really works

Spontaneous, honest and genuine: that's exactly how the video shoot at Stacvalley went. The team was on its way to a shoot for several fitness products. This time, the focus was not to be on a single item, but on showcasing the brand. Without further ado, the cell phone was pulled out and the making-of was filmed to give an authentic insight.

The location was particularly spacious and offered a beautiful view outside. This time, fitness equipment was set up in the open kitchen, which is usually used for food shoots. In addition to plenty of space, there was a cozy lounge - ideal for relaxed breaks and strategic meetings.

The products for the shoot were varied: Helbank, barbell, dumbbell and kettlebell. The set-up required a lot of planning and organization, as five different products had to be perfectly staged. Jamie, the product expert in the team, explained it like this:

"Basically, today it's about a branding video, not a classic Amazon FBA feature video. Our aim is to present the brand so that it stays in people's minds and is carried forward - just like a good Nike advertisement."

There was real action on set. The team took care of every detail. Very important: nothing is faked here. The muscles and workouts are real, as is the passion. During filming, some of the team stayed in the background so as not to disturb or disrupt anyone's work.

The mood was focused, always with a pinch of fun, which is essential when working. The result is not just a video, but an atmosphere that is later conveyed as a real brand message.

What is a branding video and what is the difference to a product video?

Branding describes the feeling and identity associated with a brand. Think of a hotel with clear values, a certain font and recognizable colors. With well-known brands such as Nike or Peloton, the name alone triggers images, values and emotions in the mind. That's exactly what branding is: it's about more than just the product itself, but about the attitude to life and the story behind it.

Product video vs. branding video - an overview

A classic product video is usually very performance-oriented: It presents a product and highlights the most important features. At the end, there is often a clear call-to-action such as "Buy now!". The aim is to achieve the highest possible conversion rate: many purchases with as little effort as possible.

A brand video takes a different approach. The focus here is not on pure features, but on leaving a lasting impression on the target group and establishing the brand. A good branding video stays in the memory for a long time, appeals to emotions and conveys what the brand stands for.

Which video is suitable for which purpose?

• Product video: Ideal for launch phases when the goal is primarily sales and visibility. What counts here is quick impact and a clear benefit for the buyer.
• Branding video: Important if your own brand is to grow in the long term and become less dependent on price wars. The aim is to build loyalty and a genuine brand identity.

Remember: If you only want to sell individual products, you don't need an expensive branding video to begin with. But if you want to grow in the long term, you need to create a brand essence that customers can identify with.

The next step - when will branding become an issue?

Many retailers start with performance-optimized product videos. That's enough for a start. But as soon as the idea of building a real brand matures - with recognition value, its own values and closer customer loyalty - it's time for branding content. This is how a no-name product gradually becomes a real brand.

One clear advantage is that higher prices can be achieved with an established brand. Customers are prepared to pay more for a familiar label such as Peloton or Nike than for a comparable no-name product.

The products at the shoot: more than just fitness equipment

The current brand video focused on various fitness products:

• Helbank: Not a typical Amazon product, but a real eye-catcher - robust, stylish, eye-catching.
• Barbell & dumbbell: classic fitness companions that can be used in a variety of ways.
• Kettlebell: trendy tool for functional training and strength endurance.

Each individual product was carefully constructed and staged. The aim was not only to show their function, but also to reinforce the overall impression of the brand. This makes the big difference to classic product presentations, which often work through feature by feature.

Jamie, the product expert, emphasized:"We want to create a commercial that sticks in people's minds. It's about emotionalization, dynamism and brand impact, not just a list of technical details."

This attitude runs through the entire shoot. Everyone involved works hand in hand to make the brand's values and charisma visible.

Practical tips: When should you use branding videos as an Amazon FBA retailer?

For many sellers, the focus is clearly on performance at the beginning. Optimizing the listing, fast video, as many sales as possible. And that makes perfect sense.

Branding videos are rarely useful at the start:

• Initial goal: Increase sales and performance
• Low investment, maximum output
• Focus on product features and quick purchase incentives

Branding is only worthwhile once the following points have been achieved:

• The products are stable, there are already regular customers
• The brand should raise awareness and become "more" than just a product provider
• You want to raise the price and stand out from interchangeable offers
• The goal: customer loyalty, brand loyalty, cross-selling and repeat purchases

Advantages of branding videos for you as a retailer

• Higher perceived product value: Customers associate your brand with emotions and values, not just bare product features.
• You differentiate yourself from the competition: especially with niche products or new market segments.
• Uniform brand image: The more consistent the appearance, the greater the recognition.
• Better margins: Your prices can be raised more easily without buyers jumping ship.
• Expanding the product range becomes easier: those who trust the brand also test new products in the portfolio.
• Preparing for the exit: Strong brands are easier and more expensive to sell. A well-known brand is a real asset for investors.

This is where a comparison with brands such as Peloton is worthwhile. A Peloton bike is technically better than many competitor models, but the real difference lies in the feeling of belonging to an inspiring fitness community. Peloton sells an attitude to life, not just a bike - and therefore commands prices of several thousand euros.

The clear conclusion: branding does not pay off in the short term, it is a strategic investment in future brand value.

Tips for your first brand video

• Focus on emotions: Tell real stories instead of pure technology
• Show real people, real use: authenticity beats perfection
• Harmonizing values, storytelling and visuals: Consistency creates trust
• Invest in professional implementation: quality is a brand value, cheap videos do more harm than good

A branding video should never put short-term sales success above all else. Instead, it's about making a lasting impression on your target group.

Conclusion and outlook: Your next step in brand building

The video team had little time for the current shoot, but a lot of energy at the start. Although the work was tightly timed in the end, the result was a lively, genuine video. With this approach, you set standards for your own brand building: authentic, high-quality and always with an eye on long-term development.

If you're just starting out, concentrate on clean listings, strong product photos and high-performance clips. But if you're thinking beyond that and want to take your brand to the next level, sooner or later you won't get anywhere without branding videos.

Do you want to go deeper?
You can contact the Stacvalley team at any time via questionnaire and find out how you can improve your brand and your listing without obligation.

For even more tips, insights and real insights, follow Stacvalley on Instagram and Facebook.

Subscribe to the channel now so that you don't miss any more practical videos, tutorials and behind-the-scenes insights. Feel free to write in the comments which topic interests you or what experiences you have had with your own video shoots.

The path to your own brand begins with the first real step. When will you shoot your brand video?