While currently almost all of Amazon.com product reviews are written by users, the online shopping behemoth is pivoting to video later this month by inviting some of its 2 million merchant partners to post promotional and instructional videos to the site in mid-December, according to a report from business research firm L2. According to the report, “this feature is a logical step given how often consumers watch how-to and product review videos before making purchases. By adding the feature, Amazon clearly aims to keep shoppers on its own site, preventing them from migrating to YouTube or social media platforms. Launching in the heat of the holiday season, the promotional and instructional videos will be no longer than 30 seconds."
Total Retail's Take: With this patent, Amazon has basically signaled that it's taking on YouTube, Facebook, Instagram, Snap and other media platforms for share of digital ad spend. The technology will also help Amazon tap into the growing number of consumers (millennials especially) who aren’t interested in reading through lengthy review sections every time they want to make a purchase.