For consumer electronic (CE) marketers and others alike, user-generated Amazon reviews are critical in influencing purchases. Nearly all of the UGC reviews are written, however, as you may have heard, Amazon has an increased focus on UGC video reviews. As reported by several outlets in 2017, Amazon has invited 2 million partners to participate in their test program-utilizing video reviews alongside the existing text reviews. With the addition of video, it is clear Amazon is betting (and we agree) consumers are less likely to migrate to YouTube or other publishers when researching a product. This in turn has a significant upside on the consumer conversion metrics. In fact, in our internal study, we saw conversion metrics rise as much as 78% Vyrill’s technology tracks videos on Amazon down to the product SKU level. This means a brand marketer will have data back from their own channel, as well as, third-party resellers. This level of detail allows our clients to know what consumers are saying about their brand on the world’s most influential marketplace.

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About the Author

Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.