DOMINATE the Upper Carousel with This Amazon Influencer Filming Tactic

One of the most important parts of being an Amazon influencer is having your thumb on the pulse of what is currently working. Things change quickly and the creators who spot trends and jump on them early and often win. 

The fact that you're reading this tells me that you're one of those people. I'm about to show you the latest trend that is skyrocketing Amazon earnings for creators of all levels. Comparison videos.

These are pretty straight forward, but most influencers are overlooking them.

Instead of doing a standard video for a single product, you create a video that compares and contrasts multiple similar products.

It's working like gangbusters. Let's dive into it.

Why Comparison Videos?

There are several reasons why this works. 

#1 More Reach Per Video

A video for a single product will appear on that specific listing. A video that has comparable products tagged in it can appear on multiple listings. 

This can easily double your reach with no additional effort. 

#2 Amazon Seems to Favor Them

There is a lot of debate about whether Amazon actually prefers comparison videos or if it's the fact that they're generally longer (which we know Amazon values), but it's undeniable that comparison videos earn carousel placements at higher rights. 

#3 Create More Videos with Fewer Products

Many creators make the mistake of going with a "one and done" approach to each product. They shoot a single video and move on to the next. 

This is a mistake. You can (and should) make more than one video for your top products and comparison videos are a brilliant way to accomplish that. 

#4 (Seemingly) Better Conversion Rates

I can't quantify this one as well as I'd like to, but it seems safe to infer that videos that compare 2 or more products drive higher conversion rates.  

#5 Piggyback More Popular Items

Ideally, your products will all have creator connection campaigns. That being said, there is a play where you can do a comparison of a creator connection item with a more established, popular brand. 

Think rogaine vs. a lesser known alternative with a creator connection campaign. 

This will let you appear on the rogaine listing and possibly direct traffic to the creator connection listing. 

Here's an example of one I did. I compared a high end scale that gets a ton of traffic and sales with a newer, cheaper alternative that is not nearly as popular. 

This let's me build awareness to the newer product (that has a creator connection campaign) by riding the popularity of the more popular one.

I do feel like brands will eventually take issue with this, but as of now, it's totally fair game. 

Finding Comparison Opportunities

So, what makes a good comparison video? 

Let's get the obvious out of the way. They need to be comparable. Things that are alternatives to one another. 

Comparing 

Method #1 Start with What You Have

The odds are very good that you already have plenty of existing items in your storefront that could be great for comparison. Don't worry about "bumping yourself out of a carousel." I haven't seen strong enough evidence that that is a genuine concern. 

Start with your winning products and see if you have alternatives to them. This happens a lot organically. 

Method #2 Let Amazon Tell You (Then Request or Buy)

Amazon kind of shows their hand on what products they think are good comparisons. On every Amazon page, you'll see "bundled with" and "products related to this item." Both can be a good spot for finding comparison items.

The latter is usually better, bundled is often just complimentary items, but that can work also.

Method #3 Sample Request in Bulk for Similar Items

Many people do this without realizing it, but requesting multiple different ASINs for the same type of product can load you up with great comparison products. 

Considerations for Comparison Videos

Let's talk a bit more about what makes a great comparison video and the best practices. 

This is easiest to do in the form of common questions.

Question #1 Should I Say Which Product Is Actually Better?

The big question I get asked is "should I pick a winner?"

My answer is "yes but with a caveat." 

Instead of saying something like "You want to buy product X, it's just better than product Y?" explain which product wins for which buyer. 

"If you are (explain buyer X's needs) then go with (product X). If you are (explain buyer Y's needs) then I'd suggest going with (product Y)."

Here's a real world example...

"If you just want a simple pump for inflating sports balls and basketballs, go with (product X). However, if you want an all-in-one pump that can do a bit more, go with (product Y)."

This is a great way to be honest while also not directly speaking ill of specific items. 

Note, if a product is obviously better, it's ok to say that also. Just be careful with how you word it. 

Question #2 Should I Mention Pricing?

We are not allowed to mention specific current pricing on Amazon products. This is tough because price is a huge part of an honest comparison. 

We can get by though saying things like...

• "This one is usually a little more expensive..."
• "These are typically priced about the same..."
• "This one does give you more bang for your buck..."

Just never mention actual price and even the phrases above can tilt towards grey hat. I've done this in my videos for years though with no issues. 

Question #3 Can I Compare More Than 2 Items?

Yes! In fact, the more the merrier. 

I don't go above 5 but I've seen people do as many as 10. 

You can tag each ASIN and that single video can theoretically place for each listing. 

Bonus Tip: Have Claude Compare and Contrast ASINs

One thing that I like to do is run the ASINs I'm comparing through an AI tool like Claude and ask it to spit me out a list of key differences in each product. 

Here is what a basic comparison prompt looks like. 

Be sure to fact check the details, but I find Claude is quite accurate. 

Alright, that's all from me!