How to Do Video Like Zappos – And Why!

by Steven Washer on January 15, 2013

Zappos has invested in video like no retailer in history. Moreover, since they make 400 videos per day, they’ve learned a lot. Would you like to know what they do about using video to sell stuff online?

Yep, this is totally doable.

Just watch!

{ 21 comments… read them below or add one }

Tea Silvestre, aka the Word Chef January 15, 2013 at 3:28 pm

I had no idea Zappos was making SO many videos. Thanks for sharing this info, Steve. Important tips!


admin January 15, 2013 at 3:42 pm

Thanks, Tea! I can’t wait to share next week’s episode…


Bill Loeber January 15, 2013 at 3:47 pm

Steve, great stuff! Makes total sense that video content would be preferable to people vs reading…we are the TV-generation! I find myself almost always clicking on the entry on the search page that shows a little video symbol…can’t stop myself!


admin January 15, 2013 at 4:06 pm

And THAT’s why Zappos does it. (And me too! ๐Ÿ™‚


Jaime January 15, 2013 at 3:49 pm

Nice! Very fun insight about Zappos. I’ll try to see how I can add more fun little videos. ๐Ÿ™‚ BTW, your white background is looking very good! ๐Ÿ™‚


admin January 15, 2013 at 4:08 pm

Thanks! Actually, it was a greenscreen this time because I wanted to put some props in the background. But I’m glad it came off well.


Bill Loeber January 15, 2013 at 3:49 pm

I am also anxious to use video on a new site I am about to launch dealing with job hunting and coaching services. I think video has a reassuring, non-intimidating style, unlike a 300 page book on job hunting that no one would ever read…


admin January 15, 2013 at 4:09 pm

Wow. It could be very, very good for that kind of service. Hope you get moving on that soon!


Warren Hayford January 15, 2013 at 4:15 pm

Hi Steve,

Thanks for another great lesson. I had no idea any company would adapt to using video on such a large scale. I guess for them it is an extension of the catalog into a new medium. Great food for thought.

Thanks again.

Warren Hayford


Teena January 15, 2013 at 4:34 pm

Hey Steve,

Thanks for this ‘whack on the side of the head today’ – I’ve been trying to tell clients that putting video on their stores will boost their sales – now you’ve made my job easier by confirming it ๐Ÿ™‚

Now all I need to do is add videos to my OWN site – I hadn’t really thought of putting videos online for my handpainted silk clothing, but this is the year I’m going to do just THAT ๐Ÿ™‚

Thanks for the great video – looking forward to the next one where you break down the “how to”.



admin January 15, 2013 at 4:42 pm

To be able to show the texture, look and feel of something in a demo is actually more effective than a testimonial. Go for it!


Teena January 15, 2013 at 4:45 pm

You’re right – now why didn’t I think of that? You’ve got me all fired up and excited about doing this now!
Instead of putting it off till your next video comes out, I might just make a video or two for things already on my site – woohoo!
Thanks Steve!


admin January 15, 2013 at 4:50 pm

Cool! Send me a link when it’s out, OK?


Teena January 15, 2013 at 10:14 pm

Just took two videos – if they turn out alright I’ll send a link when they’re done – thanks Steve, you rock, my man!!


Ruth January 15, 2013 at 5:00 pm

I’m sitting here with my brand new, beautiful, over-the-knee Frye boots that I just received and yes, I loved that Zappos had a video (I also loved they were on sale, thought still expensive). I especially like the format of the videos.and the fact that they have their staff do them — e.g., not pros. They’re all very natural and easy-going. Thanks for sharing, Steve. Food for thought and for a video!


admin January 15, 2013 at 5:10 pm

Hah! There you go, folks! I love it. Yes, having their employees do these videos is going to be a piece of next week’s lesson. Thanks for letting us in on your secret shopping trip! ๐Ÿ™‚


Pamela Jones January 15, 2013 at 9:03 pm

As always, this information is imperative to stay ahead of the curve. Im still in the process or ordering my softlights and studio set equipment. Thanks Again!


Captain Bert January 15, 2013 at 11:03 pm


Thank you for that confirmation and thoughtful analysis. I have been using videos for my ebay auctions for the last 3 years and I can say it has increased my final bids by up to 20 times what I would previously obtain without videos. These are also the most fun to make videos of all. For impulse buys there is nothing to equal a quick and fun video.


Admin January 16, 2013 at 7:10 am

And thank you for sharing your results. That’s pretty impressive and amazing, but completely logical. Who knows? maybe Zappos is understating their numbers!


Captain Bert January 16, 2013 at 12:32 pm

Perhaps Zappos should hire me!! Or it could very well be that I connect with my niche market on the level that elicits emotion. Over the weekend I needed some water shoes for a trip I am taking and I would have spent more for a shoe if I had been presented with a video of the shoes in action…


Stephen January 16, 2013 at 12:37 pm

Steven, thank you for this video! Very interesting insights on how a large e-Commerce retailer like Zappos operates and improves sales. Looking forward to more in this series (as well as implementing a few things)!

Thanks again,



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