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Case Study (Video Compliance)

Overcoming a Video Compliance
Issue & Elevating Product Visibility
on Amazon

"As a brand selling on Amazon, understanding and upholding compliance policies is crucial to enriching the customer experience and maximizing conversion rates. This experience taught us the value of quick, strategic action to address complex challenges effectively."

(Brand Manager, Leading U.S. Skincare Brand)

Overview of the Client

XYZ is a U.S.-based, industry-leading skincare company recognized for its innovative, dermatologist- recommended products. With annual revenue of USD
$80M, the brand sought to strengthen its visibility and customer engagement on Amazon by uploading an impactful product demonstration video. Despite facing
critical compliance challenges, the company demonstrated resilience, strategy, and creativity to secure video approval and further establish its presence in the highly competitive beauty market.

The Goal: Turning Vision into Visibility

For this American skincare brand, Amazon Store Management served as a critical avenue for building trust and attracting customers. By showcasing its unique value proposition through video content, the brand aimed to leverage the growing influence of video on Amazon product pages to highlight its transformative skin health solutions. However, compliance barriers threatened to derail its efforts to captivate audiences, build trust, and drive conversions.


The Challenge: A Compliance Conundrum
The updated product video, intended to replace an older version, was rejected by Amazon for compliance reasons. This rejection was puzzling, as the new video closely mirrored the previously approved version in terms of core message, tone, and overall content.
 

Without the video, the brand risked losing engagement and trust built over years. This unexpected roadblock became a potential threat to the brand's growth trajectory. Determined to find a resolution, the team sought expert assistance to address the issue.


The Strategy: Finding Clarity in Chaos
When challenges arise, innovation and precision pave the way forward. The Brand Genius team tackled the compliance issue by analyzing data, identifying problems, implementing corrective actions, and resubmitting the video.

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Key Strategies

1. Detailed Analysis:
A thorough review was conducted to understand Amazon’s decision. E- commerce experts meticulously compared the rejected video with the previously approved version, examining every frame, word, and visual
element to pinpoint potential issues.


2. Issue Identification:

  • Two primary triggers for rejection were identified: Visual Representation of Application: Footage showcasing "face-use" application risked violating Amazon’s guidelines for claims related to skin sensitivity.

  • Before & After Images: The revised visuals unintentionally breached compliance by portraying results that could be perceived as exaggerated.
     

3. Corrective Action: Based on these findings, the video was revised to align with Amazon's compliance policies. Adjustments included:

  • Modifying visuals to adhere to guidelines.

  • Adding clear disclaimers to prevent misinterpretation.

 

4. Re-Submission: The refined video was uploaded to Amazon with a detailed explanation of the
changes made. This proactive communication helped streamline the review process.

​

The Results: A Victory within Just Three Days

The updated video was approved within three business days, marking a significant milestone for the brand. This approval represented more than just compliance—it revitalized the product page, captivated potential customers, and amplified engagement levels.


Moreover, the lessons learned empowered the brand to audit and enhance other product listings, ensuring long-term adherence to Amazon’s guidelines. By integrating best practices for Amazon Store Management, the brand solidified its position in the competitive beauty market.

Client Feedback

Reflecting on the experience, the brand shared:
"The speed and clarity with which this issue was resolved gave us a lifeline. The
actionable recommendations by Brand Genius helped us avoid further delays, and
our video now resonates even stronger with our audience.

The Bigger Picture: Lessons Learned

This case study is a testament to the brand’s adaptability and the importance of expert guidance in navigating challenges.

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Key takeaways include:

  • Adaptability Is Everything: Quick pivots and strategic actions lead tosolutions.

  • Attention to Detail Drives Results: Thorough analysis uncovers issues  that others might miss.

  • Resilience Wins the Day: Persistence and creativity transform obstacles into opportunities.

 

By addressing the compliance issue with precision and professionalism, the brand not only overcame a temporary setback but also set the stage for sustained success in the e-commerce space. Through effective Amazon Store Management, XYZ turned a compliance challenge into an opportunity to elevate its product visibility and customer engagement.

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