# Amazon PDP videos: who can upload, what brands control, and where UGC fits

The Videos section on an Amazon product page mixes brand videos, Influencer Program creator videos and shopper uploads. Here is who controls each slot, what a brand can and cannot push there, and the honest workflow for rights-cleared UGC.

By Rohin Aggarwal · 2026-09-06

A customer sent us a screenshot of an Amazon product page: a Videos carousel with a creator unboxing a tissue box cover, and under it a button that read "Upload your video". The question was whether Idukki could put a brand's UGC in that carousel. The answer is more useful than yes or no.

**Quick answer**

- The Amazon PDP Videos carousel has three kinds of video: brand videos uploaded by the Brand Registry owner, creator videos from the Amazon Influencer Program, and customer videos uploaded by shoppers, usually with reviews.
- Brands control only their own slot. There is no API that writes a video into the carousel; brand videos go through Seller Central's video manager by hand.
- A brand cannot upload a customer's video as its own without a rights grant. With one, the video becomes a brand video and can be uploaded like any other, cut to Amazon's spec.
- Idukki's Amazon Pack prepares rights-cleared UGC video to the PDP spec with a manifest; the upload step stays manual because Amazon keeps it that way.

The "Upload your video" button in the screenshot is Amazon inviting the viewer, not the brand. It leads to the shopper's own upload flow, the same one that attaches a video to a review. Understanding the three lanes in that carousel is the whole answer to "can we put UGC there".

## Three lanes in one carousel

| Video type | Who uploads | Where it is managed | Brand control |
| --- | --- | --- | --- |
| Brand video | The Brand Registry owner | Seller Central, Manage Your Videos | Full: upload, title, thumbnail, ASIN mapping |
| Creator video | Amazon Influencer Program creators | The creator’s Amazon storefront tools | None; Amazon places it by relevance |
| Customer video | Any shopper, usually with a review | The shopper’s account | None beyond reporting policy violations |

_Who owns each slot in the PDP Videos carousel._

Creator videos are the ones that look most like UGC, and they are the ones a brand can influence least. The Influencer Program pays creators a commission on purchases from their videos, Amazon decides which creator videos to show on which ASIN, and there is no brand-side placement. Brands that want more of them work with creators directly, often through Amazon's own Creator Connections campaigns, and let the creators upload.

## What a brand can actually do

A Brand Registry owner can upload videos to its own ASINs through Seller Central. The requirements are ordinary: MP4 or MOV, 16:9 or vertical for the mobile slot, a thumbnail, a title, and content that follows the same rules as A+ imagery: no pricing, no promotional claims, no contact details, no competitor mentions, no customer reviews quoted as claims.

That last rule is where UGC needs care. A customer video that says "best purchase I ever made, five stars" is fine as a customer video and not fine as a brand video, because in the brand's slot it becomes a claim the brand is making. Rights-cleared UGC that shows the product in use, without testimonial language, passes. Idukki's compliance checks flag the difference before the pack is built.

## The honest workflow for rights-cleared UGC

1. Collect the video through the normal channels: hashtag, mention, upload widget or review video.
2. Send a rights request whose licence covers Amazon as a surface. Idukki's rights scopes include an Amazon organic scope for exactly this reason; a general "we may use your content" grant is not enough for a marketplace listing.
3. Run the compliance check: no handles or watermarks, no pricing or promo, no review language in the brand slot, resolution and duration within spec.
4. Build the Amazon Pack for the ASIN. The PDP video rendition and its manifest row are generated with the A+ image renditions.
5. Upload in Seller Central's video manager, map the ASIN, set the thumbnail. This step is manual because Amazon provides no write API for PDP video.

> **Why there is no "publish to Amazon" button:** Amazon's Selling Partner API covers A+ Content documents, listings and catalog data. It does not cover the Videos carousel, Amazon Posts or Brand Story media. Any tool that claims one-click video publishing to an Amazon PDP is either using a browser automation that breaks with the next Seller Central change or describing the manual step generously.

## Where the leverage really is

The video carousel is one placement. The same rights-cleared clip, cut to the right dimensions, also becomes an A+ Premium video module, a Sponsored Brands Video creative and an Amazon Post. The pipeline that clears rights once and renders to every spec is the part worth automating; the pack model in [the Shopify-to-Amazon pipeline](/blog/shopify-to-amazon-one-ugc-pipeline) is built around it.

[Download the Amazon and Google syndication playbook (PDF)](/downloads/ugc-beyond-your-store-amazon-google)

**The rule:** Do not chase the creator slot; brands cannot place there. Clear rights with an Amazon scope, cut to spec, upload to the brand slot, and reuse the same clip across A+, ads and Posts. The upload stays manual; everything before it should not be.

### FAQs

**Q: Can a brand upload a customer’s video to its Amazon product page?**

A: Only with a rights grant that covers Amazon, and only if the content follows brand-video rules: no pricing, no promotional or testimonial claims, no contact details. With those in place it is uploaded as a brand video through Seller Central.

**Q: Who uploads the creator videos in the Videos carousel?**

A: Amazon Influencer Program creators, from their own accounts. Amazon decides placement. Brands cannot upload into that slot or choose which creator videos appear.

**Q: Is there an API to publish videos to an Amazon PDP?**

A: No. The Selling Partner API covers A+ Content, listings and catalog data, not the Videos carousel. Brand videos are uploaded manually in Seller Central.

**Q: What does Idukki automate for Amazon video?**

A: Rights with an Amazon-specific scope, compliance checks, rendering to the PDP video spec, and a manifest naming the ASIN and surface for each file. The Seller Central upload remains a manual step.

### Sources
- [Amazon Influencer Program](https://affiliate-program.amazon.com/influencers)
- [Amazon Selling Partner API: A+ Content API](https://developer-docs.amazon.com/sp-api/docs/a-content-api-v2020-11-01-reference)
- [Idukki: UGC in Amazon A+ Content](/blog/ugc-in-amazon-a-plus-content)
- [Idukki: Amazon syndication](/amazon)

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Canonical: https://idukki.io/blog/amazon-pdp-videos-upload-your-video-brands-ugc
Tags: amazon, pdp-video, influencer-program, ugc