The marketplace on Amazon is evolving faster than ever for creators, agencies, and brands alike. What used to be a simple “upload and hope for visibility” model has transformed into a layered ecosystem of algorithmic ranking, AI-driven product pages, and video placements that carry real value.
If you’re a creator positioning UGC (user-generated content) for Amazon listings, here’s the moment: prime “top carousel” video slots are becoming gold.
And while that opportunity is vast, staying ahead also means navigating the incoming wave of AI content and automated product-highlight systems.
By the way, if you want to stay connected and know everything about social commerce and never miss a beat, join Logie today! Click here
The Algorithm Shift
Not too long ago, simply having a video in a product’s media carousel was enough to stand out. Now, Amazon is differentiating between:
- Videos uploaded directly by brands are often given privileged placement.
- Licensed influencer content and UGC that sits further down the carousel.
The result? The “Top Carousel” slot is increasingly the spot where buyers first see and engage with media. It carries more autoplay exposure, higher trust signals, and potentially higher conversions.
As Andreea said:
“I charge $100 for the top carousel video, and then I charge $30 to $50 for the regular influencer videos … I educate brands, like, every time they reach out, I’m like, you should really add a video there in your top carousel.”
That pricing strategy is more than just numbers; it reflects the shift in absolute value.
Brands are frequently missing this shift. If they don’t upload their own video, or don’t know the difference between “regular influencer video” and “prime carousel slot”, the door opens for creators who do.
How Amazon’s Carousel Placement Works (2025 Update)
Here are the moving parts you need to understand:
Brand-First Unlock
Brands that own a registered Brand Store can still upload videos for the top carousel. But recent algorithm changes show that when they don’t, Amazon will open the slot to high-performing licensed content. That means brilliant creators become the “fill in the gap” option.
Influencer/UGC “Fill-Ins”
When a brand fails to fill the optimal slot, Amazon surfaces other videos, often those that:
- Have strong engagement metrics (views, interactions, completion rate).
- Feature keyword-rich captions and optimized metadata.
- Have high quality and relevance.
Platforms like Logie also report being able to flag listings lacking optimized carousel video, giving creators a proactive edge.
AI-Powered Matchmaking
Thanks to the growth of generative AI and algorithmic placements, creators who combine story-driven content, performance proof, and optimization win.
The “job” becomes less about “make a nice video” and more about “make a video that ranks, converts, and gets the top slot”.
Educating Brands
As you already pointed out, many brands don’t realize the difference. Here’s how a creator turns that knowledge into value:
- Upsell your content: Show the brand the difference a top-slot video makes. Use stats like “listings with carousel videos see up to 2× conversion vs image-only”.
- Position yourself as a partner: You’re not just making a video; you’re helping them unlock better visibility.
- Value your production: If you’re optimizing metadata, handling submission, or using matchmaking platforms, that’s part of the premium.
When you educate a brand and show them that “Each carousel slot is not created equal”, you stop being a one-off gig and become a strategic collaborator.
Spotting & Seizing Upper Carousel Opportunities
Here’s a quick workflow creators should use:
- Audit Product Listings: Check target ASINs. Does the carousel start with only images or a generic brand video? If yes, upsell angle.
- Craft Your Pitch: “I’ve noticed your listing lacks a high-performing top slot video. Listings with those see up to 2× conversion … I can fill that gap.”
- Optimize Your Assets: Follow Amazon’s current best practices, short (under 60s), loud branding, captions, and transparent use case.
- Leverage AI-Powered Matching: Use platforms that alert you when a brand is actively seeking carousel content. Faster access = better deals.
What Creators Must Do to Stay Relevant
While carousel placement is one battle, another front is opening. Here’s what’s shifting:
AI-Generated Product Highlights
Amazon is surfacing AI-generated highlights at the top of product pages’ summaries that mine reviews and specs, reducing visibility for creator videos. As one creator noted:
“This is an AI-generated Highlight… they trying to come for us, y’all, okay? … And, you know, video is next.” Ileane Smith
Conversational AI Agents
Chatbots and dynamic Q&A tools are starting to answer shopper questions using data + machine learning, potentially reducing engagement time with creator content.
The Human Edge Still Matters
Here’s where creators still have an edge:
- Authentic storytelling: You lived the product experience; AI didn’t.
- Relatable narrator: Your quirks, your use case, your context matter.
- Contextually-rich demos: AI might generate visuals; still can’t replicate your environment, voice, nuance.
In short: Lean into experience, voice, and story. That’s what machines can’t replicate.
Future-proofing Your Approach
To stay ahead of both algorithm and AI shifts, consider these moves:
- Bundle your expertise: Offer audit + video + submission as a package.
- Build your portfolio: Track when your videos hit the top carousel and what impact they had, gather data, and testimonials.
- Diversify your channel exposure: Don’t rely only on the Amazon carousel. Grow your presence on TikTok, Instagram, and YouTube so you’re not just algorithm-dependent.
- Stay current: Keep tabs on Amazon policy changes, platform mechanics, and carousel algorithm shifts.
Key Takeaways
- The upper carousel video slot on Amazon is more valuable and competitive than ever.
- Educate brands on the ROI of top-slot video and charge accordingly.
- Combine creative skill, optimization strategy, and pitching power if you want to dominate the placement.
- AI content evolution threatens visibility, but your human experience remains your moat.
- Move from “I’ll make a video” to “I’ll help you unlock visibility and conversion,” and you elevate your creator value.
