Even though Watches & Jewelry brands have a tenuous relationship with Amazon, as many luxury brands do, they invest in Amazon visuals more than any other product category. Just 8% of Watches & Jewelry brands officially distribute on Amazon, and many of those deny their relationship with the retailer. (Baume & Mercier, Cartier, Omega and Tag Heuer deny any involvement with Amazon, even though Amazon advertises their watches on the Amazon store.)
But Watches & Jewelry brands that officially list their products on Amazon post an average of 2.8 thumbnail images per listing, second only to Fashion brands (3.8 images per listing). Citizens and Bulova are among the top ten brands with the highest number of thumbnail images on the platform.
Watches & Jewelry brands also have a high number of videos compared to other categories. 54% of Watches & Jewelry listings use videos produced by Amazon that show product details up close. Just 5% of Home Care listings and 3% of Personal Care listings use video in their listings, mostly recycled commercials.
Bulova and Movado lead the pack in video, with 60% and 57% of their listings featuring at least a clip.