Episode Number:

47

October 20, 2025

In this episode of The eCom Growth Show, host Danan Coleman welcomes Justin Willhite — Founder and CEO of CommQuest, a video production agency helping eCommerce brands bring their products to life through unboxing videos, brand stories, and Amazon PPC creatives. With a decade of experience in influencer marketing and content strategy, Justin shares how small brands can compete with giants through powerful, authentic, and cost-effective video content.

Meet Justin Willhite: From YouTube Hobbyist to Agency Founder

Justin began as a YouTuber nearly ten years ago, running multiple channels like JDubb for tech reviews and Dubb Outdoors for outdoor gear. What started as a hobby turned into an opportunity when Amazon invited him to its Influencer Program. Soon, he was collaborating with brands like Google and other major tech companies, creating unboxings and review videos that earned real traction.

As his skill grew, so did his understanding of what drives engagement — not just on social media, but on Amazon itself. Realizing the growing role of product video in conversion, Justin launched CommQuest, a full-service video production agency tailored for eCommerce sellers.

The Amazon Video Advantage

Justin points out a crucial truth: Amazon only keeps features that make money. The fact that video carousels, listing videos, and Amazon Live still exist means one thing, video converts.

He explains that every listing needs at least one video from the brand itself. Without it, all user-generated videos stay buried at the bottom of the page. Posting even a single brand video unlocks the carousel that showcases video content higher up.

For brands with multiple products, he recommends creating a brand story video — one high-quality piece that highlights your entire product line and can be uploaded to every listing to activate visibility.

Big Takeaway: One good video can literally open the door to your entire video ecosystem on Amazon.

The Five Core Video Types Every Brand Needs

According to Justin, Amazon sellers have five major opportunities for video content:

  • Listing Video – Your main product explainer video.
  • A+ Content Video – Additional visuals that enrich brand storytelling.
  • UGC/Influencer Video – Real people sharing authentic experiences.
  • PPC Ad Creative – Paid video ads designed to grab attention.
  • Amazon Live – Real-time shopping streams (still relevant and underused).

Within those categories, you can experiment with formats like unboxings, lifestyle showcases, tutorials, and testimonials.

Smart Insight: Don’t overthink production. Even a simple, well-edited 20-second video beats having none at all.

The Psychology of Unboxing and UGC

Unboxing and testimonial videos build instant trust. Justin compares it to watching a real person review a truck or coffee maker, the authenticity makes it believable.

Even raw, imperfect videos outperform polished ones because they show the product in real-life conditions. A mom unpacking a blender in her kitchen resonates more than a studio-shot demo.

Core Insight: Social proof is more powerful when it looks real, not rehearsed.

Competing with Big Brands: The Small Seller’s Edge

For smaller sellers, the good news is that the playing field has never been more level. With smartphones shooting 4K and AI-powered editing tools available on Fiverr, creating compelling video content is more accessible than ever.

Justin emphasizes that expensive production isn’t necessary, creativity and clarity matter more.

  • Start with your phone and natural light.
  • Use an affordable clip-on mic.
  • Outsource editing for $15–$50 per video.
  • Keep videos under 30 seconds; Amazon viewers watch an average of 20 seconds.
Pro Tip: Focus on clear visuals and crisp audio. People forgive imperfect video, not bad sound.

Why Every Video Belongs on Multiple Platforms

Justin advises repurposing every Amazon video across YouTube, TikTok, Instagram, and Facebook to amplify reach. Using tools like Opus Clip or AI short generators, one product video can spawn a dozen short-form clips.

This multi-platform approach creates what he calls a marketing halo effect — an organic boost in traffic to your Amazon listings as people encounter your content across the web.

Key Thought: A single video can fuel your full-funnel marketing when distributed strategically.

Connect with Justin Willhite

Final Thoughts

Video has become the new storefront for eCommerce. It humanizes brands, clarifies value, and drives confidence in the buying journey. As Justin puts it, “It’s never been easier — or more important — for small brands to compete through video.”

When creativity meets authenticity, conversions follow.

Stay tuned for more episodes of The eCom Growth Show , where real stories and expert strategies power the next wave of eCommerce growth.