🧨🧨🧨 I was scrolling Amazon this morning, doing my usual deep dive on Mary Rut
By Daniela Anavitarte Bolzmann ⚡ · May 6, 2026 · Curated by George's Blog
🧨🧨🧨 I was scrolling Amazon this morning, doing my usual deep dive on Mary Ruth's (one of my favorite brands to study because they're always testing something interesting on their listings).
And I noticed something that made me stop scrolling.
In the search results page, there's an entire row dedicated to UGC-style videos. Creator content. And here's the part that got me:
Every single video links right back to a Mary Ruth's product page.
That's not a small thing. Amazon is essentially handing them another piece of real estate on the search results page, and every tap on those videos sends shoppers straight back to their listings.
What I don't know yet:
→ Is this part of the Amazon Creator Program?
→ Is it a paid placement Mary Ruth's gets as a premium advertiser?
→ Or is this rolling out to more brands?
‼️ If you know the answer, I'd love to hear it in the comments.
And if you're a brand on Amazon: search your brand name and scroll down. Are you seeing a video row like this with your products driving to your PDP? Is your team running creator content that's showing up here?
Genuinely curious what everyone is seeing on their end.