Veeqo: two years of product animation for Amazon's shipping and inventory platform

Veeqo is shipping, inventory and warehouse management software for people selling on Amazon, eBay, Etsy, Shopify and Walmart at the same time. It is owned by Amazon. We made the films that explain it, first in 2022 and again in 2023, as the product and the brand moved on.

The outcome

Four films across two years. In 2022, a fully illustrated product explainer and a step by step walkthrough of the live application. In 2023, a nine video suite built entirely from the product interface, plus a silent UI animation explaining Veeqo Credits. Every cut was made for a placement: 4K masters for the website, ten second loops for paid, square versions with burned in subtitles for social.

The challenge

Veeqo did not have an awareness problem. It had a switching problem. The audience already had shipping software, already paid for it, and had no particular reason to move. The films had to give them one.

The pitch also rests on two things that are genuinely hard to dramatise. Rate shopping across carriers is a price comparison. Inventory sync is a number quietly staying correct in several places at once. Neither looks like anything, and both had to be legible inside two minutes to people watching without sound as often as with it.

You'll get the cheapest USPS rates anywhere. PERIOD.

A line from the 2022 script. By 2023 a claim phrased that way could not survive legal review, and the work changed to match.

Our approach

2022: sell the promise, not the product. The first film keeps the software off screen almost entirely. Flat illustrated characters and props, kinetic type, one clear benefit per beat: rate shopping, carrier discounts, automation, labels, inventory sync, scanner picking, reports. It is aimed at people who have never used Veeqo and are not yet interested in how it works. Amazon ownership goes in as a credibility hook, written into the voiceover rather than left sitting as a logo.

Then show the actual thing. The walkthrough is the opposite film. It is a guided tour of the live Veeqo application, structured as three steps: set up an account, get shipping, then use the advanced features. We built it from the client's own screen recordings, rebuilt as layered screens with cursor moves, zooms and step cards, so a demo that takes several minutes to perform lands in ninety seconds.

2023: rebuild everything from the interface. By the second engagement the brand had moved to a different type and colour system, and the direction was explicit: the interface on screen should reflect the software as it actually looks. So the suite is isometric, interface first, and colour coded by module, with shipping in green, inventory in cyan, warehouse in purple and reporting in yellow. The green was changed partway through the build to meet accessibility contrast requirements.

Make the abstract parts concrete. Rate shopping becomes one order fanning out into every carrier price at once, cheapest to dearest, so the comparison is the visual rather than something the voiceover has to assert. Inventory sync becomes a single product code sitting in three warehouses with the counts moving together.

Work to language that has been cleared. Amazon legal reviewed the claims and the script tightened accordingly. Unqualified superlatives had to be qualified and sourced: the lowest rates from all major carriers became the lowest commercially available rates, based on pre-negotiated pricing, from UPS, USPS, FedEx and DHL. Emotive closers came out. Percentages had to be exact and scoped. Once wording was approved it was frozen, and the animation was cut to it word for word.

Cut once, deliver nine times. The 2023 master runs two minutes and two seconds at 4K. Out of it come two section length cuts for the shipping and inventory pages, and three ten second cuts for the hero, shipping and inventory stories. Each ten second cut exists in two versions, one ending on the Veeqo logo card and one ending on the call to action, so the same clip works on a page that already carries the branding and on a platform where it does not.

A separate, silent piece for Veeqo Credits. Veeqo Credits earns sellers money back on eligible shipments, and it needed explaining inside the product rather than beside it. Eleven seconds, portrait, no voiceover, built from the client's interface exports and set in the product's own UI font so it reads as part of the application. The tooltip shows what a single label earns, then the balance counts up.

What it does for Veeqo

One library that covers the whole funnel. The illustrated explainer works on people who have never heard of Veeqo. The walkthrough answers the question that comes immediately after. The 2023 suite sells specific features on the specific pages where those features are being weighed up, and the ten second cuts carry the same work into paid placements. All of it clears enterprise legal review, which is the part that usually stops work like this reaching an audience at all.

Credits

• Client: Veeqo (an Amazon company)
• Studio: Alchemy, then trading as Tiny Wizard Studio
• Films: four, across 2022 and 2023
• Formats: 4K and 1080p masters, square social cuts with burned in subtitles, portrait UI animation
• Language: English