Optimizing the images for your product listings is one of the most important factors when it comes to increasing your brand’s sales on Amazon.
With 400 million SKUs to compare, shoppers are looking for products which they can easily identify as meeting their needs, quickly. When shopping in a retail store, customers are often using several senses to make purchasing decisions:
Visual assessment of whether the product will solve my problem or make my life better. This often relates to packaging.
Does the product have a pleasant smell? Important for products in some categories like household cleaning products, health & beauty, and food products where smell might be used as a proxy for taste.
Tactile assessment of the quality of the product, or other desired feature. For example, for bedding - is it soft? For a suitcase - is it light?
Relevant for products where a specific sound is needed, or lack of sound. For example, electronic pest deterrents should not be too noisy; but a baby monitor should definitely be noisy!
Relevant only for food & beverage products. Some stores, like a gourmet tea store, might offer sampling of products to help make a purchase decision.
Now consider that the only sense that shoppers can use when buying online is sight. The touch, smell, sound, and taste of a product is still as important as it is in the “real” world, so brands have to find ways to bring those sensory experiences to customers. While effective product descriptions and product reviews can help customers to make buying decisions, one of the most direct ways to communicate the features and benefits of a product in an online setting is through product images.
Amazon gives brands between 7 and 9 product images to add to their product pages. And if you’re a Vendor on Amazon, you can also add a product video which can be even more effective at showing the features of a product.
So what types of images should brands be including in their product pages?
Here are the 5 essential images your brand needs to include in your product listings to maximize conversions and clicks.
1. The Product Photo
This is the first picture that customers will see of your product in the search results, so is particularly important to get right. According to Amazon’s rules, it should be on a white background, include the product only, with no props or packaging.
Which one would you click on?
Other tips for the main product image
- Closely cropped, to show the product in as much detail as possible
- Make it stand out: Look at competing products and consider how to make yours visually stand out in the search results
- Product photos should have good contrast and be well lit.
2. Product in packaging
This is a picture of the product inside or alongside the packaging - just like how a customer would see it in a retail store setting. This is particularly important for products which may be given as gifts.
3. Product In Use
This is simply an image of the product being used as intended. It’s often 1-2 images of the product being used by a model, or staged in an ideal setting.
4. Lifestyle photo
There may potentially be some crossover with the ‘product in use’ shot. this image helps the customer imagine how the product solves their problem or improve their life in some way.
5. Features and Benefits
Explicitly state more benefits which will help consumers to make a purchase decision. These can include safety & quality assurances, product awards, media features, etc.
MORE TIPS FOR EFFECTIVE IMAGES
Make the thumbnail or main image stand out from the competition. Which of these products would you want to click on?
High resolution is a must (>1,000px) to enable the zoom feature
Crop the image closely to maximize space on the listing
Try to use all the 7-9 available image slots that Amazon provides
Consider: how does this image help to describe the features & benefits of the product?
Consider: what images are needed to create a sensory experience? E.g. smell, touch, taste, sound?
OTHER PRODUCT IMAGE IDEAS TO CONSIDER
Create graphics which highlight reviews and testimonials from happy customers. This can be particularly effective for new products without any reviews on the Amazon platform.
SEASONAL OR HOLIDAY THEMED IMAGES
Add images which show how the product can be given as a gift or used in a holiday setting.
Visually describes how to use the product. Reduces concerns about ease-of-use.
DIGITAL PRODUCT ELEMENTS
When a digital element accompanies the product, it’s useful to highlight the functions of the app through a sequence of screenshots.
BEFORE & AFTER
A before & after graphic can effectively demonstrate a product which is designed to have a transformative effect.
If your brand or products has a unique origin story, use one of your available image slots to tell the story.
When a core benefit of a product is its size, an image that puts the product in proportion with the body can be helpful.
CLOSE-UP OR AN INTERESTING ANGLE
Extreme close-ups can demonstrate touch, and images showing how food products can be served are useful for visually demonstrating taste. Consider if these cookies were simply shown in a package - it would not be nearly as effective at communicating the sensory experience of taste as this extreme close-up.
Because online shoppers only have the sensory experience of sight when browsing online, brands need to understand how to effectively use product photos and images to communicate the features and benefits of their products.
Amazon provides 7 to 9 image slots for brands - and they should be used to full effect in order to increase clicks and conversions.
Sounds good in theory, but are you struggling to put these best practices in place?
Bobsled Marketing helps brands to optimize their presence on Amazon to increase reach and revenue. Contact us today about how we can help grow your sales on Amazon as a Vendor or Seller.