If your images don’t represent a need to buy product, you’re limiting your ability to succeed on Amazon. You can invest in huge advertising campaigns and optimize your SEO to the fullest, but neglectful image practices will disrupt all those investments. Becoming an Amazon powerhouse means enhancing every advantage you have to outshine the competition. When you don’t fully prepare for the nuance of Amazon specific practices, you’re only ceeding advantages to the competition.
Product imagery is an Amazon nuance that even experienced sellers struggle to succeed with. Amazon is a different space than most e-commerce markets. As a site that comprises almost half of all ecommerce spending in the nation, you want to optimize your content specifically for Amazon. It’s vital to your business to invest in preparing for Amazon’s best practices and optimizing your images from there.
We’ve developed the expertise to navigate the nuances of Amazon content by tracking where others have failed and where others have thrived . There’s no shortcut to true Amazon mastery, but there are common pitfalls you can avoid along the way. So to get you going in the right direction, we’re covering all you need to know about one of Amazon’s most nuanced X factors: product images.
Your images need to be clear and precise. Your images play a vital role at every stage of the customer journey and you want to centerpiece your product in all of them. This is even more prevalent when it comes to your main image.
Your main image is the catalyst for everything. It’s what consumers first see when your offering appears on the search results page. There’s only a short window to capture the attention of shoppers. You want to put together something that draws the eye and perfectly displays your product without causing confusion. The main image needs to project a clear and appealing presentation of your product that in-market consumers can’t ignore. Avoid having multiple objects in your image unless it truly compliments the product. You don’t want to create confusion or a deterrent of interest. Here’s what you need to keep in mind.
Amazon requires your main images to have a pure white background. Regardless, you’re not designing a fast-food logo; bright colors or fancy background designs are not optimal eye catchers. You don’t want to add anything extra on or around your product that is not part of your product. Depending on your industry it may be beneficial to add a minimal amount of additional objects to your image but should be avoided in most cases. The goal is to get consumers to look directly at your product and to stage your product in an optimal light. If your product is a bundle, you should arrange the items in the bundle in a way that conveys value.
Again, your product needs to be the eye-catching part of your image. You need to make sure it’s taking up enough space on your image to stand out. Your image sizes will remain the same on all devices but letting your product take up the most space will ensure it’s a consistent focus across all devices. On a platform that pushes over 150 million mobile users a month, mobile optimization is an effort that you don’t want to ignore.
Do not undervalue professionally photographing your images. A professional photographer can capture your product under the right lighting at the best angle to position the item to stand out. Having the wrong shading or lackluster photoshopping can be a major deterrent for browsing consumers. If your image isn’t sharp and ready to strike, you’ve lost more money than the investment could ever cost you.
Knowing how to strategically place text throughout your images is a profitable skill set to have. The average online shopper only reads 20% of the copy on a product page while browsing every image, according to the study by the Nielsen Norman Group. This makes it a challenge to present all the necessary information about your product in your description.
Taking advantage of this visual consumer habit is one of your greatest weapons for pushing conversions. There are a multitude of ways to place text within the designs of your images and to use them to present product value that consumers might’ve skimmed over in your descriptions. If you can create an easy to digest experience, properly pair your text with your visuals, and take advantage of research-based design practices, you’ll be able to master high-converting imagery.
Simple but important. Consumers are generally moving fast when they’re browsing through a product page. From your images to your text, you don’t want to disrupt their flow of movement. Strategically place your text in the order you want consumers to be presented with information. Keeping the flow going from left to right means you’ll be more in control of when they read a certain copy point.
Your text can help consumers understand the ease of use of your product, which is always a great value point. For example, you can demonstrate a product’s multiple uses or how easy it is to set up. It’s advantageous to understand how shoppers value ease of use or set up time within your product category. Addressing that concern with an easily digestible, image-heavy demonstration is a great way to drive purchase intent.
The greatest value add of using text in images is quickly presenting value points. With high quality design practices in place, your team can curate infographics or comparison charts that highlight your product’s superior value and benefits. This is a great way to showcase why your product is the clear purchase to make over the competition and if done right can dissuade consumers from browsing through alternative choices. The best way to ensure this is to invest in competitor research and structure your copy around the insights gathered. Your copywriting team should be able to take advantage of understanding what consumers find satisfying about your product category and what purchases led to regret in your category.
When it comes to catalyzing purchase decisions, lifestyle images are king. Your product needs to connect with consumers. If you can quickly show them how your product might resonate in their lives, you’re only bolstering your sales pitch. Lifestyle images can also be the biggest hassle to curate, especially when you’re trying to keep standards of quality high. This often leads to sellers neglecting them entirely, which also leads to a lack of results. They’re a worthy investment to make for all your listings. A clean, strategic lineup of high-quality lifestyle images will drive purchase interest through the roof.
Your product still needs to be the focus here. You don’t want a lifestyle image filled with a plethora of objects. It has to be clear what product is being sold in the image so steer clear of showcasing an entire kitchen set up if all you’re selling is a candle. You want consumers to easily discover how simple it would be to use your product so focus on the product in action and keep all else to a minimum, from texts to people to even background decor.
Size matters. Generally consumers like to know how much space their new purchase is going to take up. There can be value to showing how small or big your product is, depending on the category you’re in. Lifestyle images are a great way to discern this information without having to bring up dimensions. Using a minimal number of miscellaneous items such as a pen or phone, you can show the size of your product through comparison. You don’t have to have the objects side by side, in fact you probably should avoid this, but by just having one or two additional products in the background you can provide a clear comparison point for scaling.
It doesn’t hurt to use a mix of lifestyle images to sell your product’s value, if you can make the investment. Try using different backgrounds and staging scenarios. Some lifestyle images can focus on the use of a product while others may focus on the design. See what your consumers value most and try to hit a couple of those points. The more aspects of life you can resonate with the more purchase consideration your images will drive.
Your product images are the biggest player in speeding up check out times and pushing conversions. No matter what practices you put in place, at the end of the day, your images need to be high quality, enhanced, and strategically curated. Product images are your best chance at standing out from the competition and showcasing your superior catalog. Do not waste an opportunity for profits by neglecting them.
The best investment you can make is hiring a design team that understands the best practices and methodology that goes into Amazon success. Designing for Amazon isn’t as simple as designing for other platforms. As shown, there are specific nuances and methodologies to be aware of.
If you’re looking to find a team of Amazon design masters or ready to enhance the quality of your Amazon business then Nectar’s experts are always ready to talk. Just take a minute to fill out our request form. We look forward to connecting!