What Your Images Really Say About Your Amazon Listing: 6 Experts Strategies for Success

Online purchasing is a visual experience. If your online listings aren’t optimized for that experience, your clicks will lack conversions as a result. It doesn’t matter how much you throw at your advertising or how great your reviews are. When it comes to online shopping, eyes are simply an extension of the wallet, and once shoppers arrive at your listing their eyes go straight to one thing. 

Though most shoppers prefer the experience of walking through a store and physically experiencing products before purchasing, last year taught us that the convenience of online shopping is a value that can’t be beaten. Amazon alone reported that they experienced a 200% rise in profits during the thick of the COVID-19 pandemic. Even though brighter days are ahead of us as restrictions around the nation begin to loosen up, the ever-growing desire for online shopping will only continue to build momentum. 

Bolstering your e-commerce sales means giving your products every advantage they might benefit from in a physical store. Keep that in mind as we continue through this piece. Without a way of fully interacting with your product or getting to speak to a salesperson on your product, how can you still present all the valuable information a consumer cares about?

The answer is through your  product images. Your images not only work as an advertising tool to drive awareness and consideration but as an info breakdown to help further catalyze a purchase. You have to be able to make your images simultaneously stand out from an advertising perspective and also precisely pitch value from a purchase-point perspective. This means your images need to be optimized for multiple points of the customer journey as they play a vital role at every stage.

So how can you fill out your listings’ photo album to fully tell a tale that drives conversions? Our experts have been working the ins and outs of Amazon’s best image practices for years and we’re ready to share some insights that will help bolster the value of your images.

Demonstrate Your Product 

Imagine your product is being showcased on the infomercial channel. What might your ad need to showcase to stand out? You’ll probably discuss the superior benefits, ease of use, and high quality of your product for its pricing. Your images need to successfully complete all these tasks as well, with much less real estate. 

As discovered by the Nielsen Norman Group, most consumers browse through every single one of a product page’s images before making a purchase or moving on. This means you have a good opportunity to tell a complete story, a compelling story, and most importantly, a precise story. By the end of your product image album, the value of your product should be clear. 

Ultimately the goal of each image should be to demonstrate one of five key factors that define your product’s value. These factors include ease of use, product features, superior benefits, design, and quality. How you choose to tackle the challenge of presenting your product’s value in each of these factors is up to you. You’re going to need to assess your consumer’s interest. Start with competitor research to see what consumers valued most or regretted from purchasing alternative offerings.

Product reviews are a great start for assessing this info. If you understand what consumers are most pleased and disappointed by in your product category, you’ll know what to address first. Sometimes ease of use is more about how easy it is to set up than it is about how easy it is to access the features. Sometimes design is more about how good it feels in your hands than it is the way it looks. 

Each factor comes with its own nuances that will vary by industry. How you address each factor is where the real strategy comes into play. For instance, when trying to address the size of your product it may be better to use a lifestyle image with a comparable object to provide scale vs simply writing out the dimensions to the side. Luckily we have you covered on the different strategies you can take advantage of to conquer this challenge.

Connect with Lifestyle Images

The best way to drive quick purchase consideration is to insert your product into your consumers’ daily lives. Connecting your product to their daily routines is a perfect way to garner trust. Again, you don’t have some physical box on a shelf telling shoppers exactly how they can use your product to their benefit. Lifestyle images are a great replacement and perfect for any e-commerce strategy.

People are visual learners. When a consumer sees your product in the hands of another satisfied customer, something is triggered. They can begin to picture themselves as that satisfied customer, happily enjoying the solution your product offers to their life. At the very least, they can begin to think about how they might use your product similarly. 

Product resonation isn’t as easy as simply showing your product working as advertised. There are many advantages to lifestyle photos. The biggest highlight might be seeing how well your product may blend into their living space. . Whatever the case, you’re going to want to give consumers a variety of lifestyle examples to address various concerns at once.

Try providing lifestyle images that switch up the background and staging scenarios. It can be great to showcase how well your vacuum works on carpet and wood flooring or how a smaller attachment is great for furniture. On the other hand, it may be more advantageous to show how well the vacuum can handle different litter such as pet hair or crumbs from children's snacks. The different scenarios and uses you display will help you capture a wider range of your demographic. You just have to understand the different value angles consumers may be coming from, which should be based on your market research and advertising data. 

The value of quality lifestyle images goes beyond showing the features of your product. They can also be a great way to highlight design. You can include a miscellaneous item in the background as a comparison point for scale. Showing how great your product may stand out or blend into a room could be a good value point as well. Some lifestyle images can even be used to showcase how quick and easy the setup will be for your product. Including a good variety of lifestyle images will help you successfully address all these concerns in a subtle yet digestible way. Ultimately, you’ll be pushing your sales pitch without coming off as a pitchy salesman.

Highlight Value with Infographics and Comparison Charts

No consumer is going to take the time to read through the entire selection of copy on your product detail pages. Therefore, you must include relevant info in your images in order  to address value points. Mastering the ability to present the same information from your descriptions into your images is a major advantage for your sales. The best way to approach this is through infographics and comparison charts.

The first thing to keep in mind is that you still need to keep text to a minimum. Text should only serve the purpose of quickly highlighting key features or benefits about the product. Having a paragraph breaking down the value of your offering in an image will cause you to lose all the advantages of consumers even taking time to go through your images. Most consumers will only read through 20% of a product description on the product page. Keep that in mind. What 20% of your overall copy do you think makes the best case for catalyzing a sale? 

Next, you need to stay on top of what even constitutes relevant information. If it isn’t serving the purpose of driving value up, you’re wasting space on unnecessary text. This goes back to the competitor research your team put in beforehand. If you’re aware that consumers were displeased by the durability of your competitors' offering, then that’s a value point worth highlighting. Using an infographic to speak to the battery life or quality of your product’s material  is a perfect way to implement text in your photo album. 

Comparison charts are perfect for quickly highlighting superior value as well. This can help address the concern of your pricing, your product’s features, and even quality. Showing how other products may lack certain features or have subpar quality through a comparison chart is a great way to differentiate your offering. This will help dissuade consumers from browsing alternative options if they feel you’re already presenting them with the info on alternatives. 

With proper design, the balance of imagery and text will work out perfectly. It’ll allow consumers to flow from your photo-heavy images to your more text-inclusive images without being deterred away from your product page. The product should always remain the focus of any image though. Never let your text do all the talking. Your images can speak on themselves even in infographics and charts. Don’t get overwhelmed by presenting too much information and losing sight of Amazon’s best practices when it comes to design.

Invest in Video

Video is a visual learner's best friend. Video assets are an invaluable tool when curated properly. They can take a bit more investment, but once they have been added to your details page they deliver on results. You don’t need anything as high-level as a full-blown commercial in terms of production value. Just being able to give your product some motion and showcase it in an active light, will be a huge driver for purchase considerations. 

Even if your images are extremely good, some shoppers will still have concerns, which can be alleviated through video. At the end of the day, the consumer is looking at a still image, hoping it isn’t a result of overdone or deceitful photoshop. Shoppers tend to be more trusting of videos, seeing the product in live action and being used as advertised. Where your images can be lacking info, your video can make up for it. This will further boost trust, and ultimately, purchase consideration. Not to mention, online consumers are more likely to willingly sit and give your video the time of day to present more information.

Your video can be more straightforward in its strategic uses. It can be as simple as providing an instructional or tutorial video to garner some comfort in the consumer about making the purchase. Your video can also compliment your lifestyle images by displaying your products in active use. The video will only bolster consumer resonation and help them further digest your product’s value. 

Not all videos are made equal, though. While you don’t have to invest in a Hollywood production, you need to avoid some common red flags. If your video is long, it has to be only so because it was necessary. Sometimes consumers enjoy having a deep dive video to reference after their purchase is made. In terms of pushing the purchase, your video should be concise, direct to the point, and focused on the product. At the end of the day, consumers still value convenience over information, and bombarding them with a ten-minute video won’t help you sell anything.

If you feel video is a great way to dump info about your product, then make it easier to navigate. Break your 3-minute video into 3 one-minute videos so consumers can quickly find the specific information they need. Also, ensure your video is clear and using high-quality assets. If you can’t invest in high-definition captures then avoid video entirely. There’s no bigger deterrent than fuzzy or blurred images harassing your eyes.

Amazon Exclusive Content

The final piece to rounding out your product imagery is taking advantage of Amazon seller exclusive content. The numbers don’t lie: these content pieces are tools you can’t afford to ignore. They may not be direct contributions to your product page’s content, but they are a major bonus to your overall catalog presentation. 

We’ve spoken on these content pieces in other articles before so feel free to check out our other articles for a deeper dive. The main features you’re going to need to invest in are Amazon Brand Stores and A+ Content. Each of these features provides you with additional opportunities for enhanced imagery and elevated branding. 

A+ Content goes directly onto your detail pages, giving you additional opportunities to further illustrate your product’s superior quality and benefits. Through A+ Content you can customize enhanced images with custom text placements and design. Amazon even claims listing pages paired with A+ Content benefit from a 10% increase in sales.

Amazon Brand Stores function as a hub for your brand and catalog. Offering a multi-page shopping experience in one convenient location where your consumers can browse your entire catalog. These immersive destinations are fully customizable, allowing you to create a unique experience for shoppers to discover your brand and offerings. Brand Stores even make a great investment in any growth strategy
To access these features you’re going to need to enroll in Brand Registry. This will help you also with trademark protection and keeping the integrity of your brand presence safe. You can enroll from your seller central account and once completed will have access to curating your personal content as you like.

Take Advantage of Expert Design Practice

You have to keep in mind the holistic view of your imagery. How does one image flow to the next and build on the previous piece of content? Consumers will provide you with enough patience to make your pitch, but you have to be ready to take advantage. Putting strategic research upfront will help prepare you for the challenge later on.

It can be hard to prepare all this knowledge ahead of time, though. The time it takes to build experience and even know what to prepare for is another mountainous investment to tackle as well. When you have a product that’s ready to sell it becomes easy to just want to get going. The only way to fast-track this process is partnering with a team of design experts who’ve already put in the time investments and garnered the experience necessary. 

If you’re looking to find a team of Amazon design masters or are ready to enhance the quality of your Amazon business, then Nectar’s experts are always ready to talke. Just take a minute to fill out our request form. We look forward to connecting!