We live in a digital world. In eCommerce, your customers can’t touch and feel your product. You aren’t there to show and explain why your product is great. Most of your success on Amazon is going to be determined by your images. The primary image and secondary images are typically the most important aspect of Amazon listings.
Primary & Secondary Images
The primary image will help win the click, and the secondary images will close the sale. The average customer looks at every single image, but only a few of them read any of the listing.
Your images need to be of the highest quality. They need to be zoomable so the buyer can get a closer look at the product (images on Amazon must be at least 1500 pixels on their longest side and at least 500 pixels on their smallest side in order to be zoomable) and calm whatever concerns they have about making a purchase.
The goal of the secondary images is to instantly convey all the benefits of the product, product features, differentiating selling points, and how the product compares to others, WITHOUT the customer needing to read any of the title, bullets, description, or enhanced brand content.
You want the customer to be able to instantly understand everything they need to know about your product by strictly looking at the images. This is done by creating direct and clean infographics and lifestyle photos enhanced with text. We have found that it is better to have the infographics near the top of the images so buyers see them and can receive the necessary information more quickly, rather than showing alternate angles of the product before the infographics.
The way your product is presented is important as well. Show the product in its packaging and out of its packaging. Show key features and benefits of the product in the infographics. Have images of people using the product in a real world setting. If it’s made in the USA, or if it’s FDA approved, give that information in those images or graphics so the customer doesn’t have to search for it.
Example Set Of Images An Amazon Listing
- Image 1 (Primary Image) – Photo of the product with the plain white background (also split test showing the product with the packaging)
- Try to have your primary image be square and have the product take up most of the space in the image in order to have it appear larger in search results
- Image 2 – Colorful infographic showing some of the key benefits of the product
- Image 3 – Infographic showing the key features of the product, consider using closeups
- Image 4 – Comparison chart comparing it to other products or similar products (you can’t actually call out their brand specifically but use titles such as “other leading brand.” Make it really clear why your product is different
- Images 5-7 – Consider what best to do with these slots. For supplements, you may want a graphic explaining the key ingredients, a graphic showing some of the 3rd party certifications the product has, and an image showing the nutrition facts on the label. For many products, you may want to include some lifestyle photos showing the product in action or displaying some high quality branding. If you offer some kind of bulk discount (e.g., a discount for buying three or more at the same time), have that highlighted in your 7th image.
It’s not only what images you have, but the specifics of each image that also make a difference. Keep these rules in mind as you are creating and tweaking your listing images.
Amazon Listing Image Design Guidelines
- Make sure all your images are well lit and the colors stick out in comparison to competitors. Look at your product on the search results page and see how well your product sticks out. Be somewhat critical.
- On your secondary images, make them square or portrait photos (e.i., taller than they are wide) so they appear larger on mobile. Landscape photos typically appear smaller on mobile (although the customer can turn the phone sideways to make it appear larger).
- Use large text so it’s instantly readable on mobile.
- Make images colorful and exciting. Use a consistent branded color scheme.
- Imagine you were explaining to a person why your product is superior to other alternatives. Make sure that every point you would make is immediately obvious from your images.
- If your product does something, make some kind of image that SHOWS the customer what it does, not just text explaining it.
- DON’T have too much information in one single image. Sprinkle all your selling points among the different images so that each image gets their points across INSTANTLY.
- Most customers will look at every image, but make sure your first couple images really get them to want to buy the product. Show them the most important selling points first, then have explanatory information in later images. If you have some images that look really good and some that are just “ok,” put the highest quality images first.
- Use software like Splitly (typically only useful once you are selling a few units per day) to test which order of the secondary images is most effective for your product. Also, test different primary images.
- Look at how Amazon is actually displaying your product on different devices. Amazon will sometimes show different products differently so make sure to edit your photos as needed.
- Make sure they are zoomable (e.i., largest side of at least 1500 pixels, smallest side of at least 500 pixels) and not pixelated at all.
- Don’t forget about your images. There’s always ways you can improve, keep making them better and better!
- Look at competitor images for ideas on how to upgrade your images. Keep in mind that very large, world famous, brands can sell very well, even with low quality images.
Making the primary and secondary images the highest quality that you can will do more for you sales on Amazon then almost any other tip or trick that you will find. If you have a good product, your images are great, and you have a price that makes sense, you’ll be much more likely to be successful on Amazon. Take note of how you can apply some of these tips to your own Amazon images!
Where do I go for help?
Five Star Commerce has graphic designers who already know and understand Amazon and exactly what each listing needs to maximize sales.
Along with graphic design for Amazon listings, they provide services such as split testing & listing optimization, PPC campaign management, and high level consulting and strategy on an hourly basis. Hourly rates allow them to customize their services for your business so you can just pay for what you actually need.
If you’d like professionals to create high quality infographics and images for your listings, give you assistance managing your Amazon business, or be at your beckon call whenever you need top notch advice, book a free call with McKay to discuss how Five Star Commerce may be able to help you.
Written by McKay Salisbury, CEO & President at FiveStarCommerce.com. Five Star Commerce is a group of Amazon experts using a unique “freelance teams” model to combine the advantages of freelancers and agencies and provide the best possible ROI for brands selling products on Amazon.