Trying to sell a product on Amazon?
Lesson 101: Make sure your listing has amazing pictures.
This can be easier said than done though, so here are the steps we follow to make our Amazon product images better than the competitors.
Your images create the first and often only impressions a customer will have of your brand and your product. They can make or break your listing and your sales.
- Research the competition.
Grab main images that capture your attention and have qualities you want your product image to have. Study these main images. Determine how yours could be similar, yet better. What will make your picture stand out from the crowd?
Browse through the product page images. Notice how detailed your competition is getting? Do they have colorful image graphics, pictures with text overlay, lifestyle photos, product packaging… What do you like about them, what do you dislike?
Compile the pictures you love and the pictures you hate & print it out for future reference.
Amazon has very strict guidelines for the Main Product Image; review them before moving along.
– The image must be the cover art or a professional photograph of the product being sold. Drawings or illustrations of the product are not allowed.
– The image must not contain gratuitous or confusing additional objects.
– Books, Music, and Video/DVD images should be the front cover art, and fill 100% of the image frame. Jewel cases, promotional stickers, and cellophane are not allowed.
– All other products should fill 85% or more of the image frame.
– The full product must be in frame.
– Backgrounds must be pure white (RGB 255,255,255).
– The image must not contain additional text, graphics, or inset images.
– Pornographic and offensive materials are not allowed.
The other 8 product images have more lenience, but Amazon still has requirements.
– The image must be of, or pertain to, the product being sold.
– The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
– Other products or objects are allowed to help demonstrate the use or scale of product.
– The product and props should fill 85% or more of the image frame.
– Cropped or close-up images are allowed.
– Backgrounds and environments are allowed.
– Text and demonstrative graphics are allowed.
– Pornographic and offensive materials are not allowed.
- Draw up a plan for the images.
Write a list with the numbers 1-9. Amazon allows 9 total product images. 1 main image, 6 more will be visible on the product page and then 2 more pictures show up when you click to enlarge the pictures.
Use each image to develop and tell the story of your product. Pretend the customer is not going to read a single word of your listing. Your job is to make them want your product based upon the pictures.
Consider the keywords and highlights of your product. We used the key points of our iPad Air 2 Racer Case to develop the pictures.
This step sets the guidelines for taking the pictures. You may make changes down the road, but you need to have a plan. If you move straight into taking photos with out a plan you will spend unnecessary time and money trying to sort all the raw photos into a tangible plan, especially if you pay a photographer and designer.
- Take professional quality pictures.
If at all possible, have a professional photographer take the pictures and allow a graphic designer to edit the images. Amazon is extremely competitive and their customers are even pickier; you must have sharp, crisp, clear high-resolution pictures. Do not settle for anything less. If you must take your own photos then get a white sheet or white butcher paper, watch some videos on how to set up your photo shoot lighting and take lots of high-resolution pictures.
Photoshop is the best tool available for blowing out the backgrounds to pure white and color correcting the photos. This can be done with online tools, but they will always look better from a professional.
Here are some suggestions of free online editing tools
If you are willing to pay a bit, which we highly suggest…. Consider hiring someone on Fivver to Photoshop the pictures.
- Be consistent with your branding image
Gwee is establishing a brand. So our goal with the design of our images is to promote & grow the brand image. We want our customers to recognize us immediately when they see us anywhere else on the web or in stores.
A graphic designer should be proficient in helping you stay consistent with your branding. But here are the main details you should watch for…
- Include your packaging design with the logo in one of the pictures
- Make sure the font in all the images is your branded font.
- Make sure all the colors used in your image are your branded colors.
- Keep the text size and positioning consistent throughout the images.
- Everything needs to coordinate with the branding in your labels and on your website.
- Test and try again
Don’t get complacent. Yes, this is quite a bit of work, but the images are the main selling point of your listing. Track the sales statistics for a few months. If the sales are not where you want them, then consider changing up a picture or two.
If you are getting a lot of impressions and not a lot of clicks, consider changing up your main image. Maybe display the item in a different angle or direction. If the conversion rate is not where you want it, consider changing up a picture or two inside the product listing.
We aim for a 15% and above conversion rate, but that number may be different for you depending on how much through traffic you expect. You may need to tweak other areas of the listing beyond images to accomplish your desired conversion rate, but don’t be afraid to keep trying!
Now go! Those Amazon pictures will not fix themselves!