Product image optimisation on Amazon

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Michael Hartman speaks about product image optimisation for Amazon product listings.

Main image

Keep it as ToS compliant as possible
Helps avoid a competitor reporting it
Include the packaging in the image
White background, shadows are okay for product image optimisation
Take everything out of the box and lay it out – looks like they’re getting a lot of value for their money
Use props in image only on the lower value products, don’t risk it on the higher value products
Not worth risking it for the high value products

Ensure the image vertical side is full up and down to ensure Amazon doesn’t crop it
Always check your renders on mobile devices to maximise your product image optimisation

Using it more lately
The 3D Render artists are busier now than the in-house photographer
It’s a lot faster to change colour variations on renders
A-B Testing of images is a lot faster with 3D Models
Use shutterstock images and then render in the 3D models into it
Quality is key in doing this too – need a good quality 3D Artist to get images done properly
It’s so good you can get away with a lot less photography
Using a photo of the product to be the texture on the 3D Model to make it look realistic

Lifestyle images are not photos but are 3D Models and photoshop images superimposed
Doing photos with 3D Models for around $500
Show how the product is being used in real everyday life
Use 2-3 Lifestyle images of your 9 images on the listing

Image no.2 is the display image with the features
Text overlay pulling out the key features
Image 3&4 are the lifestyle images, show size of the product
Show the activities it’s used for / in to build an emotional response
Remaining images use the entire product set for the family of products being sold
Use an infographic for the 2nd Image that shows all the uses for the product
Technical information for later ones
Comparisons with other competitor products (in silhouette) in another image
Always A/B test your images

Test images by changing only one image at a time to get one data point to measure
Features images – maybe the text annotations are not covering all the needs of buyers in that category
In some the lifestyle photos go better on the 2nd in others its the last image depending on the category
If you have a poor conversion rate then look at the main image and try changes there first

Using around 7 images in the EBC
Using some text as well depending on what you’re selling
Always put a satisfaction guarantee on the EBC to build trust in the brand
Also add in the charity or portion of proceeds mentions in here – improves conversion rates

Doubled the conversion rate through optimising a listing
Titles, images and price are the big things for moving the needle on conversions
Amazon customers eat with their eyes
Adding EBC to a listing will give a 5% boost
Optimising images can double conversion rate if done correctly