create converting product images

Amazon Product Photography: How To Create Converting Product Images

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Amazon product photography is one of the most important parts of creating a successful private label business. Product images are so important that in some instances, your images might be the only thing that sells your product.

If your product isn’t selling, then one of the first places you should look is your images.

This post is going to take an in-depth look at why product imagery is so important and what makes a successful product image.

Why Are Your Private Label Images So Important?

Amazon product photography is extremely important to your Amazon private label business.

Why?

Because Amazon product images are your buyer’s first impression of your product. Moreover, your images help convey the quality of your product, what your product is like, and how your product is used.

First Impressions Matter

When your buyer is searching for a particular product they want, they are going to enter their search terms into Amazon and be directed to a page where several items will be featured.

Although the price and title are also displayed on this page, the first thing your buyer’s will be drawn towards is the product pictures.

Now, if this is your first impression, you are going to want to make it a good one. If your buyer is on the first page looking to see which item they are going to click on, then they are likely to click on the item that has the highest quality picture. If your item is put up next to items with higher quality pictures, the buyer will not click on your product.

Quality Matters Too!

Your product pictures should convey quality. Pictures are the closest thing your buyer is going to get to seeing your item before they buy it. They can’t touch it or hold it in a store. So if you have poor quality pictures, your buyer may think your product is of poor quality.

Check out the high resolution of our successful product, Jungle Stix:

jungle stix image quality

Even when zoomed in you can see the quality of the picture allows potential buyers to really take a close look at these bamboo sticks.

If your picture is of lower quality than your competitors’ pictures, then your buyer will likely think your product is of lower quality than your competitors’ products. Buyers may think, subconsciously or consciously, if you can’t produce quality Amazon product photography, how can you make a quality product?

Images Tell Stories

Images can convey a story. Product images can show a buyer how your product is used, how big your product is, the different uses of your product, how your product is different from your competitors’ products, and how much fun or how useful your product is. You can really get creative here and add something special to your listing.

The old saying is pictures speak a thousand words, and Amazon product photography is no different.

The Rules of the Game: Amazon Terms of Service

So, with all this talk about Amazon product photography, you are probably wondering what Amazon says about product images. Well, Amazon’s Terms of Service is pretty clear in terms of what you can and can not do.

Technical Aspects of Your Product Images

Amazon states:

  • TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format
  • Image pixel dimensions of at least 1000 or larger in either height or width preferred
  • sRGB or CMYK color mode
  • File names must consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B000123456.jpg or 0237425673485.tif)

Takeaway

Your picture must be saved as one of three above formats. Moreover, the file name must consist of a product identifier. Also, your picture should be at least 1000 pixels. However, we recommend you make your pictures at least 1500 pixels.

Your Main Product Image 

For your main product image, Amazon states:

  • 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.
  • The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
  • 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.

Takeaway

Your product should fill 85% of the image frame, and the background should be pure white. You can not have a different colored background or real picture background. Your image should be a real photograph and not graphic art.

The most common error by private label sellers is putting graphics or text in their lead image. This is strictly forbidden by Amazon’s TOS. See some examples below:

 

Examples of images not within Amazon TOS product images

For Your Other Product Images

Amazon states:

  • 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.

Takeaway

The difference in TOS between your lead image and your other product images is extremely important. With your other product images, Amazon allows you to use different backgrounds and environments, unlike with your lead image.

Also, Amazon allows you to use text and graphics in your other images. This allows you to add graphics like badges and create images like infographics.

What makes successful product images?

There are a number of things should be observed and checked off when creating and selecting your product image:

  • Ensure the image does not violate any of the rules by reviewing Amazon’s terms of service.
  • Take high resolution images that are professionally lit with a white background
  • Get images touched up to remove any small flaws
  • Try using models that show how the product is used, and try using infographics.

If you follow the above steps, your Amazon product images will help drive your private label sales. But why stop there? 

Images are subjective, which means it’s difficult to guess which image(s) will have the most impact. You will likely make some assumptions about what your “best” images are, which to use as the lead image and what order to show your images in. But it’s important that those assumptions are continually tested to ensure you’re getting the most out of your product.

Show Your Product In Use

We also recommend that some of your pictures show people using your products or different uses of your product. This will give your buyers an idea of how your product is used, and it will also project into their subconscious that they are the one using your product, making them more likely to buy.

Below is an example of a lifestyle photograph for Jungle Stix:

Jungle stix lifestyle product photography

You can also use infographics to highlight product features or to compare your product to that of your competition’s products.

For example, one of our main product features in Jungle Stix was that our sticks were the biggest on the market. We used an infographic of a man next to one of our sticks to highlight the size, which works pretty well.

jungle stix photography size comparison

Split Test Your Assumptions

As previously mentioned, the optimum way to discover which images to select and how to present them on your Amazon listing is to test them. Split testing images could mean anything from changing the angle, zooming in or out or changing the way the packaging is presented. You can even split test your other images and what order they appear in on your listing.

In doing this, you can attribute real data to the success of your product related to which images you are using.

For example, one Splitly user tested her original image against an infographic she created. This user’s original image was that of a model holding up her product. On the other hand, her infographic was the same image as the original, but with bullet points highlighting all the positive features of the product.

By using an infographic, this user increased their conversion rate by 52%.

amazon split test increased conversion rates

Takeaways: What Makes Great Amazon Product Photos

  • Take high resolution, professionally lit photos on a white background
  • Show variety in your ‘other’ photos by showing people using the product, or your product being used in a lifestyle environment
  • Split test your own assumptions on what images are the best and use real data to decide which images to use

Conclusion

Amazon product photography is vitally important to your Amazon private label business. Some might argue that your product photography might be the most important part driving sales.

Your product images are essentially your shop window to your potential buyers first impressions, and help to convey the quality of your product. The range of images you have to offer can really set you apart from your competition and give customers a much better shopping experience.

In order to create successful product images, you should first start by reviewing Amazon’s terms of service. Then set out to take professional photographs and a variety of options for your other photos such as using models or infographics.

Finally, for continued improvements and reliable data about which images work best for private label products, try running some A/B split tests and letting the data make all the assumptions for you. 

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  1. Pingback: Business article: Why is it important to show products on a solid white background for eCommerce? - Picsera

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