Why are good Amazon product images important?
Improving Click Rate, Conversion Rate, and Ranking
By using good product images you can significantly improve the ranking and performance of a product.
- Step one: An engaging main image that appears on the search results pages is clicked more frequently, thus improving the click-through rate (CTR).
- Step two: Good product images improve your conversion rate (CR) by convincing customers to buy your product.
Both steps lead to an improvement of the rankings since the Amazon ranking algorithm takes CTR, CR and sales of a product into account.
However, more pictures and higher resolution pictures (to activate the zoom function) alone are no guarantee for better ranking. The product moves up the ranking only if the CTR and conversion rate are actually improved.
Connect with The Customer, Create Transparency And Send Quality Signals
Convincing product images are indispensable for online shops. Amazon is no exception. In a retail store, customers want to look at a product before they buy it. They look closely at the details and put a product in different lights to check the color. They feel the texture of the material and make sure that the product is crafted with care. In other words: customers in brick-and-mortar stores try products to see how they work.
These sensory impressions are missing in online shops. A good product description tells only half the story. Only high-quality Amazon product images can create visual impressions and help customers in their purchase decision.
The main product image is usually the first point of contact between your product and the customer in the search results. Then, product images are usually the first thing a customer checks after clicking on your product listing. With professional, well thought-out product images you can leave a good impression in the first few seconds and show that you have nothing to hide. They inspire the imagination of your customers and answer their questions instead of creating new ones.
High quality and professional Amazon product images are a clear signal to every customer about the quality of your product and service. The customer follows a simple purchasing logic: If the product image is of bad quality, then the product can’t be much better.
What Are The Features Of Good Amazon Product Images?
Please take note of the minimum technical requirements
Amazon has certain minimum requirements for product images. If these basic requirements are not met, it can result in the images or the whole product being hidden.
- Allowed formats: JPEG (preferred), TIFF, PNG, GIF.
- Color specification: RGB (if images are transmitted in the CMYK color specification, the colors may be changed).
- Resolution: Minimum 72 dpi.
- Size: Recommended minimum 1,000 pixels on the longest side.
Specific requirements are added to these general requirements, depending on the category, especially in the categories “clothing” and “shoes and handbags”. The guidelines for individual categories are summarized by Amazon in the respective Style Guides.
If possible, your images should always have a sufficiently high resolution to enable the zoom function (at least 1000 pixels on the longest side, 500 pixels on the shortest side). By offering your customers a close-up look at your products, the distance to the product is reduced and trust is built.
If a customer sees a camera, for example, he can zoom in for a closer observation of the various buttons and functions. This helps her/him to understand the features of the device. The detailed visibility allows the customer to imagine what it would feel like to hold the device in her/his hands.
360-degree views can be enabled for some products. This allows customers to view the product from different angles. Contact Vendor Support to find out if this option is available to you.
The Main Amazon Image
The main image is visible in the search results. Hence, the quality of the main image is responsible for the number of clicks your product receives. Customers tend to browse the list of search results and click on the product(s) they find the most appealing. Ensure that the product is clearly recognizable in the main image.
In addition, images need to fulfill the following requirements by Amazon:
- The image must only contain the core product, no accessories or props.
- The background must be pure white (RGB code: 255, 255, 255).
- The product must fill 85% to 100% of the image area.
- The product must always be shown without packaging (some exceptions are made depending on the product).
- The product must be fully displayed.
- The main image must not contain text, graphics or illustrations (these are only allowed in additional images).
Additional Images for your Amazon product page
Additional images can and should be used to show the different aspects and features of your product. High-quality images make a significant contribution to improving the conversion rate of your product, as they can close the gap created by the lack of direct contact with the product. Various backgrounds and props can be used in additional images to add an extra dimension to the presentation of the product.
Use these images to tell a story about your product. Let the buyer relate to the product and inspire his imagination. Demonstrate the benefits of the product and how it adds value to the customer’s life.
Depending on the product, you will need to highlight different aspects:
Show the product from different perspectives. This gives a customer the feeling that he or she has seen the entire product and not just what you choose to show. Especially with clothing – or as in the following example with glasses – it is important for the customer to view the product from different angles.
Show your product in the various states of use
Additional images are perfect to show the product in various use cases. This helps the customer to imagine what the product looks like depending on the situation, such as devices with a light on/off, open/closed options, etc. This can be important for aesthetic or practical reasons. For example, an iPad case is designed to fulfill specific purposes in different states. Each of these states should, therefore, be communicated visually.
Show what your product can do
The main benefit of a product is its functionality. Therefore, your images should show the product in use. Whether it is effortlessly securing a screw with a cordless screwdriver or creating the perfect foam for your morning coffee with a frother. It is easier for a customer to imagine how your product adds value to her/his life by looking at images.
An image is particularly useful if the installation and use of a product are not straightforward and needs explanation. Overcome this hurdle by clarifying the functionality through clear images.
Put your product into perspective
For some products, it is important for customers to imagine how the product fits into their own environment and setting. All kinds of furniture are, for example, products that unfold their full value only by harmoniously fitting into a living environment. Thus, a coffee table looks more aesthetically pleasing and homely when displayed in a living room. By showing the product in its environment, you can also enhance its desirability by placing it next to high-quality companion products.
A product always sells a certain lifestyle. Show customers how your product fits in with their lifestyle and enhances it further.
For example, the “Do-It-Yourself”-attitude conveyed by a chainsaw and the power of the machine are expressed by showing a person using it to cut a tree trunk. A coffee machine, on the other hand, suggests an upscale urban lifestyle when presented in a designer kitchen, along with freshly made coffee.
Putting your images in a human context brings the product to life. This is true for most products, not just clothing. Address the social component and interaction that is facilitated through the use of your product. Show your customers how they differentiate themselves as a person by using a product or how they can experience it together with other people.
For some products, it can be helpful to clarify size proportions. Place the product next to another commonly used object to create a point of reference.
Amazon also uses this trick to show the actual size of a Kindle. A pencil is used to reference the height and show how slim the device is.
Special Product Features And Benefits
Features that distinguish your product from other similar products should be highlighted. Rather than simply explaining the benefits through text, create an immediate visual effect by showing the special features. Let your product sell itself by demonstrating the benefits visually.
If there are important details that enhance the functionality of your product, they should be highlighted in a separate product image. The customer will appreciate the extra visibility and pay more attention to your product.
Depending on the product, the packaging could have an impact on the overall impression made on the customer. This is especially true for products that radiate status and an upscale lifestyle (such as cufflinks, see below). Products that are usually purchased as gift items are also often shipped with stylish and high-quality packaging. In such cases, it works in your favor to show the product in its packaging.
Good Product images are a worthwhile investment
The production of good product images is expensive. Nevertheless, the investment pays off, because with pictures you can convey messages that plain text cannot.
Product images are an essential part of the product listing. Good product images influence how customers perceive the overall quality of your product, how quickly and effectively customers absorb information about your product, how well they can visualize the benefits of your product, and how it integrates into their lives. Identify the important aspects of your product and communicate them through a picture.