Product images on Amazon 

On many channels, content marketing has already been a natural communication strategy for years in order to reach target groups with valuable and relevant content and to accompany them on the customer journey. The presentation of visual content is becoming increasingly relevant, as potential customers want to read less and less and online shoppers are buying faster and faster. 

For sellers, this means that the relevant product information and sales arguments must be presented to the customer on a silver platter. Especially when presenting your own products, there are mistakes that may not seem like it at first glance, but can have a significant impact on your conversion rate, ratings and your return rate. 

Below we'll tell you 5 mistakes that are very common when creating product images and how you can avoid them. 

1. purchase intensions with high search volume are not considered 

If relevant product features such as waterproof, BPA free or vegan are not obviously presented, this can lead to a target group reduction, as potential customers with exactly this purchase intention are not picked up. The potential customer will most likely jump to a competitor and choose a product that presents the sought-after product features at first glance. 

Accordingly, what should be optimized? 

Ideally, the relevant information should be able to be picked up directly on the main image and above the title. On the main image, the seller is limited by Amazon's guidelines, but can still attract attention with a few small hacks. Showing the packaging on the main image provides additional space that can be used for information. Badges also allow for important USPs to be placed underneath. In general, a main image should never be a snapshot, but very thoughtful! Once we have aroused interest and secured the click, the USPs must now be addressed accordingly in the listing in order to convince the customer. 

2. the creation of false expectations 

When it comes to product images, it's quite clear that honesty is the best policy! 

This is because if the buyer's expectations are not met, it will lead to bad reviews. Examples of this could be: 

• The over-optimization of product images, e.g. by showing the leaves of an artificial plant more densely than they actually are.
• The use of stock images that are not accurate or do not depict the actual product, for example, by using unrealistic before-and-after images when selling eyelash serum

3. unrealistic representation of colors or proportions 

The unrealistic representation of colors and size ratios can lead to bad purchase decisions due to a wrong information base. This can result in high return rates, which ultimately lead to bad numbers in your KPI dashboards. 

Therefore, care should be taken that, for example, when selling a cat bed, the size of the lying surface is presented. In addition, help with comparisons or size tables are recommended. 

4. prioritizing sustainability/environmental friendliness over the actual product properties. 

If, for example, a purely basic product such as handkerchiefs is sold, where the packaging is sustainable, this should be placed before the actual product features. However, if a bicycle bag is sold, the functionality of the product is primarily important to the potential buyer. This person will pay attention to the various compartments as well as features, which could be waterproof or robust, for example. In this case, sustainability should therefore not be given blanket priority over product features such as waterproof or robust, as sustainability in this case is the "icing on the cake", but not the decisive reason why the customer buys the product. Accordingly, the customer must first understand the product and be convinced of the USPs, properties, features, and functions. 

5. no proximity to the customer in the product photo 

If you only show a blank image of your product, it makes it more difficult for potential customers to imagine the proportions and use of the product. It is not always necessary to use a model to depict the product. To create closeness, it is sufficient to show the application of many products by including the hands in the picture. This can be especially helpful with basic products such as a cleaning cloth, glass cleaner, kitchen accessories or a keyboard, which do not necessarily require a professional model. 

Keeping these points in mind when creating content for your products will not only increase your conversion rate, but also lead to more positive reviews, a lower return rate, and ultimately, more satisfied customers.  

Do you have questions about content?

Feel free to contact the head of our content department Romea Nass 

E-mail: romea.nass@efly-amz.com