Product images on Amazon

On many channels, content marketing has been a natural communication strategy for years 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 online shoppers buy ever faster.

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

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

1. Purchase intentions with high search volumes are ignored

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

What should therefore be optimized?

Ideally, the relevant information should be able to be accessed directly on the main image and above the title. On the main screen, the seller is limited by Amazon's guidelines, but can still attract attention with a few small hacks. By displaying the packaging on the main image, there is additional space that can be used for information. Badges also make it possible to accommodate important USPs. In general, a main image should never be a snapshot, but rather very well thought-out! 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. Creating false expectations

When it comes to product images, it's clear that honesty lasts the longest!

Because if buyers' expectations are not met, this leads to poor reviews. Examples could include:

• Over-optimizing product images, for example by displaying the leaves of an artificial plant denser than they are
• The use of stock images that do not apply or do not depict the actual product, e.g. by using unrealistic before and after images when selling eyelash serum

3. Unrealistic display of colors or proportions

The unrealistic presentation of colors and proportions can lead to poor purchasing decisions due to incorrect information. These can result in high return rates, which in the end lead to poor figures in your KPI dashboards.

Care should therefore be taken to display the size of the lying area when selling a cat bed, for example. In addition, assistance with comparisons or size charts is recommended.

4. Prioritizing sustainability/environmental friendliness over actual product features

If, for example, a pure basic product such as handkerchiefs is sold in which the packaging is sustainable, this should come before the actual product properties. However, when a bicycle bag is sold, the functionality of the product is primarily important to the potential buyer. This will take into account the various compartments and features, which could be waterproof or robust, for example. In this case, sustainability should therefore not be placed generally before product features such as waterproof or robust, as sustainability is the “icing on the cake” in this case, but not the decisive reason why the customer buys the product. Therefore, the customer must first understand the product and be convinced of the USPs, characteristics, features and functions.

5. No proximity to the customer in the product photo

If you only display your product blank, it makes it more difficult for the potential customer to present the dimensions and use of the product. It is not always necessary to use a model to represent the product. In order to create closeness, it is enough to show the application with your hands in the picture. This in particular can be helpful for basic products such as a cleaning cloth, glass cleaner, kitchen accessories or a keyboard, which do not necessarily require a professional model.

If you consider these points when creating content for your products, this will not only increase your conversion rate, but also lead to more positive reviews, a lower return rate and ultimately to happier customers.

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