Product photography for Amazon Sellers
Part one of two: MAIN image
Let’s dive right in. The purpose of product photography on Amazon, as it is everywhere, is to sell products. Product photography for Amazon Sellers is not particularly unique; it is approached as on any other e-commerce marketplace.
The algorithm goes something like this:
- Think about what your target audience is all about.
- Look at the rules of the marketplace, and get ready to play within the lines.
- Create a suite of product photographs, illustrations, videos, and graphics to demonstrate the product and maximize conversion.
Sounds easy enough, but if you don’t take a moment to think like a buyer, you’ll miss out on maximizing your conversions.
In this post we’re going to discuss what actions we want Amazon buyers to take when they first see our product, and what type MAIN image will motivate them take those actions. In the next post, we’re going to look at what actions we want our customers to take once they’ve clicked through to our product, and how we can make them confident in their purchasing decisions.
Let’s get into the mindset of your potential buyer, and discover how we can use images to solve their problems.
Subconscious reactions matter
Consumer decisions often occur on a near sub-conscious level. They’re more feeling than thought. This an important realization as it means you don’t have the luxury of rationalizing the thoughts of your consumer .
You may find yourself thinking something like this: “The consumer will see that our product is made of wood; our competitor’s is made of plastic. Obviously wood is better because it’s more durable and aesthetic.”
Wood may very well be better, but if your customer doesn’t immediately FEEL that it’s better, it doesn’t matter. Thoughtful, well executed product photography helps your customers FEEL things. Consumers feel first, think second. As sellers, we need to act accordingly.
Stop consumers in their tracks: Offer a trustworthy solution to their needs.
Let’s say you sell Yo-yo’s. And let’s say Mr. Doe needs to buy his son – who happens to really want a yo-yo – a birthday gift. Mr. D goes to Amazon and types in “yo-yo.” He’s served with dozens of results, one of which is yours.
What do you want to happen next? You want Mr. D to click through to your product so he can buy it. Assuming you’ve done a good job setting up your product page, your product is relevant to Mr. D’s search: he searched “yellow yoyo” and you sell yellow yoyo’s.
But how do you make your yellow yoyo stand out from the other yellow yoyo’s that Mr. D sees in his search results? How do you get him to take that first step and click on your product?
1) Make the product look dimensional
Most products are three dimensional, so make them look three dimensional in your Amazon photos. A flatly lit product looks flat compared to a dimensionally lit products. In terms of grabbing attention, dimensionality is the difference between a pamphlet in a toy store and a three dimensional product sitting on the shelf. You want to reach out and grab the toy, not the pamphlet.
2) Colors and texture POP
People viscerally respond to colors and texture. Colors grab attention and evoke emotion, texture helps people understand a product and imagine touching it. Both help consumers become attached to what you’re selling!
Color and texture create a reaction in the customer – they cause people to pause. Stopping is good, because when a customer stops, we can change their direction. We can motivate then to click through.
3) Use high-quality imagery to add credibility to your brand.
High quality product photography accomplishes exactly that. For better or worse, people assume two things about photography:
- Crappy product photography accompanies crappy products and poor business practices.
- High quality photography is commissioned by companies that care about their products and customers.
If the product photography you use is dimensional, colorful, shows textures and is professionally composed, it will stand out. It will communicate that you’re invested in solving customer’s problems, and that you run a real business.
Take time to create the best product photography you can, and you will convert more.
We’ve seen it with the Amazon Sellers we serve. This stuff works!
Next post we’ll talk specifically about how to design your Amazon product photography. Check out part 2 HERE.
In the mean time, head to our Product Photography for Amazon Sellers page to learn more about what we can do for you.