Getting Product Photography for Amazon
If you are looking to sell products on Amazon, you will need to have product photography done. Amazon has specific requirements to meet for images that can be used. These requirements are likely there for Amazon to maintain its own high standards. But sometimes people do not follow such requirements.
For example, there are countless articles online about do-it-yourself Amazon product photography. But currently their requirements online state that an image used must be a “professional photograph” and be “professionally lit.” So, technically, doing it yourself is in violation of Amazon’s image requirements.
Beyond making sure you adhere to such requirements, there are many other reasons to get professional product photography done. But the ultimate reason is that a poor-quality photo alone can break your chances for success, even if your product is good and your descriptions are spot on.
Quality Product Images for Sales Conversions
So, how important is a product photo to a listing on Amazon? According to an eMarketer study, found 83 percent of their respondents found product images and photos to be “very” and “extremely” influential in driving and informing a purchase.
But taking just any photo is not enough. Another study found 90 percent of online buyers saying that photo quality is the most important factor in an online sale. But there is far more proof of the importance of product photography. For example, the average web user reads only 20 percent of what’s on a web page and it’s because 65 percent of us are visual learners. The descriptions you write are nowhere near as important as the photos next to them.
Using High-Quality Images to Establish Brand Perceptions
So, there is plenty of proof that using higher quality images will best set you up for success and little to no proof that cutting corners on your product visuals will not hurt you. Therefore, it is best to not take the risk that comes with using poor quality photography.
In addition, the level of quality you use for product photos will have a direct correlation to how consumers perceive your brand. The higher the quality images you use, the more likely they will perceive your brand as also being higher quality.
It is the proper combination of all business components that add up to success. This starts with creating a high-quality product. The it should be backed with strong customer service. The business is then supported with strong marketing that includes high-quality visuals. These high-quality visuals drive successful conversion rates which result in favorable online reviews. And all this drives even more successful conversions that ultimately lead to long-term success. Cutting any one of these out is cutting yourself short on success.
Different Types of Amazon Images to Use
Basic Product Images
So, you need to have high quality professional product photography done. When it comes to Amazon there are very specific requirements to this. It is not just about how the files are named. It is also about how white the background must be.
It is important to work with a photographer that understands these requirements and delivers images that stand up to or exceeds them. You are likely entering into a competitive market and need all the advantages you can get. If you are fortunate enough to be creating a market, you will soon see competition jump in. So, getting ahead of them will be essential. That means getting the best product photography you can before a competitor one ups you in photo quality.
An infographic is often thought to be a visual representation of information. As mentioned, we are visual learners. So, rather than using a paragraph to describe certain information, one might instead use photos or graphics alongside less text to do so.
For Amazon photos, the term infographic is a commonly used to describe a product photo that has an explanation of features or benefits next to it. For example, a photo of a water bottle might have callouts next to it to state the metal is stainless steel, that the lid is a convenient snap on, and that the insulation keeps items hot or cold for up to two days.
Such images are beneficial to listings for many reasons. As mentioned, they are used to call out specific product benefits and features. But they can also be used to enhance messaging behind lifestyle images and more.
Speaking of lifestyle images, these types of photos can be very powerful in your marketing. Generally, lifestyle photography images are photos that attempt to depict how a product might be used in real life. In addition, they might attempt to depict the type of consumer the company is targeting.
For these reasons, most lifestyle images employ models but, sometimes still life images are used. One example of a modeled lifestyle photo might involve a sneaker company. They might use a photo of a woman jogging and stepping in puddle of water that splashes to imply the shoes offer water resistance as a strength. A still life example might be used by a speaker company. Perhaps they showcase their speakers in a studio setting to imply they are studio-grade speakers for musicians.
These types of images are strong in marketing because they story tell. They go beyond the role of a basic product photo to attempt to convince the consumer, “I often run in the rain so these shoes would be perfect” or “those speakers would be ideal to upgrade my current studio monitor speakers.” They might also convey overall perceptions of brand quality, such as value versus luxurious.
360 Degree Product Photography
If you have bought enough products on Amazon or elsewhere online, you have probably come across listings that offer 360-degree views of a product. This is where you can drag your mouse or finger left or right and see the product spin in view accordingly.
These can be useful to allow the customer to see all around a product. While this can also be accomplished with a series of four to eight photos, the ability to let a site visitor instead spin the product creates an additional layer of positive product experience.
These 360-degree views can be confused by some as video that is just being paused and restarted. After all, video is a series of still images rapidly captured for playback accordingly. Just like with video capturing tiny bits of movement, that is also what 360-degree product photos are. So, 360-degree product photography is a series of photos captured for very small degrees of different views that occur as the product is spun around in a full circle.
It can be a time-consuming process. But many people liken it to allowing the customer essentially to hold the product in their hand. In an online world, this helps combat the one strong advantage that physical retail stores might have.
The use of videos is also ideal for a variety of reasons. They can do the story telling in an advanced way compared to lifestyle images. They can be instructional to help convey ease of use. They can be used to highlight key benefits and features in place of or to strengthen an infographic, and more.
Like product photography, video has also been proven to significantly increase the likelihood of a purchase. But also, like product photography, the quality of the video matters. This includes the messaging or storytelling.
It should go without saying that visual content is critical to a company’s success. Imagine if Amazon were tomorrow to ban the use of all photos and videos on its website. Imagine if it just became paragraphs of product descriptions and you had to buy based on that. Everyone would return to physical stores immediately.
Even in physical stores, the brands that sell there understand convincing you via visual ads before you get there is important. Image is still everything and image quality is what sets brands apart.