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Ever stumble on a product on Amazon and think, "Wow, that looks amazing!"?
That is the magic your product images need to command.
Making sales on Amazon is all about that first glance—that initial moment when a potential customer sees your product and believes it can solve their problem.
This snapshot in time creates connection by allowing your customer to see your product’s benefit in their life, right now.
The faster you can make that connection, the better.
This critical choice point takes your customer from browser to buyer, and that connection starts with an image.
So, what’s the 4-step magic formula that makes your images irresistible to customers? I like to call it AIDA: Attention, Interest, Desire, Action.
Master the AIDA formula, and your images will become undeniably attractive to your customers. Yes, your title, keywords, and description matter. But “a picture speaks a thousand words.”
No amount of copy can make up for images that don’t connect. Ultimately, it’s your images that cinch your customer’s buying decision—assuming your reviews are good, and your product specifications meet their needs.
Curious how to apply the AIDA framework to your images? Let’s find out now.
Step 1: Choose ATTENTION-Grabbing Images
A great product image on Amazon grabs attention immediately. "Oh, that looks cool," your audience thinks. "Ooh, what is that?" They wonder.
That's the power of a great first photo. But remember, optimizing your images for Amazon is about more than just that initial click. It’s about making a statement; a visual promise of quality and satisfaction.
Here’s how to choose an attention-grabbing first photo:
High-Resolution Images: Use professional, sharp images that show product details clearly.
Fill the Frame: Ensure the product occupies at least 85% of the image space.
Bright and Vibrant: Adjust brightness and contrast to make the image stand out.
Clear Background: Use a pure white background (RGB 255,255,255) to eliminate distractions.
Zoom Ready: Optimize for Amazon’s zoom feature to allow close-up details.
Feature Focus: Highlight unique features clearly, like a smartphone's triple-lens camera showcased prominently.
Optimal Angling: Angle products to reveal quality and design, such as a handbag angled to show depth and side pockets.
Texture and Color: Use images where the texture and color are vivid, like a knit sweater’s pattern and rich color.
Consistent Branding: Maintain a uniform style across images, like using the same lighting and background for all product shots in a skincare line.
Now that your first image has grabbed your customer’s attention, you’ll need to hold onto it. You can do that with your remaining photos.
Step 2: Maintain Your Customer’s INTEREST
Your images need to leave no doubt in your customer's mind that your product is the answer to their needs.
But if you’re scratching your head on how to do this, we want to keep it simple. It starts with understanding the problem your product solves for your customer, and then illustrating how it solves that problem clearly and succinctly, using your images.
Your visuals should narrate a story that speaks volumes about the value and importance of your product to a customer who truly needs it.
Here’s how to create more interest in your product:
Identify the problem your product solves: Clearly express that you understand your customer’s problem with an image, if possible. If you’re selling a water bottle that’s designed for hikers who take long hikes, you might show them perspiring and hot under the sun.
Make sure your solution connects to your customer’s problem: In the same image or the next, your hiker might be shown reaching for their water bottle, easily unclipping it, and dipping it in a nearby stream while showcasing its leak-proof, lightweight or portable design. Your customer’s problem (they ran out of water) is easily solved.
Maintain your image narrative in each picture: Create a sequence of images that tell the story of your product in action. Example: Start with a scenario showing the problem (thirst, the hot sun, empty water bottle), combined or followed by the solution (an easy-to-use, ergonomic water bottle you can refill in a stream), ending with a satisfied hiker staying hydrated and continuing happily on their hike with friends.
Make your images detail rich: Highlight the key features and benefits that make your product stand out. For example, you might zoom in on the water bottle's filtration system, its durable material, or ergonomic design while connecting each feature to a specific hiking need.
Connect your product to the customer’s lifestyle: Include images of your product being used in its intended environment or situation. For example, show your water bottle in use in various settings: Attached to a backpack during a hike, on an office desk, or in a car's cup holder to demonstrate versatility.
Make sure your design and branding are consistent: All of your images should follow a coherent theme that aligns with your brand and product message. For example, using nature-themed backgrounds and lighting for the hiking water bottle, reinforcing the product's outdoor use and brand identity.
Try adding customer testimonials to your images: Drive your product’s value home by incorporating visual customer reviews or testimonials that show their satisfaction with your product’s solution. For example, feature a photo of a satisfied customer's review quote with the backdrop of a hiker using the water bottle during a hike, highlighting real-life effectiveness.
Now that your customer is interested in your product, let’s build desire.
Step 3: Use DESIRE to Build an Emotional Connection with Your Customer
Here’s where things get exciting. Your images need to do more than just showcase your product; they also need to resonate on an emotional level.
Each picture should evoke a sense of a lifestyle your customer wants; a hint of how much better life could be with your product in it.
This emotional pull is what transforms interest into desire, making your product not just a want but a need.
Here are a few tips to help you build desire for your product:
Portray the ideal lifestyle for your customer: Use images that reflect the aspirational lifestyle associated with your product. For example: For fitness equipment, show images of people looking happy and healthy while using the product, suggesting a life of wellness and vitality.
Use emotional storytelling to bring your point home: Try images that tell a story that connects emotionally with your potential customer. For example: If selling a coffee maker, depict a cozy, serene morning scene, evoking feelings of comfort and the pleasure while enjoying the perfect cup of coffee.
Highlight your product’s emotional benefits: Focus on how your product makes your customer’s life easier, happier, or better. For example: If you’re selling a smart home device, show a family enjoying a movie night, emphasizing the ease and joy of creating the perfect ambiance with smart lighting.
Use emotion-inspiring colors and imagery: There’s no question that certain colors and imagery evoke different emotional responses. For example: Warm, inviting colors for home decor products might create a sense of comfort and homeliness.
Display real-life scenarios: Finally, place your product in real-life scenarios that your target audience can relate and aspire to. For example: If selling a travel backpack, use images of it being taken to various travel destinations, evoking a sense of adventure and exploration.
Now that we’ve stoked a sense of desire in your customer, let’s get them to take action!
Step 4: Inspiring Your Customer to Take ACTION
And now, for the grand finale. Once you've captured your customer’s attention, piqued their interest, and kindled their desire, it's time to get them to take action.
Your images should subtly guide your customer to click that big BUY button and make a purchase.
You can do this a number of ways, including with a strategic placement of a compelling call-to-action or by including an irresistible limited-time offer in one of your final images.
This step is where you turn browsers into buyers. Here are a few ideas to inspire your imagination:
Highlight any limited-time deals you’re offering: If you have a special deal happening now, highlight that in your images! For example, if you’re selling a book, use an image of your book with a text overlay that states the offer, including text such as “Limited Time Kindle Deal, Grab Yours Now!”
Showcase bundles, if available: For products that can be bundled with others, create images that highlight them as value purchases. For example, if you’re selling kitchen gadgets, show an image of a utensil set with a note, “Bundle and Save!”
Emphasize fast shipping speeds, if available: If your product is eligible for Amazon Prime, make sure to highlight this in your images to encourage immediate purchases. For example, an image with a small Prime logo and text such as “Available with Prime 2-Day Shipping.”
Use text overlays for specials or promotions: Add some text to your images that highlights exclusive promotions or features. For example, if selling an electronic item, you might include text like “Exclusive Warranty Included.”
Use a visual call to action: Try using a visual element that encourages your buyer to add your product to their Amazon cart. For example, you might try a graphic arrow that points to the imaginary “Buy It Now” button with text such as “Click to Add to Your Amazon Cart Now.”
How does that sound? Think you can use the AIDA framework on your images to grab, and keep your customer’s attention, all the way to the buy button?
Before we go, you’ll need to perform a quick compliance check on your images so that they don’t get flagged. Here are a few steps to help you do that…
Keep your images in a JPEG, TIFF, PNG or GIF format.
Use an ideal resolution of 1000 pixels or larger on their longest side. (This enables the zoom function.)
Make sure your product occupies at least 85% of the image frame without spillover, and is on a pure white background (RGB 255,255,255).
Use only professional, high quality photos that capture the details of your products.
Ensure all your pictures have adequate lighting that reduces shadows and highlights the product's features.
Don’t make any unapproved claims on your images.
This goes without saying, but make sure your images are yours to use, and not copyright protected anywhere else.
A great product image on Amazon grabs attention immediately. They are your frontline ambassadors that make your customers stop, look, and click.
By mastering the art of Attention, Interest, Desire and Action, you can grab your customer’s attention quickly, hold it, and make them so undeniably convinced they need your product that they decide to buy. This decision can happen within seconds, so it’s important you do this in a way that’s simple, easy to digest, and quickly browsable.
Are you tired of your products being ignored on Amazon? We help you take back the spotlight from competitors with our 12-month Path to Winning process. We see a minimum of 40% growth with our brands. Set up a call to find out how.
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