• the main image
• lifestyle images
• a packaging image
• and infographics.
Amazon lets you have up to 9 photos, and it’s a waste if you don’t use them all. Having so many photos- gives potential customers the feeling they can see your product from all angles, the details, and how it’s going to look in their house or office.
Get a feel for the competition by looking at competitor products on Amazon, and doing a Google image search. That gives you an idea of what’s the conventional shot – it may also give you an idea for how to make your product stand out.
The specifications for your main image are quite strict; it has to be against a white background, and the product has to take up 85% of the square-cropped image. That can be a bit difficult if your product is long and thin, so you may need to use a 45 degree rotated shot to make it look good.
There are two keys to getting this image right. One is to use really good, diffused lighting. A photographer will generally have a light box specifically for taking this type of shot. The other is nothing to do with photography – it’s doing a split test to see which photo sells best!
The main image is antiseptic. The lifestyle image is exactly the opposite – you’re trying to evoke emotions, get your potential customer to feel this is the right product. And you need to have someone in it who evokes your target market, whether that’s moms, young women who want to get fit, nerds and geeks who need the latest stuff, craft workers who want to feel grounded and creative.
Remember, the lifestyle photo needs to be well lit too, so either use proper photo lighting indoors, or use the ‘golden hour’ after sunrise or before sunset if you’re shooting outside.
The packaging shot is useful if you have nicely branded packaging (do you remember how Gateway Computers used to come in Friesian-cow-spotted boxes?), or if you’ve managed to package the product in a particularly clever way to protect it en route to the customer. The package can be closed or open, or you can show unboxing, or the package together with the products. Be imaginative!
Infographics are great if you have a product with different options. For a plant pot, you could show which size people need for typical container plants, for instance. Or you might use infographics to compare your product against your competitors’ products in a straightforward way – for size, weight, materials, and other important factors.
Alternatively, show the product, but with arrows showing dimensions, ‘extras’ that are included, and so on.
Don’t forget to use good editing software. If your background’s a bit grey, or you want a softer focus, there’s a lot you can do. You don’t need to use Adobe Photoshop; many mobile apps will let you edit photos on your phone and use filters to make your photos look better.
Don’t feel up to all this? Then outsource the job to a good photographer, and make sure, if you get results you like, that you make them a part of your team. Their work is going to be crucial to your brand and your marketing.
