TAS 171 : 7 Product Image Tips for Higher Conversions

TAS171 - private label, amazon FBA -

Welcome back to this edition of The Amazing Seller, on this episode of the podcast Scott is going to cover the issue of product images. This episode has been a long time coming, especially since Scott is a photographer in his own his own portrait studio in the past. He's going to talk to you about all things having to do with your product images, how to make them the best they can be, how to optimize them to get better conversions on your product sales, and how to deal with things like lighting, white background, and all the other things that go into an Amazon legal product image.

What a good product image does on your Amazon listing.

Your private label products need the attention of those who are seeking to buy it. But how do you get that attention? Keywords get your products found, but your image is what gets it the attention it deserves. Think about what you do when you shop Amazon. You punch in your keywords and find the products you are interested in, then you scroll through the results looking at images, don't you? That's what everyone does and it’s what you need to keep in mind when you create your product images. They need to be stunning, eye-catching, they need to pop! On this episode Scott is going to tell you everything you need to know about optimizing your Amazon product images.

What impact does a great image have on your Amazon PPC?

If you're utilizing Amazon's pay-per-click platform to drive traffic to your products, you need to keep in mind that the primary Image you upload to your product page is the same image that PPC will display when your dad comes up on a search results page. That image needs to be the very best image you can make it. It needs to highlight your product’s strengths and features in a way that draws people to move from prospective buyer, to actual buyer. On this episode of the podcast you are going to learn 7 product Image tips that should bring you higher conversions.

When you’re taking pictures of your product, lighting is everything.

In years past Scott built up a six figure photography business in his local community, so he knows a thing or two about good photography. One of the key things you need to understand is that good photography requires good lighting. You can't expect to get good images if your environment is dim or without adequate lighting. On this episode Scott is going to tell you the very best things you can do to get great lighting for your product images, so that your photos will pop off the page and get the attention you want them to get.

Play by the rules when creating your product images.

There are many Amazon sellers who play fast and loose with the Amazon guidelines regarding images. You will see product images with text on them, without white backgrounds, and many other things. The plain and simple truth is that these things are illegal when it comes to Amazon Terms of Service. Scott recommends that you always stick with the guidelines because Amazon will find you out sooner or later in your listing will be shut down. On this episode Scott reviews the Amazon image guidelines and gives you tips to maximize your images within those guidelines to optimize your sales conversions.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:05] Scott’s introduction to the podcast!
  • [1:15] How you can get your free transcripts to these episodes.
  • [2:07] The importance of keywords and how they relate to images.
  • [3:31] What the image does on your listing.
  • [5:40] The impact of images on Amazon PPC.
  • [6:30] How you can tweak your images to track effectiveness over 7 to 10 days.
  • [8:04] Best practices for images and things you can and can’t include.
  • [9:15] Amazon’s guidelines.
  • [12:20] Main images are different than additional images.
  • [16:20] 7 tips for creating the best images.
  • [17:29] Lighting is everything.
  • [19:44] Use natural light (sunlight).
  • [20:58] You have to use a great camera.
  • [23:42] Pay attention to details (scratches, smudges, camera angles, etc.)
  • [26:03] Clean it up with editing software.
  • [28:42] Play by the rules, don’t try to cheat.
  • [30:41] Highlight the product’s strengths in the images.
  • [32:42] Things to consider for your “additional” images – use at least 8.
  • [33:27] How you can test images over the course of 7 to 10 days.
  • [36:30] Scott’s summary of these tips.
  • [36:40] Where you can find some great image sources.

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TRANSCRIPT TAS 171

TAS 171 : 7 Product Image Tips for Higher Conversions

[00:00:04] SV: Hey, hey what’s up everyone, welcome back to another episode of The Amazing Seller podcast. This is episode number 171 and today we’re going to be talking all about product images and how to get higher conversions and things to consider when you’re creating your images and testing and all of that good stuff. It’s kind of funny because those of you that have been following me for a while know that my background is in photography. My wife and I owned a family portrait studio where we built that into a six figure business, really well known in our area. We started from nothing and built that business up and then transitioned into teaching others online and all of that stuff. You would have thought by now that I would have done something on images, right? I mean that would have been the most logical thing to do is to say…

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[INTRODUCTION

…“Scott, you kind of have a little bit of experience with images, don’t you think you should fill us in on some stuff?” I’m not really quite sure why I haven’t. What I’m going to do today is give you my thoughts and also share with you seven product image tips so this way here, you can get higher conversions and just things to consider when you are creating these images or are having them created. The first thing that I want to say before we jump in to this topic is I wanted to mention that we are offering transcripts now to the show notes. A lot of you said, “Scott, would you add transcripts to the podcast so this way we can download them or we can print them out or we can read them versus listening to them or both or whatever.” We listened and now they’re being offered.

You can head over to the episode that you’re listening to in this case, 171 and you can look at the show notes and you can also download the transcripts there as well. Head over to theamazingseller.com/171 and then you’ll find the show notes and the transcripts and any other goodies that we have that are included in this particular episode. I just want to let you know of that. Let’s just really quickly, let's talk about product images, okay. Now, first off, we need to understand that keywords are what help us get found. Understanding the process also helps you understand the different elements of a listing and this way here you can optimize each part of your listing.

Let’s just go through this process. Keywords help you get found. The keywords meaning garlic press, stainless steel garlic press, whatever, long handle garlic press. Those are keywords that's going to help us get found so that’s our title, that’s the backend of our listing, that’s the bullets, that’s the description, all of that stuff is words, right. They also help us get found but they also, I just said also twice, they also, they can help us convert by the different languaging that we use, if we talk about benefits or if we talk specifically about a problem that it’s going to solve or maybe something that somebody is looking for in particular, in this case for a long handled garlic press. It’s not going to be a short handle garlic press or maybe it’s going to be a different shape that’s easier to use on your hand or whatever.

Those types of things, yes, they work not just for search, they also work for creating higher conversions. Today, we want to talk about images. So what does an image do? That’s what we need to ask ourselves first. What does the image do? What do we want it to do?

[00:03:38] SV: First off, it gets attention. Think about it, when you go to Amazon or anything for that matter. If you’re searching for something, let’s just say Amazon because that’s what we’re talking about, you do your keyword search, garlic press or long handle or stainless steel garlic press, and the first thing you’re going to do is start scrolling and you’re going to be looking at the images. I don’t know about you but that’s what I do. I am very visual. I think a lot of us are visual. We like to paint that picture and that image is the very first that thing we’re seeing.

Now, the title, yes we’re going to look at that but the title really didn’t get our attention necessarily, it’s the image that got our attention and there are some guidelines. I’m going to go through them really quickly as well. There are guidelines that we need to follow and that a lot of people aren’t following. I know some of you will be like, “Scott, there’s a lot of people out there not following these guidelines,” and you’re absolutely right and they’re going to get slapped here eventually and then they’re going to get knocked down a little bit and you’re going to be there nice and strong. I’m going to tell you exactly what I do and what I would suggest you do and also what Amazon think you should do. Yes, there’re people out there violating title, as far as what they’re putting in the title, the bullets, on their pictures, all of that stuff, we know that. I’m going to cover what I think is best practices, okay.

The images again, we need to understand that they get attention. Right. They are the first thing that’s going to draw us in. It’s also going to show the quality. It’s going to show maybe how it’s being used. It’s going to give us the feel of that product. Okay. Just understand the keywords get you found, images get the attention. Okay. They draw the eyeballs. Let’s move down to the bullets. The bullets, those are pretty important too so that’s going to show the benefits and the features and there’s been some debate on whether or not they get you found in the search results. I do know that will help you be relevant so when you run pay-per-click, that will help you but let’s not talk about that right now. Let’s just talk about the bullets, they’re really important but that’s not your images. That’s another part of your listing and then your description, very similar to the bullets again benefits features.

The images are what we want to talk about today because that’s going to get your attention. Okay. Now, the other thing I want to mention is images also are very important when you’re doing Amazon pay-per-click because we can’t control the image that we want to display because the image is our main image. When we’re running pay-per-click it’s not like running Google Ad or you’re using text or it’s not like you’re using Facebook ads where you’re creating your own image and then you’re able to get the attention or have a call to action or something like that. It’s the image that you use in your main image. Okay. It’s the image that is selected that you want to be the main image. Right. That’s the one that’s going to be in your pay-per-click, that’s going to be the one that’s going to be on your organic so it’s really important to understand that.

[00:06:31] SV: Now, the other cool thing about an image is you can change an image like instantly and then you can start seeing if it makes a difference. All right. Images again can be a huge conversion thing, okay and it’s something that you should be playing around with. Now, with that being said, you don’t want to put an image up, let it run a day, change an image, let it run a day, change an image, let it run a day, I’m not a fan of that because you’re not able to track it over a longer period of time. You need to give it at least seven to ten days before you’re going to look at the data. Okay, then also maybe there was a holiday that your product was popular for and you did a week that was really hot and then the next week it’s not, you can’t go by that. You almost got to go by numbers and you got to look and say, “This has had 500 impressions in a sense and this is the conversions and then now we’ve had the same amount of 500. It might have taken two weeks to get the same 500 but now we can look at the data.” Right. You have to do apples to apples, just want to be very, very clear on that.

Pictures, images are very, very important for getting the attention on organic and on Amazon paper-per-click. Really, you’re getting two uses out of that but you’re also able to see the difference that it will have on, the effect it will have on your listings just by running a different image. Okay so now what we’re going to do now that we’ve covered the importance of them, the keywords what they’re for, the keywords are there for you to get found, the images are there for you to get attention. Now what we want to do is what? We want to get attention and we want to have images that are going to give us the best bang for our buck. We’re going to be able to use the image to really show the product but yet show the quality of the product and also you can imply how that product is being used in some certain cases.

Being like if you have a garlic press, you could show someone pressing garlic. In your main image, you got to be careful and I’m going to cover that right now in a second where the guidelines, you have to have a white background. You can’t have like a colorful background or anything like that. You can have hands in there because hands are like a prop. People are going to know they’re not buying the hands and that’s a good idea, I think too is to have someone using the product and again, I would test that. I would have one with the garlic press laying there by itself and then I would have another one where you’re pressing the garlic with some hands. Again, if you’re using hands, there’s a little side tip. If you have someone that’s using it, make sure that their nails are done, make sure they don’t have dirt under their fingernails and stuff like that. You’d be surprised some people out there and I’ve seen some it’s just really, really, it's really bad. Just common sense there too.

[00:09:28] SV: Let’s talk about the Amazon guidelines really quick. Okay. This stuff is published and it’s not secretive. If you want to find out what Amazon wants, just go to their terms of service and you’ll find everything you need there. All I did here was just search Amazon picture rules and I came up with exactly what I’m going to share with you right now. I’m going to include the link here in the show notes as well. Here’s their image standards. Actually, let me read the adding images. It says, “Every product on Amazon needs one or more product image. The primary image of your item is called the main. The main image represents an item in search results and browse pages and is the first image customers see on the item’s detail page. Choose images that are clear, easy to understand, information rich and attractively presented. Images much accurately represent the product and show only the product that’s for sale with minimal or no propping. Images are very important to customers so quality matters.”

Now let me go back to that, “…with minimal or no propping.” What’s that mean? Well, if you have a garlic press, you might show the garlic press with some garlic that isn’t pressed yet around it. That’s a prop or you might have someone pressing the garlic with their hands. That’s a prop. Right. That’s what they’re saying. You can’t have something on there that’s going to make them think they get both things. Normally, if someone with common sense, again, I’ve seen everything but with common sense would say, “If I’m buying a garlic press, I know I'm buying a garlic press, and I see that they have some cloves of garlic around it, I know I’m not getting the garlic,” but some people would say, “I thought I was going to get four things of garlic with this.” Right. You got to be careful with that. If you start to see people are thinking that, then you might want to pull that image. Okay. Right there they say it clearly, I’m reading that now, “With minimum or no propping,” so you got to be careful and be smart about it. Okay.

[00:11:31] SV: Image standards, let’s talk about them real quick and they have a bullet points right here what they’re talking about. “Images must accurately represent the product and show only the product that’s for sale with minimal or no propping.” I just said that.“ Main images must have a pure white background. Pure white blends in with Amazon search and item detail pages.” They want it to look clean and they have here RGB values, they even give you that. 255 by 255 by 255, that’s what their RGB values are that’s going to give you that pure white. “Main images must show the actual product, not a graphic or illustration and must not show excluded accessories props that may confuse the customer, text that is not part of the product or logos/watermarks/inset images.” Okay.

If you are showing your product with the logo that is on it, that’s good, that’s smart. Make sure it’s printed on the logo or maybe you have it come on a custom box, put the box in the picture, that’s what they’re saying. That’s okay. You cannot put your logo or your watermark on the main image. Now again, we’re talking about the main image and they have all that in all caps, main meaning that first image because that’s the image that everyone is going to see when they’re scrolling and Amazon wants it to look clean. Now, you will find people that have logos and watermarks and 100%money back guarantee badges and free eBook and all of that stuff. You’ve probably seen it. It’s against the terms of service. Okay. Honestly I don’t really think that it’s a huge conversion thing for people but in some cases it might be.

Personally, if you see that you’ve got three or four different competitors doing that, you may want to either yourself or have someone else just report that image. Okay. You’re not doing it to be like hurtful in a sense to where you’re trying to take them down, you’re just trying to even the playing field, right? It’s not really fair and Amazon wants to know about that. There’s a little button always around the listings that you can report a certain element of the listing. I don’t think that’s kind of bad to do. I think that you could do it because you’re trying to even the playing field or have someone else do it, okay, just a little side note there. Okay.

[00:13:56] SV: The next thing they say is the product must fill 85% or more of the image so when you create that image, you want it to take up 85%. I would say make it as big as possible because you want to take up as much real estate as you can. All right. Images should be 1000 pixels or larger in either height or width as this will enable zoom function on the website. Zoom has proven to enhance sales. Okay. I’ve talked about this in my workshops. I usually say 1500 by 1500 pixels is a great size. It’s a square size so you don’t have to worry about it being one side's longer than the other and this way here, you also engage that zoom function.

Now, with that being said, if you have a crappy image well, that’s going to also zoom in on the crappiness of that image. All right. You have to be smart about it. You want to make sure that what you are creating is high quality. Okay. You want to make sure that it’s a 1500 by 1500 pixels but you want to make sure it’s a sharp image, it’s not out of focus and you can really see the details. It looks clean and all that stuff.

We’re going to go through those seven tips here in a second. Moving on here on what they say of their image standards is, “Amazon also accepts JPEG images, TIF images or GIF on the file formats.” Again, that’s a JPEG, a TIF or a GIF. If this sounds foreign to you, don’t worry about it because you can hire people and your local photographer will probably be my first recommendation is to say, I would go after finding a local photographer like someone like me when I was doing it full time with my wife and see if we would do, not me personally but the local photographer, see if they'd be interested in doing it. I would say they’re probably going to be interested because I just know myself. We were doing children’s photography and family photography and it’s sometimes challenging to photograph a product that doesn’t really move, well that’s a lot easier. Definitely, look up your local photographer and reach out to them. I’m pretty sure you’ll have good luck there. That is your different file format.

Now, I’m not going to get into how to add the images and all that stuff. I don’t think that’s important right now. What’s important is us going through these seven tips that I’m going to be giving you. These were things that I knew were important but I also reached out to a guy by the name of Mica Owens and he runs a studio called studiolikely.com and he’s just recently started to take product images for Amazon sellers, eBay sellers, Etsy sellers and any other platforms out there and we kind of communicated back and forth a little bit. He reached out to me and then I looked at his work and I actually had him do some photography for a garlic press just to see the process and everything. I got to say, does a really, really good job.

What he’s done is he’s given these seven tips as well and I went through them myself and I definitely gave it the head nod. I was like, “These are pretty important.” I’m going to share these with you. You’re also going to have an opportunity to download these seven tips by heading over to this episode which is 171 and you can go ahead and follow along and just download this little checklist. Let me go ahead and get started and I’ll dig into each and every one of these. I’ll give you a little bit of the thought behind each tip.

[00:17:30] SV: Number one and this isn’t anything and this doesn’t just mean in product photography but just anything, lighting. Lighting is so important and no matter what kind of camera you use lighting is everything.

When I was staring in the photography business lighting was key. If we could figure out the lighting with shadows, reflections, all of that stuff, it made a huge difference. It made the images sharper, it made them look higher quality and all of that so lighting is number one. Now, you may be saying, “Well Scott what do you do for lighting?” There’s a couple of things that you can do. There’s those soft box type the white dome tents that you’ve probably seen before, those are a great way to start. It keeps the light controlled, it also diffuses the light so it looks more natural and they’re really easy to set up. The last I looked they’re probably between 100 and 200 bucks and again if you’re going to do this yourself then yeah, you’re going to want to invest in some of the tools to make it better. You want to make the images better so you can have a better process. All right.

The white dome tents the work good or just a standard large soft box. I say large, probably like a 36 inch by 36 inch soft box. Again, if you guys don’t know what this stuff means, you can always just search soft box. I’ll probably leave a few links here to a couple of things that I find that I think are good. If I was going to go out there and buy one of these I’ll put links in the show notes for these or a dome tent, soft box that type of stuff. They don’t have to be fancy, they don’t have to be fancy.

They just have to be really well lit and then this way here no matter what you use as a camera which that does depend on your quality too but you will have better results. Think about it, if you take a picture on your phone in almost pitch black, it looks really grainy and it just looks terrible but if you have something that’s really well-lit just looks a lot better. Right. Lighting is key. That’s tip number one. If you are going to do pictures yourself or have someone do them make sure the lighting is good because going to ultimately make your quality better. Okay.

[00:19:44] SV: Number two, if you’re on a budget, again going back to lighting, use natural light. Go next to a window, okay, go next to a patio door or a French door, somewhere that has a lot of natural light and then use that. If you wanted to and this is a little trick we used to do, is we use to wait for an overcast, an overcast day and we would go outside to do our photography sessions and that was the best lighting because it’s like a giant soft box because the clouds act as that diffuser. You don’t want bright sun, you want it to be diffused and clouds is a really great way to get that, a little side tip for you.

Natural light is always going to be good if you have a patio door or a big window and maybe it is still sunny outside and you don’t have that diffusion, you can use a sheet over top of that and that will still let that light come through and it will give that soft look. Right. Tip number two is use natural light if you’re on a budget or even if you’re not on a budget. Natural light is going to be the best source of light. When you have a white dome tent or a soft box  that is trying to emulate the softness of the sun beaming through the clouds. That’s really what it’s doing. Just think of it like that.

[00:20:59] SV: Number three, use a good camera. All right. If you have something that is an old camera from years ago and you’re trying to get good quality pictures it’s not going to be good no matter what you do. Okay. Yeah, you can get it better with lighting but it’s definitely not going to be the best quality because you don’t have the image … There’s a chip inside there. You don’t have the chip in there that will allow you to have a large resolution. Okay. The best thing to do is either A, use a really good phone if you have one. If you have an iPhone 6 or if you have the android or whatever out there that has a really good quality camera inside of that phone, which a lot of them do now. Heck, my iPhone 6 takes really, really good pictures and they have some functionality in there where you can lock in on the zoom and you can lock in on the sharpness and then you can adjust the lighting and all of that stuff. That's all inside of that. Again if you’re on a budget, especially, use your phone if you have a good quality phone. Again, going back to the lighting, make sure that your lighting is on point or it won’t matter. Okay.

The best thing to do is if you’re going to invest in some of this equipment, you’re going to be doing more of these for more of your products, then just use a digital SLR and that’s a digital camera but it’s more of a high quality camera. The digital SLR and they can range between 400 bucks all the way up to 5,000 bucks. My daughter just got a Nikon because that’s what we’ve always used all the way through. I think she paid about 500 bucks for it. It comes with detachable lenses and stuff and that one there does a great job. Just use something that is of good quality that will at least give you a high definition image. You want it to be a high definition image and you want it to be able to … They have settings in there like auto white balance and they have the auto color and they have auto this, that and the other thing. Right.

Basically, I would say in the beginning when you’re starting don’t try to use all the manual settings just go with auto and usually you’re going to get a pretty close match to your lighting settings, to your white balance settings, all of that stuff. Okay. Just make sure that it’s set to high definition because some of them will also compress the image and then make it less quality so they can import it or upload it to a certain service. Just make sure that you’re getting the data, the 100% quality from that particular camera. Okay. If you’re using iPhone 6 usually, you’re going to just upload that to your computer and work on it like iPhoto or something like that and you’ll get the main image, the HD version of that. Okay.

[00:23:42] SV: Number four, this is a big one, pay attention to details. Okay. What I mean by that is like scratches or fingerprints or smudges or any of that stuff. When you’re taking a picture of that particular item or that product, make sure that the quality of that is going to be representing the product. What I mean by that is don’t have it all slapped up. Right. Don’t have scratches, don’t have smudges. If it’s a shiny thing, you might have like I said fingerprints, make sure that you clean it up or you might have to do that in post edit which I’ll talk about in tip five here. Number four is pay attention to the detail. If you have something that is material, make sure that it’s not all wrinkly. Right. Make sure that it’s tight and taut. Make sure that it looks crisp. Right.

Those little details go a long way when someone is looking at the product. You want them to look at the product like it’s a professional shot image of the product and you want that to represent the quality of the product, I can’t stress that enough. Little, little details. When we were doing photography in our business, it was little things like you’d  have a family there and then I would see a wrinkle or something and I would go and I would just tug the wrinkle down and makes a huge difference If I didn’t do that, that could have ruined that image. Right. You want to make sure same thing on product images is just make sure that you see the detail. One little tip here I didn’t put this in here but I’m going to just give you a side tip, play around with angles.

When you’re shooting these different images, play around with angles. Maybe you’re looking down at it, maybe then you’re going ground level with it, then maybe you’re going at an angle off to the right of it. Play around with different angles, again, it’s digital photography. We can do as many images as we want till we get it right. Just make sure that the angles are good as well because the angle can make a huge difference. One little tip here is if you’re shooting a model using your product, make sure that you shoot a little bit up shooting down at your model, it just makes the model look better, especially with chins and stuff, you get double chins and stuff like that and it just gives it a little bit of a just a more professional look. Just a little photography tip there for you. All right.

[00:26:03] SV: Moving on to tip number five is using software, using editing software because you’re going to need to clean it up. Now, if you do have some scratches on there that you can’t get out or whatever but you know that it’s not going to be on your product or whatever, you can clean that stuff up in editing software. You can clean up very, very easily. There’s filters you can run on it and all of that stuff. You can also sharpen the image so if it’s a little too soft and you want it to be a little bit sharper; definitely use the sharpening filter inside of an editing software. All of those things can be cleaned up usually in the editing software. Now, you can’t take something that is so out of focus and then all of a sudden make it tack sharp, just isn’t going to happen. It’s going to look like garbage so you don’t want to do that.

You want to get it really close that’s why lighting is huge. You can lighten the picture I the editing software but to a certain degree. You still need a good amount of raw data there and using good lighting is going to give you a really, really good start with that. You can do a lot when you have the lighting right. Okay and also when it’s shot with a larger CCD as they call it in the digital world which is basically your image chip. Okay. In these cameras and in these phones there’s usually a pretty large chip that will allow you to be able to edit these and not really do any damage to the image You’re going to have a lot more data to work with. All right so not to get too techy on you but just to let you know.

Just a few different editing software’s that you can use. You have Photoshop which is really expensive software but you can get Photoshop Elements and that, I believe is under 100 bucks. iPhoto comes with the Mac. Light Room is another product, that’s a paid product and again, that’s going to be little a bit more expensive and then Canva, which is I believe is free still, maybe it’s not but right now as I’m recording this, I still believe it’s free. They have a free version, it’s Canva and that does have some editing stuff involved in. It also has some other features if you wanted to put that image onto a background or something like that. You can do that in your additional images not your main image. My first preference would be Photoshop Elements or iPhoto. Those would be my two. I’m on a Mac so iPhoto, if you’re on a Windows, I’m not really sure what you would use. I don’t pay too much attention to Windows stuff to be honest with you. Photoshop Elements and iPhoto would be my two that I would go with. Canva is a good free alternative but iPhoto is free on your computer if you have a Mac and Photoshop Elements is just a small investment. All right.

[00:28:43] SV: Number six, play by the rules, okay? Play by the rules. What I mean by that is everything I just covered there by the terms and service, abide by them. Okay. White background, definitely, definitely use a white background on your main image. Okay. Get it clean. Get it so it’s not a slight tinge of blue or a slight tinge of yellow. Right. That stuff can be cleaned up in the editing software so if you have an image that you shot on a white sheet, let’s say, Well let’s say it came out with a little bit of a hue to it, Well, you can clean that up in the editing software for the most part. Okay. You can just use … They have a white balance tool in there, it’s like a little pen that you select and then you just click on a white point inside of the image and then it will automatically make it clean and make it white for the most part.

White background, really important, that you need that and again you just need a sheet, you can buy a white background really inexpensively. You can even go to your craft store and buy a big piece of poster board and use that as well, that’s flexible obviously and then just make sure it’s laying flat and then you can just curl it up in the back so it’s kind of like a background.

That’s what I would do there. Again, the size is important. You want to make sure that it’s high quality. You want to make sure that it’s large enough so this way here it engages the zoom feature inside of Amazon, really important and no graphics on the image, okay? No graphics, no logos unless it’s on the product itself. The no graphics thing, like no things like free eBook or free videos online or any of that stuff cannot be on the main image. It can be on additional images, it just can’t be on the main image. Okay. You just want to play by the rules. Okay.

[00:30:42] SV: Now, number seven and this is a pretty big one is highlight the product’s strengths. Okay. If you have something that has better stitching then you better take a short of that stitching. Right. That doesn’t mean that this is just on the main image but make sure that it’s on your additional images because on your additional images you can show different angles, you can show different features all of that stuff but in the main image you definitely want to highlight the product's strength. Whatever it is, if you’re selling that garlic press and you wanted to show the construction, lay it on its side a little bit and have it slightly open to show that construction, make sure that you highlight that. Don’t bury it to where you’re just shooting it plain. Right. Just think about how you can show off the strengths of the product and what it comes with. If it comes with different accessories, make sure they’re included in that image. Okay.

You want that to be showing the details of the product. You want it to show angles, you want to show the construction, you want to show the stitching if it has stitching on it, that’s important. Whatever it is, you want to highlight the product strengths.

[00:31:52] SV: One, let’s kind of recap, lighting, really important. Two use natural light if on a budget or even if you’re not. You want to get some good shots you can use natural lighting. Three, use a good camera. Four, pay attention to details, scratches, fingerprints, all of that stuff. Five, clean it up using an editing software. Six, play by the rules and seven highlight the product's strengths. Show off why people should buy it and what makes it really, really a good quality product. All right.

Going back to what we talked about in the beginning, your main image is the number one thing that people will see first. It’s the very first thing whether it’s organic traffic or whether it’s pay-per-click traffic. They have strict rules, you need to abide by them. I say stick to the rules and play by the rules. Okay. Now, like I said, additional images can show products being used or products on a background or maybe that product having a special badge on it that says you have some certain material or maybe you have some arrows pointing to different points of your product saying what is so great about that or the construction or all of that stuff. All of that stuff can be put on your other images. I think that you should use those other images. I would say put at least eight images up, your main image and then seven additional images. I would say that would be, to me the minimum. That’s what I would put on every single listing, okay?

Then the other thing is we want to test images and we want to do this in a like seven to a ten day window. We don’t want to just test an image and then swap it out the next day. We want to give it seven to ten days and then look at the data and make sure that we’re comparing the same amount of traffic on one test compared to the other test, okay. That might not be 7 to 10 days. You may have to wait until you get 500 page views and then you might need to wait a week and a half or maybe three weeks before you get that same amount of page views because you want the same number or similar numbers so you can compare the two. All right.

[00:34:03] SV: One little quick story I want to share with you, Danny Brewer, a good friend of mine that you guys may hear me talk of or talk about him as the Danny no BS Brewer. Well, he had a story that he shared with me, he’s all about testing his stuff too and he had some images that he kind of slapped up there. They were okay, they were quality but they just weren’t that good as far as maybe the picture with the model or whatever. They weren’t just that great. They were okay. What he did is he went out and he hired a professional to do this. He’s like okay I’m going to give this a shot and he did that. He had a professional one shot and he tested the two and guess what, the one that was not so good was the one that he put up first, converted better than the second. He knew this by doing the test. Now, does that mean that you should have crappy images, no but it means that you should test. All right.

That doesn’t mean that he should stop there. I think from there, what he should do and he may be doing this is put up the image that wasn't the best image and then try another test of something else. It not might have been the quality of the image that converted, it might have been the context in the image. Right. You need to test that stuff and I think images are a very easy way to keep testing and so this way here you can see if you get results from that. Just remember, you can always change the images. Right. You don’t have to worry about if it’s perfect in the beginning especially if you’re just creating the listing, don’t worry about it being perfect, just worry about it getting done. Right. Put up the image and then from there get your other images created and then upload those and then you can start to play with it and then you can start to test it. Don’t think in the beginning you have to have everything perfect. That goes for everything in your listing, in your product selection and all of that stuff. It just needs to be what you feel you’ve done the research on and then now you’re going to bring it to market and then from there you get the listing built out and then from there you can start to test and tweak and make it better and improve it from the data. All right.

I know we covered a lot here guys but the main thing to understand is this: keywords get you found, images get attention. All right. Really, really important that you understand that. Images are a vital, important thing, element, whatever you want to call it to a listing converting and getting clicks and then getting sales. All right. Definitely, definitely don’t think that the images don’t matter because they do and it’s something that you could be testing on a regular basis to increase your conversions.

[00:36:41] SV: Now, before we do go I did want to mention because I know I’m going to get a lot of people that say, “Hey Scott, you know where do I go to get images if I don’t have a local photographer and all of that stuff?” Like I mentioned Mica Owens had reached out to me, him and I have been going back and forth for the past month, month and a half, he did some test images for me. They looked really, really good so he’s got a site that he’s not using for product images. If you want to check out his stuff, you can head over to studiolikely.com and I’ll leave the links inside of the show notes so you guys can check that out.

He is offering a discount, a $50 off discount for anyone with a new business within the first 12 months. He’s offering $50 discount and for all of the TAS listeners, he is also offering an additional $10 off you just  have to mention you’re a TAS listener and he’ll go ahead and hook you up with that. Just a little disclaimer, I am connected with him now so I am an affiliate. You will buy me a nice cup of coffee if you got through his services but again I only, only recommend people that I’ve either tested, tried or believe in and Mica has definitely passed the test. If I right now didn't have the ability to do my own images, I would be using his services as of right now. Okay. I just wanted to put that out there. Definitely check out studiolikely.com. Again you can get that discount by heading over there, letting him know that you came from TAS and he’ll hook you up for sure, just wanted to throw that out there. All right.

That’s it guys, that’s pretty much going to wrap it up. Remember all of the show notes and everything and all of the resources that we covered today can be found at theamazingseller.com/171. You can download all that stuff and the last thing I want to mention is if you guys are brand new or maybe you haven’t have a chance to attend one of my live workshops where we walk through the entire process, the five phases for picking a product, sourcing a product, launching a product, promoting a product, everything in between, we do a live workshop where we cover all of that and we do live Q&A. If you want to register for an upcoming live workshop, head over to theamazingseller.com/workshop. Again, that's theamazingseller.com/workshop.

All right guys, that’s it, that’s going to wrap it up. I know it’s been a long time coming. I should have did this a while ago but finally we got the product image post on or the podcast on to hopefully help you with your images and increase your conversions. Hopefully you enjoyed it. All right guys. That’s going to wrap it up. Remember I’m here for you, I believe in you, I’m rooting for you but you have to, you have to … Come on say it with me, say it loud and say it proud, take action. Have an awesome amazing day and I’ll see you in the next episode.

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6 Comments

  1. Lisa

    Absolutely agree with Scott on bringing the EPISODE with a Play button overlay. Here, something in broad (with example) about the same “4 Important Tips for Optimizing Amazon Product Images”

  2. Kevin

    Great episode Scott – I am working on my DIY photos now and using your cheat sheet – Thank you!

    I have a question in regards to the extra images (i.e. not my main image). From what I have read and understand I can add graphics / text to these extra images.

    My question is – can the graphics / text that I add to one of these images be an actual quote from a past customer saying something positive about our product? Any issues with Amazons image rules?

    1. Scott Voelker

      I would probably avoid including testimonials in those images, amazon would likely frown on it even if it were in a review on the site. Focus on the benefits of the product and letting people know how it will help them.

  3. Koren Schmedith

    I am very grateful to you for sharing your tips. I am going to apply all these tips for a better conversion rate.

  4. Danielle

    Hi Scott,

    Thanks for the helpful podcast.

    For my listing I have very professional legal images, but my competitors are using images that are eye catching & not actually part of what they are selling (i.e. including a piece of fruit).

    So my question is: Do I continue to follow terms of service or is this something Amazon turns a blind eye to & that I should do as well?

    1. Scott Voelker

      Take the high road and follow tos, BUT see if you can get creative INSIDE of tos “:)

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