Create Amazon Listings that SELL – not listings that are “artistic”

When I design Amazon listings for my clients, my goal is not to create something "artistic," but rather to create something that maximizes clicks, sales, awareness and creates a positive impression. I live by the David Ogilvy maxim, “if it doesn’t sell, it isn’t creative.” That quote is also on my LinkedIn profile’s banner. I recently designed an Amazon listing and storefront for the Fluidity Barre that does a great job showcasing this:

☑ Main Image Shows Everything Included in the Box

This helps your customers understand the product's price and trigger a click to learn more. It doesn’t how matter how good your listing is if no one ever clicks on it. If your main image doesn’t stand out against competitors, or, in this case, help justify a high price/ luxury product, your clicks will underperform.

☑ Images are Optimized for Mobile

Listing images are optimized for mobile browsers and the Amazon app. Mobile shopping volume is increasing every year, and sharing product listings with friends on mobile is getting easier. If you can't see the product or read the text in your images, you've lost over half of your market. The second image below shows a bar graph of mobile retail commerce sales as a percentage of retail e-commerce sales worldwide from 2016 to 2021. Notice how the text and visuals in this image are both big enough to be read on either desktop or mobile:

Mobile retail commerce sales as percentage of retail e-commerce sales worldwide from 2016 to 2021

☑ Images Show the Product’s Benefits

The listing images SHOWCASE THE BENEFITS of this product. Advertise the benefits rather than the features, and add this copy to your images even if you repeat it from your product bullet points. Images get more attention and are overwhelmingly prioritized on the Amazon mobile app. For this product, a feature is that the height is adjustable. This alone doesn’t benefit the customer… what is the benefit of an adjustable barre? Well, a barre that adjusts to your hip height helps promote proper posture and a functioning body, and the competing barres don’t offer this:

☑ Images are High Quality

Images are HIGH QUALITY. You always want to give your product an image of quality, and you convey that by using high resolution images and photography on your listings. The original images are all larger than 3000x3000 pixels, and the final listing images are exported at 3000x3000 pixels and 300 ppi:

☑ Images Show the Product in Use

Listing images SHOW THE PRODUCT IN USE. If your customer is unsure on how to use your product, they will be less likely to buy it. In these images, we show the different barre positions you are able to practice with it. This helps customers visualize themselves using the product:

☑ Important Information is Conveyed in the Images

Listing images CONVEY THE IMPORTANT INFORMATION customers want to know about this product. For example, after researching competitor listings, we noticed customers resented the fact that they had to build their workout equipment with tools, screws, and bolts. Since this product is pre-built, we informed customers not only through our images, but also through the A+ Content, brand store and video ad.

☑ All Visuals are Consistently Branded

All visuals across the listing images, A+ Content, video ad and the brand store have CONSISTENT BRANDING. All visuals have a consistent font stack, color palette, image style, and voice. This increases trust with customers because brands are held to a higher standard when they are more identifiable:

☑ A+ Content Maximizes Mobile Scrolling Space

The A+ Content MAXIMIZES MOBILE SCROLLING SPACE. It's important to mix in a few XL image modules and one to two 3-image or 4-image A+ modules because these show up in a stack on mobile, which gives you 3-4x of more scrolling space to advertise your product after the listing images. Below is a side-by-side of both the desktop and mobile A+ Content to show you how powerful 3- and 4- image modules are: