In the cutthroat world of Amazon sales, it's a game of survival. I've learned that to thrive, you've got to go the extra mile. Today, let me share my secret weapons, two elements that have been game-changers in my clients businesses.
As someone who's worked very closely with 8 figure Amazon sellers, let me tell you, premium product images and videos are not mere embellishments. They are the bedrock of your online success. Think about it from your perspective as a buyer, when you search for a product on amazon, there are some factors that convince you on clicking on a product. These include, among others, mainly the price, the rating and the image. And while the price surely is a driving factor, product quality trumps pricing most of the time.
So how do you relay the quality or your product and the professionalism of your amazon store? You guessed it right, professional Images and Videos.
Your store photos are your customer's first handshake with your product. You know what they say, "First impressions count!" For Amazon sellers, these impressions can mean the difference between making a sale or not.
Top-tier images don't just make your product look appealing. They act as silent salespeople, giving your customers a sneak peek into the product's features. Your potential buyers can't touch or feel your product, and that's where these images bridge the gap. They build customer trust, making the difference between window shoppers and actual buyers. Yes, professional photography costs money, but believe me, it's an investment you won't regret.
Lets take this knife block i recently bought as an example, this is a top seller on Amazon, the product at the moment of writing this article had 1422 ratings. While the images of the product are good, there is no video demonstrating the product. According to Amazon, a product with video is 3.6 times more likely to sell than a product without video. And if you have ever launched a product on amazon, you will now how adamant they are asking you to post a video about the product.
Now lets say that number is inflated, so we do our calculation based on a smaller 15% increase in sales. Based on the amount of ratings along, this product would have sold at least 200 more units over its lifecycle on Amazon. Thats 4000 euros or 4300 USD of lost sales with a very conservative calculation.
Let's talk SEO
Ranking on Amazon is a tough business, competition is fierce and there is only so much text you can add to your listing. So do images and videos impact ranking on Amazon? The simple answer is YES, absolutelyand here is why:
- Enhance Engagement:
High-quality images and videos significantly enhance user engagement. They attract attention, keep potential customers on your page longer, and encourage interaction with your listing. This increased dwell time signals to Amazon’s algorithm, A9, that users find your listing valuable and engaging, improving your ranking.
- Improved Conversion Rates:
Images and videos are crucial to conversion rates. When a product has clear, detailed images and informative videos, customers are more likely to purchase. A higher conversion rate indicates to Amazon's algorithm that your product is popular and satisfies customer needs, which, in turn, improves your ranking.
Relevance is a vital factor in Amazon's SEO algorithm. The A9 algorithm seeks to match customer queries with relevant product listings. By using high-quality images and videos, you can provide contextual relevance. For instance, using appropriate file names, tags, and metadata for your images and videos can reinforce their relevancy to your product and the search terms you're targeting.
- Reduced Returns:
Detailed images and videos help customers understand exactly what they are buying, reducing the chance of misunderstandings, returns, and negative reviews. Lower return rates and higher customer satisfaction are factors Amazon’s algorithm considers when ranking products.
- Competitive Advantage:
While images have become standard in product listings, videos are still underutilized, providing a competitive edge. By including videos in your listings, you stand out from competitors, attracting more visitors and increasing your chances of higher rankings.
In conclusion, leveraging professional images and videos not only boosts your product listing's aesthetic appeal but also plays a critical role in optimizing your Amazon SEO strategy. By providing valuable visual information, you enhance customer experience, promote engagement, and improve discoverability – all critical factors in Amazon's search rankings.
Can I shoot my own Amazon Photos & Videos?
Technically, yes, you can. But lets think practically. To take professional photos and videos you need the right equipment and software:
- Camera: A decent DSLR or mirrorless camera will cost you around $1000.
- Lenses: Depending on the type of products you're photographing, you might need different lenses. A good macro lens for close-ups can range from $500 to $1000.
- Lighting: Lighting is essential for product photography. A basic lightbox or a softbox lighting kit can start from around $50 to $200. Plus you will need a flash and video light which will cost between $300 to $500.
- Tripod: A sturdy tripod is vital to eliminate camera shake and produce sharp images. Prices can range from $80 for a basic model to a few hundred dollars for professional ones.
- Backdrop: A professional backdrop is a worthwhile investment and can cost anywhere between $100 and $200.
- Editing Software: Adobe Photoshop and Lightroom are popular choices for photo editing. They follow a subscription model that can cost around $10 to $20 per month.
- Video Editing Software: Software like Adobe Premiere Pro or Final Cut Pro X can cost around $20 to $30 per month.
So a starting investment of at least $3000 and that is not calculating your time and learning curve. Shooting a professional video or photo, takes experience and knowledge, it takes the average beginner 1.5 to 2 years of learning and practice to consider their images professional. And thats not even talking about video which is more complex and takes even more time. And then there is also the question if you are willing to test your results on your own products, you might after all cause more damage than benefit to your own brand.
In summary, yes you could take the photos but practically, the cost and learning curve as well as the amount of income you could generate with your time investment, greatly outweigh the benefits of learning videography or photography.
To sum it up!
As an Amazon seller, your success hinges on how well you showcase your product. High-quality images and engaging videos are not just window dressing; they're key to your brand perception, customer trust, and ultimately, your sales.
Consider them essential tools in your arsenal, rather than additional costs. By boosting your product's visual appeal, you can outshine your competitors, boost your SEO, and ultimately, supercharge your Amazon sales.
The way you portray your product matters immensely.