• The Importance of Brand and Product Creative on Amazon

    By ZonSupport | Posted on September 27, 2024| Blog

    It doesn’t matter which online platform you’re selling on, it’s an environment where the shopper cannot touch, hear, taste, or smell the product.

    Your images and videos are the first to attract their attention.

    Customers buy on emotions and justify with logic. We all know this, so why do sellers often miss the obvious?

    We met Sell Global, an Australian agency with a global reach at an Amazon event and got talking about this.

    Here are their insights…

    You need to step outside your perception of your product and ask yourself: “How do I want the buyer to feel about my brand and products.” If you can make the right emotional connection and build trust, then you increase your probability of getting the click. 

    The Way Consumers Shop on Amazon

    According to Ultralinx, 53% of consumers found images more important than ratings and reviews! To take that one step further, Think with Google reports that consumers who shop on their phones say that images are THE most important feature.

    If your images explain everything, potential buyers are less inclined to go to another listing. Why would they? If you have communicated your value proposition, your product looks good, and your images have answered all their questions, there’s no need.

    How do you look on the Amazon App? 

    Over 80% of shoppers browse first on mobile to discover new brands and more than 197 million people use the Amazon app every month.

    Ensuring your images highlight the key features of your product is the first step. They provide the customer with a profound understanding of the benefits of your products. This is crucial as mobile users will be looking at your listing on a smaller screen.

    Ask yourself: Can they read the text on images? Do you make it an easy experience for them to find out about your products and brand?

    Amazon is a competitive shopping environment with millions of products competing for attention. If you don’t stand out when they arrive on your listing, you won’t get the clicks and conversions. A lost opportunity that also adversely pings your Amazon performance metrics.

    The good news is that the Amazon marketplace has by far the best content options available of any marketplace.

    Top sellers are maximizing their brand and content options to dominate categories. Go check out what the leaders in your category are doing or you will spend your life competing for scraps.

    The Amazon A10 Algorithm Factor

    The Amazon A10 Algorithm rewards a higher CTR (Click-through rate) which comes from a powerful Hero Shot of the product.

    The Hero Shot is where you should invest a lot of time to get it perfect. First impressions matter, and you want to nail it.

    Amazon also rewards relevancy. Relevance looks like when a shopper uses a search term, (say vitamin C for kids), then they look at your product and they convert to a sale. Your product is now relevant and the higher the number of shoppers who do the same search and buy, the higher the conversion rate for the product. You will then rank better organically for that search term.

    If you are not showing up on page 1 for your relevant search terms, then you will not make meaningful sales.

    Great product content design and brand design will help you both get noticed and then convert more lookers into buyers.

    How quickly and effectively you can communicate the logical messages and the emotional messages, is the secret to effective design. 

    Review your listings with this in mind. It’s generally better to engage with an agency as they will see so much more than you do. Make sure you add Sell Global to the list of agencies you reach out to 

    They have recently finished an incredible guide to help you on this journey:

    37 Image Stack Design Concepts to Catch the Eye of Amazon Shoppers and Convert Them Into Buyers

    You’ll get some great inspiration and new ideas to help your clicks and conversions.

    As always, ask us anything. If we don’t know the answer, we’ll know someone who does!

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