Common Mistakes: Not Investing in Creative Assets for Amazon
In the ever-changing world of e-commerce, navigating the world’s largest online marketplace can be confusing even for experienced Amazon sellers.
In episode three of our YouTube video series, Common Mistakes, we discuss why brands should be investing in creative assets for Amazon. Far too often there are great brands that spend millions on their website and branding but have horrible creative assets on Amazon. We have recapped our CEO’s thoughts on the top 5 areas where brands fail with Creative on Amazon.
Mistake 1: Not Uploading the Right Image Size
There is no reason any image on Amazon should be blurry, have bad lighting, be poorly edited, or have problems with zoom or centering. Luckily, the solution to this problem is pretty straightforward. After uploading images to Amazon, double-check that they look crystal clear. Occasionally images can experience glitches in processing on Amazon. In this case, the solution is to tweak your editing and try again or submit a ticket to Amazon Seller Support. When uploading an image make sure to review Amazon’s General Image Standards to ensure your image conforms with requirements.
Mistake 2: Not AB Testing Images, Especially the Main Image
A/B testing is the process of comparing two variations of a page element, usually by testing users' response to variant A vs. variant B and concluding which of the two variants is more effective. A/B testing is easy and is a great way to experiment to determine which variant of your main image drives the most sales. Our CEO advises looking at the SERP for your target keywords to scope out the images used by your competitors. Ideally, your main image will stand out and draw the user in.
Other ways to AB test include varying the order of your images within the image carousel and testing variations of call-outs and features highlighted within your creative.
Mistake 3: Not Building Your Images for Amazon
Even brands with beautiful existing creative assets need to make edits to make them more compatible with the Amazon platform. When editing images you also have to pay particular attention to mobile-optimized shopping. It can be hugely beneficial to include informational images that call out key features, ingredients, or other selling points. Keep them simple but compelling.
Mistake 4: Underestimating the Power of a Good Storefront
Especially for higher price point brands, the storefront can be an amazing tool. If you already have a well-optimized website you don’t really have to reinvent the wheel on this one. The key is to highlight your top sellers on the home page and to make it as clear and user-friendly as possible.
Mistake 5: Not Utilizing Video
Amazon sellers can use video in multiple ways to tell their product and brand story. Use video to optimize your product detail and seller pages, upload to Amazon Video shorts, and post sponsored brand videos. Video can add value to product pages, from showcasing a product’s colors and dimensions to demonstrating the product uses to help customers visualize themselves incorporating the product into their lives. A vivid, concise video can educate as it entertains, proactively answering consumers’ questions and thereby markedly increasing sales.
Treat Amazon creative as you would any brand experience. Just like you have to tweak your content for different social media channels, you also have to tweak your content by e-commerce channels. Spend the time to think through the user experience on Amazon for your consumers and make sure there aren’t gaps in information. Additionally, always make sure to look at your listings on both mobile and desktop!
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