Optimizing Amazon Listing Images w/ AMZ One Step Founder Kamal – #42

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The Brand Builder Show
Optimizing Amazon Listing Images w/ AMZ One Step Founder Kamal – #42
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They say a picture tells a thousand words.

This is as true on Amazon as it is anywhere in the world.

Creating high-quality, story-telling images is one of the most important aspects of creating a well-optimized Amazon listing.

So in this episode of the Brand Builder Show, we sat down with Kamal from AMZ One Step to talk best practices for listing images.

We discussed:

  • How to create a main image for any product that truly stands out
  • What methods to use to tell a compelling story with your images
  • How to create A+ Content that builds your brand and boosts your conversion rate 

Kamal shared some insightful tips that can really help elevate your game, so be sure to listen to the end of this one!

⭐️ EPISODE LINKS ⭐️

> Check out AMZOneStep 

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Ben Donovan 
Well, hello, and welcome to another episode of The Brand Builder show. In today’s episode, we’re going to be talking about all the things, images for your Amazon listing images, a plus content, all that good stuff. And to talk that through with me today, we’ve got Kamal from AMZ One Step Kamal, welcome to the show today. Thanks for coming on.
 
Kamal 
Thank you so much, Ben. And I’m super excited to be here, you know, thanks for having me.
 
Ben Donovan 
Yeah, I’m really excited to have you here too. You guys are one of the names in the industry that just keeps getting mentioned when it comes to listing optimization image work. And and so we are excited to hear from you today and here about how we as Amazon sellers can really optimize our listings. Before we do get into that sort of content today, the juicy stuff, why don’t you give us a bit of a background on yourself on AMZ One Step, and let us know kind of how that whole journey unfolded and what you guys are up to today.
 
Kamal 
Sure, yeah. So my name is Kamal and I a little bit about myself first, I moved to Canada in 2010. I’m originally from India. So I finished my electronics engineering, and I was doing a telecom job at a big corporate company. So you know, I started Amazon, you know, as an a retail arbitrage. You know, I was flipping stuff from Walmart, you know, and selling it on Amazon. And I was doing wholesale at that time. So I was just like, doing a lot of hustle in terms of like, you know, retail arbitrage online arbitrage. But at one point, I was like, Okay, no, you know, what, I need to start my private label product, because I was hearing this fancy word private label private label. So, so I launched my two products, you know, they did not do that. Well, at first. And then my third product was really successful, you know, there was, is making bit of money.
 
Kamal 
And at the same time, I started a meetup group in in our city of Edmonton and @meetup.com. So people were joining that group, and we were organizing, like meetup every single month, and more and more sellers were joining and the community started to grow. And then we expanded that meetup. Group two all over Canada. So we have meetup groups in like, six cities of Canada. And from the area, people were asking, Hey, Kamal, who gets your images done, who gets your PPC done? Like, who is your, you know, sourcing guy? So, you know, as like, okay, you know, um, at first I was recommending, you know, them to different freelancers, different companies, at one point, I thought, if everyone is coming to me and asking for recommendations, I might as well have, you know, that done under, under my agency, like I should open a new agency, and that’s how AMZ was started. And now we’re, we’re in as I mentioned, in one of the leading agencies when it comes to the image creations, you know, a plus content, video, 3d rendering, listing optimization, so, so that’s what, you know, our core competency is now and obviously, you know, we do offer a little bit of other services, but creatives is what we’re really good at.
 
Ben Donovan 
Yeah, that’s awesome, man. And how has the agency building journey been because I know, there’ll be a lot of people listening, that get once they start selling on Amazon, and they get hungry for that entrepreneurial life. And, you know, selling services agency is one of those things, you think, well, I could do that alongside, you know, selling on Amazon, clearly for you. It’s not just a side hustle. It’s a real, you know, big endeavor, is up in GDP and easy. Would you recommend it, give us some, you know, some info on that,
 
Kamal 
I think I would definitely recommend, you know, for Amazon seller, and if you’re looking to because Amazon selling does not take a lot of time, even though you know, if you hire somebody as if you have proper SOPs, if you’re looking to expand to agency side, I would definitely recommend that. But the journey how it’s been for me, it’s been in the beginning it there were not a lot of, you know, consistent sales and you know, the consistent marketing. So it took me like three years of bootstrap bootstrapping, like, every time we would make some profits, we would invest into something new. And, you know, it took three years, we were doing like pretty much everything like SEO, we were doing, you know, like meetups, or we’re doing like social media, like blog posts and content marketing, YouTube channel started podcasts, we were pretty much doing everything in terms of marketing, like whatever way possible, but it still took us, you know, three years to get some traction.
 
Kamal 
And if I, if, let’s say, if today I’m starting that agency, you know, I would do maybe a little bit differently, you know, I wouldn’t have to go through, you know, what, what I went through, like, if you’re starting an agency today, maybe go to conferences, you know, meet different agency owners, you know, it’s more about partnerships. Now, you know, you don’t have to do it the hard way. Just just be a good networker. Meet with other people, you know, give them clients, you know, take some clients from them and you know, just help each other out. And that is the way to go and that will get you that will make you successful a lot more quicker \rather than distorting everything from SEO like using social media to focus more on partnerships, go out and conferences, you know, you know, do more podcasts do more content, I think that if I had to start today, that’s what I would have done.
 
Kamal 
So, so the journey has been incredible. So I learned a lot of things hard way, but, but I’m glad I did, you know, I see lots of agency owners, you know, their, their agencies, they’re successful, but there’s only one pillar, which is the partnerships, which is good, but at the same time, you know, if we could be omnipresent, that’s even better, right, if we have a solid leads coming from SEO, like perfect, if we have a solid leads coming from social media, even better barred guests, go to conferences, you know, go go out to a bunch of other like meetup groups and everywhere, whatever is the possible way, you know, be omnipresent, and you will start getting clients, and the most important, like, Whatever you do, be good at it. That’s where the business is gonna grow like word of mouth, at 1 2 years, three years down the road, people will be like, you know, the reference referral business, repeat business is more crucial than marketing. Because at one point, Amazon community is so small that at one point, you know, you won’t be like, okay, you know, you won’t be getting more leads at that point. It’s a repeat and reoccurring business, which is going to keep your agency growing. So that’s what my journey has been.
 
Ben Donovan 
I think it’s some great advice for any venture of entrepreneurialism, partnerships are everything, you know, they say, it’s not what you know, it’s who you know, and I think, you know, one good connection, one good relationship can change the, you know, the future of our business. So I think, yeah, it’s really interesting to hear you say that, and for anybody that’s listening at wants to, you know, get started out with stuff like that, then, you know, partnerships would be your focus. That’s real, real helpful. Awesome. Oh, let’s talk about Amazon listings, the topic of the day, then. And images, images are such an important part of an Amazon listing, even more so than they ever have been before. So we’re going to just take some time to talk through main listing images, and then a plus content. And if we get time, maybe some ads sort of stuff as well. Let’s start with listing images. And from sort of the bird’s eye view, give us your philosophy. AMZ wants that What are you trying to achieve when a client comes to you and says, design us? Our seven images, main image and sub images? What are you trying to achieve, communicate with those images?
 
Kamal 
Basically, you know, when we when we have a new client coming in, so we first question that we ask, is it an existing listing? Or is it a brand new listing? If it’s an existing listing, we take a look at there, we do kind of an audit, see what’s working well for them and what’s not working? Well? Like? What’s the existing conversion rate? You know, what’s the existing CTR? Like, how much traffic are you getting? And you know, based on that, we look at the competitors. And then you know, the first step is always, we always start with the main image, whether it’s a new listing, or if it’s an existing listing, the goal of the main image is to get you some extra traffic, when people are searching for a keyword on Amazon, they’re gonna see like, 20 different listings, and if your main image stands out, that’s when people click on your listing, if it’s just blending in with others, they’re not going to click on that, then they’re going to start competing with the prices. So the job of the main image is to is, is to stand out, okay, and still be you know, relevant enough that the people click on your listing. So that’s, that’s the first thing and it’s on the creative side, let’s say, you know, if you follow the 80/20 rule, focus more on the main image because that is what is going to get you the 80% of the results. And it’s, it’s not a lot of work, it’s just one image, but the science and scholarly psychology behind that one image is a lot for example.
 
Kamal 
You know, there’s so many strategies, you know, if a product comes with a gift box, right, so maybe we should show the gift box if a product has front and back, you know, maybe show both sides, right, so if your product is a hard surface or 3d rendered, so there’s so then do 3d rendering, so there’s so many different strategies that you can do to make your main image stand out. So focus more on the main image because if you’re, I have seen traffic you know, getting two times more or three times more just by changing the main image and the most important thing is you know, do not just create one main image create two or three at least and do the split testing and choose a winner Okay, so you may think as a brand or brand owner oh wow, this this this is what I was exactly I was trying to show and this image is perfect, it’s high quality image, everything is good, but people they you know, they look at the main image is totally different.
 
Kamal 
So do the split testing and always, you know, compare it with your competitors on the search page like so is this going to stand out you know, keep doing that always. So, once the main image is done, that means you’re going to your traffic is going to increase. Second step is you know, creating some infographics and lifestyle and why infographics are so important is because when mostly the people are shopping on their mobile apps. So the search for a keyword, your main image is good. They click on the listing, what is the next step? They start swiping, right, they look at image number two, the image number three, because you need to tell a story using infographics and lifestyle images, okay? So when they start swiping, right, they look at images, then they’re sold, that increases your conversion rate. And the next step is they scroll a little bit down and add to cart, that should be the ideal customer journey.
 
Kamal 
If they are not convinced, looking at the seven pictures or six pictures, they’re gonna scroll all the way down, read bullet points, and they’re gonna get distracted by looking at the other sponsored products and frequently bought together. So that is not the ideal journey. So main image gets your click your infographics tell a story. And then they click on Add to Cart. And there’s other elements like, which is the lifestyle images? So how do you create lifestyle images, you need to show some visual references? You know, what do I mean by that, for example, I know I always give, give, give, give an example of, you know, if if a seller and you’re selling Extra Large delivery bag, you know, for the courier bag, so who is the buyer, so the buyer is a delivery driver who’s maybe delivering for Uber Eats or DoorDash. Right, so those are the guys were buying that product. And if you’re trying to highlight that your product is extra large in size. So you have two options. One option is you can just say, hey, this product is 30 inches wide and 24 inches tall. Whatever the dimensions are, you know, humans are visual creatures, the numbers, it’s not that easy to absorb, you have an option, you can show the dimensions. Or you can do visual reference, what do I mean by that you can show maybe this bag can carry seven extra large pieces, and two bottles of two liter, Coca Cola, and it still carries in a bunch of other food. So now the delivery driver is going to resonate with that image much more quickly. Wow, I can carry X seven extra pieces. Perfect. Right. So the point is that it can carry extra food, not how much is you know how tall or how wide that product is. So giving the visual references are the key. So the people connect with your images right away.
 
Kamal 
Everyone’s talking about like create creating the emotional connection, you know, creating that, you know, adding that lifestyle touch. But in reality, what works is the visual reference. So if you have a combination of all these three things, your listings should convert, you know, and it also depends like how well your competitors are doing. And you know, and what’s the unique selling point of your product. But overall, this is these are the basics. And if you get it right, the listings should convert at least at 15% or more.
 
Ben Donovan 
Yeah, that’s pretty good. Some great thoughts in there that I’d like to just try and unpack a little bit. Your thoughts about this, you know, telling the story of the product. Absolutely. 100% agree with that. And you’re so right. If you haven’t already won the sale, by the time they start scrolling down, your chances of getting that sale, decrease more and more and more, because of as you say PPC from other sellers on your listing, you know, yeah, it’s a really, really good thoughts, which we’ll come back to, I do want to just dive in quickly to the main image because as you say, main image is so so important for click through rate, which as we know, on Amazon, if someone doesn’t click through onto your listing, they can’t buy your product. So that first click is so so essential. With the main image, a couple of things I want to just discuss for a minute. Obviously, split testing renders I want to get to but first and foremost, you mentioned standing out really attracting people’s attention. How can the average seller selling the average product? Not that we would recommend selling an average product, you know, product research and standing out in the market is important. But just read that main image? How can someone stand out from the competition? What the process they should go through?
 
Kamal 
That’s, that’s a really good question. And I’m glad that you have asked it because standing out from the main standing out just by the main image is one of the most difficult things that you can do. Because Amazon has so much strict guidelines, you know, you cannot have graphics, you cannot have any logo, you know, you cannot have any any mission, it has to be a product picture on white background only. And what can you do to make your main image stand out when everyone has to follow such restricted, you know, guidelines. So, so we have developed, you know, 12 different strategies on how to make your main image stand out. And maybe I’ll go through maybe you know, a couple of them, which I really liked. But if you can, you can always go to amazon.com/blog or search for main image optimization strategies on Google and you’ll find that blog. It’s really, really good. I’ll go over a few strategies.
 
Kamal 
So first strategy, which I have is it’s called label strategy. You know, for example, if you search for protein powder on Amazon and if your product comes with a label, right? So all the Protein Protein bottles or protein jars, they have a product label on it. Right? So we had a seller, the listing was like really, really basic and no one was clicking on that, like the CTR, CTR was 0.0 something. percentage. So what we ended up doing, we use the label it strategy. For example, if someone is searching for a protein powder, what exactly they’re looking for, they’re looking for, how many grams of protein does that? Does that product have? Or like, what is the flavor? So we added do before to sharp the label, we made it look like you know, that it’s part of the label. And people when people were searching, they were like, they will immediately say, Oh, it’s 25 grams of protein, and it’s unflavored. And they would click on that, right? When people would receive that product, you know, then they are not going to see, they’re not going to be mad. Oh, wow unflavored is not that big, or 25 gram protein is not that big, even though it’s a little bit small. But you’re just, it’s, it’s a clickbait, okay, the main image is a clickbait, you’re not going against Amazon’s terms terms of service you are because you’re making it look like a part of the product packaging, right.
 
Kamal 
And another example is, you know, Gorilla Grip, they are one of the successful Amazon sellers, they’re every main image, you know, they’re using label it strategy, you know, they would they have like three sizes of cutting boards. And you know, and they would create a label extra large cutting boards available in these colors. So they make the label look so much, you know, bigger, which is technically a part of product packaging. Even though you know, even if your product does not have any label or does not come into product packaging, you can always make create a label, just like Gorilla Grip, I know we’re on a podcast, we can’t really, I can’t really show you the image, just go search for Gorilla Grip on amazon.com, you will see how those guys are doing it, you can create a label for any product, right. And that’s one strategy.
 
Kamal 
Or the other thing that you can do is you’re always looking to improve your main image. Because Amazon is a competitive marketplace, people would start you know, once you’ve come up with a good main image, everyone else is just gonna copy you two months down the road, the whole page is gonna look like you know, exactly the same. So if you want to succeed, if you want to stay on top, you have to follow a Kaizen strategy. We call it a case of kaizen strategy. So that means you’re continuously working on your main image, for example, we had a portable monitor, right? So the seller came here like okay, let’s you know, work on the main image. So portable monitor image was perfect on white background, it was covering 85% of the main image and everything was good. Okay, what can we do to make it better? Okay, it’s a black in color. So let’s do 3d rendering. Then the image, just from a regular image to 3d rendering, it was like 10 times better was so good. So if it was improved, but two months down the road, can we improve it? Even more? Yes, 100 100%. Maybe we can add a wallpaper on on the monitor. So now it stands out. Like it looks totally different. Now there is a green color, big wallpaper. So you’re standing out. And then two months down the road? Everyone had a wallpaper, then okay, what can we do now to improve the main image, maybe we added a text on the wallpaper itself, which looks like it’s part of the screen. So Amazon boards wouldn’t catch it. Because now you’re showing product in use, it’s not a graphic, it’s, you’re showing something on the screen. So you add maybe 55 inch screen, you know, Ultra HD, something like that, right? So you add some unique selling point. Okay, you know, two months down the road, everyone is doing the exact same time now what can you do? So now then then you added any mission, you added a gaming, you know, thing, like for example, you added a picture of spider man coming out of the screen, you know, give me give it a 3d look.
 
Kamal 
So you always the point I’m trying to make is if you’re selling in a competitive category, if everyone is doing the exact same thing, you have to keep improving yourself. Otherwise, you won’t stay at the top. being number one is easy, as people say, but staying number one is difficult. That is the exact exactly what you have to do. You have to keep improving your main image. There are so many other things that you can do. For example, if the product is a boring white in color, it’s transparent. Maybe add some you know, maybe add some colorful thing in it. We were selling like liquid dispenser for like for makeup or something like that we added instead of adding water, add maybe a red color liquid, which makes your make main image interesting, right? If we’re selling supplements, maybe a write something with the gummies that you’re selling, right? There’s for if your product packaging is giftable show the product packaging, do 3d rendering. Show front and back.
 
Kamal 
I’ll give you an example. When I was in Lisbon, I was speaking at a conference and there was a seller he’s like, Hey, Kamal, I am I’m selling in clothing category. But how can I make my main image stand out the model has to wear. Everyone is showing the exact same thing. And the only thing different we can do is show a pose different pose. How can you stand out as like, Okay, let’s take a look at your product. And image number Third, the dress, if as a female dress, and the back of the female dress was looking really interesting, I was like, Oh, why can’t we show front and back in the main image, no one else is doing that. They’re like, wow, that’s a good idea. Let’s let’s do that. So he changed the image, like, you know, he created the main image. The same night, he edited that. And the next morning, you know, next evening, he, you know, he called me he’s like, Hey Kamal, I change the main image, but the traffic went down. I was like, oh, okay, that’s
 
 
okay, let’s maybe go back to the main image. He’s like, No, but I have good news as well. But the conversion went up. So I’m making more sales. So I’m making more sales and, and more profits. And I was like, Oh, wow, that’s interesting, because now your main image has filtered out the traffic, only relevant people who are looking at the front and back port. Yeah, those are the only ones who are more interested are clicking, and you have a higher conversion rate before you were getting more clicks. But lots of them were like, you know, after maybe looking at the back of the dress, they were not buying it, but just showing it on the main image, your traffic is so much, you know, I would say warmer traffic, and they would more likely to buy it. And by increasing the conversion rate, means you’re gonna get better ranking and everything. So so that was a, these are few strategies I have shared, but you can always go to our website and you know, learn more about 12 Other strategies.
 
Ben Donovan 
If that’s just two of them, and there’s another 10, that’s, there’s lots of value to be had there. So we’ll make sure we link that in the in the show notes below. Because that’s super, super valuable, it’s a great strategy for using the actual product, because as we all know, you really supposed to put the main image in the product in the main image. And so if you can get creative with what is on the product, you know, technically still part of the product. So that’s some great strategy there. And, you know, I always say that you should actually look at search results for your main search term, in the product research phase. Because then if you can do something in product creation stage, that helps your product stand out, like choose your coloring, choose your packaging, this is really, you know, don’t wait until after your product is fully made before you decide on the main image, go there first, and help that create the product itself.
 
Kamal 
I would like to add something that Ben goes search on Amazon for RX bar breakfast bars, check out their private product packaging, it says I think two cashews, you know, two almonds you know, two dates and just no bullshit. Right? So it’s the packaging is so good. So you know, so, yeah, that that’s a great point. When I think you know, when you’re at the product packaging, stage design in such a way that it wins, you click on Amazon, right? If if Amazon is your primary business, so everything needs to be you know, purposely done so. So if you have not done it, maybe if you want to rebrand yourself, do it in such a way that it can win you a click on Amazon, because once you win a click on Amazon, the battle is already half won.
 
Ben Donovan 
Yeah, definitely. Great thoughts. Great thoughts. Just before we move on to the other images in rendering, when do you recommend getting a render done? Is it product specific, budget specific, what your thoughts are?
 
Kamal 
Yeah, so it’s, it’s a broad topic 3d renderings, so I’ll cover I’ll try to cover it in a in a short time. So it’s always a product product based, depending on what type of product you’re selling. In general, if your product is, let’s say, a glass product, or highly reflective product, if it’s a metal, if it’s a hard surface product, you should go for 3d rendering, okay, or especially if it’s white in color, or black in color, because white reflects a lot and black absorbs absorbs light a lot. So getting the perfect pictures is little little bit difficult on those colors. Those are some of the scenarios that you should get your product rendered. And in other scenarios, if your competitors are doing 3d rendering, you should do that as well. Because with photography, it’s going to be really difficult for you to stand out when other people have, you know, images created virtually. So these are some of the scenarios that you should be doing the 3d rendering for.
 
Kamal 
And let’s say if they’re selling some complicated products, for example, we had a product which was a greenhouse window opener, and it was automatic, right? So so it’s really difficult to create a lifestyle image going out to greenhouse and at the roof of a greenhouse and then putting your product and take a lifestyle picture. It’s a lot of work and it’s really, really expensive for you to create the picture, you can render the entire 3d environment. I’ll give you an another example. We had a brand they were selling hand dryers, and that was made for like airport airports. So at the COVID time, like it’s, it’s not possible to get permission and go to the airport, install a dryer there and take a picture, might as well get the 3d rendering done.
 
Kamal 
Another example, there was a plumbing equipment for, for a multi, you know, for for a skyscraper scraper and the crowd goes in the basement, no one is going to allow you to play with their plumbing, you know, just to take some pictures, those are some of the scenarios, you could you can create 3d rendering for the lifestyle environments, but 99% of the time, it’s mainly the product rendering only. So as I mentioned, you know, hard surface reflective products go for go for 3d rendering, because otherwise, you’re gonna see some reflection on the product. You know, in some cases, you would even see the camera man, reflection, you know, or you will see the tripod, you would see the lights, you will see the window. And those images that don’t look good in those scenarios, you know, 3d rendering is your best best option.
 
Ben Donovan 
Yeah, good. Great, thank you for that. When it comes to the, the additional images. So, you know, after the main image, you said about telling the story converting the the browser into a buyer. Lifestyle images are key you mentioned for that? Would you generally if you were doing all of the images for a client Image two through seven, would you do just all of them showing the user using the product? Or is there some, you know, text involved? What are your kind of standards that you set for creating these these images in a way that’s going to convert?
 
Kamal 
I think it’s, it’s more about, you know, when you do the research, this is what we do it does it, we always recommend, you know, two to three lifestyle images, you know, not more than three, ideally, two is better and more infographics is better. And but every product is different, as I mentioned. So when you’re doing the market research or competitors research, you read all the positive reviews, read all the negative reviews and commonly asked questions on your listing as well as the competitors listing, see, what are some of the top talking points, you know, that everyone’s talking about, hey, this product is really fragile. Or if everyone is talking about the durability, do the second image which tells the durability factor, right? And followed by you know, what are some of the pain points of you know, of the virus and the lifestyle images, they should be your ideally fifth or sixth image or seven image? So since the second, third fourth should be infographics, but the features and benefits that you’re trying to cover? Think about it, like, for example, if it’s a durability, as I mentioned, can you should you show that feature in an infographic or lifestyle? That is a better question, but it’s the feature which is going on a second image? Right.
 
Kamal 
So so let’s say I’ll give you an example. So let’s say I was, we had a product, which was disposable cutlery. So it’s, you know, it’s made for events and everything. So, so the problem with the disposable cutlery is when you’re eating hard foods, it breaks and the durability is important, right? So so how can you show that feature in the best way possible? Either, you can just say, hey, maybe it is made from Xyz material so that it doesn’t break, right? Or you can just say, or you can just say that it’s durable. So again, as I mentioned, go with the visual reference, you know, show the bed test, try to bend it and take a picture there, hey, I’m doing a bend test, and it doesn’t break. Now, that image is much more powerful. If it’s a lifestyle image, or if it’s an infographic think of like how can I explain this feature? The best way possible, do that if it’s a lifestyle, making a second image lifestyle? If you’re, if infographics is the best way to tell that feature, then do infographics. So it’s all about you know, what are some of the pain points that people are talking about in product reviews and everything.
 
Kamal 
And if let’s say if it’s a brand new product, and you don’t have a lot of information, what you can do, you can do a big, big full heatmap poll. So that way, you know it would tell you or you can also use like helium 10 audience. So it will tell you like where people are scrolling and where the mouse cursor is going the most. So that means those are some interesting points that where people want to see so you can schedule your like the sequence based on the heat map. So these are some of the options that you can decide.
 
Ben Donovan 
Yeah, yeah, that was gonna be my next question for you in terms of the order of the images. Is it a case of just finding the biggest pain point that your product solves and putting that in that order? Or do you have a bit more of a scientific answer to the order?
 
Kamal 
I think it’s, it’s mainly the main pain points. That’s what the pain points were like mainly the talking points points. Like for example, if something you would find some products where every product has a five star review, that means people are really enjoying something which they’re talking about. So that could be your second image, it doesn’t really have to be the pain point, it has to be the main talking point in the buyers buyers community. So that should be, that should be your second image and followed by third and fourth. So ideally, the most it should be the main images is clickbait-y, you know, it has to be a thumbnail. Second images should be the most important followed by the third most second most important. And the fourth image should be the third most important and you know, just followed by followed by that sequence, you know, don’t don’t make the most important image as your number 60 image and always keep changing that, you know, it’s you may think, Okay, this is perfect, or we may think it’s perfect, but but you would never really find out until you do split testing, you know, try moving your 60 image to secondary, but see if that helps in conversion if the conversion drops, maybe change the sequence back. So these are small little experiments that you can do specially when you have like 1000s of traffic.
 
Ben Donovan 
Yeah, that’s that’s really good. I love the thought as well, by the way of the bending the cutlery pictures tell the student a bit, you know, a picture tells 1000 words. And I think that speaks volumes. And that’s what we’ve got to try and figure out is how do we visually communicate what it would take a paragraph to say you can say one image and people instantly get it, then that’s that’s a real real asset for your brand.
 
Ben Donovan 
Good, good moving on to a plus content, then obviously, if someone does scroll past and doesn’t yet Add to Cart, a plus content is another opportunity to really sell the benefits of the brand and the product. How are you approaching a plus content differently to the rest of the listing? Is it just a continuation of more of the same? Or do you have a different approach to what you put into a plus content?
 
Kamal 
Yeah, it’s. So first and foremost, what if you have a plus content according to Amazon, you know, your listing should convert 10 to 15% more. And it also gives you have extra real estate on your on the product display page, and you have access to add some alt keywords on each module. So you can do maximum of seven modules on a plus content and add 100 characters of alt keywords to each module. So now your listing will be indexed on like 700 extra characters, which is a huge win, you should do that. And in terms of like how we should design it, it really depends. Like, you know, if some products, you know, they have so much to talk about. So then we show the most important things that the images and the least important in the a plus content,
 
Kamal 
For example, you’re selling pack of 10 different products like it’s, it’s a bundle, which has 10 different products, it’s not possible to show 10 different products in six images. So that’s where the a plus content is really important you can do you can show the other product, you know, other product features or benefits, or the other thing that you can do if you if your product does not have that many products, if you have already covered that in the press content and you know, a plus content. And so if you have already covered the features in the listing images, then the a plus content can you know, just be your company’s story like your brand story, you can, you know, you can tell how the company started. Or you can just talk like, What’s the motive or like what’s the what’s the vision of your company, and just reiterate the same same things over again. So these are some of the scenarios that you can do.
 
Kamal 
But you know, the other thing that you can do, there’s always features and benefits, talk about the benefits in your images and the features in the layer plus content. So, so same feature that has a benefit, talk about the benefit in the images. And so this is also one strategy that you can do. And basically, the goal from the press content is to when people are searching on searching for something, they click on the listing, they, you know, they click on reviews, they want to read the reviews, and when they click on reviews, they go all the way down to the bottom of the page. So after reading the reviews, when they scroll up, you know, a plus content is an opportunity for you to re re-engage with the buyers because otherwise they’re gonna see sponsored ads and you know, frequently boards customer who viewed this also viewed this, like so much distraction. So a plus content is an opportunity for you to get get re engaged reengaged with the with the buyers. So there is no specific strategy, what you should do, like for example, if you’re covering your benefits, you know, in the images, go with the features, or you can talk about the additional things that you haven’t talked about in the images, you know, but the key here is to use that real estate and add all those alt text and you’re already winning if you do that.
 
Ben Donovan 
Yeah, that’s awesome. Do you have any specific modules that you go to for a plus content that you always use? you know, do you use the comparison tables March or anything specific like that? Or is it just a case by case scenario?
 
Kamal 
Yeah, if the storefront, you know, has products that needs to know that we can compare, and you know, drive drive traffic to other listings, you know, it’s highly recommended to use to backlink your other products. But But do it only if it makes sense, if it does not make sense to not use the comparison chart. And there is no set template for you to do the plus content, what we like to do, we have nailed down a really good process, which makes your A plus content look really, really premium, what we do is, and that you can also do that. So create your A plus content, like one image, like your website. Okay, so your dimensions are 970 by 600. So stack all of them together, pretend that this is just one image and make it a white background, and then add graphics to it. So people won’t be able to tell if it’s just one image or, or if it’s like six different modules. So blend them blend them. So to guess blend them in such a way that it just looks like a one image.
 
Kamal 
And then you can, there’s so many designing strategies, it’s more about being creative. Because if you’re if you’re stiff on Amazon modules, then you know, the creativity is not there, then you either use like left image, left side standard image or right side standard image or, or company logo or comparison chart, the creativity is not there. But when you’re designing it like one image, and then you cut them at 970 by 600 100. It just looks so much better. You can design it in an S shape. You can design it in like however, the way you want, like then it’s the designers magic, then you know the modules, they’re out of the equation. Right? So that’s what it looks like a Premium Plus content. So that’s what we do. But But yeah, I have seen listings doing well with lots of content and using standard modules as well. But now we have shifted towards the new strategy where we blend every module together and make it look like
 
Ben Donovan 
yeah, I’ve seen that on. There’s a brand here in the UK where I am called NutriVita is a supplement brand. And they do that it’s all looks like one flowing image. And it looks sensational. And so yeah, we’ve tried on a few products and it does work well obviously, then you lose the extra text. If you want to see if it’s a product with lots of potential keywords, then that’s, you know, valuable space that you’re potentially losing there. But but yeah, really, really good looking layouts when you use all images together.
 
Kamal 
Yeah, no, exactly. Yeah. So in order to cover up for those last keywords, you can always use the alt text, and then maybe, you know, add some more keywords in the backend search term. So, so yeah, but But yeah, so that’s a good point. If if that is your strategy, to, to index get indexed on as many keywords as possible, you know, maybe have one module at the bottom. Very good. All right.
 
Ben Donovan 
Yeah. Yeah, that’s good idea. And a lot of products as well, you know, you can cover it pretty comprehensively in your title, bullet points, etc. So yeah, it’s not always needed. But yeah, no, that’s really good, really good. Is there anything that I haven’t asked you about images that I should have done or anything extra you feel would be worth sharing? Before we finish?
 
Kamal 
I didn’t know I’d said, pretty much we have covered covered everything. So main images, 3d renders, you know, the other tip could be if we’re doing pictures with the models, you know, do a video at the same time that’s going to save you some money. And always inquire about you know, hey, is 3d rendering is a good option for my product. Ask these questions to to any freelancer or agency that you’re working with. So that way, you know it’s a good testing. It’s a good interview question if they if they understand Amazon or not.
 
Ben Donovan 
Yeah, great show. Great show. Speaking of agencies, tell us Kemal how can people find more out about what you guys do? Where’s the best place to to get in touch?
 
Kamal 
So yeah, you can find us on like pretty much every social media channel, it’s AMZ One Step, or you can send us an email at [email protected]. Or just go to our website, www.AMZ or Zed o n e s t e p.com.
 
Ben Donovan 
Yeah, I’m English. I say I say Zed. But in America, they say Z. So yeah. Okay, like, either one works. Either one works. Good stuff. I feel like this has been absolute clinic in images. So many great thoughts here. And as you said, really just scratching the surface with this. So we’ll leave the links to the things you’ve mentioned below. And encourage everyone listening to check those out for more content. Kamal, thank you so much for coming on and sharing on the show. So much wisdom now. We really appreciate it.
 
Kamal 
Thank you so much, Ben. It was it was pleasure being here.
 
Ben Donovan 
Awsome guys, check out all that stuff. So much good content there. And if you do need help with your images, any Amazon listing optimization, always hear great things about AMZ One Step. So check all of that info down in the show notes in the description. And I will see you in the next episode next week.