There are many kinds of product images on the Amazon platform, and different categories of products have different rules for uploading product main images. Therefore, this section will explain the selection methods of product image types from the perspectives of standard products and non-standard products.
1. Classification of standard products
1) Functional layer: Standard products play a rigid role in terms of functionality, such as garbage bags for garbage, cameras for photography, etc.
2) Quality layer: Buyers have a strong understanding of the quality of standard products. First of all, there are general standards for product materials and craftsmanship. For example, when buying a box of chopsticks, the materials are bamboo chopsticks, stainless steel, plastic, etc. The second is famous products (well-known brands). In most cases, the positioning and popularity of the brand mean quality (quality control), such as Dell’s computers, Huawei’s mobile phones, etc.; finally, sales volume, buyers believe that most people buy good ones.
3) Price layer: When the above conditions are consistent and do not exceed common sense logic, price is often the decisive factor.
Most buyers have a clear understanding of standard products. After passing the three tests of function, quality and price, they immediately place an order. The factors are ranked as function> price> quality. Because the products are highly homogenized and buyers are highly subjective, they usually complete the payment without too much selection.
2. Selection of product images for standard products
The main image of a standard product can be understood as the overall image of the product + product details + scene image + information image. The overall image of the product is the basic skill of e-commerce operation.
In addition to the above elements, the main image of a standard product can also use a scene image. Taking desks as an example, there are two major types of desk main images on the Amazon platform, one is a scene image, and the other is a classic product image.
Therefore, when operators are involved in the sales business of standard products, in addition to considering the basic elements such as the color tone, shooting angle, and brightness of the main image, they also need to carefully consider the positioning of the product main image, so as to make an appropriate choice between the scene image and the product image.
So how to analyze the main image? It is generally divided into the following steps.
1) Search for your own category positioning, and analyze the main image classification of the top 5-20 pages of search rankings based on the degree of competition.
2) Determine the decisive factors of the product, such as price, color, size, etc., and observe the connection between the factors and the main image classification.
3) Data visualization, confirm the main image positioning of your own products. The following will take the “table” product as an example to explain. First, search for related products on the Amazon platform.
Then count the number of the two main images of the top products. By analyzing the data fluctuations in the figure, the operator can draw the following rules.
1) As the number of search pages increases, the listings with product main images as the expression form gradually decrease.
2) As the number of search pages increases, the listings with scene main images as the expression form gradually increase.
Based on the above rules, the operator can make the following inference: For the keyword “table” alone, the competitiveness of the product main image is far greater than that of the scene main image. Therefore, if the operator’s own product is to be sold using the “table” keyword as the entry point, the product main picture must be used as the presentation form.