While the main visual of a product sold on Amazon must respect a precise charter, the other product photos are freer and allow the seller to stand out from the competition.
Through a case study of a product shoot sold exclusively on Amazon, let’s take a closer look at the two photo shoots that the photographer from Lyon-based photo studio Zebureau carried out for a fashion accessory.
What product visuals should you highlight?
Our product of the day is a silk night cap from Kupu Beauty for African-American haircuts. It helps protect the hairstyle and reduce tangling at night.
For the square photos on a white background required by Amazon, the most economical shooting formula consists of doing a classic packshot session with the product placed on a white cyclo, then cropping it.
But the flattened nightcap, with its extremely fine silk material, is hardly self-explanatory. As with many textile fashion accessories, a main photo of the product taken flat is often not recommended.
Taking photos of the product to highlight it and restore its volume proves highly relevant here, through two specific photo shoots.
What type of product photo do I need for Amazon?
- One or more visuals of the product cropped on a pure white background, with or without a light drop shadow, in a square format of 2000×2000 pixels for on-screen zooming.
- At least one detailed view of the product.
- A photo of the product in an attractive setting and/or of the product in a situation with one or more people.
- At least one image showing the product packaging with, or without, the product next to it.
A first ghost packshot photo shoot for Amazon
The beanie range, with two examples of square images on a white background to Amazon standards, with the product placed in the center, which must occupy at least 85% of the image:
a main photo of the beanie in an uninhabited vacuum and the classic image of the product laid flat (without its transparent packaging, which doesn’t provide any useful information).
4 steps to a ghost packshot of a bonnet
- The bonnet is placed on the head of a presentation mannequin for an initial front view.
- We turn it flat, slightly taut on a support, so that we can take a photo of the inside with the brand label.
- In post-production, the shot of the complete bonnet without the part of the face is cut out.
- Finally, Photoshop is used to integrate the inside of the hat, adding drop shadows and a slight distortion for added realism.
See another example of a textile ghost packshot of a hooded sweatshirt (Article coming soon).
A tricky headgear to photograph?
Our silk bonnet, designed for a voluminous hairstyle, cannot be photographed on a classic presentation mannequin head, which is too small.
The studio photographer will rack his brains and come up with the ingenious idea of replacing the mannequin’s head with a balloon, which can then take on all the necessary volume.
A second product photo shoot for Amazon
After the “ghost” photo, the product photo on a live model
Once the main product photo has been taken, a second photo session is scheduled outside the studio, to show the product in action.
Customer and photographer, we take over an apartment in the center of Lyon to produce in 3 hours a mini photo report as realistic as possible about the product and its use.
Ambient photos in the middle of a real setting are essential to get the buyer thinking about the product and spending a little more time on the item description.
It also helps to influence the purchasing decision in the face of competitors who only have photos on the white background recommended by Amazon.
From the living room to the bathroom, via the bedroom, the photographer becomes a little mouse to highlight the product in several realistic everyday situations, while avoiding adding artificial lighting directly on the model’s face.
In fact, for this apartment, where some rooms are not exposed to much light, a softbox is used indirectly to enhance the overall atmosphere.
All that’s left is for the buyer to add one or two products to the little basket in the top right-hand corner of the screen, and enjoy a more peaceful night’s sleep…
Limit the cost of outdoor shoots
This is a crucial point for most Amazon sellers, who are reluctant to pay for this type of photo reportage.
And it’s true that shooting outside the studio with a live model involves costs that can be substantial.
This is where the customer comes in to help keep the photographer’s involvement to a minimum.
To find the live model, they can consider a product swap with a micro-influencer on Instagram, and for the location of the shoot, some owners on Airbnb agree to rent out their apartment for a few hours during the day.
Photographs by Thierry Allard for french Studio Photo Zebureau.
3 good reasons to use a photo studio for Amazon packshots
1. Image quality with accurate color rendering.
2. Compliance with Amazon specifications.
3. Technical and artistic skills to enhance a product in the face of competitors.
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