• Richard Goodwin-Wilcox

The ultimate guide to Amazon Product Photography with 8 great tips.

Updated: Oct 1, 2020

This guide is an essential reference whether you are shooting the images yourself, or hiring a photographer to do so, this way you will know what to look for.

With the Bricks and Mortar to eCommerce transition seemingly sped up by this pandemic Product photography has never been more important. Think about it, the way people are going to see your product now is not in person in-store, but in pictures online, particularly Amazon. For this reason, so much now hangs on the quality of the imagery you put out on Amazon. That is why I am going to walk you through a simple guide on how to create amazing photography for your Amazon product listing.

Types of images.

It is important that each image that you have in the listing fulfil a certain role. Let me break this down into sub-categories to help plan your production.

Hero Shot

Hero Shot

This is the single most important image, it will be the first image your customers see, it needs to draw them in, it needs to be a cut above all the rest of your competitors images so they click your link and not there’s. This image should ideally include the core parts of the product your customers will receive. It must also use a catalogue white background.

Product Photographs.

Product Photographs

Similar to the hero shot in style. Usually 2-3 images, these images will show the product from a few more angles and are a great way to show off any highlights. One of these images will ideally be of all the contents that are delivered to the customer.

Infographics help tell the viewer a little more about the product.


An infographic is a combination of both an image and some graphics, typically text and arrows but maybe more complex than this such as illustrations and logos. Not essential for all listings but typically useful. 2-5 images ought to be infographic images. Again, it is recommended that a catalogue white background be used here. These images will help you to tell the customer-specific features that make your product so great as well as explaining how they work

Stunning lifestyle shots create a want.

Lifestyle Images / Action shots

Lifestyle images are those which show your product being put to use, maybe you make trays, how about your tray being used to deliver mum breakfast in bed? Usually it is recommended to have 2-3 lifestyle images. The images should be focussed on creating a want with the customer, let them see how great life with your product is.

Tips for Great Amazon Photography

By following applying these tips to all of the categories of images mentioned above you will be able to create stunning Amazon photography that helps you to convert sales.

1. Fill the frame.

You are given a thumbnail to display your product, so why not use it all. Amazon recommends that you fill 85% of the frame with the product. There is a good reason for this, though you may be using a PC (or mac) to upload your images to the site, the majority of the people that view your listings will be on their phone. Smaller screens means the detail that you may be able to see on your large monitor is too condensed on a phone, therefore by ensuring to fill the frame with your product you will give your customers the greatest opportunity to see all the detail of your fantastic products.

Professional lighting delivers great quality.

2. Use professional lighting

If there is one thing that sets apart a professional studio quality photograph from an image shot against a white wall, it is lighting.

Professional quality lighting should be used to create contrast and depth to the image as well as outline any key highlights of the product.

The lights themselves need to be highly colour accurate, where a reflection of the light can be seen in the product it needs to be white with no colour tint to it. There is a measurement of this, it is called CRI you are looking for a light in the range of 90-100. The best alternative is to use daylight.

Using professional quality lighting will elevate the quality of the images and impact your products perceived value.

3. Consistentcy

A must, images need to be consistent, not just across the listing but across your entire product range. If there are any product variations, colour, size etc. the variant images need to have the product in the same location, shot from the same angle and under the same lighting.

By being consistent across your product portfolio images should also be consistent with your brand, this may help customers to identify your brand amongst other sellers on Amazon.

White as white can be background.

4. Use absolute/catalogue white.

There is only one true white, it is measured as RGB 255,255,255; that may sound like nonsense to you, but all the white on the background of a photograph when measured should return that value.

Basically, this is the white you see in the background all over the web, in fact it is the white the surrounds all the words on this page. It is also the white that all other Amazon listings use as well as the white for the background of the site itself.

The reason that you want to ensure to replicate this white consistently throughout your image background is that if not it will detract attention from your product and towards the unsightly background image. Not only that your product will stick out like a sore thumb amidst the rest of the listings on the site, not for the right reasons.

5. Use real photography, not stock images

It is quite common on Amazon for suppliers to use stock imagery and that is for one simple reason, it is cheap. There are two simple reasons why you should avoid stock photography:

The first is that it makes your brand appear unwilling to invest in creating something new, what does that say about the products you are selling. Generic photography is a show of generic products.

Secondly, it isn’t cheaper, you don’t own the IP to continually reproduce that image. Say you want to use your Amazon photography on your site, you will need to pay for another licence of the stock photos you used. Be very wary of any professional photographer offering to use stock imagery.

Neutral colour cast, no blue or yellow tint.

6. Use a neutral white balance

Very simple, there should be no colour cast on the image, it should not have an overall blue or yellow/orange tint across the image. If it does this is because the white balance is off, it can be rectified in image editing software. If the white balance is off your products won't look as they do in person and have an unnatural hue to them. This is just one more way to ensure that your images look professional and help demonstrate you are a quality brand.

7. Fill the frame

Amazon have minimum requirements for their images I suggest you go beyond and above these to ensure that best quality results on the platform.

Use these export settings

Total photos: 7

Aspect ratio: 1:1

Resolution: 2100x2100 (photos over 1000px on the long side allow scroll and zoom capability) Ideal file size: 2-10 MB file size (photos over 10 MB will be rejected) Pixel density: 72 dpi File type: Use JPEG, TIFF or PNG file types.

By now you may seem a little overwhelmed with all this, thankfully as the writer of this blog I have it all internalised, if you are looking for great Amazon Product Photography, look no further than blank canvas ink.

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