Amazon Secondary Images Best Practices & Requirements in 2025

Cheat Sheet: Best Practices for Secondary Images on Amazon

1. ‍Importance of Secondary Images
   • Show your product from different perspectives.
   • Increase your conversion rate by targeting customers.
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2. Most Important Basic Rules
   • Realistic: Authentic and truthful, no exaggerated promises.
   • Relevant: Tailored to the interests of the target group.
   • High quality: Sharp images with good illumination and resolution.
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3. Best Practices
   • Lifestyle images: Show product in use.
   • Detail shots: Highlight important features or materials.
   • Infographics: Clearly visualize benefits and details.
   • Text overlays: Short and concise, without overloading the image.
   • Show packaging: High-quality packaging strengthens trust.

Quick tip: Use all image spaces effectively and invest in professional photos for maximum impact.

What do I need to consider when creating Secondary Images for a product?

In contrast to the Hero Image, which is subject to strict requirements, the secondary images offer more creative freedom. Use this freedom to showcase your products in the best possible light. However, please note that certain guidelines also apply to secondary images:

Realistic Representation

The images should the product truthfully and authentically. Exaggerations or false promises are not permitted.

Nevertheless, Photoshop can be used to emphasize certain details in images that are not visible 1:1 on the packaging.

In this specific case, we are talking about the Self Tan Drops from Venice Beauty. With Aybee, we found out that potential customers in this category are particularly interested in the anti-ageing effect, for example.

However, Venice failed to communicate this effect clearly and dominantly on the images - because they didn't know it. The lettering is barely recognizable, especially on a cell phone. And remember: 70% of purchases on Amazon are completed on mobile.

Relevance

It is extremely important that all images are relevant to the customer.

Now, of course, the question arises: What is relevant for the customer? Amazon is a black box and does not give you this information directly.

Unfortunately, reviews are not a reliable source, as less than 2% of all customers write a review on Amazon. Think about how often you have already written one yourself?

As a company, you often only find information about the product, but not about the actual purchase decision, which often makes the data irrelevant.

It is important to understand how the shopper journey works and which aspects influence a purchase decision when a customer enters a specific keyword.

If you have difficulties finding out this information, please contact us - we will help you.

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Quality

Use high-quality images with premium resolution and excellent illumination.

Our tests show: The difference between a good and a bad Hero Image can increase success threefold. The effect is smaller with secondary images, but high-quality photos are still the best investment you can make.

If you have difficulties finding the right partners, we can help you with our partner network.

No Customer Reviews or Product Comparisons

Do not use screenshots of customer reviews or comparisons with competitor products. Such elements are not permitted and could have a negative impact on the presentation and visibility of your product.

With these tips, you can use your secondary images effectively to present your products in the best possible way and influence your customers' purchasing decisions.

Best Practices for Secondary Images - Example Venice Beauty

Hey, did you know that Amazon offers you up to eight image slots

Make sure you take advantage of them! Show your product from all possible angles so that customers can really get a feel for what to expect.

That's the right way to do it:

‍‍Show Your Product in Action

Lifestyle images, i.e. images that show your product in real application scenarios, are super helpful.

Customers can immediately imagine how they will use it - and that makes your offer much more attractive.

In the Venice example, it was very important to customers that they could easily use the product with their daily cream. Based on this, we created an image that reflects this aspect.

The image could be supported with a bit of text to emphasize the message as clearly as possible.

Emphasize Important Details

Close-ups are a hit! Show the most important features, materials or special details of your product - this will make your customers really curious.

This applies above all to special product features. A test with Venice showed that customers in the category were particularly interested in the ingredient hyaluronic acid.

Venice has highlighted this ingredient in an image. However, this could already be used smartly on the Hero Image if it is so important to customers.

Graphics & Infographics are worth their Weight in Gold

Complicated information? No problem! With a few well-placed graphics, you can present the key benefits of your product in a way that is easy to understand.

Venice has made a comparison to highlight the benefits of its own product. There are various options for using this technique in a smart way. However, not every method is effective - A/B testing will help you find the best solution.

The Packaging also Counts

If your packaging is high quality or it simply looks cool how the product is delivered

• then be sure to show it!

An appealing presentation of the packaging creates trust and can be a strong selling point.

Text Overlays for the Highlights

A short, snappy text on the images - but not too dominant - can draw attention to special functions or advantages.

Make sure that the text is easy to read and does not overload the image.

Venice has used this element on various images - and the excellent conversion confirms the success of this technique

Conclusion

Secondary images are your chance to really showcase your product on Amazon and convince your customers.

Make full use of the additional image spaces - they offer you the opportunity to convey important information and arouse emotions at the same time.

High-quality, informative and appealing secondary images can make a huge difference.

Not only do they help to clearly show the benefits of your product, they also actively influence your customers' purchasing decisions - and that can really boost your conversion rate.

With strong secondary images you can achieve a double effect:

• More information for your customers
• More sales for you!

Take your time and invest in appealing and compliant product images - it's worth it!

Short & Sweet: What to Do NOW:

1. Show your product in action! Use lifestyle images that show your product in real application situations. This helps customers to see themselves using it - and increases the chance that they will choose your product.
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2. Emphasize the details!
   Use close-ups and infographics to make the most important features and benefits of your product clear.
   This will make customers curious and ready to buy.

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