Main Image Monthly - Winning the Amazon Game with Data
Welcome back to another Main Image Monthly episode of Seller Sessions, where we analyze, test, and refine product imagery to help brands optimize their Amazon listings. Hosted by Danny McMillan, this episode features a stellar lineup: Sim Mahon: A seasoned seller managing six private label brands and driving eight-figure revenues, Matt Kostan and Andri Sadlak: Founders of ProductPinion and 7-8 figure sellers, with over a decade of experience in e-commerce growth strategies. Then stop the scroll expert Dorian Gorski on the main image optimisation, and Oana Padurariu (image recognition insights), with special guest Luke T. Shelley from the viral TikTok brand Lucky Egg.
Meet the Brand: Luke T. Shelley
Luke, co-founder of Lucky Egg, shares his brand's journey from selling stationery products to launching a party game brand in 2021. With TikTok as a primary driver for traffic, the brand has achieved exceptional success. However, the Amazon listing needed fine-tuning to ensure consistency across traffic sources and optimize conversions.
Qualitative Testing: Real Customer Feedback
Product Opinion provided unfiltered feedback from 10 board game enthusiasts, focusing on three key questions:
- How could this party game's images be improved?
- What are the top features and benefits that matter most?
- Why wouldn't someone buy this game?
Top Objections from Testing:
- Dark and Dull Colors: The black box was criticized for feeling uninviting and not matching the festive vibe of a party game.
- Looks Fake: Overuse of Photoshop, especially on the headphones, led to concerns about product quality.
- Too Busy: Customers felt the main image was cluttered with text and unclear instructions.
Customer Quote:
"The black background makes it look dull. I can't immediately tell it's a party game. The text is too small and busy."
Concept Testing: Data Meets Creativity
The team ran multiple iterations of the main image to address feedback while testing hypotheses:
- Original Image: Straightforward, clean box with headphones and cards.
- Concept A: Simplified, more focus on the headphones with gameplay text.
- Concept B: Open-box concept with brighter interior colors, added human element (smiling faces), and prominent TikTok branding.
Round Two: Refining the Winning Concept
The team didn't stop there. They hypothesized further improvements:
- Concept D: Enhanced the original image by rearranging elements and improving clarity.
- Concept E: Added customer-requested features, such as player count, playtime, and ease of use, directly on the box.
Key Takeaways from Testing:
- Clarity is King: Customers prefer simplicity and a clear understanding of the product.
- Highlight Key Benefits: Playtime, player count, and ease of play are critical for party games.
- Social Proof Works: The "Best Party Game" badge was a standout element.
- Quotes Build Trust: Consider adding a powerful testimonial or review to the packaging for instant credibility.
Amazon Recognition Insights
Oana shared critical insights about how Amazon's algorithm interprets images:
- The current image risks being labeled as "electronics" or "business cards" due to the black headphones and text-heavy design.
- Recommendation: Incorporate the word "game" on the box and cards to ensure accurate indexing.
Key Optimization Tip:
Run Amazon Recognition tests before finalizing images to ensure they are correctly categorized by Amazon.
Sim's Key Takeaways
- Quotes Matter: Adding a humorous or impactful quote can drive purchases, as seen with competitors.
- Giftable Packaging: A party game is often purchased as a gift, so showcasing appealing packaging is crucial.
- Segmentation: Keep the core audience (e.g., adults, party-goers) in mind when refining designs.
Dorian's Expert Insights
- Testing Process: Creative optimization requires multiple iterations. Testing with real customer feedback separates opinion from data.
- Simplify and Enhance: If the original image performs well, focus on incremental improvements rather than dramatic changes.
Final Advice: Focus on clarity and a focal point that attracts attention. For party games, simplicity and fun elements are key.
Next Steps for Lucky Egg
Luke will balance all feedback to test a refined main image:
- Retain the award badge with potential source credibility.
- Incorporate key gameplay features (e.g., player count, ease of play).
- Explore adding a reputable quote or humorous testimonial.
- Address Amazon's recognition by ensuring "game" is part of the image design.
Final Round-Up
This episode showcased the power of combining data and creativity in image optimization. From brutal customer feedback to multiple rounds of testing, the process demonstrated that even strong-performing listings can be improved with methodical, customer-focused changes.
Key Learnings for Sellers:
- Always test hypotheses; assumptions don't drive conversions.
- Listen to your target audience—their feedback reveals critical pain points.
- Use data-driven tools like Product Opinion and Amazon Recognition to validate changes.
Follow Lucky Egg on TikTok:
@luckyegg for inspiration on creating viral, engaging content. Connect with Luke T. Shelley via
LinkedIn or email:
luke@luckyegg.co.
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