Why Your Main Image Is Killing Your Click-Through Rate

Hey, it's Yonah from Amazon Growth Lab.

Did you know that 83% of Amazon shoppers make their decision based solely on the main image? Yet most sellers spend less than an hour creating theirs.

Here's the brutal truth: If your main image isn't getting clicks, nothing else matters.

The Main Image Formula That Doubled Our Client's CTR

When we took over a struggling sunglasses brand's Amazon account, their click-through rate was a dismal 0.2%. The industry average? 4%. We needed a 20x improvement just to be competitive.

Here's the exact process we used to boost their CTR to 22% in just 60 days:

1. Consumer Insight Testing: We showed Amazon Prime members just the images (no brand names or reviews) and asked which they'd click on and why. The feedback was brutal but invaluable.

2. The 3-Second Rule: We redesigned the main image to communicate three key things in three seconds: what the product is, who it's for, and its primary benefit.

3. Contrast & Focus: We increased the contrast between the product and background by 40%, making it pop in search results even on mobile devices.

The results? Their listing went from 500 daily impressions to over 12,000, and sales jumped 340% without increasing ad spend.

The Quick Win You Can Implement Today

Take your main image and the top three competitors' images. Show them side by side to 10 people who match your target customer. Ask one simple question: "Which would you click on first and why?"

If your image isn't chosen at least 40% of the time, it's time for a redesign.

Remember: On Amazon, visibility is everything. And your main image is the gatekeeper to your entire listing.

Talk later,

Yonah
Founder, The Prime Playbook

PS. If you have any questions, just reply to this email.