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Listings Lounge: A Festive Unwrapping: Mastering Multi-Pack Imagery to Delight Shoppers This Holiday Season
Welcome back to the Listings Lounge!
As the holidays near, I am going to discuss the requirements for images on multi-pack products. This will ensure that your customers are happy with the socks, or other products they receive from you are exactly as expected and you avoid returns or A to Z claims.
While shopping on Amazon, customers use imagery and product titles together to determine what they are purchasing. The first image customer notices in the search and on the product detail page is the main image, and if they are like me, I see the main image and expect that to be exactly what I am getting. This is why our Image Requirements for the main image is for the product only with no extras. This also helps protect you from A to Z claims when it's displayed correctly.
Now lets dive a little deeper on what is considered a multi-pack and variety multi-pack. What's the difference between multi-packs and variety multi-packs you ask? Good question!
First, lets discuss Multi-packs!
Multi-packs are multiple items packaged together or large quantities of identical items.
- The main image must show the total quantity that will be delivered to the customer.
- The main image must show the product in the packaging as this provides content information to the customer.
- Product titles must contain the total quantity (x pack or x count).
- Ensure the image and product title do not conflict in a way that could cause confusion for the customer.
Now lets review what a variety multi-pack is.
Variety multi-packs are products containing multiples of different products packaged together.
- The main image must show the total quantity that will be delivered to the customer.
- The main image must show the product in the packaging as this provides content information to the customer.
- The product title must state the total quantity included (x pack or x count).
- Ensure the image and product title do not conflict in a way that could cause confusion for the customer.
Refer to examples depicted in Image and title inconsistency section here to see valid images for both multi-packs and variety multi-packs.
Finally, lets discuss titles! They can be a little tricky and can cause customer confusion if they are not consistent, so it's important to get this right so your customer doesn't think they are getting 8 packs of your 8 pack of socks!
Image and title inconsistency
Ensure the product title and image together create a consistent message to the customer. Below are some examples to illustrate the inconsistencies you can avoid:
Example 1: The addition of "5-count" to the title may leave the customer wondering if they are getting 5 packages of 40 or if the 5 count is the individual packs. You can further clarify the product contents in the product detail page. Avoid putting additional information in the title that may confuse the customer. This title must only have "40 packs."
Wrigley’s Doublemint Chewing Gum 5-count (40 packs)
Example 2: This is an example where the product title and image are conflicting and the customer has to explore more to understand the product. The product image shows "12 packs" on the box but the title says "48 cookie packs." Upon further investigation, you see in the detail page images that there are 4 total packages of 12, that was not apparent at first. While the image of 4 packages does not look captivating, it would have created a consistent message with the title. The other option would have been to feature a single package of cookies with the title showing 48 cookie packs.
You can see examples of how this looks here, as well as the full policy around this topic.
Key points of this post:
- Main images are crucial for customer understanding.
- Ensure image and title consistency.
So, what's the best image tip you have to share?
If you have an image issue that you haven't been able to solve, please let us know so we can look into escalation options. Please start a new discussion thread by selecting 'Create and Mange Listings' and the tags ‘Detail Page’ and ‘Images’, and include your Seller Support Case ID in the thread.
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Until next time!
Michelle
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