In today’s digital marketplace, product listing images are one of the most important brand assets to showcase online—yet many sellers underestimate their impact on conversion rates and customer engagement. Nowadays, online shoppers make split-second decisions based largely on visual presentation and how easily they understand what it is they’re buying – relying heavily on product images to do so. Listing images aren’t just a resource to show consumers how an item looks, but how it functions in real-world settings. Without investment in and a strategic approach to product listing images – clearly and quickly demonstrating an item’s value and benefits – even the most exceptional products will struggle to convert browsers into buyers. This article will explore different types of product listing images that every brand should have and the benefits of doing so.
3 Types of Product Listing Images
There are 3 image types we recommend brands include on every product listing:
- Basic product images
- Explanatory images
- Lifestyle images
1. Basic Product Images
Basic product images serve the first impression that consumers have. Before they even click onto the detail page, the basic (also referred to as the “main”) product image is what shoppers see in the search results. Brands only have a handful of seconds to make an impact, so poor imagery can break a potential sale. These straightforward yet essential listing photos showcase a product against a clean white background with professional lighting. They should be high-quality, professional images without anything that may distract from the product (e.g. no text or colorful backgrounds). It is simply just a photo of the product itself, as customers will receive it. For marketplace sellers, these images aren’t just best practice—they’re a requirement for platforms like Amazon, making them a critical part of any brand’s product listing strategy.
2. Explanatory Product Images
Explanatory images showcase product attributes and streamline the customer decision-making process by presenting information in a visually engaging format. They elevate the product detail page by combining high-quality photography with infographic callouts, aiming to translate technical or otherwise complex product features into easily digestible visual information. This information is likely listed elsewhere on the listing – either in the bullet points or A+ Content – but reiterates the most important product information to shoppers without them having to parse through lengthy descriptions. (e.g. size, weight, how to open/close the product, etc.). We recommend incorporating at least 3 of these explanatory-style images on every product detail page. Each one should highlight key points of differentiation with concise and impactful text.
Best practices for explanatory images:
- Limit text length in callouts
- Use an easy-to-read font and color that does not draw attention away from the product itself
- Do not overlay text on top of the product
3. Lifestyle Images
Lifestyle photos serve as one of the most powerful listing image types, addressing the psychological aspects of consumer decision-making. These images showcase a product in real-world settings and allow potential customers to envision themselves using the product, appealing to their demographic. They feel authentic and build credibility in the product itself, bridging the gap between online browsing and practical application. Lifestyle images can overcome one of ecommerce’s biggest challenges—the inability to physically interact with a product before purchase. These listing images show the size and shape of the product, how it looks in certain spaces, and can create an emotional connection between the shopper and the product. Shoppers can get a sense of how the product will integrate into their daily lives and can serve as a tipping point in the browsing process -convincing browsers into confident buyers.
4 Benefits to Optimizing Product Images
There are many benefits to optimizing your product listing images, but here are the main ones in doing so:
- Leverage the full image real estate
- Build brand loyalists through trust
- Appear more credible and professional
- Increase shopper engagement and conversions
1. Leverage the Full Real Estate
With up to 8 image slots available per product listing, each unused space represents a missed opportunity to engage potential customers and showcase your product’s value. Maximizing the available image real estate is critical with online marketplaces continuously growing in competition. Leaving these slots empty not only diminishes a seller’s ability to tell their complete product story, but also creates a competitive disadvantage; competitors are likely utilizing their full image real estate to capture customer attention, or contributions from 3rd party resellers could show up in these spots with inconsistent brand messaging.
2. Building Brand Loyalists
Establishing and reinforcing brand identity plays a pivotal role in how shoppers will perceive your products. Consistent, high-quality listing images build trust signals with potential customers while simultaneously educating them about your brand’s unique story and product value. Thoughtfully incorporate your visual branding into product listing images as it makes sense, not to be too overdone while also not lacking entirely. Certain brand styles, like your product packaging, labels, fonts, or even the colors used in the images themselves can create a feeling of familiarity with your brand – leading to increased trust with potential buyers. This cohesive shopping experience differentiates your products in crowded marketplaces and lays the foundation for long-term brand recognition and customer loyalty.
3. Appear Credible & Professional
On increasingly crowded marketplaces where the vast number of products available can feel like navigating a digital flea market, professional imagery is a powerful differentiator to elevate your products above that of your competitors. While some sellers overlook the importance of strategic visual presentation, investing in high-quality product images signals professionalism and collectively contributes to a polished brand appearance on marketplace. This investment will boost your brand’s credibility, lead to greater market share, and give your brand an impressive competitive advantage.
4. Higher Sales & Conversions
The ultimate measure of optimized product imagery lies in its direct impact on your bottom line—conversion rates and sales growth. While various strategies can influence marketplace success, compelling product images have consistently proven themselves to be a fundamental driver of purchasing decisions and revenue growth. Product detail pages that are optimized with lifestyle images and infographics can see up to a 22% sales lift!

Outdoor Apparel Brand Sees 411% Year-over-Year Increase in Conversion Rate with Amazon Digital Merchandising
Product pages Optimized in 14 months
Increase in units sold

Product Listing Image Best Practices
When crafting product listing images, follow these key takeaways to maximize their effectiveness and drive meaningful results on marketplace:
- Image Quality: Create high-quality images that clearly showcase product details and features, signaling trust and credibility.
- Marketplace Compliance: Ensure adherence to all platform-specific image requirements to maintain visibility, avoiding potential suppressions or other issues down the line.
- Strategic Callouts: Incorporate clear and concise explanatory text callouts that highlight key product information and features. Focus on easy-to-digest differentiators that demonstrate value.
- Brand Building: Express your brand’s unique style through consistent use of brand colors, typography, and lifestyle photos to create a cohesive visual story that resonates with target buyers.
Conclusion
In today’s competitive marketplace landscape, the impact of professional product imagery on conversion rates cannot be overstated. As online shoppers increasingly rely on visual content to quickly and accurately inform them of product information – driving their decision to purchase or continue browsing – outdated or poor-quality product listing images will significantly hinder your brand’s growth potential on marketplace. By investing in quality imagery that clearly demonstrates the physical appearance and functionality of your product, your brand will be better positioned for customer engagement and, most importantly, conversions.