ATF Images and Videos

ATF stands for Above The Fold – alongside the Base Copy, this is the content the consumer sees first, without having to scroll down the Product Detail Page. A large percentage of consumer interaction comes from this area of the listing, so it is crucial to make ATF images as engaging and informative as possible in order to boost conversion.

In the following section we will advise on how to create a Main Image and Base Images that follow Amazon requirements, as well as how to further enhance images with icons and text. We will also touch on the requirements for Product Videos.

But first, let's talk about Shot List Templates, the overview of what shots are ideally required from a photoshoot.

Shot Templates

To highlight the USPs and features of a product, a set of images is required consisting of simple product silos from multiple angles, as well as lifestyle imagery that showcases how the product works and what it would look like in the consumer’s home. A Shot List Template is an overview of which shots are needed. In the past, we have created Shot List Templates for our Home & Commercial segment, and have supported the Sistema brand. Please see below for examples.

These documents highlight requirements for Hero and other images per product category and tiering.

Documents

HA Shot List Template_Ecomms Requirements Update

Sistema Shot List Template_Sistema Shotlist Guide

Image Specs

Amazon and Currys

3000 x 3000 px
300 dpi
JPG/PNG
Main Image: product on white background; if possible, include packaging within image or show label

Example of an Amazon Main Image including packaging

Example of an Amazon Main Image including food and label

Argos

1000 x 1000 px
300 dpi
RGB
JPG/PNG

Retail.com

Main Image: product on white background, no shadows
Either show product or packaging only
Otherwise same as for Amazon
See images below

Retail.com Main Image

Example of Retail.com Image without shadows

Base Images

For images of a lower tiering, a bespoke Content Strategy is not required. Nevertheless, the Main Image should meet the requirements for Amazon and Retail.com. Other product and lifestyle images should be cropped too.

Enhanced ATF

Informative copy and iconography can greatly enhance images. They help to communicate the product's USPs to the consumer and can call out special features, functionalities and claims.

Enhanced Images are also a great opportunity for branding. The use of brand colours and fonts contribute to a consistent appearance across channels and help distinguish our products from competitors. A good source for icons is the packaging of a product.

Example of an image that leverages details from the packaging

Example of ATF images leveraging icons from the packaging

The order of the Enhanced Images should be determined by the key messaging hierarchy which is specified by Brand. Time spent on creating Enhanced Images can depend on the complexity of the product or the tiering/priority as dictated by the project briefing.

Example of Enhanced Images for a low tier product

Complex products with higher price points

Videos

The EMEA CMD team do not currently create videos, however we should take care to include Brand-provided videos in the image carousel and the A Plus Premium content on the PDP.

These videos should be .mp4 or .mov files under 5GB, shouldn't include links to direct users away from Amazon and should be in the respective language.

For requirements for Sponsored Brand Ads Videos, please see here.