Multipack imaging standards

While shopping on Amazon, customers use imagery and product titles together to determine what they are purchasing. The first image that the customer notices in search results and on the product detail page is the Main image. This image is key to helping the customer understand the product that they are purchasing. As part of the overall buying experience, it is important to make sure that the image and title convey consistent information.

Before you select a main image, review the general image requirements to ensure that your images are complaint. To find out more, refer to Product image requirements.

The following are some guidelines to help you with your main image selection.

Multipack:

Multiple items packaged together, or large quantities of identical items.

1. The main image should show the total quantity that will be delivered to the customer.
2. The main image should show the product in the packaging, as this provides content information to the customer.
3. Product titles should contain the total quantity (x pack or x count).
4. Make sure that the image and product title do not conflict in a way that could cause confusion for the customer. Refer to examples depicted in the ‘Image and title inconsistency’ section below.

Table 1. Examples

Variety multipacks:

Products containing multiples of different products packaged together.

1. The main image should show the total quantity that will be delivered to the customer.
2. The main image should show the product in the packaging, as this provides content information to the customer.
3. The product title should state the total quantity included (x pack or x count).
4. Make sure that the image and product title do not conflict in a way that could cause confusion for the customer. Refer to examples depicted in the ‘Image and title inconsistency’ section below.
5. Where there are large quantities of a product that has variations, feature enough information about the product to explain the contents. You can do this by showing each variation of the product with a total count in the title.

In limited global marketplaces and product types, Amazon has a functionality that will dynamically display a pack quantity sticker on the detail page. When utilising this functionality, it is important to know that the pack quantity sticker will not appear in search, and you must make sure that your image and title clearly reflect what the customer is receiving. If this functionality is available in your marketplace, you will find more information by searching for ‘Item Package Quantity’ in Seller Central.

If you are utilising the pack quantity sticker, please adhere to the following guidelines to ensure a consistent experience for the customer.

1. The sticker is most effective when selling multiples of identical items.
2. The image should be of a single item.
3. The product title should state the total quantity.

Images below are examples where it would be ideal to add the multipack sticker, because the image is displaying a single item. Addition of the pack quantity sticker can communicate the pack quantity to the customer.

Make sure that the product title and image, when seen together, create a consistent message to the customer. Below are some examples to illustrate inconsistencies that you should 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 on the product detail page. Avoid putting additional information in the title that may confuse the customer. This title should only have ‘40 packs’.

Example 2: This is an example where the product title and image conflict, 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; however, this is 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 features a single package of cookies with the title showing 48 cookie packs. Example 3: In this example, the image shows a single roll but the title includes ‘6 count’ and ‘pack of 4’ which creates confusion for the customer. This title could have been simplified by stating ‘24 count’ in the title. For example, ‘Seventh Generation Unbleached Paper Towels, 100% Recycled Paper, 24 Count’.

Example 4: This example creates a potential misinterpretation due to multiple numbers in the title that require the customer to calculate how many boxes of Kleenex they are receiving. This can be simplified with an image of 30 boxes of tissue and a title stating ‘Silky Soft Facial Tissues, White, 30 boxes (100 tissues in each box)’.