After evolving over the last 10 years, 360 degree spin display for ecommerce is finally moving to the mainstream. Amazon backed the technology last year and is opening the use to more categories, like automotive, home improvement and clothing . This follows growing published research on the effects on eCommerce. This included one North America studio, Snap36, claiming that products with the 360 Spin Image feature promise an increase in conversions rates by 47%. The technique works by increasing confidence, trust and credibility though far better display and delivers more information than flat images. It’s also a tool for better engagement and interaction. It the next best thing for shoppers to being in a physical store and personally holding the product and scrutinizing every nook and cranny of the product.
So what do you need to apply this technique? And how can 3D Animation Wizards help?
Firstly, you need to ensure before you do anything at all that your status on Amazon allows you to use this feature.
You’ll need to be accepted as an Amazon Vendor and not a seller. Amazon has chosen to limit who can use 360 Spin in order to maintain control over it. In addition, the marketplace wants to be able to properly organize its use so it runs smoothly, the ultimate goal being its application to other seller categories in the future.
The standard of photography that Amazon requires has to be extremely high and there are a set of rules we’ll cover later on, but it is not advisable to try DIY as it will usually fail to meet Amazons stringent standards. It’s better to outsource and this is a core service you can outsource.
You really have two choices, for image creation, either photography of the physical object or CAD. CAD is better as you can vary the angle of view, and not just have one plane.
Next, you still need to comply with Amazon Product Image Requirements to use 360 Spin. Non-compliance will mean your listing gets hidden, not showing up on Amazon product search results. So you’ll need to follow certain guidelines. Technically, your image should:
be in TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format;
have preferred dimensions of at least 1000×1000 pixels or larger;
be in CMYK or sRGB color mode; and, have file names that consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B000123456.jpg or 0237425673485.tif)
Additionally, Amazon requires the following site standards for primary product images:
The image must be professionally photographed. Drawings or illustrations of the product are not allowed.
No gratuitous or confusing additional objects added to the image.
The image should be sharp, professionally lit and photographed; or scanned, with realistic color and smooth edges.
Jewel cases, promotional stickers, and cellophane in the images are not allowed.
Products should fill 85% or more of the image frame.
The full product must be in the frame.
Use a pure white background.
Images should not contain text, graphics, or watermarks.
And pornographic and offensive products are not allowed.
Finally, you need a plan for conversion of your photographic display so you can get early Return of Investment.
Segment and prioritise your SKUs by highest value first as well as noting the range of features that will benefit from 360 degree spin. It is conceivable that there may be little or no benefit with certain plain or extremely well know products, so not really worth applying this layer of display.
Finally, look for outsourced production that will give you more assets than just Amazon 360 degree imagery. This should mean you get you Amazon image, a super enhanced version using applications that allow you to insert interactive information, a traditional animated video for YouTube and Instagram and final great set of still photograph for use in non 360 media such as print.