Creative has two jobs, and they are measured differently
On Amazon the main image wins or loses the click on the search page, and everything else on the listing wins or loses the sale. Those are separate jobs with separate numbers: click-through rate for the main image and conversion rate for the gallery, A+ Content, Store and video. Creative that is judged on whether it looks good is not being judged at all. Every asset we make is briefed against one of those two numbers and measured against it after launch.
Below is what a full creative engagement for one product line looks like. The order matters, because the gallery is where conversion is won or lost first and the Store only pays off once the listings it sends shoppers to convert.
Week 1: audit, brief and specifications
We start by reading the numbers. Search Query Performance shows, query by query, whether you lose shoppers at the click or on the page, which tells us whether the main image or the rest of the gallery is the priority. Unit Session Percentage per ASIN and per device shows where mobile is underperforming desktop, which usually points at text in images that cannot be read on a phone.
The brief is built from customer evidence: the questions in reviews and customer Q&A, the objections in one-star and three-star reviews, and the comparison shoppers make against the two or three page-one competitors. Each image slot and each A+ module is assigned a job before anyone opens design software. You approve the brief. Photography needs, product samples and existing brand assets are listed and requested at this point so nothing waits later.
Week 2 and 3: the 7-slot image gallery
Amazon shows up to seven images on the listing before video, and we treat each slot as a decision. The main image has one job, the click: pure white background, the product filling most of the frame, no text or props, shot or rendered to Amazon's main-image rules so it can never be the reason for a suppression. Slots two to seven remove doubt in the order a shopper feels it: what is in the box and how big it is, with a scale reference; how it is used, in a lifestyle scene; the features that answer the top objections, as an infographic that reads at phone size; the comparison against your own range or against the generic alternative; and a close-up of the detail reviews praise or question.
Every image is delivered at Amazon's recommended resolution, so the zoom works, and checked on a phone before it is checked on a monitor. Where the account is in Brand Registry we set up a Manage Your Experiments test of the new main image against the old one rather than swapping and hoping, because a main image that loses click-through costs sales on every keyword at once.
Week 4 and 5: A+ Content, Brand Story and Premium A+
A+ Content is built to answer what the gallery could not: how the product fits into a life, how the variants differ, what the brand stands for. Modules follow the question order from the brief, text is legible at mobile width, every image carries alt text, and nothing in the copy would fail Amazon's review, so no pricing, promotions, guarantees or competitor references. The comparison chart module is used wherever there is more than one product to choose between, because it keeps a shopper who is not sold on this ASIN inside your catalog.
The Brand Story module is published across the range at the same time. It is worth having in its own right and it is one of Amazon's eligibility conditions for Premium A+. Where the account qualifies, we build Premium A+ for the ASINs where explanation drives the sale, with video, hotspots and full-width modules, and we test it against standard A+ on conversion instead of assuming the richer format wins.
Week 6 and 7: Brand Store and video
The Store is built as a landing destination first and a brochure second: a page per product line, three clicks or fewer to any product, shoppable lifestyle tiles, and no out-of-stock items left in a grid. Each Sponsored Brands campaign gets a page that matches its keyword. Stores Insights is set up so the source of each visit is tagged, and a refresh is scheduled before Prime Day and Q4.
Video is scoped to where it appears. A listing video lives in the gallery and shows the product in use in the first two seconds, muted, with on-screen text carrying the message. Sponsored Brands video runs inline in search results and has to work as a silent loop. Premium A+ video sits below the fold for the shopper who wants the full demonstration. One shoot, edited three ways, is usually the most efficient way to cover all three.
Week 8 onward: measure and iterate
Creative is measured the way it was briefed. Main image tests are read on click-through rate in Manage Your Experiments and Search Query Performance. Gallery, A+ and Premium A+ changes are read on Unit Session Percentage before and after. The Store is read on Stores Insights, visits, sales and the pages shoppers leave from. Assets that do not move their number are revised, not defended.
What you receive
Production files and Amazon-ready exports for every image, module and video, in a folder you own. The brief, with the job and the evidence behind each asset. Test results for every experiment we ran. Creative metrics per ASIN in the weekly report, and a quarterly review of what to refresh next.
Frequently asked questions
Do you shoot the photography or work from what we have?
Both, depending on what the brief needs. Many galleries can be built from existing product photography plus rendering and design work. Lifestyle scenes and video usually need a shoot, which we brief and can arrange, or which your own photographer can produce from our shot list.
Do I need Brand Registry for this?
For the main image and gallery, no. For A+ Content, Brand Story, Premium A+, the Brand Store, Sponsored Brands video and A/B testing through Manage Your Experiments, yes. If you are not enrolled, we start the application in week one because most of the creative program depends on it.
How do you know the new creative worked?
By the number it was briefed against. The main image is judged on click-through rate, ideally through an A/B test where the account qualifies. Everything else is judged on conversion rate per ASIN, before and after, with traffic mix held as steady as we can. We report both weekly.
Can you just do A+ Content or just the Store?
Yes, each part can be scoped on its own after the audit. We will tell you if the audit shows a different part is the bottleneck, because a Store that sends shoppers to a listing with a weak gallery does not pay for itself.