Creatives: The Most Underrated Growth Lever on Amazon

When most brands think about winning on Amazon, their minds go straight to the usual aspects: bids, budgets, keyword strategies, and campaign structures. Whilst these are all very important, they are not the only drivers of performance. In fact, focusing exclusively on ads while ignoring the quality of your creatives is one of the biggest and most common blind spots in marketplace growth. Before a shopper ever interacts with your ads or your SEO, they interact with your creatives.

On Amazon, creatives are not just aesthetic choices. They are the gateway to visibility, conversion, differentiation, and trust. They influence every point of the customer journey, and when they are weak, no amount of ad spend can compensate. When they are strong, your entire funnel improves.

It is one of the most under-leveraged areas of optimisation in marketplace performance. Below is a deeper look at why creatives matter far more than most brands realise.

Creatives Determine Whether You Earn the Click

The Amazon shopping journey is fast and unforgiving. A shopper can scroll past dozens of products in just a few seconds, making snap judgments based almost entirely on what they see first.

Your main image, title, star ratings and price form that crucial first impression. If the main image blends into the rest of the search results, if the title lacks clarity, or if the price isn’t competitive, well, the shopper simply moves on. The journey ends before it even begins. Strong creatives ensure that you do not just appear in results, you stand out in them.

Better Images Lead to Stronger Conversion Rates

Earning the click is only the beginning. Once a shopper lands on your listing, your images do the heavy lifting. High-performing listings use images strategically: lifestyle photography that shows the product in context, infographics that clearly articulate benefits, comparison charts that simplify decision-making, and information that removes any ambiguity. 

These assets act as your 24/7 salesperson, reducing bounce rates by answering common questions instantly and making the decision to buy feel effortless. Creative quality has a direct, measurable impact on conversion rate, often just as much (if not more than) as any advertising tactic.

Great Creatives Differentiate You in Crowded Categories

Amazon is saturated. In many categories, listings look nearly identical because competitors rely on the same standard white-background imagery and low-effort product photos (After the main image).

This presents a significant opportunity. Brands that invest in thoughtful, visually compelling creatives instantly separate themselves from the noise. Whether through stronger branding, storytelling, design systems, or simply more informative visuals, creativity becomes a strategic differentiator that competitors cannot easily replicate. In a landscape where shoppers compare multiple products side by side, the brand with the strongest visual identity will often win.

Good Creatives Reduce Doubt and Doubt Kills Conversions

Uncertainty is one of the biggest deal-killers in e-commerce. If a shopper has lingering questions about size, materials, quantity, features, or usage, they hesitate. And on Amazon, hesitation almost always leads to abandonment.

The best creatives eliminate this uncertainty. By using visuals to explain exactly what the product is, what it does, who it is for, and why it is the superior choice, you remove friction from the buying decision. Strong creatives provide clarity, and clarity drives confidence.

Why We Prioritise Creatives at 17VERDE

At 17VERDE, we optimise advertising, strategy, and operations for our clients, but we always look at creatives first. The story your listing tells is the core performance driver behind every metric you care about.

When creatives improve, everything else becomes more efficient:

• Click-through rates rise

• Conversion rates increase

• Ad spend works harder

• Organic ranking strengthens

• Sales multiply

  
  

It is not decoration. It is one of the most powerful and most overlooked levers in marketplace growth.

For support with your creatives on Amazon, speak to the experts!