Visual Brand Performance Category Report

Cough & Cold

A visual analysis of cough & cold product imagery across Amazon, CVS, Kroger, & Walmart.

REPORT NAVIGATION

Amazon cough & cold Visual Brand Performance leader: Theraflu

Vizit analyzed the top 100 searched cough & cold products across 32 brands on Amazon to reveal the highest scoring visual brands for OTC online shoppers. Product hero and carousel imagery on all product display pages were analyzed to generate Visual Brand Performance rankings.

Theraflu leads all other cough & cold brands with an overall Vizit Score of 69.6. The brand’s high score is driven by carousel imagery featuring bold text and color burst graphic backgrounds.

Amazon Cough & Cold Visual Brand Performance Leaders & Laggards

The chart below illustrates which brands are best and worst positioned to drive traffic and conversions based on the Vizit Scores for their hero (traffic-driving) and carousel (conversion-driving) images. The size of each brand circle represents the amount of images each brand has in the Amazon top 100 cough & cold search results. Based on their combination of high scores for hero and carousel images, Buckley’s and Sambucol join Theraflu, Vicks, and Mucinex as brands best positioned to drive both traffic and conversions with their visual content on Amazon. Alka-Seltzer, Dimetapp, and Tylenol are among the brands worst positioned to drive both traffic and conversions based on the Vizit Scores of their hero and carousel imagery.

High-Scoring Amazon Cough & Cold Product Hero Imagery:

The highest-scoring individual product hero images on Amazon include visuals of bottles alongside their packaging, as well as visuals of tinted brown bottles. Prime Natural Breathe Essential Oil Blend has the highest-scoring product hero image on Amazon for OTC online shoppers. Product hero images featuring homeopathic cough & cold treatments appear frequently among the highest-scoring product hero images.

Low-Scoring Amazon Cough & Cold Product Hero Imagery:

Low-scoring product hero images on Amazon include white packaging with circular logos (as seen with Hyland’s brand products) and product packaging with large amounts of text and green & teal coloring (Alka Seltzer Plus and Robitussin brand products).

High-Scoring Amazon Cough & Cold Carousel Imagery:

High-scoring carousel imagery on Amazon is driven by the use of white iconography and blue & purple gradient backgrounds. Theraflu has the highest-scoring carousel image for OTC online shoppers on Amazon, featuring a set of icons that illustrate the symptoms the product treats. Vicks and Mucinex carousel imagery utilizing blue and purple gradients and bold white text also scores very highly for OTC online shoppers.

Low-Scoring Amazon Cough & Cold Carousel Imagery:

Low-scoring cough & cold carousel imagery on Amazon is driven primarily by alternate packaging images that include large amounts of text, feature green & teal coloring, and large circular logos. The lowest-scoring overall carousel image for OTC online shoppers is a visual of a child playing with blocks while coughing.

Amazon SKU Spotlight: Sambucol Black Elderberry Gummies

While the Sambucol brand does not rank as a Visual Brand Performance leader on Amazon, the PDP for Sambucol Black Elderberry Gummies provides insight into the importance of optimized carousel imagery.

Sambucol Product Hero Visual Trends

The product hero image for Sambucol Elderberry Gummies scores highly for OTC online shoppers. While attention on this image is drawn to the brand logo and product label, the high score is driven by the product shape and high-contrast cap.

Sambucol Carousel Visual Trends: Lifestyle Imagery

This listing contains nine supporting carousel images, which earn Vizit Scores ranging from 11.3 to 98.2. The two most effective carousel images (pictured below) include visuals of the unpackaged product itself and lifestyle images of family with the product superimposed in the foreground.

Sambucol Carousel Visual Trends: Informational Imagery

The two lowest-scoring images in the carousel include graphic elements depicting the product contents and benefits with high volumes of text to highlight and describe product details. Unlike the high-scoring carousel images on Amazon that use white iconography and bold white text sparingly, the heavy usage of small, dark text on these images ultimately drives their lower scores with OTC online shoppers.

See more visual trends and design elements that drive success with online OTC shoppers across retailers