When using HSA advertising, brand advertising at the top of search results, you have the option to add an atmosphere image to your creative. Until recently, the atmosphere image was only visible on mobile devices. However, Amazon has updated most categories, making the atmosphere image visible on desktop as well.
What does this mean for you?
It means that you should start giving serious thought and experimentation to find the most successful atmosphere image, one that draws as many customers as possible to your store or product pages.
Conduct A/B testing to see which image works better. Incorporate your target audience into the atmosphere image. For instance, if you sell baby products and are targeting mothers, use an image of a mom and a baby. If you're targeting fathers, use an image of a dad and a baby.
Use images with colorful backgrounds whenever possible. Outdoor images with a park, greenery, etc. (if relevant to your product) receive more clicks than indoor images next to a white wall.
Always conduct experiments - you will never know which image works best to capture the attention of your customers and get them to stop scrolling.