As of January 20, 2025, Amazon will officially discontinue the 360-degree image experience on product detail pages. This announcement marks a significant shift in Amazon’s approach to visual product representation, following their earlier decision in December 2023 to stop accepting new 360-degree image uploads. Instead, the focus is shifting toward 3D models, enhancing customer engagement through more immersive and interactive shopping experiences.
This article explores the reasons behind the change, the implications for sellers, and actionable steps to integrate 3D models into your product listings.
Why Amazon is Phasing Out 360-Degree Images
The 360-degree image feature has long been a staple for enhancing online product visualization. However, the rapid advancement of augmented reality (AR) and 3D technology has highlighted its limitations. Here’s why Amazon made the shift:
- Enhanced Interactivity with 3D Models
Unlike 360-degree images, which provide a static rotational view, 3D models allow shoppers to interact more dynamically. Features like “View in 3D,” “View in Your Room,” and “Virtual Try-On” provide an immersive experience, allowing customers to visualize products in their real-world environments. - Meeting Evolving Consumer Expectations
With AR and 3D technology becoming mainstream, especially in sectors like furniture, fashion, and electronics, today’s consumers demand more interactive and lifelike product presentations. Amazon’s move aligns with these changing preferences. - Competitive Differentiation
By transitioning to 3D models, Amazon strengthens its position against competitors like Walmart, Target, and Shopify, which are also adopting AR and 3D technologies to redefine online shopping.
Key Benefits of Switching to 3D Models
For sellers, adopting 3D models offers numerous advantages over the outdated 360-degree image experience:
- Improved Conversion Rates: Shoppers are more likely to purchase when they can visualize a product in their space or interact with it virtually.
- Reduced Returns: Realistic 3D models minimize customer dissatisfaction by providing a clear understanding of product dimensions, textures, and fit.
- Broader Use Cases: 3D models support AR features like “Virtual Try-On” for apparel and accessories or “View in Your Room” for home goods.
- Future-Proof Listings: As e-commerce increasingly integrates AR and VR technologies, 3D models ensure your listings remain relevant.
How to Transition to 3D Models
Transitioning to 3D models may sound complex, but Amazon provides straightforward tools to help sellers make the shift. Follow these steps to integrate 3D models into your listings:
- Create or Obtain 3D Models
- Use professional 3D modeling services to design high-quality models of your products.
- Explore Amazon’s recommendations for 3D content creation tools or agencies.
- For some categories, you can scan products using 3D scanning tools to generate models efficiently.
- Upload 3D Models to Amazon
- Navigate to the Upload 3D Models page in your Seller Central dashboard.
- Ensure your models meet Amazon’s 3D Model Guidelines, including file formats (e.g., GLB or USDZ), dimensions, and textures.
- Enable Interactive Features
Once uploaded, your 3D models will automatically enable interactive features like:- View in 3D: Allows customers to rotate and zoom in on the product from any angle.
- View in Your Room: Uses AR to place products in the shopper’s environment through their smartphone camera.
- Virtual Try-On: Ideal for wearable products like eyewear, clothing, and shoes.
- Monitor Performance
Track key metrics like conversion rates, return rates, and customer reviews to evaluate the impact of 3D models on your listings.
Practical Example: Transforming Listings with 3D Models
Case Study: Home Furniture Seller
A furniture seller transitioned from 360-degree images to 3D models for their product listings. They enabled the “View in Your Room” feature, allowing customers to visualize sofas, chairs, and tables in their homes. The results were impressive:
- Conversion rates increased by 32%.
- Return rates dropped by 20% as customers better understood product dimensions and aesthetics before purchase.
- Customer reviews improved, frequently mentioning the value of the “View in Your Room” feature.
FAQs About 3D Model Integration
1. What categories are best suited for 3D models?
3D models are particularly beneficial for categories like furniture, home decor, electronics, fashion, and footwear—anything where AR visualization can enhance the customer experience.
2. Are 3D models mandatory for all Amazon listings?
No, but they are highly recommended for categories where visual and spatial representation significantly impacts purchase decisions.
3. Can I reuse existing 3D assets from other platforms?
Yes, if they meet Amazon’s file format and quality standards.
Final Thoughts
The discontinuation of the 360-degree image experience signals Amazon’s commitment to staying at the forefront of e-commerce innovation. By embracing 3D models, sellers can elevate their listings, enhance customer engagement, and ultimately drive sales.
Don’t wait until January 20, 2025, to adapt—start preparing now to ensure a seamless transition. Leverage Amazon’s tools, invest in quality 3D models, and unlock the full potential of features like “View in Your Room” and “Virtual Try-On.”
The future of e-commerce is here. Are you ready to transform your listings?