Shoppers on Amazon compare constantly. They open several tabs, flick between listings and try to work out which product is worth the extra few pounds. A comparison chart image does that work for them inside your listing, laying out side by side why your product is the better choice. Done well, it can be one of the most persuasive images in the stack.
Done badly, it can also be one of the riskiest. Naming competitors, making claims you cannot prove or implying that rivals are unsafe can lead to policy problems, complaints and in some cases legal disputes. This guide explains how to build comparison images that are clear, persuasive and defensible, with two safe models: comparing against generic alternatives and comparing within your own range.
What a Comparison Image Is For
A comparison chart answers a specific shopper question: "Why should I choose this over the alternatives?" It is different from a features infographic, which explains what your product does. A comparison image puts those features in context by showing what the shopper would get, or miss, with a different choice.
The strongest comparison images focus on differences that genuinely matter to buyers. If every product in the category has a two year warranty, putting it in a comparison table adds nothing. Your chart should highlight where you really differ, which means you need to know the competitive landscape first. Our step-by-step guide to auditing competitor images shows how to find those gaps before you design anything.
The Rules on Competitors
Amazon's policies and general advertising standards in most marketplaces restrict how you can refer to other sellers and brands. While the exact wording varies by marketplace and changes over time, the safe approach for listing images is straightforward:
- Do not name, show or picture competing brands or their products.
- Do not show competitor logos, packaging or recognisable product designs, even blurred.
- Do not make claims that disparage other sellers, such as calling them unsafe, fake or inferior.
- Do not use phrases that imply a specific rival, such as referencing a well-known product by nickname.
- Only make claims about your own product that you can substantiate.
Beyond Amazon's own rules, comparative advertising in many countries is regulated, and unfair or misleading comparisons can expose a seller to complaints from the competitor or regulators. This article is practical guidance, not legal advice; if you plan any comparison that goes beyond generic alternatives, take professional advice for your marketplace. Our guide to image policy violations covers how breaches are detected and handled.
Model One: Comparing Against Generic Alternatives
The most common safe format compares your product with an unbranded description of the typical alternative. The column headings are things like "Ours" and "Typical alternative", "Standard version" or "Basic models". The comparison point is a category of product, not a specific competitor.
For this to be fair, the generic column must describe something real. If you say "typical alternatives use plastic hinges", that should be true of a meaningful share of the products a shopper is likely to consider. Exaggerating the weaknesses of a fictional generic rival is still misleading, even if no brand is named.
Showing the generic product
If you include a picture in the generic column, use a plain, unbranded silhouette or a simple illustration rather than a photograph of any real product. Do not alter a competitor's photo to remove their logo; the design itself may still be recognisable.
Model Two: Comparing Your Own Range
If you sell several versions of a product, comparing them is both safe and genuinely useful. A shopper deciding between your standard, plus and pro models, or between your 500 ml and 1 litre sizes, wants to see the trade-offs clearly. A range comparison image helps them choose the right version, which reduces returns and can lift average order value when the higher tier is clearly worth it.
Range charts also work well across a brand's catalogue, for example showing which of your three pillow types suits back, side and front sleepers. Because every product in the chart is yours, you can show real photographs, price tiers and model names without any risk of disparaging another seller.
Choosing What to Compare
Pick between four and six rows. More than that becomes hard to read and dilutes the strongest points. Good rows tend to be:
- Measurable specifications such as capacity, weight, battery life or thread count, stated accurately.
- Materials and construction such as stainless steel versus coated metal, if true for the generic category.
- Included extras such as a carry case or spare parts.
- Use benefits such as dishwasher safe or tool-free assembly.
- Service such as warranty length, where yours is genuinely different.
Avoid vague rows like "quality" or "premium feel" that cannot be checked. Avoid medical, safety or environmental claims unless you have evidence and the claim is allowed in your category.
Designing the Chart
A comparison image needs to be understood in a moment, especially on a phone. Some practical design choices help:
- Put your product in the first column, highlighted with your brand colour or a subtle panel.
- Show your product photo at the top of its column so shoppers connect the chart to the item.
- Use ticks and crosses or short values rather than sentences.
- Keep row labels short, ideally two to four words.
- Use enough contrast that the chart reads in greyscale.
- Limit to two or three columns for generic comparisons; range charts can stretch to four if text stays large.
Be careful with ticks and crosses for the generic column. A cross means "does not have this", which must be true for typical alternatives. Where it varies, use a neutral mark or phrase such as "varies" rather than a cross.
Wording Claims Honestly
Comparison images invite overstatement. Words like "best", "strongest" or "number one" are absolute claims that are hard to prove and can attract complaints. Specific, verifiable statements are both safer and more persuasive: "18/8 stainless steel" says more than "premium steel", and "fits standard car cup holders" says more than "perfect size".
Keep a simple evidence file for every claim in the chart: test reports, supplier specifications, warranty terms or photographs of measurement. If a claim is ever questioned, you can respond quickly. If you cannot produce evidence for a row, remove it.
Where the Comparison Image Sits in the Stack
A comparison chart works best after the shopper understands what your product is and does, but before they lose interest. For most listings that means somewhere around slots five to seven, once the core benefit, proof and scale have been shown. If your category is crowded with similar-looking products and your differences are the main buying reason, it can move earlier. Our guide to image stack order explains how to decide.
The same chart, rebuilt in a wider format, often works in A+ content too. Amazon provides comparison chart modules there that are designed for comparing your own products; see our Premium A+ content service for how we use them.
A Worked Example: A Pet Grooming Brush Range
A pet care brand sold a self-cleaning grooming brush in three versions: a small brush for cats and small dogs, a standard brush, and a deshedding version for thick double coats. Customer questions showed constant uncertainty about which to buy, and return reasons included "wrong size for my dog".
The brand designed two comparison images. The first, used on all three listings, was a range chart with the three brushes photographed at the top in true relative size. Rows covered coat type, pet size, bristle type, head width and whether the self-cleaning button was included. Each column used the brand's accent colour on the version for that particular listing, so a shopper on the deshedding page saw that column highlighted.
The second image compared the standard brush with "typical basic brushes". The team checked their claims against a range of products in the category before designing. Rows included the self-cleaning button, which most basic brushes lacked, rounded bristle tips, and an anti-slip handle. A proposed row claiming basic brushes "scratch skin" was removed because it could not be substantiated and could be read as a safety claim about other sellers. The generic column used a plain line drawing of a brush with no recognisable design.
After launch, the brand monitored customer questions and return reasons. Questions about which version to choose fell noticeably over the following months, and the range chart was reused in A+ content across all three listings.
Common Comparison Image Mistakes
- Naming a rival brand or showing a recognisable competing product.
- Inventing a weak generic alternative that no real shopper would consider.
- Rows that are the same across every product in the category.
- Absolute claims such as "best" or "strongest" without evidence.
- Crosses for features that many alternatives actually have.
- Tables with too many rows to read on a phone.
- Placing the comparison first, before the shopper knows what the product is.
Comparison Chart Checklist
- Decide whether you are comparing against generic alternatives or your own range.
- Name no competitor and show no recognisable competing product.
- Choose four to six rows where you genuinely differ.
- Check that every generic statement is true for typical alternatives.
- Hold evidence for every claim in the chart.
- Use ticks, crosses and short values, not sentences.
- Highlight your column and show your product photo above it.
- Check legibility at phone size and in greyscale.
- Place the chart after core benefit, proof and scale images.
- Reuse a wider version in A+ content where appropriate.
A fair, focused comparison chart helps shoppers choose with confidence and keeps your listing on the right side of the rules. To have comparison images researched, written and designed for your listings, explore Desnora's Amazon listing image design service or contact us.
Frequently Asked Questions
Can I name competitors in Amazon comparison images?
No. The safe approach is never to name, show or picture competing brands or their products in listing images. Compare against generic alternatives or your own range instead.
What is a generic alternative comparison?
A chart that compares your product with an unbranded description of the typical alternative, such as "standard models", rather than any specific competitor.
Can I show a competitor's product with the logo removed?
No. The product design can still be recognisable, which can be treated as referring to that competitor. Use a plain illustration or silhouette instead.
How many rows should a comparison chart have?
Four to six rows is usually right. Fewer may not show enough difference, and more becomes hard to read on a phone.
Is it safe to compare my own products?
Yes. Comparing your own range is both safe and useful, because it helps shoppers choose the right version and can reduce returns.
Can I say my product is the best?
Absolute claims such as "best" are difficult to prove and can attract complaints. Specific, verifiable statements are safer and usually more persuasive.
Where should a comparison image go in the image stack?
Usually around slots five to seven, after the core benefit, proof and scale images. Move it earlier if your differences are the main buying reason in a crowded category.
Should I use ticks and crosses?
Yes, they read quickly. Only use a cross in the generic column when typical alternatives genuinely lack that feature; otherwise use a neutral mark.
Do I need evidence for comparison claims?
Yes. Keep test reports, specifications or other proof for every claim so you can respond if a claim is questioned. Remove any row you cannot support.
Can comparison charts go in A+ content too?
Yes. A+ content includes comparison chart modules designed for comparing your own products, and a wider version of your image chart often adapts well.
What happens if my comparison image breaks the rules?
The image may be removed, the listing may be flagged and a competitor may complain. Repeated issues can put your account at risk, so check charts carefully before upload.
Can I compare prices in the chart?
It is best avoided. Prices change frequently and price claims can quickly become inaccurate, so focus on lasting product differences instead.