Use Look Inside to sell more products.

You may have noticed Amazon’s “Look inside” tag next to books for sale. A similar “Listen” icon appears next to the audio option. Both features help shoppers understand the content and thus guide them to purchase.

A screenshot of the Amazon book page labeled

Amazon’s “Look inside” helps shoppers understand content. Click image to enlarge.

Interiors are a great way to convey value. While useful, 360-degree views capture only the exterior. Interior views explain product features and reinforce descriptions and reviews.

Looking inside for books is like a movie trailer. It offers a flavor of the writer’s style and the atmosphere of the story.

An “inside view” of the garment will highlight features not apparent in standard photos, such as reinforced seams, interior pockets or labels. A look inside an inkjet printer can reveal proprietary components and common user touch points such as ink cartridge holders and paper trays.

Insider views can be photos, videos, illustrations or animations that can be accompanied by speech or other audio. This interior must be attractive to attract the interest of buyers.

An inside look goes beyond “what’s in the box” and how the item is made. It educates consumers and validates product functionality, quality and sustainability. It also simplifies product and brand comparisons.

The Nolah Mattress website provides detailed illustrations of the layered construction of its products, followed by an interactive breakdown of each layer. Together, the illustrations answer pressing questions and reveal how the models stack up against competitors’ options.

A detailed view of the interior of a modern designer mattress.

Product launches educate buyers. Source: Nolah Mattress.

Illustration of the different layers of the mattress.

Interactive illustrations can explain features and quality. Source: Nolah Mattress.

The look inside physical products should focus on arming shoppers with knowledge and confidence. Even simple items like coffee mugs and storage containers should include an interior look, as exteriors are often deceiving.

The presentation of the internal view depends on the product and the audience. For example, many mothers use camera bags for diapers, but the seller of such bags is probably targeting photographers. Peak Design uses camera gear to demonstrate the possible configurations of its bags and show how much each will hold. It helps buyers imagine themselves using the product.

Camera bag product page showing different racks for storing camera gear.

The juxtaposition of the interior with the actual equipment helps buyers visualize the use of the product. Source: Peak Design.

Consider what buyers are looking for when creating products for interior design.


  • Uses: Will it wear off? Will it hold stuff? Create things? Consider basic uses and configurations.
  • Quality. Show close-up photos or videos of materials and construction, such as zippers and seams.
  • Hidden features: Emphasize what is not obvious. Learn from car manufacturers that point out key, unseen details.
  • Technical service. Some products require maintenance. A coffee maker salesperson can show you how to install water filters.
  • Advantages against competitors. This goes beyond quality and features. Explain why yours pays more. Perhaps it is built to last longer or require less maintenance. The inside look helps tell the story.
  • Alternative use: Internal views can help secondary use products generate more sales. For example, musicians and crafters (and moms) can use the camera bag above. Show those configurations.
  • FAQs: Consider general support requests and customer review submissions.

Once you’ve created an internal look, use the content on product landing pages and explainers. Turn it into social slideshows, videos, and ad campaigns.

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