The image component has an
Experience Editor Button. If you check the item
/sitecore/layout/Renderings/Feature/Experience Accelerator/Media/Image you will see that the field "Experience Editor Buttons" there has a selection "Edit Image". This is the button that is added in the XP editor.
You can achieve similar functionality with Edit Frames (edit frames can be added through the variants).
More information on both options can be found in this blog: https://himynameistim.com/blog/custom-experience-buttons-vs-edit-frames-in-sitecore
From that blog:
To set up a custom experience button:
- In the core database navigate to /sitecore/content/Applications/WebEdit/Custom Experience Buttons and
create a new item based on Field Editor Button.
- On your button item make sure you set an icon and the list of fields the button should allow the content editor to edit. These
should be pipe separated.
- Switch to the master DB and navigate to the rendering item for your component
- In the field for Experience Editor Buttons select the new button
In the Fields section of the button you have to add the exact names of the fields you want to add. As far I can see in the screenshot, you didn't use the names of the fields of a Promo template so that is the reason the editor is blank (the fields you added do not exist in that context)