Amazon Product Listing Image: Rules and Guideline
A well-optimized image gallery is one of the most powerful tools you have on Amazon to attract clicks, increase conversion rates, and reduce returns. It’s your silent sales team, and it’s essential to get it right. Amazon has a strict set of rules for images, particularly for the main image, but also provides opportunities for creativity with your secondary images.
Here is a detailed breakdown of Amazon image requirements and best practices.
Part 1: Mandatory Technical Requirements (The Rules You Must Follow)
These are non-negotiable rules. Failure to comply can result in listing suppression, a massive loss of visibility and sales.
Image Size & Resolution
- Minimum Size: 1000 pixels on the longest side.
- Recommended Size: At least 2000 pixels on the longest side. This is crucial for enabling the “zoom” function, which has been proven to increase sales. The more detail a customer can see, the more confident they are in their purchase.
- Maximum Size: 10,000 pixels on the longest side.
- Pixel Dimensions: Images can be square (e.g., 2000×2000 px) or rectangular, but the zoom function is only enabled if the longest side is over 1000px.
- File Size: Under 10 MB.
- Aspect Ratio: While not a strict rule, a 1:1 (square) aspect ratio is often recommended for consistency and to fill the thumbnail space in search results.
File Type & Naming
- Accepted File Types: JPEG (.jpg or .jpeg), TIFF (.tif), PNG (.png), or non-animated GIF (.gif). JPEG is the preferred format.
- File Naming: Your images must follow a specific naming convention:
[Product Identifier]. [Variant Code]. [File Extension].- Product Identifier: This can be your ASIN, UPC, EAN, or ISBN.
- Variant Code: A 4-character code indicating the image type. The main image is always
.MAIN. Subsequent images use codes like.PT01,.PT02, etc., or.PT_FRONT,.PT_BACK. - Example:
B07ABCD123.MAIN.jpg
Main Image (The “Hero” Shot)
Your first image is the most important as it appears in search results. It has the strictest requirements.
- Background: Must be a pure white background (RGB color values: 255, 255, 255).
- Product Fill: The product must occupy at least 85% of the image frame.
- Accuracy: The image must be a professional photograph of the actual product, not an illustration or a placeholder.
- No Extras: No text, logos, watermarks, borders, inset images, or graphics.
- Single View: Must show only one view of the product. No multiple angles on the same image.
- No Accessories: Do not show any props or accessories that are not included with the purchase.
- Out of Packaging: The product must be shown outside of its packaging unless the packaging is a key feature (e.g., a carrying case).
- Models: For adult clothing, the main image must be on a model. For children’s clothing, it must be a flat lay with no model. Mannequins, including transparent ones, are not allowed.
Part 2: Best Practices for an Optimized Image Gallery
You can upload up to 9 images and one video, though only the first 7 images (or 6 if you have a video) are typically displayed on the desktop listing. Use these slots strategically to sell your product.
Image 1: The Main Image
- Goal: Capture a click from search results.
- Best Practice: Follow all of Amazon’s strict rules, but make your image pop. Ensure the lighting is perfect and the product looks its best.
Image 2: Lifestyle Shot
- Goal: Help the customer visualize the product in use.
- Best Practice: Show your product in its intended environment with a model. If it’s a kitchen gadget, show someone using it in a kitchen. This creates an emotional connection and helps the customer imagine themselves with the product.
Image 3: Scale & Size Comparison
- Goal: Answer the “How big is it?” question.
- Best Practice: Place your product next to a common object (e.g., a coin, a coffee cup, a person’s hand) to give a clear sense of its size. You can use an infographic here.
Image 4: Features & Benefits Infographic
- Goal: Quickly communicate key selling points.
- Best Practice: Use a clean, simple infographic with text overlays and icons to highlight features like material, dimensions, certifications, and key benefits. Use a clear, readable font and a simple color scheme.
Image 5: “Exploded” View / Contents
- Goal: Show what’s included in the package.
- Best Practice: A professional photo of all the components that come with the product laid out neatly. This can prevent customer confusion and reduce returns.
Image 6: Alternate Angles & Close-ups
- Goal: Show every detail of the product.
- Best Practice: Provide high-resolution close-ups of specific features, like the texture of the material, a unique button, or the quality of the stitching. This reassures the customer about the product’s quality.
Image 7: The “Before & After” or Problem/Solution Shot
- Goal: Demonstrate the product’s value.
- Best Practice: Create a visual comparison that shows the problem and how your product provides a solution. This can be very powerful in categories like cleaning supplies or personal care.
Summary: The Golden Rules for Amazon Images
- Rule #1: Comply with Main Image Requirements. A white background, no text, and high resolution are non-negotiable.
- Rule #2: Use All Available Image Slots. Don’t leave any empty spaces. Each image is a chance to sell.
- Rule #3: Focus on the Customer. Every image should answer a question, overcome an objection, or help the customer visualize the product.
- Rule #4: Optimize for Mobile. The majority of Amazon shoppers use mobile devices. Ensure that any text on your infographics is large enough to be read easily on a small screen.