Amazon Product Photography Guidelines for Brands

Michael Burns / 12 min read

If you’re an Amazon brand, you understand how important it is to display all your products to potential customers in the best possible way in the Amazon marketplace. Having an optimized listing is critical to getting your products in front of as many shoppers as possible.

The part of the listing that will ultimately be the difference between success and failure of selling your product is its photos. Product photos are how shoppers interact with your brand on Amazon.

Viewing photos is how they touch and feel your product, how they view it from different angles, and how they see it in use.

Photos convey your brand’s quality and value. They capture a shopper’s attention, create interest, and drive purchases – turning that shopper into your brand’s newest customer.

The Amazon Product Photography Guidelines for Brands is designed to show you how to promote your brand’s products through powerfully optimized photos. You’ll learn the secrets behind creating compelling listing photos to boost your conversions and show off your brand.

They say a picture is worth a thousand words. If you’re selling on Amazon, it’s worth a lot more than that – and here’s why.

Why Product Images Are SO Important for Brands

Photos are the entire experience of a product as a consumer when you're shopping digitally. High quality photos make a huge difference in consumer perception of the product and your brand, and in converting the sale.

When a shopper goes into a store, they could pick up a product, spin it around and poke it. When the product is online, they can't do any of that. Your brand is represented by the photos of its products, and this is how a shopper experiences what you want them to feel.

Everything they experience up until the buying decision is a virtual experience for them. Product photography is ultimately important - and is what sells the product. Just look at the numbers:

- The average shopper reads only 20% of the words on web page, but will view every single product image.

- 63% of consumers find product images more important than descriptions.

- 53% of consumers found product images more important than ratings or reviews.

When someone is scrolling through search results on Amazon, they're going to click the one picture that really grabs them.

The first main image is therefore really, critically, important – because it’s what will instigate the buyer journey.

Getting your product images right will put you in the top 10%, giving you a huge advantage over the competition. It’s not just the first image that’s important, but using a specific formula of types of images placed in the right order.

The Amazon Product Image Formula

The goal of product images is to increase conversion rates. This is best achieved using a specific formula, which will persuade the consumer to purchase.

Consistently using this formula for all products in your brand will increase the perception of brand quality and value, along with conversion rates.

Basic Rules of Thumb

* You are allowed to post up to 8 images per product ASIN that will be viewable in the listing. This is an ideal number that allows you to convey a great amount of information to the shopper.

* The Main Product Image must only show the product on a white background. This image also needs to be mobile-friendly for viewing on smaller screens.

* Amazon allows for other types of secondary images to facilitate the buying process.

The 8 Images You Need to Succeed

Here’s our 8 point image formula, in order – along with some suggested alternate images that may be important for your brand’s particular product(s).

 1. Main Listing Image

This is the most important photo. It should be a sleek solo image of the product set on a clean white background, and mobile optimized.

This is the image consumers see during the search. A strong main listing photo will get more clicks, conversions and higher sales.

This type of image reinforces your brand, and makes your product more recognizable to customers. The main image must also be mobile optimized to ensure maximum conversion on all screen sizes

 2. Benefits Image

The 2nd image is an infographic, visual, or text image designed to communicate the benefits of the product.

This image directly communicates the benefits the consumer will enjoy with their purchase.

Infographics and text call attention how your product will solve a problem, fulfill a need, or simply bring joy to the buyer.

 3. Features Image

Similar to the 2nd image, the 3rd image is an infographic, visual, or text image that displays key product features.

Text and call-outs allow for clear identification of what the consumer will receive with the product. This image should also address potential questions or concerns that could arise.

 4. Informational Image

The 4th image is an infographic to visually communicate important information, instructions, or additional key features of your product.

Whenever possible, this information should clearly identify a benefit of using the product to the buyer.

 5. Perspective Image

The 5th image shows your product set against a known object or body part with specific dimensions to demonstrate scale.

This image allows the shopper to visualize the size of your product relative to a known object. Offering this perspective helps the shopper feel comfortable with the item. To add clarity, exact size specifications are superimposed on the image.

 6. Lifestyle, Use Case 1

Use-case photos allow the customer to picture themselves with your item.

Here, you show the product in use by a happy purchaser. Enhanced with infographics or text, this image reinforces the features.

 7. Lifestyle, Use Case 2 or Guarantee

Another use-case photo, and sometimes backed with a terms-of-service compliant guarantee about the product.

 8. Packaging or Interior of Packaging Image

While the packaging sometimes showcases an image of the actual product, it is important to always include additional photos that show the item outside of its package.

This allows the customer to see all the elements of the product and its packaging, and helps build trust in your brand.

 9. Alternate Images

Depending on your particular product, you may want or need to use other types of images to replace our suggested #7 and/or #8.

You will have to make this decision based on the kind of product you are selling, how it is used, and the kind of questions your customers ask about the product that can be answered with photographs.

Here are the suggested types of alternate images to include:

Back Panel of Label Image - The back panel of the product is clearly presented so the consumer can make a fully informed purchasing decision. If needed, additional panel shots are taken to disclose all on-package information.

Flourish Image - Places the product against the backdrop of a highly stylized setting. This can convey specific buy signals to the customer. Key information, benefits and perspective are all demonstrated.

Angle Images - It’s often helpful for customers to see a product from different angles to gain the full perspective. This is particularly important if an item has detailing on the back, front, sides or bottom.

High-Quality Image Guidelines

As with virtually everything else in Amazon’s seller content system, Amazon has strict guidelines for images posted to listings. For your convenience, we’re going to recap everything here in one location.

Main Listing Image Guidelines

The most important photo in your listing has its own set of rules. This is because of the importance of the image in search and in mobile.

In short, there are 5 primary Do’s, and 7 Don’ts to follow for your main listing image:


1 You MUST photograph the product by itself on a white background.

2 The product must fill 85% or more of the image area.

3 Images must not be blurry, pixelated, have jagged edges, or be cropped by a frame edge.

4 Images must accurately represent the product that’s being sold.

5 Image must show only the product that’s for sale out of its packaging.


- Must NOT be a graphic, rendering or an illustration of the product.

- Must NOT show excluded accessories or props that may confuse the customer.

- Must NOT show graphic design, text that is not part of the product, or logos/watermarks/inset images.

- Must NOT show multiple views of the same product

- Must NOT be on a visible mannequin, except for stockings or socks.

- Must NOT have external brand tags, except for stockings or socks.

- Must NOT be on colored backgrounds or lifestyle images

Amazon Images: Technical Guidelines for Brands

As you might expect, Amazon is quite specific about the technical standards of your product images.

Here are the key requirements to follow:

* TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format. (JPEG recommended)

* Image pixel dimensions of at least 2560 x 2560, with a min of 72 dpi

* sRGB or CMYK color mode

* File names must consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B000123456.jpg or 0237425673485.tif)

Clothing Product Image Specifications

If you have a clothing or apparel brand, there are another set of standards that apply to clothing only. The key points are:

* Women’s & Men’s Clothing must be photographed on model or flat

* Women’s & Men’s Accessories must be photographed flat including scarves, belts, hats, ties and cold weather accessories

* All Kids & Baby items should be photographed flat and not on a model

* Images of intimate apparel, lingerie, and swimwear products may not be sexually explicit or obscene

You can learn more about the standards for clothing photos here.

How Do You Upload Photos to Amazon?

Brands can add product photos to their listings through their seller central account, under the individual product listings. Here is the procedure for preparing and adding images, per Amazon.

To upload product images, follow these instructions:

- Find the product you want to upload an image for.

*For new products: Under Catalog, click Add Products.

*For existing products: On the Manage Inventory page, edit the product you want to add an image for on this page.

- Click the Images tab.

- Under Main, click Choose File.

- If you have secondary images, upload them using the boxes below the Main Image.

- Add an Image

There are several ways to add a product image to Amazon:

- Use the Add a Product tool to add an image when you create a new listing.

- Use the Manage Inventory tool to add an image to an existing listing.

- If you use inventory files, specify the product image URL in the inventory file.

Are You Having Problems Uploading Images?

Sometimes, you might have an issue getting your product images to upload. Here’s what Amazon says to do in that case.

If you are seeing an "invalid URL format error" or if you face any other URL issues, you can search for '"image error" in Help for common image-related errors and find more information.

Note: Uploading an image does not guarantee that it will be displayed on the product detail page or search pages. Amazon uses complex image ranking technology to determine display images. Follow the guidelines provided in the Amazon product image requirements.

Amazon Product Phorography Best Practices

Now that we know what photos are needed to optimize your brand’s listings, the required specifications, and how to add them to your listing, let’s discuss four best practices for image photography.

Obtaining HQ Images

You’ll always want to get the highest possible quality images for your listing. In order to do this, you have two options: hire a photographer or take the pictures yourself.

With the lowering costs and rising quality of consumer cameras, taking the photos yourself has become a more accessible option – especially if you are just starting out, or on a tight budget. However, taking great photos is a skill, and most average people don’t have the knowledge or experience to consistently get great photos every time.

If taking the photos yourself is an option you are considering, please refer to our previous blog about how to take the best product photos for Amazon, which include helpful tips and tricks for beginners.

For Amazon brands, the best course of action is make the investment into professional-grade photography. You want to have your brand and its products represented at the highest possible level, and having a consistent photographic style across your line is key to representing quality and value.

An investment in good photography will pay for itself in increased sales over time. Quality photos are your brand’s way of making a virtual connection with shoppers, and that connection is invaluable in the ultimate success of your enterprise.

Testing Images

Which version of which photo works best? There’s no clear answer to that other than to test them. The only way to know 100% for sure which version of a given photo works best is to A/B test them by using an app such as Splitly.

If you don’t want to use an app, you can keep an eye on your metrics and try different combinations in hopes of finding a winning one, but that’s a poor use of time and resources when there is software available to handle the task.

Enabling Image Zoom

As we mentioned earlier, your product images are a customer’s virtual substitute for physically handling a product. As such, you want to make sure that the images are zoomable, so shoppers can check out the fine details of your product.

Images need to be at least 1000px or larger to enable the zoom feature. Giving your customers the ability to zoom in on your photos will increase customer confidence in the quality of your brand’s products.

Make high pixel quality a top priority for your brand photography.

Every Picture Tells a Story

When you get down to it, people looking at your product photos want to see how your product solves their problem, and the answers to questions about their product.

Be sure to show people interacting with your product in a positive way. Show the faces of the people when possible, not just body parts. This helps shoppers make a more personal connection to a product.

Show case uses where common problems are being solved by your product, and features are being highlighted.

Consider the story your images are telling. If it’s a product that’s easy to use, perhaps showing an elderly or, alternatively, a very young person using your product, will convey that message best. If the product is for dogs, for example, show the interaction between the owner and a happy pet.

If you want to show how your product is better than the competition, use a comparison chart that shows how your product’s benefits are more comprehensive than the rest of the pack.

Not only are you telling the story of your product, it’s also the story of your brand.

What sets your brand apart? What is its unique value proposition?

Be sure to consider this in the kind of photos you create for each product, and show it within each and every photograph, infographic, text, or visual.


Product photography is the key element separating your listing for your competition. It’s a way to interact with your ideal customer, showcase your product’s features and benefits, and tell the story of your brand.

High quality photos will draw the attention of shoppers and ultimately increase conversions. They’re a worthwhile investment for Amazon brands how want to create an edge in their category.

Be sure to follow all Amazon guidelines and specifications in your product photography, and use our tested formula for the most optimized listing photos.

By following these and other best practices for product photography, your brand will become more trusted for its high-quality, value-packed products that will jump out to the shoppers searching for them.

If your Amazon brand could benefit for a custom-designed strategy including keyword suggestion, listing optimization advice and promotional strategies, Judolaunch would be happy to provide you with a complimentary opportunity analysis. Request yours today.

Remember, the right picture may be worth much, much more than a thousand words – it’s the opportunity to tell a brand story that may be worth many thousands of dollars in sales.

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Michael Burns

Michael Burns is a Storyteller, Copywriter, Author, Television Producer, and Consultant. Clearly, he has a short attention span. He travels the world, while creating conversions with words for his business Baydream Creative Copywriting Studio.