Product photo requirements for Amazon, Walmart, Etsy, eBay, Wayfair and Shopify

Rules change. Every section links to the marketplace's own page, so check it before a big upload. Where we couldn't confirm something from an official page, we say so.

At a glance

Amazon

Amazon is the strictest about the main image, the first photo shoppers see in search results.

• Background: pure white, RGB 255, 255, 255. For a few categories (beds, bed frames, mattresses, rugs, rug pads and sofas) Amazon allows a lifestyle photo as the main image.
• Framing: the product should fill about 85% of the image, be shown in full (not cropped), and appear once.
• Not allowed on the main image: text, logos, graphics, watermarks, packaging or swing tags, props, accessories that aren't included, and any part of a mannequin.
• Not allowed on any image: review stars, claims, and Amazon logos or badges.
• Size: at least 500 px and at most 10,000 px on the longest side. Amazon recommends 1,000 px or more, which turns on zoom.
• Files: JPEG (recommended), TIFF, PNG or non-animated GIF, in RGB color.
• AI: images showing photorealistic AI-generated people need the keyword contains-synthetic-performer in the image's metadata.

Sources: Amazon Seller Central product image guide, image suppression, style guides and file requirements. Amazon doesn't publish a per-image file size limit on these pages.

Walmart Marketplace

• Background: seamless white (RGB 255, 255, 255) for the main image. Larger items may be shown in an expected environment.
• Size and shape: square (1:1). 2,200 × 2,200 px recommended, at least 1,500 × 1,500 px for zoom, 5 MB or less.
• Files: JPEG, PNG or BMP, in RGB. GIF isn't accepted. Walmart asks for the product's 14-digit GTIN in the file name.
• Framing: crop as close to the product as possible, without excess background.
• Not allowed on the main image: watermarks, your seller name or logo, accessories that aren't included, or too many props.
• Not allowed on any image: promotional claims, Walmart or other retailer logos, non-English text and duplicate images.
• AI: Walmart says images generated by artificial intelligence must be truthful, accurate and not misleading.
• How many: at least 4 images recommended.

Source: Walmart Marketplace Learn, image guidelines and requirements (last updated May 11, 2026). These are US rules; Walmart Canada's are different.

Etsy

Etsy doesn't require a white background, but its October 2026 update added an important rule for anyone using edited or AI images.

• One unedited photo: most listings must include at least one unedited photo of the actual item against a real background. It doesn't have to be the first photo. Cropping and resizing are fine; AI edits to that photo aren't.
• Your other photos can still be edited, including with AI to change the background, lighting or color, as long as they accurately show what the buyer receives.
• Size: Etsy recommends at least 2,000 px in both width and height. The first photo should be at least 635 px each way.
• Shape: make the first photo landscape or square so it crops well in search thumbnails.
• Files: JPG, PNG, GIF or HEIC. Transparent PNGs aren't supported (transparent areas show as black), so upload a version on a solid background. Etsy notes that files over 1 MB may not finish uploading.
• How many: up to 20 photos, plus video.

Sources: Etsy's listing image requirements and listing photo help, with coverage of the update from Retail Dive. Read Etsy's policy page for the full wording before relying on the details.

Tip: keep your original snapshot. A clear photo of the real item, cropped but otherwise untouched, can be the unedited photo Etsy asks for, with your silo shots and lifestyle images alongside it.

eBay

• Background: eBay says white backgrounds are generally best, and a darker one can suit shiny or reflective items.
• Size: at least 500 px on the longest side; about 1,600 px recommended.
• Files: JPEG, PNG, GIF, TIFF, BMP, WebP, HEIC or AVIF, up to 12 MB each.
• Not allowed on any photo: added borders, added text, artwork or marketing, and watermarks of any kind. Stock photos can't be used for used or damaged items.
• How many: up to 24 photos.

Sources: eBay picture policy and adding pictures.

Wayfair

Wayfair's detailed image specifications live in its supplier portal, Partner Home, which isn't public. What Wayfair publishes openly:

• Size: at least 1,000 × 1,000 px to be featured; 2,000 × 2,000 px recommended.
• Mix: combine silo shots with environmental (room) shots that show size and function. Video is encouraged.
• How many: Wayfair's pages say at least two to three images to start.
• Rights: you must own the rights to your images.

Sources: Wayfair Imagery 101 and onboarding checklist. If you're a Wayfair supplier, check the full specs in Partner Home.

Shopify (your own store)

On your own store there's no marketplace rulebook, only what displays well and loads fast.

• Size: up to 5,000 × 5,000 px and under 20 MB. Shopify says 2,048 × 2,048 px square usually displays best.
• Consistency: use the same aspect ratio across products so collection pages line up.
• Files: PNG or JPEG work best; WebP, HEIC, GIF, SVG and others are accepted.
• How many: up to 250 media items per product, including video and 3D models.
• Background: Shopify's photography guide recommends a pure white background.

Sources: Shopify Help Center, product media types and product photography.

One main image that works almost everywhere

If you sell in several places, one master main image can cover most of them:

• Square (1:1) shape.
• Pure white background, exactly #FFFFFF (RGB 255, 255, 255).
• The whole product in frame, filling about 85% of it.
• No text, logos, watermarks, borders or extra props.
• JPEG in RGB color, as large as your original allows: at least 1,000 px, ideally 2,000 px or more.
• Under 5 MB for Walmart, and smaller still for Etsy.

Then add the extras each marketplace rewards: lifestyle photos for scale and mood, a dimension drawing, detail shots and video. And for Etsy, keep that unedited photo of the real item.