Sell on Amazon Sign in
This article applies to selling in: Canada

Good images are important to your products' success. In an online store, the product image is one of your most valuable marketing tools.

When customers browse Amazon pages, often the image draws them to consider your product. In addition, with so many choices available for online purchases, a well-formed image can set your product apart from the others. Poor-quality images turn away customers. Use your product images to communicate the selling points and features of your products, to inform and interest customers and to reinforce your brand. Every SKU must have a main image.

Types of images

Amazon can display several images for each product in the catalogue. As a seller, it is in your interest to provide several high-resolution product images for your products so customers can make informed buying decisions. You can use four types of images to illustrate your products:

  • The parent SKU main image, used for the product detail page (the page customers see when they search or browse the catalogue). Only one main image is used per parent product. The main image appears as a smaller representation of the full-size image on the product detail page; when customers click the smaller picture, the full-size picture appears in a pop-up window. You must supply a parent main image.
  • The child SKU main image, used to show a view of the product in the specific colour for the given child SKU. The main image for the child SKU shows in the image pop-up window. Each child SKU has just one main image, representing the child product in the specified colour. You must supply a child main image for every colour that you sell.
  • Alternate images, used to show different views of the product to help clarify use, detail, fabric, cut or other ways to view the product, or to show related products. You can supply up to eight alternate images for each parent or child SKU. The alternate image for a parent product appears in the image pop-up window. If a customer clicks a specific colour in the image pop-up window (for example, a blue sample), then the pop-up window shows the alternate image for the "blue" SKU.
  • Swatch images, used to show different available colours, fabrics or other choices for products. You can supply one swatch image per child SKU. Swatch images display on the product detail page next to the name of the colour.

Image requirements

By submitting high-quality images, you can improve your chances of selling your products. Your product images must meet certain technical and style requirements. Failure to meet those requirements could result in the suspension of your seller account.


  • Use pure white backgrounds (RGB 255, 255, 255; hex #FFFFFF)
  • Product images should be at least 1001 pixels on the longest side
  • Product images should be in colour, not black and white
  • All Kids & Baby items should be photographed flat and not on a model
  • Show the entire product; the product should occupy at least 85% of the image area
  • Include only what the customer will receive; accessories that are not part of the product should not be shown
  • If it is a bundled product, it is not necessary to show the entire lot; a single image of the product will suffice
  • Multiple angles of each product are preferred


  • Images that do not match the product title
  • Nudity or sexually suggestive images
  • Images with a non-white background
  • Images that are blurry or pixelated or have jagged edges
  • Images with part of the product for sale cropped by a frame edge
  • Text, logos, graphics or watermarks over the top of a product or in the background
  • Multiple positions of the same model or multiple views of the same product in the main image
  • Models that are sitting, kneeling, leaning or lying down (models must be standing)
  • Images of products in packaging or with external brand tags, except for stockings or socks
  • Visible mannequins, except for stockings or socks

  • When submitting the main image for child products, ensure that the image represents the actual child product being listed. For example, if you are listing different colours of the same T-shirt, it is important that you provide an image that represents the variant colour.
  • When you submit an image of at least 1001 pixels, customers can use the zoom feature on the product detail page. This feature may reduce returns and negative feedback.

Intimate clothing and swimwear

Images of intimate clothing, lingerie and swimwear products may not be sexually explicit or obscene, as determined at the sole discretion of Amazon. In addition, images of such products must comply with the following rules:

  • Images of live models that use poses that could be interpreted as indecent, excessively erotic or lewd are not permitted.
  • Images that display full nudity (breasts, genitalia, bare bottoms and so on) are not permitted.
  • Images with live models wearing sheer products might be permitted, provided that genitalia and breasts/nipples are not exposed or presented in a lewd or provocative manner. No bars or other types of graphics are permitted to cover exposed body parts.
  • Thongs and panties must use front views for the main product image. Back views can be uploaded as alternate views.
  • Thongs and panties that do not provide full coverage in the front and back must have images that do not use a human model. Air-brushing is not permitted for exposed skin areas.

Swatch images

Product detail pages show the main image for the parent product. Swatch images for child products, if available, appear below the main image as 30 x 30 pixel thumbnails.

Swatch images help customers see other aspects of your product, such as colour or detail.

When a customer clicks the swatch image, one of two things happens:

  • If the main image for the child product is available, then the swatch image and/or colour name text on the detail page links to the image pop-up windows and the main image for the child SKU appears in a pop-up window.
  • If the main image for the child product is not available, then the swatch image and/or colour name text on the detail page does not link to anything.

Even though you might not think of using swatch images, there are two ways you can leverage swatch images for your products:

Single image, many colour variations:

You might have several main images for all colour variations for a product that does not have swatch images. You can use these images as swatch images and as main images for your variations. As with any swatch image, the images appear as thumbnails that, when clicked, appear full-sized as the main image in a pop-up window.

Single image, all product variations:

You might have a single image featuring all colour variations. For example, you might have a main image of a "pile of sweaters" to represent all the colors you sell, and you do not use swatch images. In this case, you can submit the "pile of sweaters" image as an alternate image. This alternative image is linked from the detail page, under the "See larger image or other views" link. All the alternate images appear in the same pop-up window. The customer can move from image to image in this pop-up window by clicking the thumbnail in the pop-up window.

Acceptable and unacceptable images

Examples of both acceptable and unacceptable images are shown below.

  1. The image needs to be on a pure white background.


  2. Images must not be blurry or pixelated or have jagged edges.


  3. No text, logos, graphics or watermarks can be over the top of a product or in the background.


  4. No part of the product for sale can be cropped by a frame edge.


  5. Images must not have multiple positions of the same model or multiple views of the same product in the main image.


  6. Models must not be kneeling, leaning or lying down (only standing).


  7. Products must not be in packaging or shown with external brand tags, except for stockings or socks.


  8. Images must not have visible mannequins, except for stockings or socks.


Sign in to use the tool and get personalized help (desktop browser required). Sign in

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2022,, Inc. or its affiliates