The short version
- Pure white background: RGB 255, 255, 255.
- The product fills 85% of the image, shown in full, with nothing cut off.
- A realistic, professional image of the actual product: no placeholders, true to its real scale, quantity and color.
- One view, one unit, plus only the accessories included in the sale.
- 1,000+ pixels on the longest side, so zoom works. 500 px is the minimum; 10,000 px is the maximum.
- JPEG preferred (TIFF, PNG and non-animated GIF are also accepted), in RGB color mode.
1. Technical specifications
These apply to every product image, not just the main one.
| Requirement | Amazon's specification | Our advice |
|---|---|---|
| File format | JPEG (.jpg/.jpeg), TIFF, PNG or non-animated GIF. JPEG recommended. | Use high-quality JPEG. |
| Image size | Minimum 500 px, maximum 10,000 px on the longest side. 1,000+ px enables zoom. | Deliver around 2,000 px square. Never upscale a small image. |
| Resolution | At least 72 dpi. | Pixel size matters far more than dpi. |
| Quality | Clear, not pixelated, no jagged edges. | Check edges at 100% zoom after cut-out. |
| Color mode | RGB preferred. | Export in sRGB so colors match on screen. |
| File name | Optional format: product identifier + variant code + extension, separated by periods, e.g. B000123456.MAIN.jpg. | No spaces or dashes, or the upload can fail. |
2. Main image rules
The main image (variant code MAIN) is the first image on your detail page and the one shown in search results. Amazon's rules for it fall into three groups.
What 85% means in practice
The product's longest dimension should reach close to the edges of the frame, inside a thin white margin. A small product floating in a big white square looks tiny at thumbnail size, and shoppers scroll past it.
Basic requirements
- A realistic, professional-quality image that shows the product's real scale, quantity and color.
- No placeholders, not even temporary ones. The first image you upload defines the product's identity, and a placeholder can stop your real image from being accepted.
- The product takes up 85% of the image.
- The whole product is in the frame, with no part cut off.
- The product appears once. For example, show the front only, not the front and back side by side.
- One unit of the product, plus any accessories included with it.
Background and visual requirements
- A pure white background: RGB 255, 255, 255. Off-white, light grey or a soft shadow that tints the whole background will not pass.
- Only a limited number of product types may use a lifestyle image as the main image, and then with no text or extra logos.
- No packaging, unless it is an important product feature, such as a carrying case or gift basket.
Models, props and displays
- No accessories or props that are not included and could confuse the shopper.
- No part of a mannequin, whether clear, solid-color, flesh-toned, a framework or a hanger.
- Footwear: a single shoe, facing left, at a 45-degree angle.
- Clothing accessories and multipacks: shown flat, without a model.
- Adult clothing: shown on a standing model (not sitting, kneeling, leaning or lying down). Amazon encourages showing models with various physical mobilities, including wheelchair and prosthetic users.
3. Rules for every image, main included
- The image accurately shows the product you are selling and matches the product title.
- No nudity or sexually suggestive images, including drawings.
- Children's and baby undergarments, leotards and swimwear are photographed lying flat, without models.
- No images of customer reviews, five-star graphics, claims such as "free shipping", or seller-specific information.
- No Amazon logos or trademarks, or anything confusingly similar, including the words "Amazon", "Prime" or "Alexa".
- No Amazon badges or look-alikes, such as "Amazon's Choice", "Best seller" or "Top seller".
- If an image contains photorealistic AI-generated people, tag the file with the keyword
contains-synthetic-performerin its XMP metadata before uploading, so Amazon can add a disclosure where required.
4. What happens if your image breaks the rules
According to Amazon, images that fail the requirements can be blocked at upload or removed from search. A suppressed listing gets no search traffic until it is fixed, which is costly during a launch, when ranking and advertising spend matter most.
Also bear in mind that uploading an image does not guarantee Amazon will display it. Amazon chooses and arranges images from all sellers of a product, and compliant images give yours the best chance.
5. The mistakes we see most often
Background that is almost white
A cut-out that leaves pale grey edges or a shadow spreading across the background. Check a few background pixels: every one should read 255, 255, 255.
Too much empty space
The product fills well under 85% of the frame and looks small next to competitors in search.
Added graphics
Badges, claims, borders, "bonus" callouts or inset close-ups on top of the photo. Keep the main image to the product itself and put that information in your other images.
Showing more than you sell
Props, extra units or accessories that are not in the box, which can confuse shoppers about what they will get.
6. Pre-upload checklist
- Background pixels read exactly RGB 255, 255, 255.
- The product fills about 85% of the frame and nothing is cropped.
- One view, one unit, plus only the accessories included in the sale.
- Scale, quantity and color match the real product and the title.
- No props, mannequins, packaging (unless it is a feature), Amazon logos, badges, review stars or claims.
- Category rules checked (footwear, clothing, multipacks, children's items).
- At least 1,000 px on the longest side (around 2,000 px ideally), JPEG, RGB, sharp edges.
- AI-generated people, if any, tagged with
contains-synthetic-performer. - Readable at thumbnail size: shrink it to about 200 px and check that the product, flavor and count still come across.
Compliant is the minimum. The click is the goal.
Meeting the rules keeps your listing visible. It doesn't make shoppers choose you over the competitor next to you. The main images that win use the real label and packaging to carry size, count and the key benefit, legible at thumbnail size, without breaking any rule.
That's what we do at Hero Atelier: we design main image concepts and A/B test them with real US shoppers before you launch, then deliver the winner with a compliance report and a 48-hour fix guarantee.
Questions
What size should an Amazon main image be?
At least 1,000 pixels on the longest side, so shoppers can zoom. Amazon accepts 500 to 10,000 pixels; we recommend about 2,000 × 2,000 px.
Does the background have to be pure white?
Yes. Amazon requires RGB 255, 255, 255 for the main image. Only a limited number of product types may use a lifestyle main image instead.
What does "the product fills 85%" mean?
The product should take up 85% of the image, so its longest side runs nearly edge to edge inside a thin white margin, with no part of it cut off.
Can I show the packaging in my main image?
Only if the packaging is an important product feature, such as a carrying case or gift basket. Otherwise, show the product itself.
Can I use AI-generated images on Amazon?
The main image must realistically show the real product. If any image includes photorealistic AI-generated people, Amazon asks you to tag the file with the keyword contains-synthetic-performer before uploading.
What happens if my main image doesn't comply?
Amazon may block the upload or remove the listing from search until the image is fixed.
Source: Amazon Seller Central, Product image guide (US), checked on 6 October 2026. Amazon updates its rules, and category style guides can add requirements; always check the current guide for your category. Hero Atelier is not affiliated with Amazon.