Amazon Listing Images: Main Image Rules and 7 Secondary Images That Sell

On Amazon, shoppers decide with their eyes first. Your main image wins the click in search results; your secondary images win the sale on the product page. Get either wrong and no amount of copywriting will save the listing.

Main image requirements

The main image has the strictest rules on Amazon. The essentials:

• Pure white background (RGB 255, 255, 255).
• Only the product that is for sale — no props, accessories that aren't included, or extra items.
• No text, logos, badges, borders, watermarks or graphics added on top of the image.
• The product should fill most of the frame (Amazon's guidance is about 85%) and be fully in view, not cropped.
• A real photo or photo-realistic image of the product, not an illustration or drawing.
• Large enough for zoom: images of at least 1,000 pixels on the longest side enable the zoom feature.

Category-specific rules also apply (clothing, for example, has its own model and mannequin requirements), so check Seller Central's style guide for your category.

The 7 secondary images every listing should have

Amazon lets you add several more images after the main one. Each should answer a specific question a shopper has. Here is a proven set:

1. Main feature infographic

The product large in the centre with three or four key benefits around it, each with an icon and a two- or three-word label. This is often the most-viewed image after the main one.

2. Feature–benefit image

Turn features into benefits: not just “stainless steel” but “won't rust or stain”. Pair each with a close-up.

3. Lifestyle image

Show the product being used by the kind of person who buys it, in a realistic setting. Lifestyle images help shoppers picture owning the product.

4. Dimensions and specifications

Clear measurements with dimension lines, plus a familiar object or a hand for scale. This alone prevents many returns.

5. Detail close-up

Zoom in on textures, materials, stitching, buttons or controls — the details that justify the price.

6. What's included

Lay out everything in the box, neatly, with labels. Only show what is actually included.

7. Comparison or use cases

Show the product in several situations, or compare sizes/variants within your own range. Never compare against competitors' brands.

Design tips that make secondary images work

• Design for phones: big text, few words, strong contrast. Test at thumbnail size.
• Stay consistent: the same fonts, colours and icon style across all images makes your brand look established.
• One message per image: if an image needs a paragraph to explain, split it.
• Keep claims honest: only state what your listing and packaging support.
• Avoid prohibited content: no reviews, prices, “#1” claims or competitor logos.

How many images should you use?

Use every slot you have, as long as each image adds information. A typical strong set is the main image plus seven or eight secondary images and, where possible, a product video.

Your listing images and your A+ Content should look like one family — same style, same colours — so the whole product page feels consistent.