Product image requirements differ by marketplace: Walmart wants 2200 pixel squares, Etsy wants a landscape or square first photo, and eBay bans text on photos that Amazon allows in its additional image slots. Here are the rules for Amazon, Amazon A+ Content, Etsy, Shopify, eBay, Walmart and TikTok Shop side by side, each checked on the marketplace's own help pages on October 27, 2026.
Short answer: a square 2200 x 2200 pixel JPEG on pure white, under 5 MB, meets the size and background rules of Amazon, Walmart and TikTok Shop and the size recommendations of Shopify, eBay and Etsy. What changes from one marketplace to the next is text on images, the number of photos, and the rules for AI.
Image requirements compared
Key specs as of October 2026. Each marketplace name links to the full rules, checklist and sources.
| Marketplace | Minimum size | Recommended size | Shape | File types | Max file size | Main image background | Images per listing |
|---|---|---|---|---|---|---|---|
| Amazon | 500 px on the longest side | 1,000 px or more, for zoom | Not fixed | JPEG, TIFF, PNG, GIF (not animated) | Not stated in Amazon's image guide | Pure white, RGB 255 | 1 main, plus 6 or more and a video recommended |
| Amazon A+ Content | Shown per module | Basic 970 x 300, Premium 1464 x 600 | Per module | JPG, PNG, BMP | Under 2 MB | No rule | 5 modules (Basic), 7 (Premium) |
| Etsy | 635 px wide and tall (first photo) | 2000 px or more wide and tall | Landscape or square first photo | JPG, PNG, GIF, SVG, HEIC | Over 1 MB may not finish uploading on slow connections | No rule; one unedited photo on a real background required | Up to 20, plus 2 videos |
| Shopify | Not stated | 2048 x 2048 for square images | One ratio for all featured images | PNG, JPEG, plus TIFF, BMP, GIF, SVG, HEIC, WebP | 20 MB | No rule | Up to 250 media |
| eBay | 500 px on the longest side | About 1600 x 1600 | 1:1 or 16:9 look best | JPEG, PNG, GIF, TIFF, BMP, WEBP, HEIC, AVIF | 12 MB | White generally best | Up to 24 |
| Walmart | 1500 x 1500 for zoom | 2200 x 2200 | 1:1 | JPEG, JPG, PNG, BMP | 5 MB | Seamless white, RGB 255 | 4 or more recommended |
| TikTok Shop | 600 x 600 | Over 600 x 600, 5 or more images | Square | JPG, JPEG, PNG | 10 MB | Pure white | Up to 9 |
Text, infographics and AI by marketplace
The two rules that differ most, and the ones that decide how you can use generated images:
| Marketplace | Text and infographics on images | AI-generated images |
|---|---|---|
| Amazon | Not on the main image or swatches. Allowed on additional images, without reviews, star ratings, claims such as "free shipping", Amazon logos or badges. | Allowed if accurate. Tag photorealistic AI-generated people with contains-synthetic-performer. |
| Amazon A+ Content | Yes, without promotional language, pricing, competitor comparisons, warranty or shipping details, or QR codes. | Same tag, or tick "AI-generated people" in A+ Content Manager. |
| Etsy | No specific rule in Etsy's image help page. | Allowed for edits outside one required unedited photo. Etsy recommends noting AI edits in the description. |
| Shopify | Your store, your choice. | No rule in Shopify's media help pages. |
| eBay | Not allowed: no added text, artwork, marketing material or watermarks. | Not addressed directly. Photos must represent the item accurately, and used items need real photos. |
| Walmart | No claims or promotional language, no other retailers' names or logos, English only. | Must be truthful, accurate, not misleading and rights-compliant. No stock photos. |
| TikTok Shop | Not allowed: no added logos, text, borders, watermarks or graphics. | Allowed when accurate. No changing size, color, shape, features or quantity. |
One photo, every marketplace
If you sell in more than one place, make one master set and export versions:
- Photograph the real product, sharp and evenly lit, at full camera resolution.
- Make a square master on pure white at 2200 x 2200 pixels or larger. Saved as a high-quality JPEG under 5 MB, it covers Walmart's 2200 pixel square, Amazon's zoom threshold, Shopify's 2048 recommendation, eBay's 1600 and TikTok Shop's 600 minimum.
- For Etsy, keep an unedited photo of the item on a real background in the listing, and check the first photo crops cleanly in Etsy's thumbnails.
- Make the secondary images once: lifestyle, on-model, details and scale. They work everywhere.
- Add infographics only where text is allowed: Amazon's additional images and A+ Content, your Shopify store, and Walmart if the text makes no claims and names no other retailer. Leave them off eBay and TikTok Shop.
- Before uploading to Amazon, tag any photorealistic AI-generated people.
Where Caspa fits
Caspa turns one product photo into the rest of the set, with the product unchanged: white-background main images, lifestyle scenes, on-model shots, infographics, A+ content and product video. It runs in your browser and as a Shopify app. See Amazon product photography, Shopify product photography, or start from your category: clothing, jewelry, beauty, furniture, food and beverage and lifestyle product photography. For general sizing advice beyond marketplaces, read the best size for ecommerce product images.
Make every marketplace's images from one product photo
Upload a product shot and generate the white main image, lifestyle and on-model images, and infographics where the marketplace allows them.
Every new account gets 10 free credits, no credit card required. Paid plans come with a 30-day money-back guarantee.
Marketplace image requirements FAQ
Which image size works on every marketplace?
A square 2200 x 2200 pixel JPEG on pure white, under 5 MB, meets the size and background rules of Amazon, Walmart and TikTok Shop and the size recommendations of Shopify, eBay and Etsy. On a slow connection, Etsy uploads over 1 MB may not finish.
Which marketplaces require a white background?
Amazon (pure white, RGB 255, 255, 255, for the main image), Walmart (seamless white, though larger items may be shown in an expected environment) and TikTok Shop (pure white main image). eBay says white backgrounds are generally best. Etsy and Shopify have no background rule.
Can I use AI-generated product photos on marketplaces?
None of the help pages we checked ban AI images outright, and each sets accuracy rules. Etsy requires one unedited photo of the actual item, Amazon asks you to tag photorealistic AI-generated people, TikTok Shop bans AI that changes the product, and Walmart requires AI images to be truthful, accurate and not misleading.
Which marketplaces allow text on product images?
Amazon allows text and infographics on additional images but not on the main image. Walmart's rules don't ban text outright but rule out claims, promotional language, other retailers' names and languages other than English. eBay and TikTok Shop don't allow added text on product photos.
How often do marketplace image requirements change?
Often enough to check before a big upload. Walmart last updated its image guide on May 12, 2026, TikTok Shop's listing policy is dated September 1, 2026 and its AI image policy September 24, 2026. We checked every page here on October 27, 2026.
Sources
Every rule on these pages comes from the marketplace's own help or policy pages, checked on October 27, 2026. The full source list for each marketplace is at the bottom of its page:
- Amazon Seller Central: Product image guide, checked October 27, 2026
- Amazon Seller Central: A+ Content guide, checked October 27, 2026
- Etsy Help: Requirements and Best Practices for Images in Your Etsy Shop, checked October 27, 2026
- Shopify Help Center: Product media types, checked October 27, 2026
- eBay Help: Adding pictures to your listings, checked October 27, 2026
- Walmart Marketplace Learn: Image guidelines and requirements, checked October 27, 2026
- TikTok Shop Seller University: Product Listing Policy, checked October 27, 2026