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Marketplace image and title requirements

Every marketplace publishes its own pixel size, its own background rule and its own title limit, and the numbers disagree with each other by a factor of three in both directions. This page collects the ones that matter into a single table, so you can look up a number without opening six seller dashboards. Amazon's image rules, which are the strictest of the group, are broken out in full further down.

Image size

The target is the largest square the platform will accept as a main image. Shooting or exporting square at that size means the same file works as the main image and as a zoom image, and the platform never has to upscale it.

These are the sizes the resize tool targets, so the preset and this table cannot drift apart.

Title character limits

The limits differ by more than three times, and the shortest one is not the marketplace you would guess. Writing to the shortest limit wastes space on every other channel; writing to the longest means the title is cut on the shortest, and you do not get to choose where the cut lands.

Amazon's 75-character title is the one that catches people out. The 200-character budget did not shrink — it was split. From 27 July 2026 the title field itself is capped at 75 characters and the other 125 moved into a new Item Highlights field, which Amazon began displaying beneath the title on 10 August 2026. Amazon says both fields are searchable and that neither is ranked above the other. Amazon still accepts a longer item name and then splits it in the catalogue itself, so a checker that tells you 190 characters is fine is describing the field Amazon will rewrite, not the title a customer reads. Most blog posts and a fair number of seller tools still quote 200 as the whole story.

The title checker compares one title against all of these at once and shows where each platform would truncate. The reasoning behind the field split is in the title guide.

Background

Amazon, eBay and Google Shopping all expect the main image to sit on pure white, and "pure" means the pixel value, not the impression. A pale grey sweep, a wall with a shadow across it, or a white background that has drifted to 248,248,248 all read as off-white to a machine, and an off-white main image is one of the most common rejection reasons.

If the backdrop is one flat colour it can be measured and replaced exactly. If it varies across the frame, no single replacement colour describes it, and that case needs a proper cutout rather than a threshold. The white background tool does the flat case, the pipeline does flat backdrop plus trim plus resize plus compress in one pass, and the background guide covers the cases where neither will work.

Format

JPEG and PNG are accepted everywhere. JPEG is the right default for photographs; PNG is the right choice when you need transparency or when the image is flat artwork that JPEG would blur. WebP is smaller than both and is accepted by browsers everywhere, but marketplace upload forms are a different matter and do not all take it — so WebP is for the web, JPEG is for the upload form. The format guide goes through where WebP support still fails.

Amazon product image requirements

Amazon keeps its image rules on one Seller Central page, and they are stricter than the general rules above: the main image has its own background, fill and content requirements, and a main image that fails them can pull the whole listing out of search rather than simply being refused at upload. This is that page condensed, with the tool that handles each line.

What gets an Amazon main image rejected

These are content rules, and unlike the pixel rules they are judged by eye rather than by the upload form:

• Props, accessories or packaging that are not part of the purchase — including the box, unless the packaging itself is a product feature.
• Any part of a mannequin — clear, solid-colour, flesh-toned, framework or on a hanger, all of which Amazon names explicitly.
• More than one view in a single image — front and back in the same frame is a rejection, not a bonus; use a second image.
• A cropped product — the whole item has to sit inside the frame.
• Text, logos, watermarks, borders or pricing — badges count too, including "Amazon's Choice", "Best seller", the Prime logo and anything close to them.
• Review stars, review quotes or claims such as free shipping.
• A placeholder — the first image uploaded defines the product identity, so a temporary graphic can block the real one from being accepted later.

Categories then override the general rules, which is why Amazon's own advice is to read the category style guide first: footwear is a single shoe facing left at 45 degrees, clothing accessories and multipacks are shot flat without a model, and adult clothing has to be on a standing model. If an image contains photorealistic people generated by AI, Amazon asks for the keyword contains-synthetic-performer in the IPTC subject field of the file, and some jurisdictions require that disclosure.

Amazon's image guide does not state a file-size ceiling, so when an upload is refused for weight rather than for pixels the answer is the compress tool. For the pixels themselves, Resize Product Photos exports the frame, the white padding and the exact size; for the background, Make Background White replaces a flat backdrop with an exact 255, 255, 255; and Product Photo Pipeline chains backdrop, trim, frame and compression in one pass, which is the order Amazon's rules are easiest to satisfy in.

Source: Amazon Seller Central, Product image guide (help page G1881), read 29 September 2026. Category style guides override the general rules, and your seller dashboard overrides this page.

What gets a listing suppressed

These are content rules rather than size rules, and they cause listings to be taken down rather than merely truncated:

• Promotional language — "free shipping", "best seller", "hot item", "money back", "100% guaranteed". Amazon's guidelines name these explicitly, and search does not match on them anyway.
• All-caps words — four letters or more in full capitals. The house style is capitalising the first letter of each word, not shouting one of them.
• Subjective claims — "amazing", "cheapest", "best on the market".
• Contact details or URLs in the title — including your own store name as a web address.
• Repeated keywords — the same word twice, or a keyword stuffed in for search rather than read.
• Unsupported characters — emoji, decorative symbols, and characters outside the platform's encoding.

Which tool handles what

• Resize Product Photos — batch-resize to the exact pixel size in the table above, with white padding and a product-size control.
• Product Photo Pipeline — remove a flat backdrop, make it white, trim the margin, fit a marketplace frame and compress to a target size, in one pass.
• Make Background White — replace a flat studio backdrop with pure white and clean the edges.
• Compress to a File Size — get under an upload limit by trading quality first and megapixels only when quality alone will not do.
• Convert Image Format — move between WebP, PNG and JPEG, with an explicit choice about transparency.
• Listing Title Length Checker — check one title against every limit above, with a truncation at a word boundary.
• Batch Rename Files — name the export set so it stays in order once it is in a folder of two hundred files.

Questions

Why not just export one huge size and let the platform shrink it?

Because you lose control of the crop and the sharpening, and some upload forms reject files above their own pixel ceiling outright. Exporting at the target size means what you approved is what gets displayed.

Is a square image required?

For a main image, it is the safe answer on every platform in the table. Square survives being cropped to a rectangle; a rectangle rarely survives being cropped to a square.

How much does the title actually matter?

On Amazon it is the field search matches most heavily, which is why a 75-character budget split across two fields is worth reading the rules for rather than filling in and hoping.

Where do these numbers come from?

Each figure below is traceable to the platform's own seller documentation. The links go to the public pages; where a requirement is only visible after signing in to a seller account, that is stated rather than implied.

Two honest caveats. First, these pages are read as of November 2026 and platforms revise them without notice, so the linked document wins if it disagrees with anything on this page. Second, a published requirement is a floor, not a target: meeting it stops a rejection but does not make a photo good, and the reasoning behind each recommended export size above is the part worth carrying into your own workflow.

Related guides

• Etsy listing images: what the rules actually say
• What 300 dpi actually means
• Processing 200 photos without 200 clicks
• Preparing product photos for online marketplaces
• How to get a pure white background for product photos
• How to write a product title that fits
• What to do when an image is too big to upload
• WebP vs JPG vs PNG: which format should you use?