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.
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.
| Marketplace | Square size to export | Why that number |
|---|---|---|
| Amazon | 2000 × 2000 | The size at which the zoom function activates. Below it, zoom is disabled. |
| eBay | 1600 × 1600 | eBay's own documented maximum edge. |
| Etsy | 2000 × 2000 | Plenty of headroom for the listing card and the zoom view. |
| Shopify | 2048 × 2048 | Matches the theme's largest image slot on retina screens. |
| Google Shopping | 1200 × 1200 | Google's minimum for the large product card. |
| Shopee / Lazada | 1000 × 1000 | Enough for the zoom view on both apps. |
| Taobao / Tmall | 800 × 800 | The standard product frame. |
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.
| Marketplace | Field | Limit | Visible in results |
|---|---|---|---|
| Amazon | Item name (title) | 75 | 45–90 on mobile |
| Amazon | Item Highlights | 125 | shown with the title |
| eBay | Title | 80 | almost all |
| Etsy | Title | 140 | about 50 |
| Walmart | Title | 150 | truncated in listings |
| Google Shopping | Feed title | 150 | about 70 |
| Shopify / own site | Product title field | 255 | about 60 |
Amazon's 75-character title is the one that catches people out. It was 200 characters until 27 July 2026, when Amazon split the budget in two: 75 for the title and a new 125-character Item Highlights field alongside it. Both fields are used for search. Most blog posts and a fair number of seller tools still quote 200 — if a checker tells you a 190-character title is fine on Amazon, it has not been updated since July 2026.
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.
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?
Seller-facing documentation and seller reporting, read in September 2026, and they are the same values the tools on this site apply. When a platform changes a limit, the tools get updated and so does this page.