Marketplace image rules are spread across several official pages per platform, written at different times by different teams. Sometimes those pages disagree with each other, and sometimes a number that every third-party guide repeats is on none of them. This page collects the cases we found while verifying the specs behind our tools. For each one we link the official pages, record the date we last checked them (2026-09-19), and say which reading our tools apply and why. Where we hold a verbatim line from both pages we quote both; where we do not, we say so and summarise.
Every value in the table below is labelled the way the official page labels it: required, recommended, or stated when the page gives the value without saying whether it is a minimum, maximum or suggestion. Where an official page has no value at all — file size for Amazon or Shopee, maximum pixel size for TikTok Shop — we say so instead of filling the gap. Those absences are recorded in the sections below, in the list of numbers that are not on the official pages, and in the FAQ rather than as table rows, so that every row of the table carries the official wording it quotes. Specs change; the linked official page is authoritative, not this one.
Amazon: the 1600 px longest side is not on the current official page
A longest side of 1600 px is widely repeated in third-party guides to Amazon images, sometimes as the minimum and sometimes as the ideal size. On 2026-09-19 the current Amazon Product image requirements page (G1881) does not contain that number at all. Its image size line gives a minimum of 500 px and a maximum of 10,000 px on the longest side, and recommends 1,000+ px so that the zoom function is enabled:
Images below 500 pixels on the longest side cannot be uploaded. Do not artificially enlarge small images. We recommend 1,000+ pixels for the best customer experience. Images with 1,000+ pixels on the longest side enable the zoom function.
sellercentral.amazon.com — Product image requirements
Amazon's separate Image guidelines for clothing page uses the same 1,000 px threshold, and names no other figure:
High-resolution professional photos with 1,000 pixels or larger in either height or width to activate the zoom feature.
sellercentral.amazon.com — Image guidelines for clothing
The Product image requirements page also states no file size limit in MB at all: the figures in its image size and resolution lines are pixel counts and a dpi floor, nothing about megabytes, so an Amazon file-size row would have no official wording behind it.
The same goes for the fixed square canvas that many guides present as an Amazon requirement: none of the Amazon pages we checked states it. The general page limits the longest side only and sets no aspect ratio; the clothing page asks for a minimum aspect ratio close to 3:4 (width/height), which is not a square. Both circulating figures are written out and set against the official wording in the list of numbers that are not on the official page, further down this page.
What we apply: we never exceed 10,000 px and never enlarge, because the same sentence says not to artificially enlarge small images; 1,000 px is our default target because that is the value the official page ties to zoom. The 500 px floor is shown in the spec table above. A photo already larger than 1,000 px can be left at its own size, since any longest side up to 10,000 px is within the published range.
Sources for this section
- sellercentral.amazon.com
Images below 500 pixels on the longest side cannot be uploaded. Do not artificially enlarge small images. We recommend 1,000+ pixels for the best customer experience.
- sellercentral.amazon.com
High-resolution professional photos with 1,000 pixels or larger in either height or width to activate the zoom feature.
Shopify: 5000 × 5000 px (25 megapixels) on one official page, 20 megapixels on another
Shopify's Product media types page and its Theme images page both set an upper limit for uploaded images, and the limits do not match. A 5000 × 5000 px image is 25 megapixels, so an image that the first page allows is over the limit the second page states.
Your product and collection images can be any size up to 5000 x 5000 px, or 25 megapixels.
help.shopify.com — Product media types
The Theme images page introduces its own limits with a lead-in sentence and then lists them as two separate items, 20 megapixels and 20 megabytes:
Images uploaded to Shopify can't exceed either of the following limits:
help.shopify.com — Theme images
On file size both pages give 20 as the number, with different comparison wording. The Product media types page puts it this way:
Product and collection images need to have a file size smaller than 20 MB to be added to Shopify.
help.shopify.com — Product media types
One wording excludes a file of exactly 20 MB and the other allows it; staying under 20 MB satisfies both, and the substantive disagreement between the two pages is about megapixels, not megabytes.
The two pages also list different sets of accepted formats — two lists we summarise rather than quote, because we hold no captured verbatim wording for either of them. The Product media types page lists PNG, JPEG, PSD, TIFF, BMP, GIF, SVG, HEIC and WebP, including animated GIF and animated WebP; the Theme images page lists JPEG, progressive JPEG, PNG, GIF, HEIC and WebP. AVIF is on neither upload list, but Shopify converts images for delivery on its own:
When a customer's web browser supports modern image formats such as WebP and AVIF, your images are delivered in those formats.
help.shopify.com — Theme images
What we apply: the stricter figure. An image at or below 20 megapixels is within both limits, and the 2048 × 2048 px square that the Product media types page says usually displays best is far under either. File size is capped from Shopify’s own wording, “smaller than 20 MB”: both pages give 20 as the number and differ only in comparison wording — one excludes a file of exactly 20 MB, the other allows it — so staying under 20 MB satisfies both, and the byte figure our Shopify tool applies is published on that tool’s page rather than asserted here. We output JPEG, PNG or WebP, which appear on both format lists; uploading AVIF yourself is on neither list and is not needed, because Shopify delivers AVIF on its own.
Sources for this section
- help.shopify.com
Your product and collection images can be any size up to 5000 x 5000 px, or 25 megapixels.
- help.shopify.com
Images uploaded to Shopify can't exceed either of the following limits:
eBay: the picture policy bans watermarks of any type — a second eBay surface does not
eBay's picture policy on help.ebay.com puts watermarks of any kind under Not allowed, with no exception for ownership marks:
Watermarks of any type, including those used for ownership attributions
Our research records a second eBay surface, eBay Seller Center, as still permitting ownership watermarks. We hold no dated capture of it and could not confirm whether it is current, so we quote nothing from it and publish no figure it carries. We follow the picture policy because it is the surface we can link and date — which is also why this appears here as prose rather than as an entry in the structured conflicts list, which needs a quoted line from both sides.
The same Not allowed list has separate entries for photos with added borders and for added text, artwork or marketing material:
Photos with added text, artwork or marketing material
What we apply: the picture policy, which lists watermarks of any type, including those used for ownership attributions, under Not allowed. Our tools do not add marks to your photo and do not alter its content. The policy above is what eBay applies to a photo that already carries a watermark, border or added text.
Sources for this section
- www.ebay.com
Watermarks of any type, including those used for ownership attributions
- www.ebay.com
Photos with added text, artwork or marketing material
eBay: 500 px on the longest side on the policy page, 500 px on both sides on the help page
eBay states a pixel floor on two official pages, and the two are not the same measurement. The picture policy states it as a listing requirement, on the longest side:
at least one photo that is 500 pixels on the longest side
The adding-pictures help page states the floor for both dimensions instead, and with should rather than must:
Images should have a minimum resolution of 500 x 500 pixels
ebay.com — Adding pictures to your listings
That sentence continues with the help page's own recommended size, which the spec table carries as a separate row. The difference between the two floors is not a rounding matter: a 500 × 300 photo satisfies the policy page, because its longest side is 500 px, and fails the help page, because its shorter side is not. The policy page also scopes its floor to at least one photo in the listing, while the help page's wording reads as a floor for every image.
Which reading we record: both, with the policy page labelled required — it is the page that states listing requirements and uses a requirement's wording — and the help page labelled stated, because it says should. Our eBay page enforces neither floor: it flags a photo whose longest side is under 500 px in its result row so the figure is not passed over in silence, and it never enlarges a photo to reach either number.
Sources for this section
- www.ebay.com
at least one photo that is 500 pixels on the longest side
- www.ebay.com
Images should have a minimum resolution of 500 x 500 pixels but we recommend images that are about 1600 x 1600
TikTok Shop: the Product Listing Policy states a pure white background and a 600 × 600 px floor
TikTok Shop's Product Listing Policy states the main-image background as a must:
The main image must have a pure white background and be an objective and straightforward representation of the product for sale.
seller-us.tiktok.com — Product Listing Policy
The Product Detail Pages & Listing Quality Guidelines page presents the same white background as recommended rather than required. We hold no verbatim capture of that page’s line, so we summarise it rather than quote it and set the difference out here in prose: an entry in the disagreements block further down this page needs a quoted line from both pages, and we hold only one. We follow the policy page’s must.
The same policy page is also the only TikTok Shop page we hold a verbatim line on pixel size from:
All product images must be at least 600 x 600 pixels.
seller-us.tiktok.com — Product Listing Policy
Our research records the Listing Quality Guidelines page as expressing the same floor with a strictly-greater-than comparison rather than the policy page’s at least. We hold no verbatim capture of that page’s wording, so we summarise it rather than quote it. We record 600 x 600 as an inclusive floor, the policy page’s wording; there is no TikTok Shop preset on this site, so nothing here enforces it.
Neither official page gives a maximum pixel size, a file size limit for images, or a list of accepted image formats. Figures for those that circulate elsewhere are not on the official pages, so we do not use them, and we publish no spec row for them.
Which reading we record: the Product Listing Policy, because it is the page whose wording we hold. Pure white is recorded as a must for the main image, and 600 × 600 px as the floor. Where the two official pages differ — must against recommended on the background, at least against strictly greater on the pixel floor — we follow the policy page and describe the difference in this section rather than in the disagreements block further down this page, which holds only the cases where we can quote both sides. The policy page also states that uploaded images are square, which it shares with Walmart and which conflicts with Amazon's clothing aspect ratio for the same photo. There is no TikTok Shop preset on this site today, so this page records the reading rather than applying it.
Sources for this section
- seller-us.tiktok.com
The main image must have a pure white background and be an objective and straightforward representation of the product for sale.
Amazon: “85% of the image” on one page, “at least 85% of the image area” on another
Amazon's general Product image requirements page states the product-size rule in one short line:
Show the product as 85% of the image.
sellercentral.amazon.com — Product image requirements
Its Product Too Small suppression page — the page that explains why a listing image was suppressed for this reason — states the same rule more precisely: the measure is image area, it is a minimum, and shadows count against you if they reach the edge:
The product must occupy at least 85% of the image area, making use of as much of the image space as possible without cropping the product or letting shadows run to the edge of the image.
sellercentral.amazon.com — Product too small
The Image guidelines for clothing add a third wording, tying the figure to a minimum aspect ratio:
Minimum aspect ratio is close to 3:4 (width/height) and 85% of the total image area occupied
sellercentral.amazon.com — Image guidelines for clothing
The three agree on the number and differ on what is measured. “85% of the image” can be read as 85% of the width or of the height; “85% of the image area” is unambiguous and stricter — a product that spans 85% of the width and 85% of the height covers less than 85% of the area. The Non-white background suppression page adds the shadow rule from the other direction:
Shadows that run to the edge of the image frame or that the product or human models cast against a backdrop are not allowed.
sellercentral.amazon.com — Non-white background
What we apply: the suppression page's wording, because it is the more complete one and it is the page Amazon points to when it acts. Our research records the 85% of the image area rule as applying to all product images, not only the main image. Our fill-ratio checker measures the product's share of the image area and shows the longest-side share as a second reading so you can see the difference; our white-background checker flags shadows that reach the frame.
Sources for this section
- sellercentral.amazon.com
Show the product as 85% of the image.
- sellercentral.amazon.com
The product must occupy at least 85% of the image area, making use of as much of the image space as possible without cropping the product or letting shadows run to the edge of the image.
- sellercentral.amazon.com
Minimum aspect ratio is close to 3:4 (width/height) and 85% of the total image area occupied
- sellercentral.amazon.com
Shadows that run to the edge of the image frame or that the product or human models cast against a backdrop are not allowed.
Etsy: one page recommends 2000 px and warns about 1 MB — and says both “landscape or square” and “Avoid square crops”
Etsy's Requirements and Best Practices for Images page is a single official source, but it pulls in several directions at once, and the “1 MB limit” that other sites present as a hard cap is not what it says.
We recommend your listing photos have a width and height of at least 2000 pixels or more. Your first listing photo should have a width and height of at least 635 pixels to avoid showing up lower in searches.
help.etsy.com — Requirements and Best Practices for Images
Images larger than 1MB in file size may not finish uploading, especially on a slower internet connection.
help.etsy.com — Requirements and Best Practices for Images
The first line is a recommendation; the second is a warning with a hedge — “may not finish uploading” — not a stated rejection. A photo with a width and height of at least 2000 px saved as a high-quality JPEG can easily exceed 1 MB, so meeting the recommendation while staying under the warning threshold usually means accepting lossy compression.
On shape, the same page says the first listing photo should be landscape or square, and that its shape determines the shape of the other photos — a line we summarise rather than quote, because we hold no captured verbatim wording for it. It separately advises:
Avoid square crops.
help.etsy.com — Requirements and Best Practices for Images
The same page also advises uploading horizontal or landscape images. That advice against square crops is Etsy’s alone: Walmart states a 1:1 square, TikTok Shop states square images, and Shopee requires a 1:1 upload, so the shape Etsy advises against is the shape three other platforms state.
Note also what the page does not say: it does not mention PPI or DPI anywhere, and it does not define a central “safe zone” for listing photos. It does say that transparent PNG files are not supported and that transparent parts appear black on Etsy, which has nothing to do with size but catches many sellers.
What we record: the 2000 px line stays a recommendation and the 1 MB line stays a warning with its own hedge — images larger than 1MB in file size may not finish uploading — rather than a rejection rule. Our Etsy page changes no pixel size and applies no byte cap, so neither figure is enforced anywhere on this site: that page composites transparency onto white, re-encodes, and prints each file's pixel size and its size before and after re-encoding on the result row, so you can compare your own photo with both official lines. The 635 px figure is shown in the spec table for the same reason.
Sources for this section
- help.etsy.com
We recommend your listing photos have a width and height of at least 2000 pixels or more.
- help.etsy.com
Your first listing photo should have a width and height of at least 635 pixels to avoid showing up lower in searches.
- help.etsy.com
Images larger than 1MB in file size may not finish uploading, especially on a slower internet connection.
- help.etsy.com
Avoid square crops.
Across platforms: the same photo cannot satisfy every official page at once
The conflicts above sit inside a single platform. Between platforms, disagreement is the rule, and it is why one export per platform is unavoidable. Three examples, quoted from the official pages wherever we hold the wording, and summarised where we do not.
Formats
| Platform | Official wording |
|---|---|
| Amazon | One row of the official table, in three cells: the label “Supported file formats”, the list “JPEG (.jpg or .jpeg), TIFF (.tif or .tiff), PNG (.png), non-animated GIF (.gif)”, and a third cell naming JPEG as the recommended format — sellercentral.amazon.com. The same page lists BMP among formats not accepted. Our capture of that third cell is held against two Amazon pages together and does not record which of them carries it, so we do not attribute the recommendation to one page; both are linked under Sources. |
| Walmart | “File Format: JPEG, JPG, PNG, BMP (GIF images aren't permitted)” — marketplacelearn.walmart.com |
| eBay | “JPEG, PNG, GIF, TIFF, BMP, WEBP, HEIC, or AVIF” — ebay.com |
| Etsy | “All images in your shop should be one of these file types: .jpg, .gif, .png, .svg, or .heic. These are the only image file types Etsy supports.” — help.etsy.com |
| Allegro | “JPG, JPEG, or PNG format. If you list through the API or from the file, we also accept the WEBP format” — help.allegro.com |
| Shopify | Two lists on two pages; see the Shopify section above. |
So BMP is rejected by Amazon and accepted by Walmart; GIF is accepted by Amazon (non-animated) and not permitted by Walmart; WebP is accepted by eBay, Shopify and Allegro (API or file listing only) and not by Amazon, Walmart or Etsy; HEIC is accepted by eBay, Etsy and Shopify and not by Amazon or Walmart; AVIF is on eBay's list only. JPEG and PNG are the only two formats on every list. Where a platform publishes a format list, every format our exports for it offer is on that list — we never offer a format a platform does not list, and WebP is offered only where a platform lists it. Shopee publishes no format list at all, so the JPEG and PNG our fill-ratio checker writes for its Shopee Mall targets are our own choice, not a Shopee figure.
Maximum pixel size
The widest published spread on this page. Allegro caps gallery and offer images at “Image maximum size — 2560 x 2560 pixels”, while Amazon’s published maximum is 10,000 px on the longest side and Shopify’s two pages give 25 megapixels and 20 megapixels. A photo prepared at Amazon’s ceiling, or at either Shopify figure, is above Allegro’s — so a maximum that is generous on one platform is a rejection on another. Each figure is in the table above with its own official page.
Backgrounds
- Amazon main image: “Have a pure white background (RGB color values: 255, 255, 255)” — required, exact value.
- Walmart: “Background: Seamless white (255/255/255 RGB)” — required, exact value: it sits in a specification table whose own noncompliance clause is “Noncompliance may result in products being unpublished.”
- TikTok Shop main image: “The main image must have a pure white background” — required on the policy page; the Listing Quality Guidelines page presents the same background as recommended, and we follow the policy page.
- Shopee Mall (Singapore, undated Mall Listing Guidelines PDF): “Cover image must be against a solid background (white preferably)” — Mall Listing Guidelines PDF. A solid background is what the document states; white is a preference, and no RGB value is given. The document carries no date or version number and is served from a content-delivery host rather than a shopee.sg address; we record that next to the label instead of using it to lower the label. The document uses must for the solid background and preferably for the white, and our research sorts the item into its recommended bucket, so the table row is labelled stated.
- Shopify: no background rule on either official page.
Shape
Walmart states 1:1 and TikTok Shop states square images, Shopee's Singapore Seller Education Hub (article 17318, dated 2023-01-11) requires a 1:1 upload before an optional 3:4 set, Amazon's clothing guidelines ask for a shape close to 3:4, and Etsy advises against square crops. No single crop satisfies all of them, which is why Amazon, Walmart, eBay, Etsy and Shopify each get their own export on the multi-platform page; Shopee’s 1:1 and 3:4 rules have their own reference page, which records them without producing files, and TikTok Shop has no preset on this site — this page records its reading only. How much of the frame the product must fill pulls in a fourth direction, in the next section.
Sources for this section
- sellercentral.amazon.com
JPEG (.jpg or .jpeg), TIFF (.tif or .tiff), PNG (.png), non-animated GIF (.gif)
- marketplacelearn.walmart.com
File Format: JPEG, JPG, PNG, BMP (GIF images aren't permitted)
- www.ebay.com
JPEG, PNG, GIF, TIFF, BMP, WEBP, HEIC, or AVIF
- help.etsy.com
All images in your shop should be one of these file types: .jpg, .gif, .png, .svg, or .heic. These are the only image file types Etsy supports.
- help.allegro.com
JPG, JPEG, or PNG format. If you list through the API or from the file, we also accept the WEBP format
- seller-us.tiktok.com
Sellers may upload up to 9 square images. 1 must be selected as the main product image.
How much of the frame the product must fill: at least 85% of the image area on one platform, at least 60% on another
The share of the frame the product has to occupy is set by different platforms at different thresholds, measured in different ways, and one of the three official pages here sets none at all. This is the axis on which a single padded crop most often fails.
- Amazon: “The product must occupy at least 85% of the image area” — a minimum, measured by area, and applied to all product images rather than the main image alone.
- Shopee Mall (Singapore, undated Mall Listing Guidelines PDF): “The product for sale must cover at least 60% of image frame” for the cover image, and “The product and props should fill 50% or more of the image frame” for the others. The document uses must for the cover threshold and should for the rest; it carries no date or version number and is served from a content-delivery host rather than a shopee.sg address, which we record next to the label rather than treating as a reason to soften it.
- Walmart: the official spec table states no percentage at all. It asks for the product to be cropped close to the frame in prose, without a figure — a line we summarise rather than quote, because we hold no captured English wording for it — so we publish none.
The two published thresholds cannot be met by one crop: padding a product out to Amazon’s area minimum puts it far above the Shopee Mall cover threshold, and a cover shot built to the Shopee Mall threshold falls short of Amazon’s. Our fill-ratio checker reports the product’s share of the image area against whichever target you pick, and prints the longest-side share as a second reading, because “85% of the image” on Amazon’s general page can be read either way while “85% of the image area” on the suppression page cannot.
Sources for this section
- sellercentral.amazon.com
The product must occupy at least 85% of the image area, making use of as much of the image space as possible without cropping the product or letting shadows run to the edge of the image.
- cdngarenanow-a.akamaihd.net
The product for sale must cover at least 60% of image frame
- cdngarenanow-a.akamaihd.net
The product and props should fill 50% or more of the image frame