The best file format and size for product images

The four formats compared

AVIF does not render progressively, so the whole file has to arrive before it shows; MDN says this matters little for small files and more for large ones. HEIC files are accepted by Shopify, Etsy and eBay but not by Amazon, Walmart, Google Merchant Center or TikTok Shop, so convert them to JPEG.

What each platform accepts

Platform by platform detail is in the guides for Amazon, Shopify and Google Shopping.

One master file for every platform

The table points to one master size. Walmart’s 2200 x 2200 px is the largest recommendation on it, and it clears Etsy’s 2000 px, Shopify’s 2048 px, eBay’s 1600 px, Google’s 1500 px and Amazon’s 1,000 px zoom threshold. A square master also suits Walmart and TikTok Shop, which want square images.

1. 1Edit and keep the master as a lossless file, such as TIFF or PNG. Amazon warns that saving a JPEG again and again during editing lowers its quality.
2. 2Export one 2200 x 2200 px JPEG in sRGB, 8-bit, at high quality, for marketplace uploads.
3. 3Check the file size: 5 MB or less for Walmart and TikTok Shop. Etsy warns that files over 1 MB can fail to upload on slow connections, so keep a lighter JPEG ready for Etsy.
4. 4For Amazon clothing, make a second version close to 3:4, since Amazon wants clothing main images near that shape.
5. 5Keep the product centered with an even margin, so Etsy’s three thumbnail crops and a Shopify theme’s crop do not cut it.

Do not enlarge small images to reach these sizes. Amazon, Walmart and Google all say not to, and Etsy notes that enlarging can pixelate an image.

Keep product images in sRGB

Save product images in sRGB, the standard color space of the web. The W3C’s CSS color standard says browsers treat images without a color profile as sRGB. Etsy converts uploads to sRGB, and Amazon asks for RGB files, says to convert CMYK, and warns that images relying on a specific color profile may not appear as intended. Convert to sRGB on export and check the result on a phone as well as a monitor. For keeping a brand color right through AI generation, see how to keep brand colors accurate in AI images.

Page speed on your own store

On your own store, image weight shows up in Largest Contentful Paint (LCP), the Core Web Vitals measure of how long the largest image or text block in view takes to appear. Google’s web.dev rates 2.5 seconds or less as good and more than 4 seconds as poor, measured at the 75th percentile of page loads. When the main product photo is the largest thing on screen, it is the LCP element.

• Do not lazy-load the main product image. web.dev says lazy-loading the LCP image always adds delay.
• Add fetchpriority="high" to the main image tag so the browser requests it early.
• Set width and height attributes, or a CSS aspect-ratio, on every image so the page does not jump as images load. web.dev’s target for this layout shift (CLS) is 0.1 or less.
• Serve several sizes with srcset and sizes; web.dev notes that 3 to 5 sizes per image is common.
• Serve AVIF or WebP with a JPEG fallback in a picture element, or let an image service such as Shopify’s CDN do it.

How to name image files

File checklist

• One lossless master per image, edited in sRGB.
• A 2200 x 2200 px sRGB JPEG exported for marketplaces, plus a 3:4 version for Amazon clothing.
• Files of 5 MB or less for Walmart and TikTok Shop, and lighter JPEGs ready for Etsy.
• No WebP, AVIF or HEIC sent to Amazon, Walmart or TikTok Shop.
• Transparent PNGs flattened before they go to Etsy.
• On your own site, the main image is not lazy-loaded, has fetchpriority="high", has width and height set, and comes in several sizes.
• File names are descriptive on your site and follow Amazon’s and Walmart’s patterns for bulk uploads.

Questions people also ask

Is PNG or JPEG better for product photos?

For photos, JPEG makes smaller files, and all seven platforms in the table above accept it. Use PNG for cutouts with transparency or for masters you will edit again, but flatten transparency before Etsy, which shows transparent areas as black. Google also warns that transparent backgrounds behind light-colored products can show as black.

Should I compress images before uploading them to Amazon?

Barely. Amazon asks for minimal or no compression, JPEGs saved at the highest quality, and no compression at all on TIFF files. Heavier compression belongs on your own site, where you control delivery. Etsy, for one, compresses uploads itself.

What DPI should product images be?

Screens show pixels, so the pixel dimensions decide how much detail an image has. Amazon asks for at least 72 dpi, and none of the other six platforms above sets a dpi. A 2200 x 2200 px image holds the same detail at 72 or 300 dpi.

Sources

Checked on September 24, 2026. Prices, specs and rules change; follow the links for the current versions.

1. 1.MDN: Image file type and format guide
2. 2.web.dev: Largest Contentful Paint (LCP)
3. 3.web.dev: Optimize Largest Contentful Paint
4. 4.web.dev: Optimize Cumulative Layout Shift
5. 5.web.dev: Serve responsive images
6. 6.W3C: CSS Color Module Level 4, untagged images
7. 7.Google Search Central: Image SEO best practices
8. 8.Amazon Seller Central: Technical image file requirements
9. 9.Amazon Seller Central: Product image guide
10. 10.Amazon Seller Central: Image guidelines for clothing
11. 11.Shopify Help Center: Product media types
12. 12.Etsy Help: Requirements and best practices for images in your Etsy shop
13. 13.Walmart Marketplace Learn: Product detail page, image guidelines and requirements
14. 14.Google Merchant Center Help: Image link [image_link]
15. 15.TikTok Shop Academy (US): Product Listing Policy
16. 16.TikTok Shop Academy (US): Using Product Media Center to upload images faster
17. 17.eBay Help: Adding pictures to your listings