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HEIC

The image format iPhones use by default. It stores photos in smaller files than JPEG at similar quality, but not every marketplace or editor accepts it.

HEIC (High Efficiency Image Container) holds HEIF images compressed with the HEVC codec. On iPhone, it is the format behind the camera's High Efficiency setting.

When a marketplace does not accept HEIC, converting to JPG before upload avoids the error; the HEIC to JPG converter does it in the browser.

In marketplace rules

What marketplaces say about it.

Updated 25 September 2026

eBay: HEIC is accepted, along with JPEG, PNG, GIF, TIFF, BMP, WEBP and AVIF Official page
Shopify: HEIC is accepted, though PNG and JPEG are the best options Official page
Amazon: JPEG, TIFF, PNG or non-animated GIF; HEIC is not listed Official page
Zalando: JPG/JPEG only Official page

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