Marketplace image rules, in numbers.
What 76 marketplaces publish about product images, counted from their own pages and checked 24 September 2026. Every figure lists the marketplaces behind it.
Free to reuse under CC BY 4.0. Credit: Herofab (herofab.app).
Marketplace image rules, in numbers.
28
28 of 76 marketplaces set a background rule for the main image; 5 of them ask for pure white (RGB 255, 255, 255).
Amazon (RGB 255) · Walmart (RGB 255) · TikTok Shop (RGB 255) · Kaufland · OTTO · Galaxus · Shopee · Allegro · Hood.de · CDON · Fyndiq · Cdiscount · Ricardo · Heureka · GLAMI · Best Buy Canada · Facebook & Instagram Shop · Miinto · Vestiaire Collective · Tokopedia · Tiki (RGB 255) · Coupang · Newegg · Wolf & Badger (RGB 255) · Falabella · Fruugo · OnBuy · ZALORA
8
8 publish how much of the frame the product must fill.
Amazon: at least 85% · Google Shopping: 75%–90% · Zalando: ≈ 80% · Mercado Livre: ≈ 95% · CDON: 75%–90% · Fyndiq: 75%–90% · Tokopedia: at least 60% · Tiki: at least 80%
7
7 require a square main image.
Walmart · TikTok Shop · Mercado Livre · Faire · Tiki · Coupang · Wolf & Badger
5
5 marketplace rules ask for an upright format, for fashion or for every image.
Amazon · Clothing: ≈ 3:4 · Faire · Clothing: 3:4 · Zalando: 1:1.44 · ABOUT YOU: 3:4 · Trendyol: 2:3
9
9 publish a file-size limit, from 2 MB to 20 MB.
Shopee: 2 MB · ABOUT YOU: 2 MB · Walmart: 5 MB · Kaufland: 10 MB · bol: 10 MB · eBay: 12 MB · Google Shopping: 16 MB · Shopify: 20 MB · Zalando: 20 MB
4
4 state the image size from which shoppers can zoom.
Amazon: 1,000 px · bol: 1,200 px · Walmart: 1,500 px · Mercado Livre: 1,200 px
51
51 list the file formats they accept. All of them accept JPEG; Zalando, Wolf & Badger, noon, Falabella accepts JPEG only.
Amazon · eBay · Shopify · Google Shopping · Zalando · Walmart · Etsy · Kaufland · OTTO · ABOUT YOU · Faire · Allegro · Hood.de · CDON · Fyndiq · Avocadostore · Cdiscount · Ricardo · Heureka · Squarespace · Wix · Ecwid · Facebook & Instagram Shop · Miinto · Vestiaire Collective · Coupang · Temu · Newegg · BigCommerce · Shopware · Webflow · Square Online · Lightspeed eCom · Big Cartel · SHOPLINE · Wolf & Badger · Trade Me · noon · SHEIN · AliExpress · Falabella · Naver Smart Store · Fruugo · OnBuy · eMAG · Tradera · OpenCart · Weebly · Shift4Shop · Volusion · Folksy
12
12 set 500 pixels as the lower size limit, the most common minimum.
Amazon · eBay · Google Shopping · bol · Mercado Livre · Faire · Allegro · Cdiscount · GLAMI · Facebook & Instagram Shop · Coupang · Trade Me
How the figures were counted.
Every figure comes from the marketplaces' own help pages, read on 24 September 2026: the same data as our marketplace guides. A marketplace that publishes no rule on a point is counted as not publishing one, not as allowing anything. Rules change; the official page is the final reference.
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