---
title: "Packshot: meaning and marketplace rules | Herofab"
description: "A product-only photo on a plain background, without a model or props. Zalando uses the term for its white-background product images."
url: https://herofab.app/glossary/packshot
language: en
updated: 2026-09-24
---

# Packshot

A product-only photo on a plain background, without a model or props. Zalando uses the term for its white-background product images.

Packshots show the item itself, front, back or detail, evenly lit on white or a plain colour. They are the standard format for main images on most marketplaces.

The term comes from advertising, where the pack shot was the closing frame that showed the product and its packaging.

## What marketplaces say about it.

Updated 25 September 2026

- **Zalando:** Packshots on white #FFFFFF are mandatory; model views have their own background [Official page](https://partner.zalando.com/university/article/zalando-image-guidelines)
- **Kaufland:** The first photo is a clear silhouette of the product on a white background [Official page](https://www.kauflandglobalmarketplace.com/en/seller-university/selling/product-data/product-data-guideline/)
- **Google Shopping:** Non-clothing products, such as shoes, handbags or accessories, appear alone in the main image [Official page](https://support.google.com/merchants/answer/6324350?hl=en)

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