At a glance
| Marketplace | Background | Size | Shape | File size |
|---|---|---|---|---|
| Amazon | Pure white, RGB 255, 255, 255 | 500 to 10,000 px on the longest side; 1,000+ for zoom | No rule stated | No rule stated |
| Walmart | Pure white, RGB 255, 255, 255 | 2,200 × 2,200 px; 1,500 × 1,500 px minimum for zoom | Square (1:1) | 5 MB or less |
| TikTok Shop | Pure white | At least 600 × 600 px | Square (1:1) | No rule stated |
| eBay | White | At least 500 px on the longest side; about 1,600 × 1,600 px recommended | 1:1 or 16:9 | 12 MB or less |
| Etsy | No rule stated | At least 635 × 635 px; 2,000 × 2,000 px or more recommended | Landscape or square | 1 MB or less |
| Shopify | No rule stated | Up to 25 megapixels (5,000 × 5,000 px); about 2,048 × 2,048 px recommended | No rule stated | 20 MB or less |
Background
| Marketplace | What it says |
|---|---|
| Amazon | Pure white, RGB 255, 255, 255Required “Have a pure white background (RGB color values: 255, 255, 255)” Amazon Product image guide |
| Walmart | Pure white, RGB 255, 255, 255Required “Background: Seamless white (255/255/255 RGB)” Walmart image guidelines & requirements |
| TikTok Shop | Pure whiteRequired “The main image must have a pure white background” TikTok Shop Product Listing Policy |
| eBay | WhiteRecommended “White backgrounds are generally best, but for shiny or reflective items like a piece of jewelry, a darker background may work better” eBay: Adding pictures to your listings |
| Etsy | No rule stated |
| Shopify | No rule stated |
Size
| Marketplace | What it says |
|---|---|
| Amazon | 500 to 10,000 px on the longest side; 1,000+ for zoomRequired “Images with 1,000+ pixels on the longest side enable the zoom function.” Amazon Product image guide |
| Walmart | 2,200 × 2,200 px; 1,500 × 1,500 px minimum for zoomRequired “Pixel Dimensions: 2200px x 2200px” Walmart image guidelines & requirements |
| TikTok Shop | At least 600 × 600 pxRequired “All product images must be at least 600 x 600 pixels.” TikTok Shop Product Listing Policy |
| eBay | At least 500 px on the longest side; about 1,600 × 1,600 px recommendedRequired “Photos must be at least 500 pixels on the longest side.” eBay Picture policy |
| Etsy | At least 635 × 635 px; 2,000 × 2,000 px or more recommendedRecommended “Your first listing photo should have a width and height of at least 635 pixels to avoid showing up lower in searches.” Etsy Help: Requirements and Best Practices for Images |
| Shopify | Up to 25 megapixels (5,000 × 5,000 px); about 2,048 × 2,048 px recommendedRequired “Your product and collection images can be any size up to 5000 x 5000 px, or 25 megapixels.” Shopify Help Center: Product media types |
Shape
| Marketplace | What it says |
|---|---|
| Amazon | No rule stated |
| Walmart | Square (1:1)Required “Aspect Ratio: 1:1 (Square)” Walmart image guidelines & requirements |
| TikTok Shop | Square (1:1)Required “Sellers may upload up to 9 square images.” TikTok Shop Product Listing Policy |
| eBay | 1:1 or 16:9Recommended “Generally, photos in a 1:1 or 16:9 aspect ratio look best in listings, search results, and other placements” eBay: Adding pictures to your listings |
| Etsy | Landscape or squareRecommended “The first photo in a listing should be horizontal (landscape) or square.” Etsy Help: Requirements and Best Practices for Images |
| Shopify | No rule stated |
Product fill
| Marketplace | What it says |
|---|---|
| Amazon | 85% of the imageRequired “Show the product as 85% of the image.” Amazon Product image guide |
| Walmart | Crop close to the productRecommended “Crop the item as close as possible to the image frame.” Walmart image guidelines & requirements |
| TikTok Shop | No rule stated |
| eBay | No rule stated |
| Etsy | Leave a border for thumbnail cropsRecommended “Make sure that your thumbnail images have enough of a border that they can be cropped to square, portrait, and landscape thumbnails without losing some of the product.” Etsy Help: Requirements and Best Practices for Images |
| Shopify | No rule stated |
File size
| Marketplace | What it says |
|---|---|
| Amazon | No rule stated |
| Walmart | 5 MB or lessRequired “File Size: 5MB or less” Walmart image guidelines & requirements |
| TikTok Shop | No rule stated |
| eBay | 12 MB or lessRequired “Our photo uploader can take images up to 12MB in size” eBay: Adding pictures to your listings |
| Etsy | 1 MB or lessRecommended “Images larger than 1MB in file size may not finish uploading” Etsy Help: Requirements and Best Practices for Images |
| Shopify | 20 MB or lessRequired “Product and collection images need to have a file size smaller than 20 MB to be added to Shopify.” Shopify Help Center: Product media types |
Formats
| Marketplace | What it says |
|---|---|
| Amazon | JPEG, TIFF, PNG, GIFRequired “JPEG (.jpg or .jpeg), TIFF (.tif or .tiff), PNG (.png), non-animated GIF (.gif)” Amazon Product image guide |
| Walmart | JPEG, PNG, BMPRequired “File Format: JPEG, JPG, PNG, BMP (GIF images aren't permitted)” Walmart image guidelines & requirements |
| TikTok Shop | No rule stated |
| eBay | JPEG, PNG, GIF, TIFF, BMP, WebP, HEIC, AVIFRequired “accepted file formats (JPEG, PNG, GIF, TIFF, BMP, WEBP, HEIC, or AVIF)” eBay: Adding pictures to your listings |
| Etsy | JPEG, GIF, PNG, SVG, HEICRequired “All images in your shop should be one of these file types: .jpg, .gif, .png, .svg, or .heic.” Etsy Help: Requirements and Best Practices for Images |
| Shopify | PNG, JPEG, TIFF, BMP, GIF, SVG, HEIC, WebPRequired “The best file type for most product images is PNG, followed by JPEG. Other accepted file types are TIFF, BMP, GIF, SVG, HEIC, and WebP.” Shopify Help Center: Product media types |
Transparency
| Marketplace | What it says |
|---|---|
| Amazon | No rule stated |
| Walmart | No rule stated |
| TikTok Shop | No rule stated |
| eBay | No rule stated |
| Etsy | None (transparent areas show black)Required “If a file contains transparency, the transparent parts of the image will appear black on Etsy.” Etsy Help: Requirements and Best Practices for Images |
| Shopify | No rule stated |
Text, logos and watermarks
| Marketplace | What it says |
|---|---|
| Amazon | Not allowed on the main imageRequired “Main image has text, logo, graphic, or watermark.” Amazon Image suppression |
| Walmart | Not allowed on the main imageRequired “The main image shouldn't contain watermarks, your name or your logo.” Walmart image guidelines & requirements |
| TikTok Shop | Not allowed on the main imageRequired “All product images must not include any added logos, text, borders, watermarks, or graphics covering the product or in the background.” TikTok Shop Product Listing Policy |
| eBay | Not allowed on the main imageRequired “Photos with added text, artwork or marketing material” eBay Picture policy |
| Etsy | No rule stated |
| Shopify | No rule stated |
Check a photo against any of them
The free checker measures a photo against the marketplace you pick, then fixes it: the product is cut out, put on pure white where the marketplace asks for it, and framed and sized for that marketplace. With more than one photo, batch upload on the Pro plan checks up to 50 at once and returns the fixed files as one ZIP.
| Marketplace | The fixed file | Full guide |
|---|---|---|
| Amazon | at least 1,600 px, square | Amazon image requirements |
| Walmart | 2,200 × 2,200 px | Walmart image requirements |
| TikTok Shop | at least 1,600 px, square | TikTok Shop image requirements |
| eBay | 1,600 × 1,600 px | eBay image requirements |
| Etsy | 2,667 × 2,000 px JPEG | Etsy image requirements |
| Shopify | 2,048 × 2,048 px | Shopify image requirements |
Questions
Which marketplaces require a pure white background?
Amazon, Walmart and TikTok Shop require a pure white main-image background. eBay says white backgrounds are "generally best" but suggests a darker one for shiny items. Etsy and Shopify state no background colour.
Can one photo meet every marketplace’s rules?
Not as one file. Walmart asks for 2200 × 2200 px, Etsy warns that files over 1 MB may not finish uploading and that transparent areas show black, and eBay recommends 1:1 or 16:9. ComplianceKit fixes the same photo separately for each marketplace, at that marketplace’s size and format.
How do I check a photo against these rules?
Upload it to the free checker at compliancekit.app/checker and pick the marketplace. It measures the background, size, shape, file size and format against that marketplace’s rules. The first check and the first fix need no account.