How Many Images Does a CPG Product Need?

May 28

Most CPG products need 7 to 12 images: one clean main image, 3 to 5 supporting images that explain the product, and a few lifestyle shots that show it in real life. The exact number depends on where the product sells, so plan for the strictest retailer first, and you will cover the rest.

The core set

Image

What it does

Why buyers and retailers want it

Main image

Product alone on pure white

Required by Amazon and most retailers; it is the first thing a shopper sees

Back of pack

Nutrition, ingredients, claims

Shoppers read labels, and retailers often require it

Angle or side view

Shows depth and shape

Helps the product look real, not flat

Close-up or texture

Shows what is inside or the finish

Builds appetite and trust

Scale or size comparison

Shows how big it is

Cuts down on returns and "is this the right size" questions

Infographic

Key benefits in a few words

Many shoppers decide from images alone

Lifestyle

Product in a real setting

Gives the shopper a reason to want it

Prepared or in-use

Plated food, poured drink, product in hand

Shows the result, which is what people buy

What Amazon expects

On Amazon the main image must show only the product on a pure white background, with no text, logos, badges or props, and the product should fill at least 85 percent of the frame. Plan for at least 1,600 pixels on the longest side so shoppers can zoom (verify the current minimum in Seller Central). You can add several more images after the main one, and those can include text, lifestyle scenes and infographics as long as they are accurate and not misleading.

What other retailers expect

Grocery and club retailers often follow the GS1 image standard, which asks for front, back, top and side views, a specific file name and pure white backgrounds. Distributors such as US Foods ask for at least 2,400 pixels on each side at 300 dpi and reject images that do not follow the naming rules. See our guide to GS1 image standards for the details.

[LINK: Article 2, GS1 image standards explained]

A simple way to plan

Decide where the product will sell first: Amazon, grocery, club, direct to consumer, or all of them.
List the strictest requirements and build the main and angle images to meet them.
Add the lifestyle and infographic images that fit your brand, since those are where you stand out.
Shoot everything in one session so color, lighting and style match across the set.

Shooting everything together is also the cheapest way to do it, because the product is already set up and styled.

[PHOTO: a grid showing a full image set for one of your CPG clients]

Not sure how many you need?

Tell us about your product and where it will sell, and we will map out the image set before the shoot.

Judy Doherty

I am a food, beverage, and CPG product photographer specializing in photos, stop motion, and video, with over 250,000 visuals delivered worldwide. Based in Southern California and formerly in the San Francisco Bay Area, I work in my studio, throughout California, and on location nationwide. Clients hire me for my eye, creative direction, and passion for taking their idea to the next level.

My strength lies in a nimble and lean creative process. Clients love getting creative content at a reasonable cost since my studio can art direct, style, and shoot their images quickly and on budget. My studio features an extensive surface library and prop house with a fully equipped kitchen and two shooting studios.

I bring over 20 years of professional culinary experience and more than a decade in commercial photography. My work as a chef, stylist, and photographer has earned many awards, including APA Top 100, ACF Gold Medal, and a juried fine art photo exhibit at Art Basel Miami. I was Executive Pastry Chef for two Hyatt Hotels and Resorts before completing two post-baccalaureate certificates for Visual Art and Graphic Design at U.C. Berkeley Extension in San Francisco.

https://judydohertyphotography.com