GS1 Image Standards Explained for CPG Brands
The GS1 Product Image Specification is a shared rulebook that tells brands how to shoot, size, name, and deliver product images so retailers and distributors can load them automatically. If your images follow it, they move through retailer systems without rejection or rework.
What it asks for
A square image. The standard calls for a 1:1 ratio, with web images from 900 by 900 to 2,400 by 2,400 pixels, and high-resolution images from 2,401 to 4,800 pixels at 300 ppi.
Pure white background. Where a clipping path is used, the background is knocked out to pure white (RGB 255, 255, 255), with the path named "Path 1."
A close crop, no props. The product fills the frame with no extra products, props, or manufactured shadows in the main image. Margins are optional, between 1 and 10 percent.
Clean files. No dust, scratches, compression artifacts, or upscaled images.
RGB color with a known, defined color profile.
Standard views. The planogram set is at least three views (front, left side, and top), up to six: front, left, top, back, right, and bottom.
The standard also covers 360-degree spins, which use at least 24 images taken clockwise at the same camera angle.
The file name is part of the standard
Every file is named with the product's 14-digit GTIN, followed by a short code that says what the image shows. The code covers the image type, which face of the pack is shown, the camera angle, and whether the product is in or out of its packaging. For example, a web-size front view might be named like this:
00012345678905_A1C1_1215_s01.jpg
The first part is the GTIN. The letters and numbers after it indicate a front-facing product web image, shot from the center, followed by a date and a sequence number. Retailers load images by these names, so the wrong name can mean the image gets rejected.
Common facing codes: 1 is front, 2 is left, 3 is top, 7 is back, 8 is right, and 9 is bottom. Label and pack images have their own codes, such as flat label, nutrition panel, barcode, ingredients, and preparation instructions.
In pack or out of pack?
The standard has a code for whether the product is shown in its packaging or out of it, along with codes for raw, prepared, plated or styled food. If you are not sure which a retailer wants, shoot both and label them. It is much cheaper to do this in one session than to ask for a reshoot.
Distributors add their own rules
A distributor can be stricter than the standard. For example, US Foods requires at least 2,400 pixels on each side at 300 dpi, uses the GS1 naming format, and won't process images that don't follow it (verify current requirements with each buyer). Always ask your retailer or distributor for their image spec before the shoot, and tell us so we can plan around it.
A short checklist
Get the 14-digit GTIN for every product and variant.
Ask each buyer for their image spec and any delivery format.
Shoot the required views- front, back, sides, and top- on pure white.
Deliver each file at the required size, color profile, and name.
Keep an extra set of lifestyle and detail images for your own site and Amazon.
[PHOTO: file-naming screenshot or folder of correctly named images]
Want your images set up right the first time?
Tell us which retailers you are selling to, and we will shoot, name, and deliver to their specs.
