Walmart Marketplace Image Requirements in 2026: Sizes, Rules, and Fixes

Key takeaways

• Export 2200 x 2200 pixel squares. That's the size Walmart lists, and zoom needs at least 1500 x 1500.

• Use JPEG, PNG, or BMP files of 5 MB or less. GIFs aren't allowed, and files should be 8-bit RGB.

• The main image goes on seamless white, RGB 255, 255, 255. No watermarks, logos, promotional claims, or accessories that don't come with the item. Large items can be shown in a room setting.

• Upload at least four images. Walmart recommends four per listing and doesn't publish a maximum.

• Image links have to point straight at the file. Walmart needs a public URL that ends in .jpg or .png, with no query string and nothing that opens as a web page.

• AI images are allowed if they're accurate, but stock photos aren't. Unlike Amazon, Walmart has no tag or disclosure for AI-generated people.

• If your new images don't show up, check who controls the page. Walmart gives priority to content from brand owners and authorized resellers.

How Walmart handles product images

Walmart runs one shared catalog page per product. When several sellers offer the same item, Walmart picks the content it shows for each field, and it gives priority to content from the brand owner and its authorized resellers. A reseller without those rights can upload perfect images and still not see them on the page.

Images also feed Walmart's Listing Quality score, under Content quality, alongside the item name, description, and key features. Weak images lower that score even on a listing that publishes.

The rules here come from Walmart's US Marketplace guide, Product detail page: Image guidelines & requirements, last updated May 12, 2026. Walmart Canada publishes its own guide with some different numbers, and suppliers who sell directly to Walmart work from a separate guide.

Technical requirements for every image

The simplest approach is one master file per shot: a 2200 x 2200 square JPEG in 8-bit sRGB, saved under 5 MB. That's above every zoom threshold Walmart has published, including the older ones on its Canadian pages. Don't upscale a small image to hit the number. Walmart says resizing small images to fill space lowers their quality, and it shows on zoom.

Main image rules

The main image is the one shoppers see in search results, and it carries the strictest rules.

• Seamless white background. Pure white, RGB 255, 255, 255. Walmart makes one exception: images of larger items may show the item in an expected environment, such as a sofa in a living room.

• Crop close. Walmart asks you to crop the item as close to the frame as possible and avoid extra background. It doesn't publish a fill percentage for the US. Walmart Canada asks for a 2.5% white border, so the product spans about 95% of the frame, which is tighter than Amazon's 85%.

• No watermarks, seller name, or logo.

• Only what's in the box. The main image can't show accessories that aren't included, and Walmart says to avoid too many props.

• In focus and professionally lit.

• The right variant. Every image has to match the product name and its key attributes, so the blue version's main image shows the blue version.

Some rules apply to every image on the listing, main or not:

• No claims or promotional language about the item.

• No Walmart logo or the name or logo of any other retailer or marketplace.

• No languages other than English.

• No words describing condition, such as "grade A," "scratched," or "refurbished."

• No "out of stock" or "sold out" graphics.

• No duplicate images on the same page.

Apparel and some other categories carry extra rules in Walmart's per-category content standards. Check your category in Seller Center before a shoot, because Walmart says its general list doesn't cover everything.

Additional images

Walmart recommends at least four images per listing and doesn't publish a cap.

Use the extra slots for what the main image can't show. Walmart Canada's guide sorts them into four types, and the same split works for the US:

• Silo shots: other angles on white, such as the back, the side, or the product out of its packaging.

• Lifestyle shots: the product in a styled setting or in use. Crop these full bleed, with no border.

• Graphics: a silo or lifestyle image with callouts, icons, dimensions, or a hand or body outline for scale.

• Details: close-ups of a feature, a texture, a closure, or a label.

Infographics are allowed, but the no-claims rule still applies. Put facts on them (dimensions, materials, what's in the box), not "best seller" or "#1 rated."

For variant groups, shoot every variant the same way. If the first color has front, back, and side views, every other color should too. Add 100 x 100 swatch images where a variant is a color or pattern.

Video and Brand Highlights

Walmart's rich media for listings comes in two forms:

For video, Walmart publishes a 100 MB file limit and a 200-character title limit, and it recommends a .vtt caption file. It doesn't publish a video format, resolution, or length. Brand Highlights uses prebuilt or custom layouts, and Walmart doesn't publish fixed module sizes the way Amazon does for A+ Content. GIFs aren't allowed in rich media either; Walmart's answer is to use a video instead. Both are added in Seller Center under Catalog, then Media Library, and rich media is restricted for some product types, including alcohol, tobacco, and firearms.

How to upload and name images

Images reach Walmart one of three ways: item by item in Seller Center, in bulk with a spreadsheet, or through the API or an approved solution provider. The spreadsheet and the API take image links, not files, so the links have to meet Walmart's rules. Walmart also offers image hosting if you don't have your own.

An image link is accepted when it:

• is publicly accessible,

• ends in an image file type such as .jpg or .png,

• loads as an image, not as a web page,

• has no query string (nothing after a "?"),

• encodes special characters such as spaces, and

• uses port 80, 443, 8080, or 8443.

Links to file-sharing services often fail even when they end in .jpg, because they open a preview page instead of the file. A direct link to the image file avoids that. If a link breaks the rules, Walmart's error reads "Main Image URL does not meet our image URL requirements."

For file names, Walmart recommends the item's 14-digit GTIN, and every file needs a unique name. Walmart doesn't use view codes like Amazon's MAIN and PT01; the field you put a link in (main or additional) sets its role. Updates can take up to 24 hours to appear.

Images and your Listing Quality score

Walmart's Listing Quality score has five parts: content quality, price competitiveness, shipping, published and in stock, and ratings and reviews. Images count under content quality. You get a score for each item and an average for the catalog, and Walmart suggests fixing any part that scores between 0% and 59% first. A higher score improves your chances of Pro Seller status.

The US pages don't say how much images weigh. Walmart Canada's guide says images make up 15% of its Content Quality Score, and that low-resolution images lower it. New listings can take up to a week to show in the Listing Quality dashboard.

AI-generated images on Walmart

Walmart allows AI-generated images, with one condition in its image guidelines: they "must be truthful, accurate and not misleading." Its Product details policy, updated October 6, 2026, adds the detail. Images have to match the product that's delivered, including size, color, quantity, materials, and features. Sellers need the rights to everything they use, and they have to review AI content before it's published. Violations can lead to removed offers or a suspended account.

Two things set Walmart apart from Amazon here. Walmart bans stock photos outright and requires images of the actual product. And it has no rule for AI-generated people: no disclosure label and no metadata tag like Amazon's contains-synthetic-performer. If you use photorealistic AI people in ads that run in New York, the state's synthetic performer disclosure law applies to you whatever the marketplace does.

Why images get rejected and how to fix them

Walmart's general warning is that noncompliance may get products unpublished. The Unpublished Items dashboard and the item report show the reason for each one.

Walmart vs Amazon at a glance

A team that already ships Amazon images can reuse most of the set, but not all of it. Re-export anything under 1500 px, convert GIFs, keep files under 5 MB, and rename them by GTIN instead of Amazon's view codes.

Pre-upload checklist

• 2200 x 2200 px square, 8-bit RGB, JPEG or PNG, 5 MB or less

• Main image on RGB 255 white, cropped close, with no logo, watermark, text, or extra accessories

• At least four images, showing the variant named in the title

• Facts only on infographics, in English, with no condition words

• Swatches at 100 x 100 px for color and pattern variants

• File names using the 14-digit GTIN, each one unique

• Public, direct image links with no query string

• AI images that match the delivered product exactly

Frequently asked questions

What size should Walmart product images be?

2200 x 2200 pixels, square, in JPEG, JPG, PNG, or BMP, at 5 MB or less. Zoom needs at least 1500 x 1500 pixels.

Does Walmart require a white background?

For the main image, yes: seamless white, RGB 255, 255, 255. Walmart lets images of larger items show them in an expected environment, and additional images can use lifestyle settings.

How many images can you upload to a Walmart listing?

Walmart recommends at least four images per listing and doesn't publish a maximum.

Can you use AI-generated images on Walmart?

Yes, if they're truthful, accurate, and not misleading, and they match the product that's delivered. Stock photos aren't allowed. Walmart has no AI disclosure tag.

Why aren't my Walmart images showing?

Usually because Walmart is showing content from the brand owner or an authorized reseller, or because the image link breaks Walmart's URL rules. Changes can also take up to 24 hours to appear.

What image formats does Walmart accept?

JPEG, JPG, PNG, and BMP. GIFs aren't permitted, on the listing or in rich media.