You can have the best image set in your category and still lose days to the final step: getting the files onto the listing. Images upload to the wrong variation, the main image refuses to change, a zip file is rejected because of one badly named file, or the new pictures appear for a few hours and then revert. None of these problems is about design. They are about process, naming and understanding how Amazon's catalogue decides which images to show.
This guide is purely about the mechanics of uploading. It covers the three main upload routes, the file naming conventions Amazon uses for bulk uploads, how long processing usually takes and what to do when images do not update. For the rules your files must meet before upload, such as size and background, see our guide to Amazon product image requirements. Seller Central menus are reorganised from time to time and vary slightly by marketplace, so treat the menu paths below as a guide and confirm the current route in your own account.
Before You Upload: Prepare the Files
A few minutes of preparation avoids most upload failures. Check every file against this short list before it goes anywhere near Seller Central:
- Format is JPEG (preferred), TIFF, PNG or non-animated GIF.
- Longest side is at least 1000 pixels, so zoom is enabled; most sellers export at 2000 pixels or more.
- Colour profile is sRGB, so colours look as intended in browsers.
- The main image is on pure white and shows only the product being sold.
- File names follow the convention you will use for the upload method you have chosen.
- Each image is in the right order, since slot order on the listing follows the variant codes or the order you set.
Keep a master folder per ASIN with a final export subfolder. Uploading from a tidy folder makes it far less likely that an old draft slips into a live listing.
Method One: Editing a Single Listing in Seller Central
For one product or a handful of changes, the simplest route is to edit the listing directly. In most marketplaces you open Manage All Inventory (sometimes shown as Manage Inventory), find the SKU, choose Edit from the action menu and go to the Images tab. There you can drag files into each slot, replace an existing image or remove one.
The first slot is the main image. The following slots are secondary images, and you can usually reorder them by dragging. Save the changes and Amazon will queue the files for processing. This method is ideal for quick fixes, such as replacing a main image after a policy warning, but it becomes slow when you need to update dozens of SKUs.
Variations need extra care
For a variation family, open the child SKU you want to update, not just the parent. Each child normally needs its own main image showing the exact colour or size. Parent-level images are handled differently depending on category and how the family was created. Our guide to images for Amazon variations covers which images belong at parent and child level.
Method Two: Bulk Upload With the Image Manager
For larger catalogues, Amazon offers a bulk image tool, often reached from the Catalog menu as Upload Images or through the image manager. You can upload individual files or a zip archive containing many images. The tool reads each file name to decide which product and which slot the image belongs to, so naming is everything.
After upload, the tool usually shows a status page listing which images were accepted, which are still processing and which failed, with a reason. Check this page rather than assuming everything worked. A single wrongly named file will not stop the rest of the zip, but it will leave a gap or an outdated image on one listing.
Amazon Image File Naming Conventions
For bulk uploads, each file name has three parts: a product identifier, a variant code and the file extension, separated by full stops. The identifier is usually the ASIN, and in many cases the SKU is also accepted. The variant code tells Amazon which slot the image fills.
- MAIN for the main image, for example B000123456.MAIN.jpg.
- PT01 to PT08 for secondary images, for example B000123456.PT01.jpg through B000123456.PT08.jpg.
- SWCH for a swatch image used in some variation displays, for example B000123456.SWCH.jpg.
Some rules that catch sellers out:
- Do not add spaces, dashes or extra words. B000123456.PT01.jpg is valid; B000123456 PT01 final.jpg is not.
- Use a full stop between parts, not an underscore.
- Keep the case consistent and use the codes exactly as written.
- Uploading a file with an existing variant code replaces the image in that slot.
- Gaps in the sequence are allowed, but slots fill in code order, so plan the order before naming.
The number of secondary slots shown on the detail page can vary by category and device, so check how many appear on your listing before planning a full PT08 set. Confirm the latest naming guidance in Seller Central help if you sell in a marketplace you have not used before.
Method Three: Image URLs in Inventory Files
When you create or update listings with an inventory file (often called a flat file or category template), images are supplied as URLs rather than uploaded files. The template has columns for the main image URL and for several other image URLs. Amazon fetches each image from the address you give.
For this to work, the images must be hosted at public, direct links that end in the image file, not on a page that requires a login or shows a preview. Links from personal cloud storage often fail because they lead to a viewer page rather than the file itself. Test every link in a private browser window before submitting the template. Once Amazon has fetched the images, it stores its own copy, but keep the hosted files available until you have confirmed that every image appears on the live listing.
Inventory files are useful when you are launching many SKUs at once or when your team already manages listings in spreadsheets. They are also handy when you need to update images and other attributes in one pass. If you use the newer listing spreadsheet formats in your account, the column names may differ, so download a fresh template rather than reusing an old one.
How Long Image Processing Takes
Image changes are not always instant. Some appear within minutes; others can take several hours, and a day or more is not unusual during busy periods or when a listing has multiple contributors. The time also depends on whether the change triggers a catalogue review.
Check the live listing in a private browser window, on desktop and on the mobile app, because cached pages can show old images after the update has gone through. Avoid uploading the same files repeatedly in quick succession, which can create confusion about which version is current. If nothing has changed after 24 to 48 hours, move on to troubleshooting.
When Images Do Not Update or Revert
The most frustrating upload problem is an image that never appears, or appears and then changes back. Amazon builds each detail page from contributions by different sellers, vendors and its own catalogue data, then decides which contribution to display. Your upload is a contribution, not a guaranteed override. Common causes include:
- Another contributor: on shared listings, another seller or a vendor account may have contributed images that the catalogue prefers.
- Brand ownership: brand-registered owners usually have more influence over images; sellers without Brand Registry on someone else's brand may find their uploads ignored.
- Policy filters: an image that fails automated checks, such as a main image with an off-white background, may be quietly rejected.
- Wrong identifier: a typo in the ASIN or SKU sends the image to another product or nowhere.
- Variation structure: images uploaded to the parent may not show on child pages.
- Caching: the change is live but your browser or app is showing an old copy.
Fixing it
Start by checking the status page in the image tool and any messages on the SKU in Manage All Inventory. Confirm the identifier and the variant code. Re-check the main image for compliance, especially the background colour. If you are the brand owner and the images still will not update, open a case with Selling Partner Support, attaching the files, the ASIN and screenshots of what the live page shows. Brand Registry support can help with brand-owned listings. Be specific: "MAIN image uploaded on this date shows as accepted but the detail page still displays the old image" gets a faster answer than "images not working".
A Worked Example: Refreshing a Twelve-SKU Range
A pet accessories brand is replacing images across twelve SKUs of dog harnesses in four colours and three sizes. Each colour needs a new main image, and all twelve SKUs share six new secondary images.
The team decides to use the bulk image tool. They create a spreadsheet listing each child ASIN, its colour and the files it needs. For every ASIN they generate names such as B0EXAMPLE1.MAIN.jpg for the colour-specific main image and B0EXAMPLE1.PT01.jpg to B0EXAMPLE1.PT06.jpg for the shared secondaries, copying the shared files under each ASIN's name. A short script renames the exported files from the spreadsheet, avoiding manual typos. They also add a swatch image for each colour named with the SWCH code.
Before upload, one person checks five random files against the spreadsheet. The zip is uploaded, and the status page shows eleven ASINs processed and one failed: the ASIN in that row had a missing character. They rename those files, upload them again and the final listing updates within a few hours. A week later, one colour's main image reverts. The team finds that a reseller has contributed images to that ASIN, opens a case as the brand owner with screenshots, and the correct image is restored.
Keeping an Upload Log
A simple upload log saves hours when something goes wrong. Record the date, method, ASINs, file names and who uploaded them. When an image reverts or a buyer reports a mismatch, the log tells you what should be live and when it changed. It also helps when you refresh listing images later, because you can see which images have been running longest and compare performance before and after each change.
Upload Checklist
- Files in an accepted format, sRGB, at least 1000 pixels on the longest side.
- Main image compliant: pure white background, product only, no text or badges.
- Upload method chosen: single listing edit, bulk image tool or inventory file URLs.
- File names follow ASIN or SKU plus MAIN, PT01 to PT08 or SWCH, separated by full stops.
- Child ASINs targeted correctly for variation families.
- Hosted URLs tested in a private window for inventory files.
- Status page checked for failures after upload.
- Live listing checked on desktop and mobile after processing.
- Upload log updated.
Desnora delivers Amazon listing image design with files named and organised for upload, and can help with getting them live across your catalogue. Contact us if your images are stuck or you are planning a large update.
Frequently Asked Questions
How do I name images for Amazon bulk upload?
Use the ASIN or SKU, a full stop, the variant code and the extension, for example B000123456.MAIN.jpg or B000123456.PT01.jpg.
What does PT01 mean in Amazon image names?
PT01 to PT08 are the codes for secondary images. They tell Amazon which slot each image fills after the main image.
What is the SWCH image code?
SWCH is used for swatch images, which some variation displays show as small colour or pattern selectors.
How long does it take for new images to appear?
It can be minutes, several hours or a day or more. Check in a private browser window and on the app before assuming a problem.
Why did my Amazon images revert to the old ones?
Another contributor may be supplying images the catalogue prefers, or your upload may have failed a compliance check. Brand owners can open a case to correct it.
Can I upload images in a zip file?
Yes. The bulk image tool accepts zip archives, provided every file inside is named with a valid identifier and variant code.
How do I add images through a flat file?
Enter direct, publicly accessible image URLs in the image columns of the inventory template. Amazon fetches and stores the images from those links.
Why are my image URLs failing in my inventory file?
Common causes are links that open a viewer page instead of the file, links needing a login, or images that do not meet the format or size rules.
Can I use SKU instead of ASIN in file names?
Often yes, but check the current guidance for your marketplace in Seller Central. Using ASINs consistently avoids confusion across accounts.
Do I need to upload images to each child variation?
Usually yes. Each child should have its own main image showing the exact colour or style the buyer selects.
What happens if I upload a file with an existing slot code?
It replaces the image currently in that slot, so double-check file names before uploading to a live listing.
Who do I contact if images will not update?
Open a case with Selling Partner Support, or Brand Registry support for brand-owned listings, with the ASIN, file names and screenshots.