Expanding to a new Amazon marketplace often starts with translating the title and bullet points. The images, however, are frequently left exactly as they were, with English headlines, inch measurements and lifestyle scenes from a very different part of the world. For a buyer in Germany, Japan or Mexico, that can make a listing feel like an imported afterthought, and any key information locked inside the image text is simply lost on them.
Localising images does not always mean reshooting everything. Most of the work is in the designed images: translating overlays, changing units and adjusting content that does not fit local expectations. This guide explains what to change, what can stay the same, and how to manage separate image sets without your file system turning into chaos. For the copywriting principles behind good overlay text, see our guide to writing text for image overlays.
Why Localised Images Matter
Many shoppers skim images before they read anything else, especially on mobile. If the image text is in a language they do not read comfortably, the key benefits, sizes and comparisons you worked hard to design do not reach them. Localised images also signal that you are committed to the market, which matters for buyers worried about warranty, returns or whether the product will work in their country.
There is a practical side too. Images showing the wrong plug, the wrong size system or units the buyer does not use can lead directly to returns. A dimension image in inches on a metric marketplace forces buyers to convert, and some will guess wrongly.
Decide What to Localise: A Simple Triage
Go through your image stack and sort each image into one of three groups:
- Keep as is: the main image and other white background shots with no text. These usually work everywhere, as long as the product itself is the same version.
- Re-export with new text: infographics, dimension images, comparison charts and in the box images. The layout stays, but text, units and sometimes icons change.
- Rethink or reshoot: lifestyle images that look out of place, images showing region-specific hardware such as plugs, and anything showing a product version not sold in that market.
This triage usually shows that most of the effort sits in the middle group, which is why layered design files are so valuable. If your designer delivered flattened JPEGs only, the cost of localisation rises sharply.
Translating Text Overlays Properly
Machine translation is a reasonable first draft but rarely good enough for sales copy on its own. Have a native speaker review every overlay, ideally someone familiar with how products in your category are described locally. A literal translation of a punchy English headline can sound stiff or even comic.
Plan for text expansion. German and French copy is often noticeably longer than English, while Japanese can be more compact but needs fonts that support its characters. Design layouts with room to spare, and check that line breaks fall naturally. Use fonts that support accents and special characters, such as German umlauts, French accents and the Spanish ñ, so letters do not fall back to a different font.
- Keep headlines short so they survive translation.
- Avoid idioms, puns and wordplay that do not translate.
- Translate claims carefully, since a claim allowed in one country may not be allowed in another.
- Keep the translated text consistent with the localised bullet points.
Units, Sizes, Plugs and Formats
Numbers need as much attention as words. Amazon US shoppers generally expect inches and pounds, while most European marketplaces, Japan and Mexico use metric units. The UK is mixed, so showing both centimetres and inches is often sensible. Our guide to dimension and scale images covers how to lay out measurements clearly.
- Measurements: centimetres, millimetres, kilograms and litres for metric markets.
- Decimal separators: many European countries use a comma, so 2,5 kg rather than 2.5 kg.
- Clothing and shoe sizes: EU, UK, US and Japanese size systems differ, and size charts must match the marketplace.
- Plugs and voltage: show the correct plug for the country, or remove plug close-ups if the product ships with different adapters.
- Temperatures and capacities: Celsius rather than Fahrenheit outside the US, and millilitres rather than fluid ounces.
- Prices and currency: avoid printing prices on images at all, as they date quickly and differ by market.
Cultural Fit in Lifestyle Images
Lifestyle images carry cultural signals. Homes, kitchens, clothing, food and even the light in a photograph can tell a buyer whether the product is meant for someone like them. A spacious American kitchen may feel unfamiliar to a buyer in a small Tokyo apartment. A summer barbecue scene does not suit a marketplace where your launch falls in winter.
You do not need a separate shoot for every country. Often a neutral setting works across markets, and a few targeted images can be swapped where it matters most. Consider the people shown as well: casting that reflects the diversity of each market helps more buyers see themselves using the product. Be careful with gestures, colours and symbols that carry different meanings in different countries, and research before using national or festive imagery.
Marketplace Nuances: EU, UK, Japan and Mexico
European Union marketplaces
Each EU marketplace, such as Germany, France, Italy and Spain, has its own language, so a single "European" image set rarely works. German shoppers are often described as detail-oriented, and clear technical information is valuable. Regulatory and product safety information must be consistent with what is on the packaging and in the listing, and some claims, especially on food, cosmetics and supplements, are tightly regulated.
United Kingdom
The UK shares the language of the US marketplace but not its spelling, units or plugs. Change spellings such as color to colour on overlays, use UK plug types and consider showing both metric and imperial measurements. UK-specific product marking and safety requirements apply to many goods, so check that images do not contradict them.
Japan
Japanese shoppers often value detailed information, careful presentation and visible quality. Images with clear Japanese text, precise specifications and close-ups of finish and packaging tend to work well. Use professional translation, and choose fonts designed for Japanese characters so text looks native rather than imported.
Mexico
Mexico uses Spanish, but Mexican Spanish differs from the Spanish used in Spain in vocabulary and tone. Use a translator familiar with Mexican usage rather than reusing your Spain copy. Metric units apply, and lifestyle scenes should feel relevant to local homes and climate.
These are general tendencies, not fixed rules, and marketplace requirements change. Confirm current rules for each marketplace in Seller Central, and research local listings in your own category before finalising images.
Managing Image Files per Marketplace
Once you sell in several marketplaces, organisation becomes essential. A clear structure prevents the wrong language from appearing on the wrong site:
- One folder per product, with subfolders for each marketplace, such as US, UK, DE, FR, IT, ES, JP and MX.
- Shared images, such as the main image, kept in a common folder and copied into each marketplace export.
- File names that include the marketplace code in your working files, then renamed to the ASIN and slot code at upload.
- Layered source files saved with one text layer group per language.
- A tracker showing which images are localised, pending or still in English for each market.
Remember that images are uploaded per marketplace, and listings linked across marketplaces do not always share images in the way you expect. Upload in each marketplace's Seller Central and check the live page. Our guide to uploading Amazon images covers naming and upload methods.
A Worked Example: Taking a Water Bottle to Germany and Japan
A UK brand selling an insulated water bottle expands to Amazon.de and Amazon.co.jp. Its UK set has a white background main image, an infographic headed "Cold for 24 hours", a dimension image in centimetres and inches, a lifestyle image of a hiker in the Lake District and an in the box image.
The main and in the box images stay unchanged. For Germany, a native speaker rewrites the infographic headline and callouts; the German text is longer, so the designer reduces the number of callouts from five to four. The dimension image drops inches and uses commas as decimal separators. For Japan, a professional translator supplies the copy, the designer switches to a Japanese typeface and adds a capacity figure in millilitres prominently. The hiking photo is kept for Germany, but for Japan the brand adds an image of the bottle in an office and commuter setting, reflecting how many buyers there are likely to use it. Files are saved in DE and JP subfolders with separate text layers, and each marketplace is checked on a phone after upload.
Localisation Checklist
- Triage images into keep, re-export and rethink.
- Native speaker review for every translated overlay.
- Layouts adjusted for text length and suitable fonts for each language.
- Units, decimal separators, sizes and plugs correct for the marketplace.
- Claims checked against local rules.
- Lifestyle images reviewed for cultural fit and season.
- Files organised by product and marketplace, with layered sources per language.
- Images uploaded and checked in each marketplace separately.
Desnora creates and localises Amazon listing image design for sellers expanding across marketplaces, including A+ content through our A+ content service. Contact us to plan your international image sets.
Frequently Asked Questions
Do I need different images for each Amazon marketplace?
Images with text, units or region-specific details usually need localising. White background images without text can often stay the same.
Can I use machine translation for image text?
It can be a first draft, but a native speaker should review every overlay so the copy sounds natural and accurate.
Should I show metric or imperial units?
Use the units buyers expect in each marketplace. Most non-US marketplaces use metric, and the UK often benefits from showing both.
What about German text being longer?
Leave extra space in layouts and reduce the number of callouts if needed, rather than shrinking text until it is unreadable on a phone.
Can I use the same Spanish images for Spain and Mexico?
It is better not to. Vocabulary and tone differ, so have copy adapted for each market by a translator who knows local usage.
Do lifestyle images need changing for each country?
Not always. Neutral settings often travel well, but swap images that look out of place, show the wrong season or suggest the wrong use.
How do I show plugs for international products?
Show the plug type used in that country, or avoid plug close-ups if the product ships with different adapters for different markets.
Should I put prices on my images?
No. Prices change and differ by marketplace, and showing them on images creates confusion and maintenance work.
Do linked international listings share images automatically?
Not reliably. Upload and check images in each marketplace's Seller Central rather than assuming they carry across.
How should I organise localised image files?
Use a folder per product with subfolders per marketplace, keep layered files with a text layer group per language and track progress in a sheet.
Are product claims the same in every country?
No. Claims allowed in one market may be restricted in another, especially for food, cosmetics and supplements, so check local rules.
What fonts should I use for Japanese images?
Use a typeface designed for Japanese characters so text renders correctly and looks native to local shoppers.