This article describes what a Primary Image is and how sellers can update them on their item listings.
This article contains the following sections:
What is a Primary Image?
Your primary image (also called the lead photo, hero photo, or main photo) is the first photo shoppers see on your listing and in search results. The primary image should be a photo that best represents the item. It should also be clean and free of obstructions. If your current image is cut off or too dark, send us a brighter, properly framed photo.
Replacing/Updating a Primary Image
If you want to replace it or promote another image to the primary position, we can help.
Our Support and Production teams will make the update on your behalf and run the updated image through our standard editing process before it goes live.
- Please note, we cannot update the primary image while a listing is on hold. The hold must be released or expire before the edited image can be pushed live.
To request an image update, contact Support and include:
- A link to the listing and, if available, the product ID/SKU.
- If the desired image has already been uploaded to the image carousel, please provide clear instructions on which image should become primary (for example, "make the second photo the primary").
- If the desired image has not been uploaded yet, please attach the new image file to the request.
- Any special notes (ex. "please use the photo with the white background showing the full piece").
- If you deactivated the listing to prevent sales while an image was incorrect, tell us whether you want it reactivated and we’ll update the primary photo and assist in bringing the listing back live.
After we update your primary image, it typically enters a 'Pending whiteout editing' state. Whiteout editing is our standard background-cleanup step to ensure consistent, high-quality presentation (usually a clean white background and basic adjustments).
Once editing is complete, the new primary image is pushed live. You should see the new image live within 24 hours.
To check the status:
- View the listing page and your Seller Dashboard to see if the new primary image is showing.
- Verify the listing is not on hold; holds prevent photo changes from going live.
- Confirm you specified the correct image (ex. ’second photo in the carousel’).
If the update hasn’t appeared after 24 hours, contact Support with your listing link and the details you originally provided. We’ll re-check the queue and push through any stuck changes.
If your lead image needs adjustment after the whiteout editing process (for example, remnants left behind, an unwanted prop, or a shadow), our photo team can help. To learn more about the whiteout editing and how to request additional edits, click here.
Primary Image Tips
Use these tips for creating a quality Primary Image:
- Lighting for fixtures and reflective items: Turn the lights off when photographing illuminated fixtures (ex. ceiling lights) to prevent glow or color shifts that can make dark fixtures look lighter after whiteout. Use even, indirect lighting.
- Control reflections: For mirrors and glossy surfaces, adjust angles so the product details aren’t blocked by reflections or your surroundings.
- Minimize shadows: Shoot in bright, diffused light (near a window with sheer curtains or with softboxes) to reduce strong shadows that may require image processing.
- Remove temporary props: Take away dollies, cords, or staging elements you don’t want in the final primary photo. While we can remove minor items, photographing cleanly yields the best results.
- Use high-resolution originals: Upload sharp, in-focus images; avoid screenshots. Original, uncompressed files withstand whiteout and resizing better and reduce the chance of distortion.
- Choose the correct primary image: Set your preferred primary image as the first image before submitting. If the wrong image displays as the primary after review, contact us with the correct one identified.
Read our full photo guide for more tips on photographing your items.