Every marketplace has its own rules for product photos. If you don't meet them, your listing may not show up at all, or the platform may hide it later. I've summed up what Alza, Allegro and Amazon require as of October 2026, and how to prepare one set of photos that passes everywhere.
What about Mall? Mall.cz stopped selling for third-party sellers on 31 December 2024. Today Mall only sells its own goods, and sellers have moved to Allegro.cz, which owns Mall. If you used to sell on Mall, Allegro's rules below now apply to you.
Overview in one table
| Alza | Allegro | Amazon | |
|---|---|---|---|
| Main photo background | white | any | pure white (RGB 255, 255, 255) |
| Minimum size | 800 × 800 px | 500 px on the longer side | 1000 px on the longer side (for zoom) |
| Maximum size | not specified | 2560 × 2560 px | 10,000 px |
| Formats | JPG | JPG, PNG (WebP via API) | JPG, PNG, TIFF, GIF |
| Text, logo, watermark | no | no (manufacturer's logo on the product is fine) | not on the main photo |
| Number of photos | at least 2 | up to 16 | main + additional |
Alza
Alza's seller documentation states that the first product image is mandatory and must be on a white background. According to integrators' experience, the main photo should be at least 800 × 800 px and must not contain a watermark or text. Each product should have at least two photos. A product with a single weak photo drops in the results, even at a good price.
Alza is known for caring about a consistent catalogue look. Photos taken at the same angle and with the same margins therefore look much better in a category than a set where every product is a different size.
Allegro (formerly Mall)
Allegro is the most lenient about photos. The longer side must be at least 500 px, and Allegro scales down anything larger than 2560 px itself. The background can be any colour and the aspect ratio is up to you. However, you must not put text or your own shop logo in the photo. A manufacturer's logo printed on the product is fine. You can upload up to 16 photos per listing, and colours should be saved in the sRGB profile.
Even though Allegro doesn't require a white background, I recommend using one for the first photo. Products on white read best in category listings, and you can reuse the same photo elsewhere.
Amazon
Amazon has the strictest rules and checks them automatically. Amazon has no store of its own for the Czech market, so Czech sellers usually sell through Amazon.de and other European versions.
- The main photo must have a pure white background (RGB 255, 255, 255). Light grey isn't enough.
- The product should fill about 85% of the frame.
- At least 1000 px on the longer side, otherwise zoom doesn't work. I recommend 2000 px or more.
- The main photo must not contain props, text, logos, watermarks or inset images. Only the product the customer will receive.
- Additional photos can show details, packaging, the product in use or an infographic with dimensions.
One set of photos for all of them
If you sell in several places, you don't need three shoots. Order your photos in the strictest format and the other versions are just exports:
- A main photo on a pure white background, product filling about 85% of the frame, a 2000 × 2000 px square, JPG in sRGB. It passes on Amazon, Alza and Allegro.
- A few photos from other angles and of details on the same white background.
- One or two lifestyle photos for secondary positions, your own shop and social media.
The same brand twice: Ethia products on a pure white background for the catalogue and marketplaces, and on a coloured background for the website and social media.
This is how I prepare photos for my clients too: you get folders named by platform and don't have to resize anything.
Selling on a marketplace and your photos were rejected? Write to me, I'll take a look and suggest what to do with them.
Sources (checked 29 October 2026)