Amazon Replaces 360-Degree Images With 3D Models for Product Listings
In December 2023 Amazon stopped accepting new 360‑degree image uploads and made 3‑D model files (GLB, USDZ, FBX ≤50 MB) the only interactive visual option, uploadable instantly via the 3‑D Content hub for Brand Registry sellers.
Overview
In December 2023 Amazon stopped accepting new 360‑degree image uploads and introduced 3‑D model files as the sole interactive visual option on product detail pages. The change gives brand owners a more flexible way to let shoppers rotate, zoom and even place products in real‑world settings. Sellers who rely on visual content need to understand the new workflow and plan a shift to 3‑D models to stay competitive.
Key Points
- 360‑degree images retired — New 360‑degree image submissions are no longer processed; existing ones stay live until a 3‑D model is added.
- 3‑D models become default — Brand‑registered sellers can now upload 3‑D files directly, and the models appear in every Amazon visual experience that supports interactive content.
- Instant upload via Seller Central — Unlike the previous request‑to‑support method, 3‑D models are uploaded in real time through the 3‑D Content hub.
- Preservation of legacy assets — Listings that already contain 360‑degree images keep those assets, but the moment a 3‑D model is attached, the older view is automatically replaced.
- Eligibility limited to Brand Registry members — Only brands enrolled in Amazon Brand Registry can access the 3‑D upload tools in the United States, United Kingdom and other supported marketplaces.
- Future mobile scanning tool announced — Amazon is developing a phone‑based scanner that will let sellers generate 3‑D models without external software, further lowering the entry barrier.
How 3‑D Model Upload Works
- Access the 3‑D Content section — Log in to Seller Central, navigate to the “3‑D Content” tab under Enhanced Brand Content, and select “Add New Model.” For example, a kitchen‑ware brand clicks the “Add New Model” button to start a new upload for its stainless‑steel saucepan.
- Submit a compliant file — Upload a file that meets Amazon’s specifications (GLB, USDZ, or FBX, under 50 MB, with proper textures). The same saucepan brand uploads a GLB file exported from its CAD software, confirming that the file size is 32 MB and includes all material maps.
Analysis & Recommendations
Why This Matters
Listings that still rely on 360‑degree images will lose the interactive view once a 3‑D model is added, so sellers must create compliant 3‑D assets to maintain conversion rates and AR features. The instant upload removes the previous multi‑day support bottleneck, but only Brand Registry members in supported marketplaces can use it.
Key Takeaways
- New 360‑degree image submissions were retired in Dec 2023; existing images stay live only until a 3‑D model is attached.
- 3‑D models (GLB, USDZ, FBX) up to 50 MB can be uploaded in real time via Seller Central’s 3‑D Content hub.
- Only sellers enrolled in Amazon Brand Registry can access the 3‑D upload tools in the US, UK and other supported marketplaces.
- When a 3‑D model is published, the old circular 360 viewer is automatically replaced on the product detail page.
Recommended Actions
- →Log into Seller Central > Enhanced Brand Content > 3‑D Content and upload a GLB/USDZ/FBX file ≤50 MB for each ASIN still using a 360‑degree image.
- →Audit high‑traffic ASINs for 360‑degree images and prioritize creating 3‑D models before peak sales periods.
- →After publishing, view the product page on desktop and mobile to verify the ‘View in 3‑D’ widget and AR placement work correctly.
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