Overview

Amazon enforces strict rules about "propping" — the practice of including additional objects, accessories, or decorative elements in product listing images that are not part of the item being sold. Understanding these rules is essential for sellers who want to avoid listing suppression and ensure their products remain visible to shoppers.

Key Points / What Sellers Need to Know

• Main images must show only the product being sold — No additional elements, props, or staging accessories may appear in the primary listing image. What the customer receives is what must be shown.
• Loose contents and inserts are prohibited — Items such as greeting cards, thank-you cards, photographs, or promotional inserts must not appear in the main image, as they are not part of the purchased product.
• Jewelry must not be displayed on props — Rings, necklaces, bracelets, and other jewelry items cannot be shown attached to, hanging from, or resting on objects like stands, mannequin parts, or decorative holders in the main image.
• Secondary images have more flexibility — While the main image has the strictest requirements, lifestyle and secondary images may include some contextual staging, but the product must always remain the clear focal point.
• Violations can lead to listing suppression — Amazon actively scans product images, and listings that violate propping rules may be suppressed or removed from search results until corrected.

What Counts as Propping

Propping refers to any element added to a product image that is not included in the actual purchase. This can range from obvious staging items like decorative backgrounds and furniture to subtler additions like cards, tags, or accessories placed alongside the product. Amazon considers any visual element that could mislead a customer about what they will receive to be a violation. For example, showing a phone case displayed on a phone, a watch band placed on a wrist model, or a picture frame with a photograph inside would all be considered propping if those additional items are not included in the sale. The intent behind this rule is to ensure that shoppers have a clear, accurate understanding of exactly what they are purchasing.