SELLFOLD GUIDE
How to write product-image alt text for ecommerce
Good product-image alt text briefly identifies the visible product and the meaningful detail or variant in the frame. It helps when an image cannot be seen and should match the actual image—not repeat a sales pitch, a list of search terms or information that only appears elsewhere.
Describe what is visually useful
Start with the product name or category, then add a visible variant, view or material detail when it helps distinguish the image. Keep the wording concise and natural.
Write different text for distinct images
A main product view, close detail, scale image and variant image have different purposes. Their alt text should reflect that difference instead of repeating the same phrase across the entire gallery.
Do not hide marketing copy in alt text
Alt text is not an invisible keyword field. Avoid strings of locations, competitors, discounts, unsupported benefits or claims that cannot be seen in the image.
Review after image changes
If a product image, variant or crop changes, update the associated alt text so it continues to describe the visible content accurately.
Related Sellfold pages
Questions sellers ask
Should I begin with ‘image of’?
Usually no. Start directly with the product and relevant visible detail.
Can alt text include a verified material?
Yes if that material is visible or necessary to identify the product and the claim is accurate.
Does alt text improve rankings by itself?
It improves accessibility and image understanding, but it is not a standalone ranking guarantee.
Sources to check before publishing
Platform rules change. Use current primary guidance for your destination and review final files before publishing.
Create assets from a real product photo.
Choose the exact image count, review each result and publish only material that is accurate for your product and destination.
Create a product pack →