Same product, different rulebooks
Amazon wants main images on pure white and titles of up to 75 characters for most product types. eBay allows 80-character titles and up to 24 photos. Etsy titles run to 140 characters. Google's Merchant Center takes titles of up to 150 characters and rejects images with promotional overlays or watermarks. Fashion marketplaces often prescribe model poses, crops and backgrounds of their own. One master set of images rarely satisfies all of them, so each marketplace needs its own cut: background, crop, whether text is allowed on the image, and how many images the listing can hold. Plan the set per marketplace before generating anything.
Feeds are the content
Marketplaces ingest structured data: GTINs, category, attributes, variant relationships and images, each mapped to their own taxonomy. Content quality is data quality. A missing material or size attribute hides the product from filtered search however good the pictures are. Generation can fill real gaps, such as descriptions and secondary images, but it must never invent an attribute. Synthetic White batch-generates imagery and copy straight from the PIM or product feed, with product-lock keeping every pack exact and copy localised into 30 languages with terminology enforced, so each marketplace's version starts from the same approved record rather than from someone's spreadsheet.
Localisation per marketplace
Shoppers on German, Polish or Brazilian marketplaces expect listings written for them, not translated from English. Localisation also reaches into the pictures. A kettle photographed with a UK plug looks wrong on a German listing, a shoe labelled in US sizes confuses a French shopper, and a lifestyle scene with a left-hand-drive car or an imperial tape measure signals that the listing was not made for this market. Generated imagery makes these swaps cheap, but someone has to specify them. Keep a per-market checklist covering plugs, size systems, units, date formats and local terms for the product category.
Safety information and staying in sync
The EU's General Product Safety Regulation, Regulation (EU) 2023/988, has applied since 13 December 2024. Online listings aimed at EU consumers must show the manufacturer's name and postal and electronic address, an EU-based responsible person where the manufacturer is outside the EU, information identifying the product, and warnings or safety information in a language consumers in that country can easily understand. Under the Digital Services Act, marketplaces must also verify the traders who sell through them. When a pack, a warning or a price changes, every marketplace has to change together; stale copies on one channel are where compliance quietly breaks.
Updated 25 September 2026