Etsy's one unedited photo rule is written for most products, not all. Print-on-demand, digital downloads, customized and made-to-order items each get their own line in Etsy's Listing Image Requirements. Here is every one, in Etsy's words.
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Why your shop isn't covered by the general rule
Etsy's Seller Handbook post put it in one line: "Different requirements apply to certain items, including print-on-demand, digital, customized, and made-to-order items." The policy itself says that "for most products, you must include at least one unedited photo of the actual item against a real background", then adds "See rules by product type below for exceptions."
A printable or a shirt your print partner makes may never be in your hands. Etsy's general rule table is on our did Etsy ban AI page; this page covers only the product-type section.
What each item type must show
Etsy's photo rules by item type (Listing Image Requirements, 22 Oct 2026)
Physical items you make or stock
Photo Etsy requires
At least one unedited photo of the actual item against a real background
AI use that stays allowed
AI edits on your other photos (light, colour, crop, background) if the item stays accurate
Print-on-demand
Photo Etsy requires
A stock photo mockup is allowed, if the stock photo's owner has authorized its use
AI use that stays allowed
Etsy's policy doesn't specify AI mockups; the accuracy rule still applies
Digital downloads with a visual
Photo Etsy requires
A visual preview or excerpt of the content buyers will receive
AI use that stays allowed
Etsy's policy doesn't specify; the accuracy rule still applies
Digital items with no visual (like audio)
Photo Etsy requires
Representative imagery
AI use that stays allowed
AI-generated images allowed, as long as they don't mislead buyers
Customized items
Photo Etsy requires
Photos of real, finished items you've made in the past
AI use that stays allowed
Etsy's policy doesn't specify
Made-to-order items
Photo Etsy requires
Same section as customized items; Etsy's policy doesn't specify a separate rule
AI use that stays allowed
Etsy's policy doesn't specify
Patterns, recipes, seeds
Photo Etsy requires
At least one real, unedited photo of something made using your product
AI use that stays allowed
AI images, but never as the only images of the finished result
Photo Etsy requires
AI use that stays allowed
Physical items you make or stock
At least one unedited photo of the actual item against a real background
AI edits on your other photos (light, colour, crop, background) if the item stays accurate
Print-on-demand
A stock photo mockup is allowed, if the stock photo's owner has authorized its use
Etsy's policy doesn't specify AI mockups; the accuracy rule still applies
Digital downloads with a visual
A visual preview or excerpt of the content buyers will receive
Etsy's policy doesn't specify; the accuracy rule still applies
Digital items with no visual (like audio)
Representative imagery
AI-generated images allowed, as long as they don't mislead buyers
Customized items
Photos of real, finished items you've made in the past
Etsy's policy doesn't specify
Made-to-order items
Same section as customized items; Etsy's policy doesn't specify a separate rule
Etsy's policy doesn't specify
Patterns, recipes, seeds
At least one real, unedited photo of something made using your product
AI images, but never as the only images of the finished result
The exact wording for print-on-demand: "If a production partner prints your original design on a standard base product (like a t-shirt or mug), you may use a stock photo mockup, if the stock photo's owner has authorized its use." For customized work, Etsy gives "custom drawings or hand-monogrammed accessories" as examples.
How to read your row
Find your photo rule
Does a print partner make it on a standard base?
Stock mockup allowed, with the stock photo owner's authorization
Is it a digital download?
Show a preview or excerpt; only no-visual items like audio may use representative images
Is it customized or made to order?
Show real finished pieces you made before
Any type, any photo
It must match what the buyer receives
Does a print partner make it on a standard base?
Stock mockup allowed, with the stock photo owner's authorization
Is it a digital download?
Show a preview or excerpt; only no-visual items like audio may use representative images
Is it customized or made to order?
Show real finished pieces you made before
Any type, any photo
It must match what the buyer receives
From Etsy's Listing Image Requirements, Rules by Product Type, last updated 22 October 2026.
What every type still shares
The product-type rules change which photo you need, not the accuracy rule. The policy requires that "All images must accurately reflect the item's true appearance, including color, condition, scale, and materials", and prohibits "images that create false expectations about what the buyer will receive."
If the item received is materially different and a buyer opens a case, the policy says "Etsy may issue the buyer a refund, and you may be responsible for the refund amount." Misleading listings may be removed, and repeat violations can lead to "shop removal."
For a POD seller, that means a mockup should show your real design on the base product your partner actually prints. For a planner seller, the preview should be pages from the file the buyer downloads. Our guides for print-on-demand tee sellers, printable wall art sellers and digital planner sellers cover the design side.
Your listing checklist
Etsy allows stock photo mockups only if the stock photo's owner authorized their use.
Show a preview or excerpt of the actual pages or files the buyer downloads.
Use photos of real, finished pieces you made before, so buyers can judge quality.
Etsy says to note in your listing description whether images were edited with AI.
Etsy says listings that don't meet the new requirements need to be updated.
Quick answers
Do print-on-demand sellers on Etsy need an unedited photo?
Etsy's policy lists print-on-demand under its product-type exceptions and says you may use a stock photo mockup if the stock photo's owner has authorized its use. The mockup must still accurately show what the buyer receives.
Can I use AI-generated images for digital downloads on Etsy?
For digital items without visual elements, like audio files, Etsy allows representative imagery, including AI-generated images, as long as it doesn't mislead buyers. All other digital downloads should include a visual preview or excerpt of the content.
What photos do custom order listings need on Etsy?
For customized items you make yourself, Etsy says to use photos of real, finished items you've made in the past to show the quality of your work.
Does Etsy have a separate rule for made-to-order items?
Made-to-order shares a section with customized items, and the text gives customized examples only. Etsy's policy doesn't specify a separate rule.
Do I need to tell buyers I used AI on my listing photos?
Etsy's Seller Handbook says that if you use AI to edit any listing photos, you should note whether images were edited in your listing description.
What happens if my mockup doesn't match the product?
If the item received is materially different and the buyer opens a case, Etsy may issue a refund and you may be responsible for the amount. Etsy may also remove misleading listings.
