Watermarks and promo overlays on Google Shopping images

Your main product image has to show the product, not the offer: no watermark, logo, promo text, overlay or border. Google’s image rules say so outright. Keep the photo clean, put the sale message in the page, and give lifestyle shots the extra image slots.

Major4 min read

By Edvinas Ivanauskas How the guides are reviewed

Why this matters

Google's [image_link] page puts this in its minimum requirements: “Don't use an image that contains promotional elements or content that covers the product.” Its list of promotional elements includes “free shipping”, “price information”, “promotional adjectives, for example, best, cheap” and “Any overlay, for example, watermarks, brand names, logos (unless it's an inherent part of the product itself)”. Google's page on automatic image improvements sums it up in one line: “Promotional text, watermarks, overlays, and logos are not allowed on product images.”

Two exceptions do most of the work. A logo that is part of the product itself, printed on the bag or stitched on the cap, is fine. And the other photos get more room: the [additional_image_link] page lets extra images “Include product staging or show the product in use.” It still says not to submit “Images with a watermark, or text not relevant to the image such as trademark or store info”. The main image stays clean; the staged and detail shots go in the extra slots.

Merchant Center can clean some images for you. The automatic image improvements page says “When you turn on automatic image improvements, Merchant Center will try to fix these images by removing the promotional text or overlays.” and notes “This setting is turned off by default”. Treat it as a safety net. It changes the copy Google uses; it cannot change the photo on your own product page, which still carries the stamp.

The free scan flags product images served from known stock-photo sites. It does not look inside an image, so a watermark, logo or promo text baked into the file is yours to catch by eye. The size and quality rules are in product image size and quality.

Typical evidence

The main image is the product — nothing stamped on top

Google’s published image requirements say the main image should show the product clearly. Check primary images for overlays, promotional text, logos and borders, then verify any feed result in Merchant Center rather than assuming the outcome.

BEST DEAL 2026

©YOURSTORE

text · watermark · border

clean product on white

Merchants often apply overlays by template, so one watermark preset can affect many items at once. Move badges and sale flashes to additional images and the page design, then review the affected listings in Merchant Center.

The public signals this check looks for:

Your store logo or web address stamped in a corner of every product photo
Your store logo or web address stamped in a corner of every product photo.
“SALE”, “20% OFF”, “FREE DELIVERY” or a price printed over the product
“SALE”, “20% OFF”, “FREE DELIVERY” or a price printed over the product.
A “NEW” or “BESTSELLER” sticker burned into the main image
A “NEW” or “BESTSELLER” sticker burned into the main image.
A coloured frame or border added around the photo
A coloured frame or border added around the photo.
Supplier or dropship images that arrive with the maker's or a marketplace's watermark on t…
Supplier or dropship images that arrive with the maker's or a marketplace's watermark on them.
A barcode, a QR code or a “2-piece” or “compatible with” label laid over the picture
A barcode, a QR code or a “2-piece” or “compatible with” label laid over the picture.

What it looks like once it is right

The same backpack, centred on white, with nothing added. The “Best deal” message sits in the page beside the photo, and a second image shows the bag being worn.

Common mistakes

Common mistake

The main image of a backpack carries “BEST DEAL 2026” across the top, the store logo in a corner and a blue frame. Three promotional elements in the one picture meant to show the product.

Fix checklist

Download your product list with its [image_link] column and open the main images side by side in any image viewer; stamps and flashes jump out when you see forty at once.
Re-export each main image from the original file without the watermark, logo, text, badge or border. If you only have the stamped version, reshoot or ask the supplier for clean files.
Keep a logo only where it is on the product itself, such as a printed tote bag or an embroidered cap.
Move sale flashes, badges and delivery messages into the page design, as text next to the image, where you can change them without touching the photo.
Put lifestyle and detail shots in [additional_image_link], still free of watermarks and store text.
Upload clean images under new file names, so each image URL changes, then re-send your product data; Google's [image_link] page recommends a new URL when an image changes.
Check your supplier import: set it to skip or replace watermarked supplier images, so the next sync does not bring them back.
If you want a safety net, turn on automatic image improvements under Products, then Automations, in Merchant Center, and still fix the originals.

One preset can affect hundreds of listings

Overlays are often applied by template, not per product. Check affected images against the published requirements and review the resulting listing status in Merchant Center.

Feed · “SALE” overlay preset312 / 312 images to review

SALE

Move badges to additional images, then review the affected listings in Merchant Center.

Questions merchants ask

Can my logo appear on product images in Google Shopping?

Only when it is part of the product itself. Google's [image_link] requirements list watermarks, brand names and logos as overlays not to use unless they are an inherent part of the product, such as a logo printed on the item.

Are text overlays allowed on additional product images?

Additional images can show staging or the product in use, but Google's [additional_image_link] page still says not to submit images with a watermark, or with text not relevant to the image such as trademark or store info.

Can Merchant Center remove watermarks for me?

It can try. Google's automatic image improvements setting, off by default, attempts to remove promotional text or overlays from product images. It changes the image Google uses, not the photo on your own site, so clean the original too.

Remediation

Risk signal

A watermark feels like protection and a sale sticker feels like selling, but on a Shopping listing both break image rules Google writes in plain words. Keep the main image clean, put the offer in the page, and fix the supplier import so the stamps do not come back with the next sync.

PriorityAddress and document this finding as part of the store’s remediation work.

EvidenceRecord the current state before each change, apply the fix, then capture the corrected state so every change is evidenced.

Similar cases

Sources

Last reviewed 25 Sep 2026.

That is one issue. The library documents 134.

The free scan lists what it finds on your store. The paid report adds the affected pages, captured evidence and step-by-step fixes. Start free, with no account needed.