Describe what is visible
Alt text exists to describe the image for people who cannot see it. Start with the product, then add color, material, and visible details that matter for the purchase decision.
- Describe the product, color, material, and visible details.
- Skip phrases like “image of” or “picture of” unless context requires it.
Vary alt text across the gallery
Repeating the same alt text on every image gives search systems and assistive technology less image-specific context. Write each alt text to describe what that angle actually shows.
- Avoid repeating the same alt text across gallery images.
- Use variant-specific details when the image shows a color or pack.
Audit after bulk imports and theme changes
Bulk imports, collection cleanup, and theme changes are exactly when alt text goes missing. Add alt text checks to your regular catalog audit so gaps do not pile up.
- Audit missing alt text right after bulk imports and theme changes.
- Track alt text coverage per product — not per image only.
- Add alt text suggestions to your review workflow when copy gets drafted.
Frequently asked questions
How long should Shopify image alt text be?
Shopify recommends brief, descriptive alt text; its help documentation lists 125 characters or less as a recommendation and 512 characters as the maximum.
Sources
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