Alt text is the written description attached to an image. Many stores leave it blank or fill it with keywords. This guide explains what to write, how long it should be, and where to add it in Shopify.
What alt text does
Shopify's Help Center describes alt text as text that describes a media item, and notes that it is used by assistive technology to describe an image to a customer who is visually impaired. Write it for that person. A description that helps a shopper who cannot see the photo is also a clear, accurate description of the image for anything else that reads the page.
- Who reads it: Shoppers using screen readers
- What it replaces: The information the image carries
- What it is not: A place to repeat your keyword list
A simple formula
Describe what is in the image, in the order a shopper would care about. Start with the product, then add the details this particular photo shows.
- Product: What it is, including brand or model if useful
- Key attribute: Color, material or size shown
- View or context: Angle, detail, or how it is being used
| Weak | Better |
|---|---|
| "image1.jpg" | "Navy canvas tote bag with leather handles, front view" |
| "bag tote bag best tote canvas bag buy" | "Inside of navy tote showing zip pocket and laptop sleeve" |
| "Product photo" | "Woman carrying navy canvas tote on her shoulder outdoors" |
Keep it short
Shopify states that the maximum length for alt text is 512 characters, but 125 or less is recommended, and advises keeping it brief and descriptive. One sentence is usually enough.
- ✅ Describe what this image shows that the others do not
- ✅ Write a different description for each image of a product
- ✅ Include text that appears in the image, such as a size chart heading
- ❌ Starting with "image of" or "picture of"
- ❌ The same alt text copied across every photo
- ❌ Keyword stuffing
Where to add it in Shopify
Alt text is edited on the product itself. Shopify's Help Center gives these steps for desktop.
- Go to Products and click the product
- Click a media item to open its preview page
- Click Add alt text
- Enter your text, then click Save alt text
Write for each type of image
Different photos carry different information, so the alt text should change with them.
- Main product shot: Product name, color, view
- Detail shot: The feature shown, such as stitching or a clasp
- Lifestyle shot: Who is using it and how
- Scale shot: What it is shown next to
- Chart or diagram: The key information the chart conveys
For the other parts of the page, see the Shopify product page checklist.
Doing this at scale
ConvertLens scores every product page 0 to 100 against a conversion rulebook that includes images and alt text, alongside title clarity, scannability, specs and trust. AI drafts before/after rewrites of weak sections from the page's own copy, you approve each change, and changes are logged and reversible. See ConvertLens.