--- title: "AVIF (AVIF format): meaning and marketplace rules | Herofab" description: "A newer image format that compresses photographs more tightly than JPEG and WebP and supports transparency. Support as an upload format is still uneven." url: https://herofab.app/glossary/avif language: en updated: 2026-11-06 --- # AVIF A newer image format that compresses photographs more tightly than JPEG and WebP and supports transparency. Support as an upload format is still uneven. Also called **AVIF format** · **AVIF image** With Herofab [Upscale](https://herofab.app/tools/image-upscaler) ![The white pumps worn on a cobblestone street at golden hour, framed from the knees down](https://herofab.app/img/ex/heels-street-1100.webp) Made with Herofab · Canvas AVIF is based on a video codec and stores a photograph in a very small file at good visible quality. It can also hold more tonal steps and wider colour than JPEG. Shop systems increasingly use it for delivery: they take the uploaded JPEG or PNG and serve the page as AVIF, which the seller does not need to produce or manage. As an upload, AVIF is accepted by some channels and refused by others. It also turns up by accident: an image saved from a web page, such as a supplier's product photo, often arrives as an AVIF file because that is what the site delivered. Such a copy has already been reduced and compressed for display, and the original JPEG or PNG is the file to ask the supplier for. When an AVIF has to become a JPEG for upload, the conversion keeps the loss already in the file and cannot bring detail back. Colour needs a look as well: an AVIF with wide or high-dynamic-range colour can come out flat or oversaturated in a converter that ignores this, so the converted file is compared with the original and set to sRGB in the same step. ## AVIF, answered. **Is AVIF better than WebP for product photos?** For file size, usually yes: AVIF often stores a photograph smaller than WebP at a similar visible quality, and it can hold more tonal steps. WebP is supported by more tools and upload forms and is quicker to encode. For a listing the deciding question is what the channel accepts, and a JPEG or PNG master remains the file to keep. **Does AVIF compression blur fine fabric texture?** At strong settings, yes. Instead of the blocks a heavily compressed JPEG shows, AVIF tends to smooth fine, irregular detail, so a knit, a tweed or a linen weave can look waxy or painted while the edges stay crisp. Compare the converted file with the original at full size on a textured area, and raise the quality setting until the weave reads as thread again. ## What marketplaces say about it. Updated 25 September 2026 - **eBay:** JPEG, PNG, GIF, TIFF, BMP, WEBP, HEIC or AVIF [Official page](https://www.ebay.com/help/selling/listings/creating-managing-listings/add-pictures?id=4148) - **Skroutz:** The AVIF format is not supported [Official page](https://developer.skroutz.gr/products/xml_feed/) - **PrestaShop:** Generated images are saved as JPEG or PNG, with JPEG the recommended choice; version 8.1 added conversion to WebP and AVIF, and PrestaShop 9 lists support for both formats [Official page](https://docs.prestashop-project.org/v.9-documentation/user-guide/improving-shop/customizing-store-design/image-settings) - **Wix:** Uploaded images are converted to the sRGB colour space, and Wix serves them compressed as AVIF on the live site [Official page](https://support.wix.com/en/article/wix-stores-adding-images-gifs-and-videos-to-products) - **Webflow:** JPEG and PNG assets can be converted to WebP or AVIF with the built-in conversion tool; the conversion is lossy and replaces the original file [Official page](https://help.webflow.com/hc/en-us/articles/33961378697107-Responsive-images) Related [Upscale](https://herofab.app/tools/image-upscaler) · [HEIC](https://herofab.app/glossary/heic) · [sRGB colour space](https://herofab.app/glossary/srgb) · [All terms](https://herofab.app/glossary/) Free tools [Product photo checker](https://herofab.app/tools/product-photo-checker) [Marketplace image resizer](https://herofab.app/tools/marketplace-image-resizer) [Image compressor](https://herofab.app/tools/image-compressor) [AI image label checker](https://herofab.app/tools/ai-image-checker)