The Cost of Product Photography in 2023: How to Budget Your Next Shoot

Author: Jeff Delacruz
Date Created: 2020-03-11

The price for professional product photography has a huge range—no wonder so many business owners have a hard time budgeting for product shots. And it’s easy to put these on the bottom of your to-do list. 

After all, so many brands invest so much money into their logo, branding, and website design, they often forget to plan for the product photos themselves—the assets that will do the most work when it comes to making a sale.

Product Photography Pricing Example The Cost of Product Photography in 2023: How to Budget Your Next Shoot

See Our Actual Pricing

For years, our pricing has set the standard for ecommerce product photography in the industry.  We are fully transparent with our pricing and our numbers are easy to understand.

How much does product photography cost?

Ecommerce photography should cost $20–$90 per photo for a standard white background image featuring just the product. With POW, prices start at $44.99 per photo, even less if you get a custom quote for more than 50 product shots.

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A custom shoot with creative photography will cost more, and it’s easier to budget by the day rather than by the photo. Custom creative shoots cost anywhere from $500 to more than $4,000 for the day.

Product photography studios vs. independent photographers vs. in-house hires

A product photography studio is likely to charge higher rates than a freelance professional photographer in the same market. And your budget is also likely to change drastically if you decide to hire in-house as opposed to outsource your needs. 

When you hire a product photography studio, you gain access to a whole team of experts. Plus, they generally have more availability and resources. A freelance photographer might be more limited, as it’s usually a one-person show or a very small team.

If you hire in-house, you have endless access to the individual but, again, resources or an advanced level of expertise may be lacking. However, you automatically own the rights to all the creative when working with an in-house photographer, whereas a studio or freelancer will have some sort of usage fee added to or baked into their rate. 

Keep in mind: studios also vary. Local independent photography studios are typically more affordable and offer a higher level of customer service. Larger, full-service studios might have more resources and exciting portfolios, so they’re more expensive and better suited for larger commercial shoots.

Product photography pricing structures

Professional photographers and studios use a variety of pricing models to set their rates. Typically, ecommerce photos are charged on a per photo rate while creative photos are based on a day rate. However, every studio and individual does it differently.

Per image product photography pricing

Flat per photo pricing is arguably the most transparent pricing model, and it’s also the one we use at POW. You pay a single fee for each delivered image—no add-ons, surprises, extra fees, etc. Our product photos cost $44.99–$49.99 per shot. Freelance marketplace Fash estimates most product photos cost between $35–$170. 

This pricing model makes it easy to budget for product photos. If you know you need six images per product, and you have five products, you’ll know your photos will cost the per photo rate times 30. So if you were to hire POW, these photos would cost $44.99 each, for a total of $1,349.70. 

If you need a specific type of white background photo—for example, one which features a hand holding the product—there may be additional charges. In this case, you would pay an additional charge of $20 per photo with POW. This flat fee for the add-on or upgrade ensures expenses are predictable for merchants.

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You can also add more products to shoot creative groupings. These shots have additional fees due to the increased complexity. 

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Learn more about POW product photography pricing!

Our pricing and fees are simple and easy to understand, with no hidden costs or surprises, starting at $49.99 for one photo.
Check out our product photography pricing →
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Per day freelance photography pricing

Per day pricing involves a flat fee for a “day” (anywhere from 3–12 hours) of a photographer or studio’s time. Generally speaking, these shoots can range from $500 for the day to as much as $10,000—we’ve seen the average hover around $2,000–$3,000 per day. 

This estimate doesn’t include extras, like assistants, post-production, props, talent, stylists, locations, usage, or other billable fees. Those can add an extra $1,000–$3,000 to the total cost.

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Here’s how one estimate looks for a day of shooting white background ecommerce photography of pharmaceutical products. The studio estimated a total of $15,000 for the shoot, licensing fee, styling, studio rental, and even COVID-19 safety protocols. Take a look at how it broke down:

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The per day pricing model is typically used for commercial photography, advertising photography, and lifestyle images. These types of photography involve different scenarios, props, and possibly even models. 

When hiring a photographer with a day rate, get specific about deliverables and scope. Define exactly which photos you need to capture and how you plan to use them. Most creative photoshoots result in just two to five final photos after a whole day on set, depending on the complexity of the request—so $15,000 would be a steep investment. It’s always best to be clear.

Per hour pricing

Some photographers or studios charge hourly rates. According to Fash, most photographers charge $94–$262 per hour. 

Per hour pricing can be difficult to budget when you don’t know how long it takes to capture the number of images you need for each product. Per hour or day pricing are typically a bit more difficult to plan and budget for because you don’t always know exactly how long it will take to capture all the shots you need.

Per product pricing

Per product pricing typically involves a flat fee for images of each product. The trick here is to figure out exactly how many images that gets you, and if it’s the same for every product or if they modify depending on the product type. 

For example, some studios or photographers might shoot interior shots of handbags whereas they might focus on zoomed-in macro shots of fine jewelry. Additional fees may also apply to a specific product category, such as difficult-to-shoot items that are large, reflective, or transparent.

What goes into the cost of product photography

There are tons of factors at play when it comes to the cost of product photography: 

  • Image complexity: White background shots are generally less complex than a full-blown lifestyle product shoot. Image requirements may also impact complexity.
  • Location: Consider things like studio rentals, set prep, and travel expenses. You might also use a ship-and-shoot studio like POW, in which you only have to pay to ship the products to our studio, where we have everything we need to create crisp white background shots on-site. 
  • Experience of the photographer: More experience or niche expertise warrants higher rates. 
  • Product type: Different product attributes, such as transparency, size, or color, may also impact rates. 
  • Equipment: This is if additional equipment is required. Most professionals should be able to provide the basics. 
  • External market factors: Economic factors such as inflation, supply and demand, etc. will also impact photographers’ fees. 

Number of images: More images typically cost more. Note sometimes you can get a discount for more images. If you order fewer than 25 from POW, for example, you’ll pay $49.99 per shot. But if you order more, that per image fee drops by $5.

You’ll also want to factor other indirect expenses into your total cost, such as time spent managing the project and coordinating with contractors and tools for digital asset management (DAM) and photo editing. 

If you go in-house, you’ll also need to account for workers’ comp insurance, payroll taxes, employee benefits, and the costs of recruiting/hiring/onboarding.

Type of photography

Estimated cost breakdowns for each type of product photography generally go as follows: 

  • Amazon product photography: starts at $49.99 per shot with POW
  • Lifestyle photography: lifestyle composites go for $150 each, while full lifestyle shoots can cost as much as $10,000 for the day, resulting in 2–5 photos
  • White background ecommerce photos: $20–$90 per shot; many brands get 2–3 photos per product, investing around $400 in images per product—this service is $44.99–$49.99 each with POW
  • 360 spin photography: Can easily go towards $1200 per 72-frame rotation; Starts at $60 per 24-frame rotation with POW
  • Apparel product photography: ghost mannequin and flat lay shots of clothing products start at $74.99 each with POW, while rates for model talent or clothing stylists can be anywhere from $100 or $1000 a day.
  • Beauty smears: Starts at $49.99 with POW’s stock swatches and smears and $69.99 for custom styled swatches and smears; stylists for for beauty product styling can cost as much as $175 an hour.

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Additional product photography charges

There are other associated expenses when it comes to professional product photography services. Depending on the route you go—studio, individual, or in-house—these expenses may or may not already be accounted for. Let’s take a look:

  • Photo editing and post-processing. Some outsourced photographers may provide required edits as part of their fee, but you’ll want to confirm. POW, for example, includes custom retouching services for every shot. Background removal or transparent backgrounds will cost $5 extra per photo.
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  • Reshoots. Photos can turn out poorly for a number of reasons. Maybe mistakes were made, or circumstances outside of anyone’s control prevented a successful shoot. Inquire about rates and fees in case of reshoots, including when it’s due to the photographer’s fault and when it’s simply a matter of your taste or preferences.  
  • Photo stylist and props. You might need to hire a stylist as well as purchase or rent any necessary props. 
  • Models and talent. Shoots involving models or other featured talent like influencers or trained animals will also have to account for talent fees. 
  • Food and craft services. If you hire a big team, you’ll likely need to feed them as well—especially if it’s an all-day shoot. A  product photographer will typically any food items back to the client. 
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Specialty items. Oversized products aren’t the only items with extra fees. Specialty products—jewelry, apparel, watches, soft goods, and handbags and purses—also come with extra costs due to the technicality required to shoot them well. When hiring POW, you can expect to pay $10–$30 extra each, depending on the product.

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  • Set or studio needs. If a set is required, it’s coming out of your budget. That means you’re paying for rent and any associated deposits. Likewise for any other set or studio needs—cleaning, maintenance, backdrops, lighting, etc. Studio rentals can run anywhere from $400-$600 a day for a run of the mill studio, and can go higher for spaces outfitted with amenities such as rooftops, kitchens, pools, etc.
  • Rush fees. Always find out the standard turnaround time if you’re hiring out for product photos, as well as any rush options. With POW, you can pay $20 extra per product photo for three-business-day turnaround or $60 to get your shots back within 24 hours.
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  • File types. Again, when hiring out for your photos, find out how the files will be delivered. If you have special needs, such as high-res master .TIF files, you might have to pay extra. 
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Outsource your product photography needs

Outsourcing your product images to a cost-conscious but professional studio is often the most cost-effective way to get high quality product shots that will convert.

We charge a flat price per image to make it easy to budget your next project, and a ship-and-shoot model that means you never even have to step on foot on set if you don’t want to.

Try Us Out For Free!

Let the experts at POW take care of your photos while you grow your business.
Give us a shot with a free test shoot!

Cost of product photography FAQs

How much should product photography cost?

Product photography should cost $20–$90 per image. It costs up to $10,000 per day for a full commercial photoshoot.

How much does product photography cost in 2022?

Product photography costs $20–$90 per photo in 2022. It costs up to $10,000 per day for a full commercial photoshoot in 2022.


Written by Jeff Delacruz

Jeff is the President & Cofounder of POW Photography. For the last 10 years, he's been working directly with small businesses owners to help them improve their ecommerce listings with better photos.