For Camille Ouellette, the founder behind jewelry brand Camillette, a brand’s website and social media pages are like the windows of a boutique. They must be eye-catching and convey the value of your product at a glance. The key to pulling off that experience is high-quality product photography.
For businesses on a tight budget, a DIY approach to product photography can yield satisfactory results initially. Investing in professional photography, however, can bring a new level of appeal to those proverbial shop windows. “My jewelry is so small, and it’s so hard to get good shots. I tried to take a few pictures, but it was very, very bad,” Camille says on an episode of Shopify Masters. “I really recommend getting help: whatever it takes to showcase what you do.”
Here’s what to know about hiring professional photographers to help you create those key high-quality images, and what you should expect when it comes to product photography pricing.
How much do product photos cost in 2026?
Because of the high number of variables impacting any one product photography shoot, it can be difficult to provide equally applicable numbers on product photography cost across industries. Fashion photography and high-end electronics photography (think of Apple’s detailed and dynamic product imagery) are famously more expensive than most other industries. Each discipline features its own kind of sliding scale within it. A shirt laid flat on a surface is easier to photograph than the same one on a person, for example.
In general, you can expect product photographers to charge anywhere from $500 to $3,000 per day for their services, though final numbers can be much higher once additional support staff and equipment are taken into account. Per-image pricing can land anywhere between $50 and $350, with room on either end for outliers.
How pricing differs for small vs. large companies
Some commercial photography rates are heavily influenced by usage rather than time, and the associated licensing fees that go with it. If, for example, you’re a well-known brand looking to hire a photographer for a major marketing campaign that includes everything from billboards to paid social spots, you should be prepared to pay for the caliber of the individual, the shoot day(s) costs, editing time, and licensing fees.
That pricing structure, however, likely won’t apply to small businesses with fewer needs. Many photographers are flexible and willing to negotiate based on the size of the business and the scope of the project. What costs $18,000 per day in one scenario might be scaled down to $5,000, depending on a range of factors. So, be upfront about your budget and needs, and how you plan to use the final images.
Before hiring a photographer, ask to see some of their recent work in their professional portfolio. This will give you a sense of who they’ve worked with in the past and the quality of their final images, as well as a sense of their creative instincts for staging, lighting, and more.
Product photography pricing factors
Whether you work with a creative studio or an independent freelance photographer, several factors can affect pricing and negotiation, beyond just your budget:
Experience
A photographer’s experience is one of the primary drivers of rate. An amateur photographer will work at a lower rate but will also likely give you less professional images. More experienced product photographers also have more clients competing for their time, allowing them to justify a higher price tag.
Type of shot
The type and number of images you need will also impact the price. This depends on a few factors, like whether the product itself is matte or highly reflective (which can be more challenging to capture), the necessary prep time for setting up complex shots, and whether the images are shot in studio or outdoors. Food styling, for example, requires specific techniques and materials. Shooting food may require an on-set stylist if it’s not something the photographer offers or you feel comfortable doing. Food stylists, like other specialists, charge anywhere from a few hundred dollars to $2,000 a day.
Equipment costs
Specialized equipment rentals, like lighting rigs, lenses, or styling tools, may or may not be included in a photographer’s fee. What exactly they’ll need to acquire depends on the individual project. Some charge a flat rate that includes the use of any equipment they already own, but many others will list this as a separate gear rental fee.
It can help to discuss what you have in mind in early conversations and identify any creative cost-saving alternatives you may be able to pursue. For example, a 360-degree image requires specific equipment, like a turntable; you may be able to achieve a similar stylistic effect with multiple still frames from different angles edited together.
Location
Location costs include a few factors, such as whether the photographer will need to:
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Pay for a studio space (versus working on-site at your business)
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Pay for a specific location for day use
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Incur travel costs to and from the shoot
Hiring local photographers can be one way to avoid these costs. The location of your business also matters. The daily rate for a location in New York City will be higher than a similar location in a smaller market.
Project scope
In some cases, you’ll need a product photographer who can provide creative direction in early conceptual meetings and on proposals, in addition to executing your vision. This strategic input will require additional fees. If you need visuals beyond still product images, like video or general lifestyle imagery, or want a wider variety of images (think multiple angles and options for homepage hero images and product landing pages), it will increase the overall cost.
For example, shoots that require models will include a model fee. Model fees range widely, depending on the talent’s experience, agency representation (or lack thereof), and expertise (e.g., runway or editorial). Additionally, if the photographer needs to source, coordinate, and pay the talent, as well as any assistants required, like makeup artists or stylists, you’ll be looking at a higher fee.
Editing
Post-production work can be divided into two main categories:
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Basic editing. This includes color correction, cropping, and lighting.
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Advanced editing. This includes more time-intensive techniques like background alteration, color grading, and image manipulation.
If you’re looking to keep product photography prices low, you can take raw images from the photographer and use an AI tool like Shopify Magic to add custom backgrounds and ensure brand consistency.
Turnaround time
Most photographers have a standard timeline they provide each client, with hours built in for editing and reviews. Sometimes you’ll need to shrink those windows for one reason or another, and those deadlines often come with rush fees—anywhere from 25% to 200% of the total job cost.
Product photography pricing models
Professional product photography services are priced according to a few different models:
Per photo
The per photo model means a set price for each finished image. The cost per photo will vary based on various factors, but the simplicity of this model makes it easy to forecast photography costs.
The advantages of a per-photo model include clear deliverables and affordability. This can be especially helpful for businesses that are just starting out and need a few strong images to help with brand perception.
The disadvantages are that you are still paying for the equipment, styling, editing, and time of the photographer you hire, which could be better spent on a larger number of photos per session.
Per hour per day
Many photographers choose to charge by the hour or by the day, in which clients pay for the specific amount of time it takes to complete a project.
One advantage is that a per-hour or daily model brings more urgency in terms of what you’re able to capture on the day. If your photographer is particularly efficient and well-prepared, you can photograph a range of products and more diverse setups than limiting the contract to a single item.
The disadvantage of this model is that it can be tricky for businesses that are unsure how long a given project will take to accurately weigh a rate against a set budget. If something takes longer than anticipated, this can strain a budget earlier than expected.
Per product
A per-product rate, or package model, is about your creative satisfaction. It tends to be more expensive than the other models, simply because it allows time and space for creative execution to evolve over a longer period.
The advantages of a per-product model are similar to those of an hourly or daily rate, but without a ticking clock. If you only need photographs for a new product launch, for example, this narrows the focus of the shoot and ensures you’re not rushing through things in order to get as many images of as many different items as possible. You can take the time you need to fully capture the product as you’ve envisioned.
One of the biggest disadvantages of a per-product model is project creep, meaning the project might end up taking twice as long as you anticipated. This is particularly a risk if you don’t have a clear objective in mind but want to warrant the higher price tag.
Many photographers combine these models depending on the needs of each project, charging, for example, for their time during the shoot itself, and then by the finished photo for the work that happens afterward. So, clients aren’t paying hourly for editing time or reviews.
Product photography pricing FAQ
How much do people charge for product photography?
Pricing varies widely across individual photographers, studios, specialities, and locations. To get a sense of what prices are like in your industry—be it consumer packaged goods or artisan jewelry—ask for quotes from a few different photographers whose work you admire, or ask trusted peers about their experiences. Look for outliers and patterns in what they tell you, and weigh it against your available budget.
Why is product photography so expensive?
Product photography can be expensive because photography is both a craft and an in-demand skill that requires special equipment, experience, and the ability to communicate brand personality and quality through things like staging and lighting.
Is product photography worth it?
Yes, having product photos of the items you’re selling has been shown to boost sales. High-definition original images signal quality and have been shown to increase buyers’ trust and help them connect with your brand, giving them confidence about the quality, fit, and details about the product they’re buying.
