Wondering, how much should you pay for product photography?

You’re not alone.

Every new brand owner, marketer, or photographer asks the same. This guide will walk you through the components of photography costs, so you can budget wisely and invest with confidence.

How much should I pay for product photography?

Pricing isn’t one-size-fits-all. Internal factors shape it — such as your budget, quality standards, timeline, and image volume — as well as external ones, including location, brand reputation, and service level.

Internal factors (things you control):

• Image volume — one-off shots cost more per image than bulk orders.
• Complexity of styling — a flat lay of a T-shirt is quicker than a styled shoot with props and layered accessories.
• Turnaround time — urgent projects often carry rush fees.
• Usage rights — standard web use vs. licensing for global campaigns.
• Retouching needs — simple color correction vs. detailed post-production (removing creases, dust, or reflections).

External factors (things out of your control):

• Location — New York or London studios charge more than those in smaller markets.
• Photographer’s experience — a seasoned pro with a strong portfolio commands higher rates than a beginner.
• Production scale — some studios include stylists, set designers, and art direction, while freelancers usually don’t.
• Industry specialization — jewelry or cosmetics often cost more to shoot than apparel due to the precision and equipment needed.
• Market demand — busier seasons (holidays, fashion weeks) can drive up rates.

Let's check out all valuation components in closer detail.

How product photography pricing is formed

Why the cost of product photography is usually unpredictable? The main difficulty is counting the day rate for each service that needs to be included in the process. We’re approaching this as an established studio that faces these expenses each month.

Team salaries

Professional photographers, retouchers, styling services, and the customer relationship team are the minimum set of crew members who need to be rewarded for their expertise, efforts, and time (at least half a day to be paid).

Models, MUAs (makeup artists), art directors, and marketing executives comprise a premium team that can be hired on a one-off or part-time basis.

Needless to say, salaries vary from country to country and depend on the professional's background.

To illustrate, the typical industry rates are these (roughly):

• Photographer: $500–3,000/day
• Assistant: $300–500/day
• Digitech: $500–750/day (plus gear)
• Retoucher: $50–150/hour
• Producer (if freelance): priced per project or day—your monthly benchmark may be high unless covering multiple shoots
• Model / MUA / Art Director / Stylist: often $600–1,000/day, but varies significantly by experience and region

Taxes & Insurance

Photography businesses in the U.S. typically face tax rates of 20%–35%, although rates can be lower for small entities or higher, approaching 45–50%, for high earners in high-tax states.

The minimum insurance policy required to do business in the USA will cover property, equipment, and a liability policy, with a cost ranging from $ 2,000 per year. Creating a brand is hard work that takes time, additional fees, and effort for any business owner. On the other hand, this is also your quality assurance, as brands have a system in place to provide consistently high-quality work.

Moreover, some photographers and studios charge an additional fee for the rights to use the images, especially for model services. You can learn more about Squareshot's approach to user rights in our Help Center.

Studio Rental Fees and Electricity Bills

Studio rent and electricity bills are also built into the cost of photography services.

For example, a 1,600 sq. ft studio in New York may cost anywhere from $3,800 to $6,000 per month, depending on location and amenities. Additionally, utilities such as electricity can add another $200–$ 400 per month, depending on energy usage.

Hourly photography studio rentals in New York generally start at $39–50 per hour, with a 2-hour minimum for smaller or less-equipped spaces. More commonly, prices range between $55 and $90 per hour on platforms like Peerspace, while premium studios may charge upwards of $120+ per hour.

Photo Equipment Cost and Rental Fees

Photography equipment is never cheap if you rent it or buy it. But the price range and the list of equipment are too big to cover here.

Customer relationship management

There are numerous software solutions available to make business communication seamless, orderly, and efficient. CRM, website, mobile app, chat, and email solutions all cost a business money, yet save the client money and time. Such digital commodities create new efficiencies across all phases of a photoshoot, from exposure on Google search to getting processed images via an app directly into your Shopify store library.

If you’re a brand, you may reach a point where digital storage becomes essential. In 2025, Dropbox plans range from around $10/month for 2 TB (Plus) to $16–17/month for 3 TB (Professional), while team plans begin at $15/user/month and go up to $26/user/month for unlimited storage.

Similarly, Coda offers a free tier and then paid plans starting at $10/month per Doc Maker (Pro) and $30/month per Doc Maker (Team), with annual billing.

Samepage also has a free basic tier, with paid plans typically around $8/month per user for Pro and $14/month per user for Business when billed annually.

If you are a freelancer or a photographer, you may start by managing your clients and shoots via WhatsApp or email. However, as you scale up, you will benefit from a CRM. The basic plans start from $30 per month for 1 user. Kommo, NetHunt, HubSpot, and many others are among the best CRM systems for various business purposes.

Retouching

Basic image retouching can be included in the regular product photography price. However, if you require more complex post-production manipulations, an additional fee will be charged. Usually, freelancers charge from $25 for the simplest services, yet the professional may cost more than $100.

At Squareshot, the price for retouching is already included, as we offer full-service photography for various types of products. Therefore, there is no need to find multiple partners to obtain high-quality images. Commercial photography is predictable and straightforward.

Shipping and Delivery

Naturally, unless you operate your business next door to a photo studio, you will need to account for shipping costs when considering your e-commerce photography pricing. Most business is done online now, so in all likelihood, you will end up sending your items to a studio for a shoot with a courier or delivery. When answering how much are product images, it's worth mentioning that those of luxury goods will need additional charges.

For example, if you need to ship luxury goods, you might face extra insurance charges or even hire security to deliver certain items for a shoot. Please note that as your SKU count grows, so will the delivery fees. It is rare that item storage and photography are done in the same place, regardless of whether it's in-house or outsourced. So, you need to incorporate delivery costs as well. If you have the luxury of dropping items off in person, that will drive your costs down.

If you don't, and you are storing your items at fulfillment centers away from where your product photography is done, incorporate shipping costs into your product photography costs. USPS, FedEx, and UPS are considered the most common shipping solutions.

What is predictable product shoot pricing?

Our pricing model is designed to give brands flexibility and clarity. Instead of relying on unclear estimates, we offer two straightforward options: per-image pricing and per-hour pricing.

• Per-image pricing works best if you know exactly how many product photos you need. You pay a flat rate per image, with editing and retouching included, so there are no surprises when the final invoice arrives.
• Per-hour pricing is ideal for more complex shoots where creative direction, styling, or larger product volumes are involved. You can maximize studio time while keeping full transparency on costs.

Both models are designed to help you plan your budget with confidence. Unlike services that advertise low rates but exclude essentials like editing or revisions, our pricing covers the full process—from shooting to delivery of final assets. That way, you avoid hidden costs and know exactly what you’re getting.

This approach also improves efficiency on both sides: you can choose the model that fits your needs, and we can guide you through the process with clear expectations from the start. For example, our [eCommerce photography newbie guide] helps new clients understand the workflow before booking their first shoot.

Why is it hard to price hero shots, lifestyle, and model images?

The issue is that these types of images are highly subjective, and there is no single "right answer" or one-size-fits-all solution. The sheer number of potential creative variables involved in creating hero shots makes productizing these services very challenging.

A single image can be shot in an hour or a day. That's why hourly rates are standard.

Product photography pricing in 2025

Still wondering “how much does product photography cost?”. Read our practical recommendations and respective guides on how to handle your product shoot pricing:

• Learn what angles showcase your product best. You don't need every angle, just the best ones.
• Don't photograph things you can recolor. If you have the same products in different colors, it's cheaper to shoot a single image and then order recoloring. Consider checking out this guide: The complete guide to product photo retouching.
• Carefully select the products you send for the shoot, or send multiples. Defects and imperfections can rack up your retouching bill. Make sure the product you send is in its best condition.
• Align your expectations with the studio or a freelancer. A detailed explanation with references of what you want your images to look like will save you money on reshoots. This piece sets the scene for a newbie ecommerce mind: What you should know before your next shoot.

Summary: Invest in Research to Find the Best Match

We hope this article sets the scene for those wondering “how much does product photography cost?”.

Our final advice is to take the time to research the local market and speak with each shortlisted provider to find your best fit. Include freelancers and studios for the 360-degree overview.

The matter is that each e-commerce business is unique, and two-dollar face towels may be suitable with images produced by a starter freelancer. High-end watches will require a creative approach above all.

E-commerce photography pricing FAQ

Why is jewelry and watch photography more expensive?

Jewelry and watch photography is very technical in photography, and especially in retouching. Due to multiple tiny details and facets, reflective surfaces, unavoidable fingerprints, and diverse materials combined in one product, they need skills and time to produce and edit.

It takes twice as much time to fine-tune details as with non-reflective products. It's a very time-consuming process that requires more resources.

How to get comfortable with lifestyle product photography pricing for your project?

If you are only starting to research How much does product photography cost, follow these steps to find your perfect provider:

• Understand your top and optimal budget for the entire shoot.
• Estimate the number of images you will need, size, formats, angles, and types.
• Find the best references of what resulting image you would like to get.
• Send 4-7 requests for proposals for this job to different product photo service providers, enumerating all the above requirements. Include 1 or 2 freelancers in the list.
• Discuss each reply to your RFP in the tiniest detail to understand the timeline, process, and level of professionalism of the vendor.

By the end of this process, you should have a good idea of who is the best fit for you.

How to price professional product photography?

If you are a photographer, you may be asking: “How much should I charge for product photography?”. These theses will help define your price:

• The longer you have been on the job, the more skills you have, the more you can charge, as you will provide better results more quickly.
• The better marketing channels you have, the more you can charge, as your pool is higher and capacity is limited.
• The more happy clients you have, the higher your price tag may be, as word of mouth is still the most powerful marketing engine, even if it's Google reviews.
• The more bills you have to pay in terms of studio rental, equipment, salaries, and bills, the more you need just to cover your costs.
• The more unique and creative your approach is, the more your brand should cost.

With all of the above, the market and demand-supply ratio is one of the main purchasing decision factors, so competition research is vital.