An AVIF file (.avif) is an image saved in the AV1 Image File Format, a newer web format from the Alliance for Open Media that's usually much smaller than JPG at similar quality and supports transparency and HDR. Chrome, Edge, Firefox and Safari 16.4+ open it; Windows needs Microsoft's free AV1 Video Extension. Most marketplaces don't accept AVIF, so convert it to JPG before uploading.
More on this topic: Photo editing how-tos, every guide in one place.
You usually meet AVIF by accident: you save a product photo from a supplier's website or a competitor's page, and instead of a JPG you get a file your photo app won't open and Amazon won't upload. Websites serve AVIF because it loads fast; the format itself is fine. This guide explains what AVIF is, how to open it on every device, how to convert it to JPG or PNG without losing quality, and where AVIF is and isn't accepted. The free AVIF to JPG converter does the conversion in your browser, with nothing uploaded.
- What it is: an image format based on the AV1 video codec, with lossy and lossless modes, transparency, HDR and animation.
- Why it appears: websites and CDNs serve AVIF to browsers that support it, so "Save image as" gives you .avif.
- To open it: drag it into Chrome, Edge, Firefox or Safari; on Windows install the AV1 Video Extension.
- To upload it: convert to JPG (or PNG for transparency). Amazon, Etsy and most marketplaces don't list AVIF.
- Quality: converting to JPG at high quality looks the same; it won't restore detail lost when the AVIF was made.
What is an AVIF file?
AVIF stands for AV1 Image File Format. It stores a still image (or a short animation) compressed with the same technology as the AV1 video codec, inside the same container type that iPhones use for HEIC photos. The Alliance for Open Media, the group behind AV1, describes it as offering better compression and quality than traditional formats and cites file savings of over 50% against JPEG in published tests.
| Feature | AVIF | JPG | PNG | WebP |
|---|---|---|---|---|
| Compression | Lossy or lossless | Lossy | Lossless | Lossy or lossless |
| Transparency | Yes | No | Yes | Yes |
| HDR and wide color | Yes | No | Limited | No |
| Animation | Yes | No | APNG only | Yes |
| Typical file size | Smallest | Medium | Largest | Small |
| Opens everywhere | No | Yes | Yes | Mostly |
Our JPG vs PNG vs WebP guide compares the older formats in more depth.
Why do images save as AVIF?
Because the website sent your browser an AVIF version. Many image CDNs and store platforms keep the original JPG or PNG but serve AVIF or WebP to browsers that can display them, since smaller files load faster. When you right-click and save, you get whatever the browser received.
- Supplier and wholesale sites: product images often come down as AVIF or WebP.
- Store platforms: Shopify's CDN, for example, serves WebP and AVIF automatically to supported browsers while keeping your original upload.
- Search and social previews: saved thumbnails may be AVIF too.
Converting a file doesn't change who owns it. Use supplier images only if your supplier agreement allows it, and never reuse a competitor's photos. Our guide to editing supplier product photos covers the safe way to use them.
How do you open an AVIF file?
The quickest way on any computer is to drag the file into a browser window. Chrome (85+), Firefox (93+) and Edge (121+) all display AVIF, and Safari does from version 16.4 (macOS 13 Ventura or later for Safari on a Mac).
| Device | How to open AVIF | Notes |
|---|---|---|
| Any computer | Drag the file into Chrome, Edge, Firefox or Safari | Works without installing anything |
| Windows 10 and 11 | Install the free AV1 Video Extension from the Microsoft Store | Microsoft's HEIF extension page says AV1 is needed for .avif |
| Mac | Open in Safari 16.4+ or Chrome | Safari's AVIF support needs macOS 13 Ventura or later |
| iPhone and iPad | iOS and iPadOS 16 or later display AVIF in Safari | Older versions can't |
| Android | Chrome on Android displays AVIF | Gallery apps vary by phone |
Browser and system support for AVIF were checked in October 2026. Marketplaces change their rules, so confirm the current requirements in your seller dashboard before you upload a large batch.
Some photo editors still can't open AVIF, even when the browser can. If yours can't, convert the file to JPG or PNG first.
How do you convert AVIF to JPG?
Use a converter that decodes AVIF and saves a high-quality JPG. Three ways, free:
- In your browser: open AiArter's free AVIF to JPG converter, drop in up to 20 .avif files and download the JPGs one by one or as a ZIP. Conversion runs on your device; nothing is uploaded.
- On Windows: after installing the AV1 Video Extension, open the file in Paint or Photos if it displays, then use Save as → JPEG. If it won't open, use the browser converter.
- Screenshot (last resort): works for a quick look, but you lose resolution. Don't use it for listing photos.
Convert AVIF images to JPG in your browser. Free, no sign-up, files never leave your device.
Convert AVIF to JPG7 days free · 50 credits · No credit cardNeed a transparent image? Convert to PNG instead of JPG, because JPG has no transparency: any transparent area turns white or black. If you already have a JPG, the free JPG to PNG converter changes the format, but it can't bring back a background that's gone.
Does converting AVIF to JPG lose quality?
Very little, if you save the JPG at high quality (90 or above). The AVIF was already compressed, and converting can't add back detail that compression removed; it only adds a small amount of JPG compression on top. The JPG will usually be several times larger in file size than the AVIF, which is normal.
- Too large to upload? Shrink it with the free image compressor.
- Too small for a marketplace? Web images are often 800–1200 px. Amazon zoom needs at least 1,000 px on the longest side; AiArter's AI upscaler enlarges 4× for 3 credits.
- Hidden data: strip location and camera data with the free photo metadata remover before posting.
Do Amazon, Etsy and other marketplaces accept AVIF?
Mostly no. Of the platforms below, only eBay lists AVIF as an accepted upload, and it converts the file to JPG. Convert to JPG before uploading anywhere else.
| Platform | Accepts AVIF? | Use instead |
|---|---|---|
| Amazon | No | JPEG (also TIFF, PNG, GIF) |
| eBay | Yes, converted to JPG | JPEG is still the safe choice |
| Etsy | Not listed | JPG or PNG |
| Shopify uploads | Not listed | JPG or PNG; Shopify serves AVIF to shoppers itself |
| SHEIN, Mercado Libre | No | JPG or PNG |
From each platform's own image documentation, checked in October 2026. Size and format rules for each store are in our marketplace image requirements guides.
Should you use AVIF on your own website?
Usually you don't need to choose. Most store platforms and image CDNs create AVIF and WebP copies automatically and fall back to JPG for older browsers. If you build your own site, serve AVIF with a JPG fallback in a <picture> element. Keep your master files as JPG or PNG; they open everywhere and convert to anything. For a WebP version of a JPG, the free JPG to WebP converter works in the browser.
Similar format puzzles: what is a JFIF file, how to convert WebP to JPG and how to convert HEIC to JPG.
Frequently asked questions
What is an AVIF file?
An image in the AV1 Image File Format, a newer, smaller web format with lossy and lossless modes, transparency and HDR.
How do I open an AVIF file on Windows?
Drag it into Chrome, Edge or Firefox, or install Microsoft's free AV1 Video Extension from the Microsoft Store.
Can I just rename .avif to .jpg?
No. Renaming doesn't change the data inside, so most apps and marketplaces will still reject it. Convert it.
Is AVIF better than JPG?
For web delivery, yes: smaller files at similar quality. For uploading and sharing, JPG is better because everything opens it.
Is AVIF better than WebP?
AVIF usually compresses smaller than WebP, but WebP opens in more apps. Both are web delivery formats; keep JPG or PNG masters.
Does AVIF support transparency?
Yes. Convert a transparent AVIF to PNG, not JPG, to keep it.
Does Amazon accept AVIF images?
No. Amazon accepts JPEG, TIFF, PNG and non-animated GIF; JPEG is preferred.
Why do my downloaded images save as AVIF?
The website served an AVIF copy to your browser to load faster. Convert it to JPG after saving.
Convert, upscale and clean up supplier images, then put the product on pure white or in a scene for your listings.
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