A file-naming standard that survives upload, review and delivery
Design product filenames that remain useful across studio capture, PIM, marketplace delivery and corrections.
Reading time7 minute guide
Written forDAM, PIM, studio and marketplace teams
FormatOperating guide and checklist
Updated20 August 2026
Use identifiers the business already owns
Start with SKU, style, colour, product or item IDs from the authoritative catalogue. Do not invent an editing-only ID that the receiving system cannot reconcile.
Add view and sequence predictably
Use a controlled list such as front, back, side, detail01 and lifestyle01. Avoid free-text view names that sort unpredictably.
Keep versions out of customer-facing identity
Working versions belong in production metadata or a controlled suffix. Delivery filenames should not expose random ‘final-final-v3’ history.
Test against every receiving system
Check allowed characters, length, case sensitivity and duplicate handling in the PIM, DAM, marketplace and archive before standardising.
Questions teams ask before production.
01Should filenames contain the product name?＋
Only if stable and useful; SKU-based identifiers are usually safer.
02Can folders replace filenames?＋
Folders help organisation, but files still need enough identity when downloaded or moved.
03How are corrections named?＋
Keep the delivery identity stable and record revision state in the order or controlled version metadata.
ONE ORDER OR A COMPLETE CATALOGUE
Make the brief clear before the first file moves.
Rupato keeps uploads, specifications, tasks, review and delivery attached to the same production record.
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