Doc Summary
A useful e-commerce filename should tell an operator what the asset belongs to without opening the file. Consistent naming also reduces duplicate exports, makes handoff easier and helps teams separate masters from channel-specific derivatives.
Recommended naming components #
Use a controlled sequence built from the information that matters to your catalogue. A practical pattern is:
brand-product-variation-position-asset-state-channel.ext
Not every asset needs every component, but the order should stay consistent.
What each component does #
- Brand: keeps the asset identifiable outside its original folder.
- Product: uses a stable product name, SKU family or controlled identifier.
- Variation: distinguishes pattern, colour, size or another sellable variation.
- Position: identifies hero, top, side, detail or another defined capture position.
- Asset state: distinguishes master, working, approved or another controlled state.
- Channel: identifies a derivative prepared for a specific destination when necessary.
Formatting rules #
- Use lowercase where practical.
- Use hyphens consistently instead of spaces.
- Avoid vague names such as final, final2 or new-final.
- Do not encode information that already changes unpredictably or cannot be maintained.
- Keep the original master separate from resized or compressed derivatives.
Example #
tobiakiode-p05-leopard-carnival-pet-collar-hero-approved-shop.avif communicates brand, variation, product, position, state and destination more clearly than IMG_4837-final.avif.
SEO is not the only purpose #
Descriptive filenames can support asset management and search context, but filenames do not replace accurate alt text, product copy, structured data or good page architecture. The primary purpose of the naming standard is operational traceability.
Next step #
Use the full Product Content Operating System to connect naming, folders, QA and handoff.
Naming governance #
Document the naming pattern in one shared standard and change it deliberately rather than allowing each operator to invent a personal convention. If the catalogue identifier changes, preserve a mapping between the old and new identity so historical assets remain traceable. Periodically sample folders for duplicates, missing position labels and files that have bypassed the approved-state convention.
