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You can either store product pictures at an external location (your existing website, public Dropbox folder, image hosting service, etc.) or upload them here.
To associate each product with its picture, add a column "Picture" in your XLS file and fill it out with filenames or full URLs:
Note: addresses and filenames are case-sensitive.
picture.JPG are all different filenames. Filenames of actual
files and in XLS file need to match exactly.