Techniques for sharing item images based on a similarity score are described. For example, a machine receives an item listing for an item from a user device. The machine generates a similarity score for an existing image corresponding to one or more existing item listings by comparing the item listing received from the user device with the one or more existing item listings. The similarity score may indicate a degree of similarity between the item listing received from the user device and the one or more existing item listings corresponding to the existing image. The machine selects one or more existing images corresponding to the one or more existing item listings based on the one or more existing images having corresponding similarity scores that exceed a threshold value. The machine transmits a communication to the user device in response to the receiving of the item listing from the user device. The communication may include the one or more existing images.