A machine may be configured to perform image evaluation of images depicting items for sale and to provide recommendations for improving the images depicting the items to increase the sales of the items depicted in the images. For example, the machine accesses a result of a user behavior analysis. The machine receives an image of an item from a user device. The machine performs an image evaluation of the received image based on an analysis of the received image and the result of the user behavior analysis. The performing of the image evaluation may include determining a likelihood of a user engaging in a desired user behavior in relation to the received image. Then, the machine generates, based on the evaluation of the received image, an output that references the received image and indicates the likelihood of a user engaging in the desired behavior.