Techniques for sharing item images based on a similarity score are described. For example, a machine receives an input item listing for an item from a user device. The machine accesses an existing image that may be associated with one or more existing item listings. The machine identifies a degree of similarity between the input item listing and the one or more existing item listings. The machine generates a similarity score for the existing image based on the degree of similarity. 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 input item listing. The communication may include the one or more existing images.