The most common sub-category is e-commerce product photography where the product is photographed in a studio or on location, normally using a soft diffused light on a white background. This type of product photography is so popular because it is a very effective way to show the product without distractions. The lack of strong shadows and an overall brightness look brings to the viewer confidence that there is nothing hidden and they can buy the product with confidence. Most products sell more when photographed from multiple angles including detailed close-ups. This style is very popular on eBay, Amazon and on all different types of e-commerce websites with or without a shopping cart facility.