diff --git a/addons/website/models/ir_qweb.py b/addons/website/models/ir_qweb.py
index dd50d69c651..85fe6a3a2f8 100644
--- a/addons/website/models/ir_qweb.py
+++ b/addons/website/models/ir_qweb.py
@@ -298,7 +298,12 @@ class Image(orm.AbstractModel):
             max_size = '%sx%s' % (max_width, max_height)
 
         src = self.pool['website'].image_url(cr, uid, record, field_name, max_size)
-        img = '<img class="%s" src="%s" style="%s"/>' % (classes, src, options.get('style', ''))
+        alt = None
+        if options.get('alt-field') and getattr(record, options['alt-field'], None):
+            alt = record[options['alt-field']]
+        elif options.get('alt'):
+            alt = options['alt']
+        img = '<img class="%s" src="%s" style="%s"%s/>' % (classes, src, options.get('style', ''), ' alt="%s"' % alt if alt else '')
         return ir_qweb.HTMLSafe(img)
 
     local_url_re = re.compile(r'^/(?P<module>[^]]+)/static/(?P<rest>.+)$')
diff --git a/addons/website_sale/views/templates.xml b/addons/website_sale/views/templates.xml
index dcf473e0a05..dba86c39c7e 100644
--- a/addons/website_sale/views/templates.xml
+++ b/addons/website_sale/views/templates.xml
@@ -77,7 +77,7 @@
   </div>
   <div class="oe_product_image">
       <a itemprop="url" t-att-href="keep('/shop/product/%s' % slug(product), page=(pager['page']['num'] if pager['page']['num']>1 else None))">
-          <img itemprop="image" class="img img-responsive" t-att-src="website.image_url(product, 'image', None if product_image_big else '300x300')"/>
+          <img itemprop="image" class="img img-responsive" t-att-src="website.image_url(product, 'image', None if product_image_big else '300x300')" t-att-alt="product.name"/>
       </a>
   </div>
   <section>
@@ -368,7 +368,7 @@
           </div>
           <div class="row">
             <div class="col-sm-7 col-md-7 col-lg-7">
-                <span itemprop="image" t-field="product.image" t-field-options='{"widget": "image", "class": "product_detail_img"}'/>
+                <span itemprop="image" t-field="product.image" t-field-options='{"widget": "image", "class": "product_detail_img", "alt-field": "name"}'/>
             </div><div class="col-sm-5 col-md-5 col-lg-4 col-lg-offset-1">
                 <h1 itemprop="name" t-field="product.name">Product Name</h1>
                 <span itemprop="url" style="display:none;" t-esc="'/shop/product/%s' % slug(product)"/>