diff --git a/rattail/config.py b/rattail/config.py
index 34ce028aab0ddd1d5d31c6066b90d3170c8d0694..1888ad0da903eac690c3d6fbf1817b6d5c75c762 100644
--- a/rattail/config.py
+++ b/rattail/config.py
@@ -580,6 +580,10 @@ class RattailConfig(object):
         """
         Returns the title string to be used when displaying product key field,
         e.g. "UPC" or "Part No." etc.
+
+        :param key: The product key for which to return a label.  This
+           is optional; if not specified then :meth:`product_key()`
+           will be called to determine the key.
         """
         title = self.get('rattail', 'product.key_title')
         if title:
diff --git a/rattail/products.py b/rattail/products.py
index e74709ef3af938372b1746baae27e0794cf26870..5c3de3ed660b56e9d2ef871f8dab5ccc024c8ba6 100644
--- a/rattail/products.py
+++ b/rattail/products.py
@@ -184,17 +184,29 @@ class ProductsHandler(GenericHandler):
         """
         Return the preferred image URL for the given UPC or product.
         """
+        base_url = self.config.base_url()
+
         # we prefer the "image on file" if available
-        if product and product.image:
-            url = self.config.base_url()
-            if url:
-                return '{}/products/{}/image'.format(url, product.uuid)
-
-        # fallback to the POD image, if available
-        if product and not upc:
-            upc = product.upc
-        if upc:
-            return self.get_pod_image_url(upc)
+        if base_url and product and product.image:
+            return '{}/products/{}/image'.format(base_url, product.uuid)
+
+        # and if this product is a pack item, then we prefer the unit
+        # item image as fallback, if available
+        if base_url and product and product.is_pack_item():
+            unit = product.unit
+            if unit and unit.image:
+                return '{}/products/{}/image'.format(base_url, unit.uuid)
+
+        # fallback to the POD image, if available and so configured
+        if self.config.getbool('tailbone', 'products.show_pod_image',
+                               default=False):
+            if product and not upc:
+                upc = product.upc
+            if upc:
+                return self.get_pod_image_url(upc)
+
+        if base_url:
+            return '{}/tailbone/img/product.png'.format(base_url)
 
     def get_pod_image_url(self, upc, **kwargs):
         """