diff --git a/UPGRADE-API-1.11.md b/UPGRADE-API-1.11.md
index 39d115b5a16..7dff0b545fe 100644
--- a/UPGRADE-API-1.11.md
+++ b/UPGRADE-API-1.11.md
@@ -1,5 +1,27 @@
 # UPGRADE FROM `v1.10.X` TO `v1.11.0`
 
+1. The product images should have a proper prefix (`/media/image/`) added to the path, so the images could be resolved. 
+   This is now done out of the box and response of `Product Image` resource is now:
+   
+    ```diff
+        {
+            "@context": "/api/v2/contexts/ProductImage",
+            "@id": "/api/v2/shop/product-images/123",
+            "@type": "ProductImage",
+            "id": "123",
+            "type": "thumbnail",
+    -       "path": "uo/product.jpg",
+    +       "path": "/media/image/uo/product.jpg"
+        } 
+   ```
+   
+   To change the prefix you need to set parameter in ``app/config/packages/_sylius.yaml``:
+
+    ```yaml
+    sylius_api:
+        product_image_prefix: 'media/image'
+    ```
+
 1. `Sylius\Bundle\ApiBundle\Doctrine\Filters\ExchangeRateFilter` and `Sylius\Bundle\ApiBundle\Doctrine\Filters\TranslationOrderNameAndLocaleFilter` has been moved to `Sylius\Bundle\ApiBundle\Doctrine\Filter\ExchangeRateFilter` and `Sylius\Bundle\ApiBundle\Doctrine\Filter\TranslationOrderNameAndLocaleFilter` respectively.
 
 1. `Sylius\Bundle\ApiBundle\View\CartShippingMethodInterface` and `Sylius\Bundle\ApiBundle\View\CartShippingMethod` have been removed.
diff --git a/src/Sylius/Behat/Context/Api/Admin/ManagingProductsContext.php b/src/Sylius/Behat/Context/Api/Admin/ManagingProductsContext.php
index 4c9679b3c60..f944dbaa73f 100644
--- a/src/Sylius/Behat/Context/Api/Admin/ManagingProductsContext.php
+++ b/src/Sylius/Behat/Context/Api/Admin/ManagingProductsContext.php
@@ -563,7 +563,7 @@ private function hasProductImage(Response $response, ProductInterface $product):
 
         return
             isset($productFromResponse['images'][0]) &&
-            $productFromResponse['images'][0]['path'] === $product->getImages()->first()->getPath()
+            str_contains($productFromResponse['images'][0]['path'], $product->getImages()->first()->getPath())
         ;
     }
 
diff --git a/src/Sylius/Bundle/ApiBundle/DependencyInjection/Configuration.php b/src/Sylius/Bundle/ApiBundle/DependencyInjection/Configuration.php
index a6a824c604b..9c4632f8759 100644
--- a/src/Sylius/Bundle/ApiBundle/DependencyInjection/Configuration.php
+++ b/src/Sylius/Bundle/ApiBundle/DependencyInjection/Configuration.php
@@ -33,6 +33,11 @@ public function getConfigTreeBuilder(): TreeBuilder
                     ->defaultFalse()
                 ->end()
             ->end()
+            ->children()
+                ->variableNode('product_image_prefix')
+                    ->defaultValue('media/image')
+                ->end()
+            ->end()
         ;
 
         return $treeBuilder;
diff --git a/src/Sylius/Bundle/ApiBundle/DependencyInjection/SyliusApiExtension.php b/src/Sylius/Bundle/ApiBundle/DependencyInjection/SyliusApiExtension.php
index 77c4c3f221d..2aebd76bbfc 100644
--- a/src/Sylius/Bundle/ApiBundle/DependencyInjection/SyliusApiExtension.php
+++ b/src/Sylius/Bundle/ApiBundle/DependencyInjection/SyliusApiExtension.php
@@ -27,6 +27,7 @@ public function load(array $configs, ContainerBuilder $container): void
         $loader = new XmlFileLoader($container, new FileLocator(__DIR__ . '/../Resources/config'));
 
         $container->setParameter('sylius_api.enabled', $config['enabled']);
+        $container->setParameter('sylius_api.product_image_prefix', $config['product_image_prefix']);
 
         $loader->load('services.xml');
     }
diff --git a/src/Sylius/Bundle/ApiBundle/Resources/config/services/serializers.xml b/src/Sylius/Bundle/ApiBundle/Resources/config/services/serializers.xml
index b09b0cb5223..d28b17cd716 100644
--- a/src/Sylius/Bundle/ApiBundle/Resources/config/services/serializers.xml
+++ b/src/Sylius/Bundle/ApiBundle/Resources/config/services/serializers.xml
@@ -36,6 +36,11 @@
             <tag name="serializer.normalizer" priority="64" />
         </service>
 
+        <service id="Sylius\Bundle\ApiBundle\Serializer\ProductImageNormalizer">
+            <argument type="string">%sylius_api.product_image_prefix%</argument>
+            <tag name="serializer.normalizer" priority="64" />
+        </service>
+
         <service id="Sylius\Bundle\ApiBundle\Serializer\CommandNormalizer">
             <argument type="service" id="serializer.normalizer.object" />
             <tag name="serializer.normalizer" priority="64" />
diff --git a/src/Sylius/Bundle/ApiBundle/Serializer/ProductImageNormalizer.php b/src/Sylius/Bundle/ApiBundle/Serializer/ProductImageNormalizer.php
new file mode 100644
index 00000000000..63d9e75e11c
--- /dev/null
+++ b/src/Sylius/Bundle/ApiBundle/Serializer/ProductImageNormalizer.php
@@ -0,0 +1,72 @@
+<?php
+
+/*
+ * This file is part of the Sylius package.
+ *
+ * (c) Paweł Jędrzejewski
+ *
+ * For the full copyright and license information, please view the LICENSE
+ * file that was distributed with this source code.
+ */
+
+declare(strict_types=1);
+
+namespace Sylius\Bundle\ApiBundle\Serializer;
+
+use Sylius\Component\Core\Model\ProductImageInterface;
+use Symfony\Component\Serializer\Normalizer\ContextAwareNormalizerInterface;
+use Symfony\Component\Serializer\Normalizer\NormalizerAwareInterface;
+use Symfony\Component\Serializer\Normalizer\NormalizerAwareTrait;
+use Webmozart\Assert\Assert;
+
+/** @experimental */
+class ProductImageNormalizer implements ContextAwareNormalizerInterface, NormalizerAwareInterface
+{
+    use NormalizerAwareTrait;
+
+    private const ALREADY_CALLED = 'product_image_normalizer_already_called';
+
+    /** @var string */
+    private $prefix;
+
+    public function __construct(string $prefix)
+    {
+        $this->prefix = $this->validatePrefix($prefix);
+    }
+
+    public function normalize($object, $format = null, array $context = [])
+    {
+        Assert::isInstanceOf($object, ProductImageInterface::class);
+        Assert::keyNotExists($context, self::ALREADY_CALLED);
+
+        $context[self::ALREADY_CALLED] = true;
+
+        $data = $this->normalizer->normalize($object, $format, $context);
+
+        $data['path'] = $this->prefix . $data['path'];
+
+        return $data;
+    }
+
+    public function supportsNormalization($data, $format = null, $context = []): bool
+    {
+        if (isset($context[self::ALREADY_CALLED])) {
+            return false;
+        }
+
+        return $data instanceof ProductImageInterface;
+    }
+
+    private function validatePrefix(string $prefix): string
+    {
+        if (\DIRECTORY_SEPARATOR !== substr($prefix, 0, 1)) {
+            $prefix = \DIRECTORY_SEPARATOR . $prefix;
+        }
+
+        if (\DIRECTORY_SEPARATOR === substr($prefix, -1)) {
+            return $prefix;
+        }
+
+        return $prefix . \DIRECTORY_SEPARATOR;
+    }
+}
diff --git a/src/Sylius/Bundle/ApiBundle/spec/Serializer/ProductImageNormalizerSpec.php b/src/Sylius/Bundle/ApiBundle/spec/Serializer/ProductImageNormalizerSpec.php
new file mode 100644
index 00000000000..718f5c23e65
--- /dev/null
+++ b/src/Sylius/Bundle/ApiBundle/spec/Serializer/ProductImageNormalizerSpec.php
@@ -0,0 +1,50 @@
+<?php
+
+/*
+ * This file is part of the Sylius package.
+ *
+ * (c) Paweł Jędrzejewski
+ *
+ * For the full copyright and license information, please view the LICENSE
+ * file that was distributed with this source code.
+ */
+
+declare(strict_types=1);
+
+namespace spec\Sylius\Bundle\ApiBundle\Serializer;
+
+use PhpSpec\ObjectBehavior;
+use Sylius\Component\Core\Model\OrderInterface;
+use Sylius\Component\Core\Model\ProductImageInterface;
+use Symfony\Component\Serializer\Normalizer\ContextAwareNormalizerInterface;
+use Symfony\Component\Serializer\Normalizer\NormalizerInterface;
+
+final class ProductImageNormalizerSpec extends ObjectBehavior
+{
+    function let(): void
+    {
+        $this->beConstructedWith('prefix', '/prefix', '/prefix/', 'prefix/');
+    }
+
+    function it_implements_context_aware_normalizer_interface(): void
+    {
+        $this->shouldImplement(ContextAwareNormalizerInterface::class);
+    }
+
+    function it_supports_only_product_image_interface(ProductImageInterface $productImage, OrderInterface $order): void
+    {
+        $this->supportsNormalization($productImage)->shouldReturn(true);
+        $this->supportsNormalization($order)->shouldReturn(false);
+    }
+
+    function it_serializes_product_image_with_proper_prefix(
+        NormalizerInterface $normalizer,
+        ProductImageInterface $productImage
+    ): void {
+        $this->setNormalizer($normalizer);
+
+        $normalizer->normalize($productImage, null, ['product_image_normalizer_already_called' => true])->willReturn(['path' => 'some_path']);
+
+        $this->normalize($productImage, null, [])->shouldReturn(['path' => '/prefix/some_path']);
+    }
+}
diff --git a/tests/Api/DataFixtures/ORM/product_image.yaml b/tests/Api/DataFixtures/ORM/product_image.yaml
index 373553eb318..09d9523035c 100644
--- a/tests/Api/DataFixtures/ORM/product_image.yaml
+++ b/tests/Api/DataFixtures/ORM/product_image.yaml
@@ -8,4 +8,4 @@ Sylius\Component\Core\Model\Product:
 Sylius\Component\Core\Model\ProductImage:
     product_thumbnail:
         type: "thumbnail"
-        path: "/uo/product.jpg"
+        path: "uo/product.jpg"
diff --git a/tests/Api/Responses/Expected/admin/get_product_image_response.json b/tests/Api/Responses/Expected/admin/get_product_image_response.json
index b7b91d8cb29..426a45c6c94 100644
--- a/tests/Api/Responses/Expected/admin/get_product_image_response.json
+++ b/tests/Api/Responses/Expected/admin/get_product_image_response.json
@@ -4,5 +4,5 @@
   "@type": "ProductImage",
   "id": "@integer@",
   "type": "thumbnail",
-  "path": "\/uo\/product.jpg"
+  "path": "\/media\/image\/uo\/product.jpg"
 }
diff --git a/tests/Api/Responses/Expected/admin/get_product_images_response.json b/tests/Api/Responses/Expected/admin/get_product_images_response.json
index 2a5a6081975..d81cf67f482 100644
--- a/tests/Api/Responses/Expected/admin/get_product_images_response.json
+++ b/tests/Api/Responses/Expected/admin/get_product_images_response.json
@@ -8,7 +8,7 @@
             "@type": "ProductImage",
             "id": "@integer@",
             "type": "thumbnail",
-            "path": "\/uo\/product.jpg"
+            "path": "\/media\/image\/uo\/product.jpg"
         }
     ],
     "hydra:totalItems": 1
diff --git a/tests/Api/Responses/Expected/shop/get_product_image_response.json b/tests/Api/Responses/Expected/shop/get_product_image_response.json
index 3156370acaa..7da3858e6c4 100644
--- a/tests/Api/Responses/Expected/shop/get_product_image_response.json
+++ b/tests/Api/Responses/Expected/shop/get_product_image_response.json
@@ -4,5 +4,5 @@
   "@type": "ProductImage",
   "id": "@integer@",
   "type": "thumbnail",
-  "path": "\/uo\/product.jpg"
+  "path": "\/media\/image\/uo\/product.jpg"
 }