What is a primary image?
The primary image is the one "cover" photo for a piece. It's what shows up as the thumbnail in your collection grid, in search results, in the catalog, and in link previews when a page is shared.
Setting it
Upload your photos to the piece, then mark the one you want as primary (set as primary / make cover). The first photo you add is usually the primary by default until you change it. You can switch it any time.
Tip: pick a clean, well-lit side view — it's the picture most people will see first.
More on photos: How many photos can I add to a piece?