diff --git a/oscar_elasticsearch/search/mappings/products/mappings.py b/oscar_elasticsearch/search/mappings/products/mappings.py
index 049fb10..cfb444d 100644
--- a/oscar_elasticsearch/search/mappings/products/mappings.py
+++ b/oscar_elasticsearch/search/mappings/products/mappings.py
@@ -73,7 +73,7 @@ def priority(self, priority):
         if (
             not self.source.is_available_to_buy
             and settings.PRIORITIZE_AVAILABLE_PRODUCTS
-        ):
+        ) or (not self.source.images and settings.PRIORITIZE_PRODUCTS_WITH_IMAGES):
             return -1
 
         return priority
diff --git a/oscar_elasticsearch/search/settings.py b/oscar_elasticsearch/search/settings.py
index 953feb9..e1d41cb 100644
--- a/oscar_elasticsearch/search/settings.py
+++ b/oscar_elasticsearch/search/settings.py
@@ -140,3 +140,7 @@
 PRIORITIZE_AVAILABLE_PRODUCTS = getattr(
     settings, "OSCAR_ELASTICSEARCH_PRIORITIZE_AVAILABLE_PRODUCTS", True
 )
+
+PRIORITIZE_PRODUCTS_WITH_IMAGES = getattr(
+    settings, "OSCAR_ELASTICSEARCH_PRIORITIZE_PRODUCTS_WITH_IMAGES", True
+)