The GetProductInfo devhub page specifies a long list of information to be returned, but the wording of the IconImageAssetId description implies that it’s only used to retrieve developer product icon IDs:
However, it seems that it does indeed also work for game passes. The wording should probably be changed to something like “For developer producst and game passes, this is…” to make it more clear.
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I’ve adjusted the wording on the page to be more generic 
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