django import project.app vs import app
from catalog.models import Product is fine, and i think it's better than the example. Because if you want to use the app, you have to change every single import statement where you use your project name. Don't do from myproject.myapp.models import MyModel, it's a bad practice, if you're sure that the models you importing is in the same directory, i think this one is the best : from models import Product, else from myapp.models import MyModel
I am going through another django tutorial and I noticed for the imports the author uses
from project.app.file import item but this doesnt work unless I do
from app.file import item
Example:
Authors version:
from ecomstore.catalog.models import Product
which doesnt work 
 Error: ImportError: No module named catalog.models
but this does
from catalog.models import Product
I am just why the authors version doesnt work for me and why and if there is a setting I can change to fix this so its easier to follow along.  
I am seeing this as an issue in following along and trying to understand how django works this and where the settings or configurations for this resides where I can change within my project.
Thanks