AI Models in Your Amazon Images? You Now Have to Label Them
If your Amazon lifestyle images use an AI-generated model, you now have a compliance task. In late July 2026, Amazon told sellers they must label product images, videos and A+ content that contain photorealistic AI-generated people, and the requirement applies across Amazon's worldwide stores, as reported by several seller news outlets.
This lands right as sellers refresh creative for Q4, and plenty of brands switched to AI models over the past two years to save on photoshoots. Those images are not banned. They just need to be tagged correctly before they go up.
What does Amazon's AI-generated people rule require?
Amazon requires sellers to add a specific keyword to the file's metadata before uploading any image or video that shows a photorealistic AI-generated person. As reported, the keyword is contains-synthetic-performer, added to the dc:subject field in the file's XMP metadata using an IPTC-compatible metadata editor.
Covered content: main and secondary product images, lifestyle images, product videos and A+ content
Where: Amazon's worldwide stores, not only the US
What shoppers see: a disclosure notice on the detail page saying the media includes AI-generated people, as reported
How: the tag lives inside the file itself, so it has to be added before upload, not in a listing field
Confirm the exact keyword and field against Amazon's announcement in Seller Central before you batch-tag anything. A typo in metadata means the tag simply does not count.
Why is Amazon doing this now?
The rule follows a New York law requiring advertisers to disclose when an ad uses a synthetic performer, meaning a digitally created person who looks real. As reported, that law took effect on June 9, 2026 and carries civil penalties for violations.
Amazon applied the disclosure globally rather than building a New York only version. For sellers, that means one standard for every marketplace. This article is not legal advice, so if your brand advertises heavily with AI talent, check your wider ad exposure with counsel.
Which images are exempt from the label?
Real people are exempt, even when the photo was retouched or enhanced with AI tools. The rule targets people who do not exist, not editing of people who do.
Exempt: photos of real models or customers, including AI-assisted retouching, background swaps or lighting fixes
Exempt: characters from films, TV shows, video games or other creative works
Exempt: images with no people, and clearly illustrated or non-photorealistic figures
Needs the tag: a photorealistic person generated by AI, whether in the main image, a lifestyle shot, a video or an A+ module
The grey zone is a real product composited onto an AI-generated person, such as a watch on a synthetic wrist. If the person is generated, treat it as needing the tag.
What happens if you do not tag AI-generated people?
As reported, Amazon may remove non-compliant images, and a listing whose main image is removed without a compliant replacement risks being suppressed. Amazon has not published a detailed penalty schedule, so treat this as a listing health issue first.
A suppressed hero ASIN in October or November costs far more than an afternoon of tagging files.
How to audit your catalog this week
List every ASIN with lifestyle images, videos or A+ modules that show a person.
Ask your designer, agency or photographer which of those people were AI-generated. Get it in writing, because you cannot reliably tell by eye.
Pull the original files for every AI-generated person and add contains-synthetic-performer to the dc:subject XMP field with an IPTC-compatible editor.
Re-upload the tagged files, starting with main images and your top revenue ASINs.
Update your creative brief so every new AI asset arrives already tagged, and so freelancers disclose AI use by default.
Recheck listings a few days later for removed images or suppression alerts.
Recommended tools
Image audits are a good moment to review the rest of the listing too. Compare options in this listing optimization tools comparison.
Images and A+ content also feed how Amazon's AI assistant understands your product. Our guide to optimizing listings for Alexa for Shopping covers that side.
Not sure which of your images use AI-generated people?
Most brands do not know, because the images came from three different freelancers over two years. That is exactly the kind of quiet risk that takes down a best seller mid-season. Book a free account audit and we will review your listing media against the new rule before Q4 traffic arrives.
Does Amazon allow AI-generated images in listings?
Yes. AI-generated images are not banned. Since late July 2026, images, videos and A+ content that show photorealistic AI-generated people must carry a disclosure tag in the file metadata, as reported.
What metadata tag does Amazon require for AI-generated people?
As reported, sellers add the keyword contains-synthetic-performer to the dc:subject field of the file's XMP metadata, using an IPTC-compatible metadata editor. Verify the exact wording in Seller Central before tagging.
Do I need to label real photos edited with AI tools?
No. Photos of real people are exempt even if AI was used for retouching, background replacement or lighting. The rule applies to people who were generated, not to real people who were edited.
Does the rule apply outside the US?
Yes. Amazon applied the requirement across its worldwide stores, so sellers in the UK, EU and other marketplaces need to tag AI-generated people too.
Will shoppers see that my image uses an AI-generated person?
As reported, Amazon shows a disclosure notice on the detail page when media includes AI-generated people. Factor that into whether an AI model is still the right creative choice for a premium product.
What happens if I do not tag an AI-generated image?
Amazon may remove the image, as reported, and a listing that loses its main image without a compliant replacement can be suppressed. Tagging before upload avoids both.
Does the rule cover cartoons or illustrated people?
No. Clearly illustrated or non-photorealistic figures and characters from films, TV or video games are exempt. The tag is for AI people realistic enough to pass as real.
Can someone audit my Amazon listing images for this rule?
Yes. AMZ Expert reviews listing images, videos and A+ content as part of full account management, including checking media compliance before peak season.
Summary
Amazon now requires a metadata tag on any image, video or A+ module showing a photorealistic AI-generated person, worldwide. Real people edited with AI are exempt. Audit your listing media now, tag the files before re-uploading, and make sure a missing tag does not cost you a hero listing in Q4.
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