Amazon AI Image Rules: How to Label AI-Generated People in Listings
AI tools make it cheap to create lifestyle photos with models, and many sellers now use them for main images, A+ Content and videos. Since July 2026, Amazon has required sellers to label images and videos that contain photorealistic AI-generated people. Getting it wrong can cost you images or listing visibility. Here is what the rule covers, how to add the label, and how to stay safe.
What the rule requires
According to eWeek and GeekSeller, Amazon notified sellers in late July 2026 that:
- Product images, lifestyle images, product videos and A+ Content that contain photorealistic AI-generated people must be tagged before upload.
- The tag is the keyword contains-synthetic-performer, added to the dc:subject (XMP) metadata field with an IPTC-compatible editor.
- Amazon will show a disclosure on product listings where applicable, and can remove non-compliant images or suppress listings.
CNBC and Forbes also reported the change, linking it to a New York law on synthetic performers in advertising.
The law behind it
eWeek reports that the policy follows New York General Business Law Section 396-b, which took effect on June 9, 2026 and requires businesses that create ads with "synthetic performers" to disclose it. Penalties are $1,000 for a first violation and $5,000 for each later violation. Other states are considering similar rules, so expect more disclosure requirements over time. This article is general information, not legal advice.
Does my image need the label?
| Image content | Label needed? |
|---|---|
| A photorealistic person created entirely by AI | Yes |
| A real model, retouched or edited with AI tools | No (per Amazon's guidance as reported) |
| Characters from films, TV or video games | No |
| Cartoon or clearly non-photorealistic people | No |
| Product only, no people | No |
| AI background with a real person composited in | Not addressed in the reports we reviewed; check Amazon's latest wording in Seller Central before uploading |
Source: Amazon's seller notice as reported by eWeek and GeekSeller, July 2026. When an image is borderline, check the current Seller Central guidance or choose a real model.
How to add the metadata
- Keep the original file. Some marketplaces and image tools strip metadata, so tag the final export you will upload.
- Use an IPTC/XMP-capable editor. Desktop photo software with a "keywords" or "File Info" panel, or the free command-line tool ExifTool, can write XMP keywords.
- Add the exact keyword contains-synthetic-performer to the dc:subject (keywords) field. Spelling matters.
- Check that it saved by reopening the file's metadata before upload.
- Apply it to videos and A+ modules too, not only main images.
- Keep a log of which ASINs use AI-generated people, which files were tagged and when.
Tip: Agencies and freelancers often deliver AI-generated lifestyle images without saying so. Ask every creative supplier to state in writing whether people in the images are real or AI-generated.
Should you still use AI-generated models?
AI imagery can cut cost and speed up testing, but think about the trade-offs:
- Disclosure may affect trust. Some shoppers react differently to a visible AI label. Test conversion with and without AI models.
- Accuracy rules still apply. AI images must still show the real product accurately; misleading images break listing policies regardless of labels.
- Other channels. If you reuse the same images on Walmart, TikTok Shop or your own site, check each platform's rules and state laws for ads.
Audit checklist for existing listings
- List all ASINs with lifestyle images, videos or A+ modules that show people.
- Confirm with your designer or agency which ones were AI-generated.
- Re-export those files with the metadata tag and re-upload.
- Replace any images where you cannot confirm the source.
- Add the check to your standard listing launch process, and repeat the audit whenever you refresh creative for a new season.
How Atronia Innovations helps
Our Creative Studio produces listing images, A+ Content and videos, and we track platform rules like this one so your creative stays compliant. See our plans or ask us to audit your listings.
Sources
- eWeek — Amazon requires sellers to disclose AI-generated people in product images (Jul 2026)
- GeekSeller — Amazon introduces new rules for AI-generated images (Jul 2026)
- CNBC — Amazon makes sellers label AI-generated people in images after NY law (Jul 23, 2026)
- Forbes — Amazon requires sellers to label AI-generated people in listing images (Jul 25, 2026)
