Amazon Now Requires Sellers to Label AI-Generated People in Product Images and A+ Content — New Metadata Tags Must Be Applied at Upload After New York's Synthetic-Performer Disclosure Law (July 23, 2026)
Amazon has told third-party sellers they must now label any product image, video, or A+ content that contains photorealistic AI-generated people, according to an announcement Amazon sent to sellers and reported by CNBC on July 23, 2026. Sellers are directed to tag the affected content with specific metadata keywords before it is uploaded. The move follows New York's new synthetic-performer disclosure law, which took effect June 9, 2026 and requires conspicuous disclosure when digitally created, human-like performers appear in advertising — but Amazon is applying the labeling requirement nationwide rather than only to New York. The requirement is narrow in scope: it targets photorealistic AI-generated humans and does not apply to TV, video game, or movie characters, nor to real people even if their images have been altered with AI. Amazon says it will add an indicator on listings to inform shoppers where AI-generated people appear.
Real-World Impact
New York's underlying disclosure law carries civil penalties of $1,000 for a first violation and $5,000 for each subsequent violation, assessed on a per-advertisement basis — so a catalog with multiple non-disclosed AI-human listings could accrue penalties per listing.
Key Points
- Amazon notified third-party sellers (announcement reported by CNBC on July 23, 2026) that they must label product images, videos, and A+ content containing photorealistic AI-generated people
- Sellers must apply specific metadata keywords to tag the affected content before it is uploaded to a listing
- The requirement applies nationwide across US listings, even though it was prompted by New York's law
- It targets photorealistic AI-generated humans only — it does not apply to TV, video game, or movie characters, or to real people whose images have merely been AI-altered
- Amazon says it will add an indicator on listings so shoppers can see where AI-generated people are used, 'where applicable'
- The trigger is New York's synthetic-performer disclosure law, which took effect June 9, 2026 and carries civil penalties of $1,000 for a first violation and $5,000 for each subsequent violation, assessed per advertisement
What You Should Do Now
- 1Audit your catalog for any main images, secondary images, videos, or A+ content that use photorealistic AI-generated people
- 2Apply Amazon's required metadata keywords to tag that content before your next upload or listing edit
- 3Do not over-tag: the requirement does not cover cartoon/character art or real people whose photos were merely AI-retouched
- 4Keep a record of which ASINs contain AI-generated human imagery so you can respond quickly if Amazon or a state regulator requests disclosure verification