Amazon now requires sellers to label AI-generated people in product images
A new New York State law pushed Amazon to act. Here is what it means for shoppers scrolling through listings and for the sellers who make their living on the platform.
Key points
- Amazon told third-party sellers on Wednesday that they must tag product images and videos containing photorealistic AI-generated people before uploading them.
- New York State's new law, which took effect last month, requires any business advertising in the state to disclose when a "synthetic performer" (a computer-generated image made to look like a real human) appears in place of a real actor.
- Governor Kathy Hochul called it a "first-in-the-nation" law, and Amazon's policy change follows directly from it.
- Outside sellers account for more than 60% of goods sold on Amazon's marketplace, meaning this rule touches a huge share of the product listings shoppers browse every day.
- No federal law yet requires AI-content disclosure in advertising; individual states are filling that gap.
If you have ever clicked on an Amazon listing and wondered whether the model in the product photo was a real person, Amazon now has to tell you. Starting this week, sellers who use photorealistic AI-generated people in their images or videos must attach specific metadata tags to that content before it goes live.
Amazon confirmed the change in an announcement sent to sellers Wednesday, first reported by CNBC Tech. The policy covers standard product photos and what Amazon calls "A+ content," meaning the richer videos and graphics that brands add lower down on a listing page.
Why is Amazon doing this now?
New York State passed a law that took effect last month requiring companies to disclose when ads feature "synthetic performers," the legal term for AI-generated figures designed to look like real humans. Amazon sells to customers across the country, so complying with a state law effectively means changing platform-wide behaviour.
Governor Kathy Hochul's office put it plainly: without a disclosure, AI-generated performers "can undermine one's ability to accurately distill fact from fiction." In other words, if a "person" selling you a vitamin supplement never existed, you probably deserve to know that.
Amazon says it will add a visible indicator to affected listings, so shoppers can see at a glance when AI-generated people appear in the content. The company has not yet spelled out exactly how it will decide when to show that label.
What does this mean for sellers?
Sellers need to act before uploading, not after. The requirement is to embed specific metadata keywords in image and video files. Amazon has not yet released its full technical guidance publicly, so sellers should watch their Seller Central dashboard for details.
A few things the new rule does NOT cover: content featuring fictional characters from TV, video games or films, and images of real people even if AI tools were used to touch them up.
| Content type | Label required? |
|---|---|
| Photorealistic AI-generated person | Yes |
| Real person, AI-edited | No |
| TV, game or film character | No |
| Product-only image, no people | No |
More sellers have been turning to AI tools to generate listing images quickly and cheaply. That is a real business advantage. This rule does not stop them using those tools; it just adds a disclosure step when the output looks like a human being.
Common questions
Does this affect shoppers outside New York?
Amazon has applied the policy across its US marketplace, so any shopper in any state will eventually see the AI-content labels on qualifying listings.
Is there a national law covering this?
Not yet. No federal rule requires AI-content disclosure in advertising. California has moved separately to require watermarks inside AI-generated media files, but New York is the first state to specifically target synthetic performers in ads.
