Amazon alt text removed, which signals that Amazon has replaced seller-added image alt text with AI-generated descriptions, requiring sellers to relocate key search terms.
Sellers who built part of their SEO strategy around image alt text are now running into a hard shift. With Amazon alt text removal, Amazon has replaced seller-written alt text with AI-generated descriptions, cutting off a long-used path for keyword indexing in A+ Content and Brand Story.
This means listings that once relied on hidden image metadata for extra search reach may already be losing visibility. What used to be a quiet ranking advantage is now gone, forcing sellers to rethink how they structure keyword placement across indexed fields.
Amazon Removes Alt Text Functionality and Switches to AI Automation
Amazon has rolled out a major update that changes how Amazon alt text removal works across A+ Content and Brand Story modules. Sellers can no longer manually enter or manage alt text, as Amazon now auto-generates it using AI, including backfilling existing Brand Story assets.
This update also removes a previously used method for Amazon keyword indexing tied to image alt text. That means sellers lose a former pathway for adding extra keyword coverage within A+ Content and Brand Story images.
With Amazon alt text removal in place, A+ content optimization is shifting away from image-based keyword placement. Amazon now relies on automated image descriptions, pushing sellers to focus optimization efforts on other indexed parts of their listings.
Some sellers are concerned about losing a long-standing visibility tool, and there is uncertainty about whether similar restrictions could expand to other modules. From an Amazon agency perspective, sellers should closely watch how AI-generated content continues to shape A+ Content and Brand Story performance going forward.
Noah Wickham, VP of Sales & Marketing at My Amazon Guy
Alt Text Removal From A+ Content Ends Keyword Stuffing Loophole
eStore Factory reports that Amazon has expanded its 2025 changes, removing alt text from A+ Content modules, with the latest update affecting how Amazon alt text is handled across listings. Sellers in impacted regions no longer have the option to add alt text within any A+ Content module layout.
This change reflects a broader removal of seller-controlled image metadata across A+ Content, regardless of module type. It signals Amazon’s continued shift toward standardized content structures with fewer behind-the-scenes optimization fields.
Earlier rollout phases removed alt text from specific module types, and the system now operates with full removal in select regions, particularly in Europe. A wider rollout to additional marketplaces remains possible as Amazon continues aligning its content framework globally.
The update also confirms what many tests have already shown, that alt text was never a ranking input for search indexing. Sellers now need to prioritize visible, structured listing content that can actually be crawled and interpreted by Amazon’s system.
Sellers Forced to Rework Amazon SEO Strategy After Alt Text Change
Amazon has removed image alt-text from its ranking system, changing how Amazon alt text works within listing performance signals. According to Marketplace Valet, this means alt text fields no longer contribute to keyword indexing, even though many sellers previously used them for SEO support.
The update also reflects a shift in how Amazon evaluates relevance, with stronger reliance on image recognition and contextual understanding. As a result, some listings may lose visibility for keywords that were previously supported through image metadata.
Image alt-text is no longer part of Amazon’s indexing system, removing a layer of keyword placement that some listings depended on. Amazon SEO strategy now shifts toward titles, bullet points, backend search terms, and structured listing content.
Sellers impacted by this change need to move keyword focus into indexed fields like titles, bullets, and backend terms. Recovery now depends on a stronger listing structure and clearer content signals instead of hidden metadata.
| SEO Element | Before Change | After Change |
|---|---|---|
|
Image Alt Text |
Contributed to indexing signals |
No longer indexed |
|
Keyword Coverage |
Expanded via hidden image fields |
Limited to visible and backend fields |
|
Traffic Impact |
Supported “shadow query” visibility |
Potential drop in unsupported queries |
