The Amazon AI image policy now requires sellers to add metadata to product images and A+ Content featuring photorealistic AI-generated people so Amazon can display a disclosure to shoppers when applicable.
As more brands adopt AI to create product content, Amazon is expanding the compliance steps required before those assets go live. The Amazon AI image policy introduces a new disclosure process that sellers should factor into their existing content workflow.
The update also highlights the growing role of metadata in Amazon listing management rather than focusing only on the visual content itself. Sellers using AI-generated lifestyle imagery should understand how the requirement affects both new uploads and existing creative assets.
Amazon Details New AI Image Disclosure Requirements
Amazon has announced that the Amazon AI image policy now requires sellers to add specific metadata to qualifying product content before uploading it to listings and A+ Content worldwide. The requirement applies only to Amazon AI-generated people that appear as photorealistic individuals in images or videos.
To comply, sellers must use an IPTC-compatible metadata editor to add the keyword contains-synthetic-performer to the dc:subject (XMP) field before uploading eligible files. Amazon will then display an indicator for customers when applicable, making disclosure part of the publishing process for qualifying Amazon AI-generated product images.
The announcement also clarifies that the requirement does not apply to every file uploaded to Seller Central. Sellers do not need to add the metadata when Amazon listing images contain only real people, even if AI tools were used for editing, characters from movies, television, streaming content, documentaries, video games, or other expressive works; no people, or people that are not photorealistic.
Amazon directed sellers to follow its guidance for tagging media that contains AI-generated people along with the Product Image Guide and Shoppable Video Guide for implementation details. Sellers working with an Amazon agency or managing content in-house should ensure qualifying assets follow the announced metadata requirement before publication.
Research Highlights Broader Impact of Amazon AI Image Policy
The Amazon AI image policy arrives as sellers increasingly use generative AI to create product content, making disclosure part of the same creative workflow that produces those assets. Amazon reported that Sponsored Brands campaigns using AI-generated images achieved a 10.3% higher return on ad spend; brands using its AI creative tools advertised five times as many products, and advertisers using its Sponsored Brands image generator recorded 10% more sales per advertiser one month after adoption based on internal U.S. measurements from 2024 and 2025.
| Amazon-reported AI creative results | Reported outcome |
|---|---|
|
Sponsored Brands campaigns using AI-generated images
|
10.3% higher return on ad spend
|
|
Brands using Amazon AI creative tools
|
Advertised 5× more products
|
|
Sponsored Brands image generator
|
10% more sales per advertiser after one month
|
|
Measurement period
|
Internal U.S. data from 2024 and 2025
|
According to Forbes, Amazon also noted that third-party sellers account for more than 60% of all units sold on its marketplace, while AI-generated lifestyle imagery has become increasingly common because it is less expensive and faster to produce than traditional photo shoots. As a result, disclosure requirements now apply to content many sellers already use as part of their regular creative process, particularly when it includes photorealistic AI-generated people.
Research cited alongside the announcement suggests disclosure labels may influence shopper behavior, although the findings vary by study and use case. One study published in Equilibrium found that AI-labeled advertisements generated lower consumer trust and purchase intent than human-made advertisements, especially for higher-priced products, while separate research in PNAS Nexus found AI labels reduced perceived accuracy and willingness to share content regardless of whether it was AI-generated or human-created.
The announcement also reflects a broader shift toward AI transparency beyond Amazon’s marketplace. The source notes that platforms including TikTok Shop and YouTube have introduced AI labeling measures, while additional state laws in the United States continue to expand disclosure requirements for AI-generated advertising and digital content.
Amazon Highlights Workflow Changes for Seller Compliance
The Amazon AI image policy extends beyond adding metadata by introducing new workflow expectations for brands that produce and publish AI-assisted creative. The Starren Group reported that Amazon recommends reviewing existing content, assigning responsibility across teams, and confirming that required metadata remains attached before qualifying assets are uploaded.
Key points for sellers
- Audit existing product content.
- Review new AI-generated assets.
- Assign ownership across teams.
- Verify metadata before upload.
- Check that XMP metadata is preserved.
Amazon also noted that metadata preservation should become part of every content production process because file exports and asset management systems may remove embedded information. A compliant master file can become noncompliant if the required metadata is stripped before publication, making verification an important final step for assets containing AI-generated people.
The company said brands should understand where qualifying content is being used and confirm the required disclosure remains attached throughout the production lifecycle. Amazon described the update as a broader content management requirement designed to support transparency in AI-generated advertising rather than a simple metadata change.
This video shows the exact steps to add the required metadata to your AI images.
- 0:00 New Amazon AI Disclosure Rule Explained
- 0:11 The New York Law Impacting Sellers
- 0:32 Why Amazon is Requiring This Globally
- 1:01 Step-by-Step: How to Tag AI Images Properly
- 1:25 Adding "Synthetic Performer" to Metadata
- 1:54 What Amazon Does with AI Metadata
- 2:26 Exemptions: When You Don't Need to Tag
