Amazon Now Requires Sellers to Tag AI Generated People in Product Content
Amazon Is Adding New AI Disclosure Requirements
Amazon has introduced a new disclosure requirement for product images and videos containing photorealistic people generated by AI effective July 22, 2026.
Sellers must now tag qualifying media before adding it to product listings or A+ Content in any of Amazon’s worldwide stores.
What Amazon Now Requires
If an image or video contains a photorealistic person generated by AI, sellers must add the following keyword to the file:
contains-synthetic-performer
The keyword must be added to the dc field in the XMP metadata using an IPTC compatible metadata editor.
When Amazon detects the metadata, it may display an indicator informing customers that the media contains a person generated by AI.
This requirement applies to both product listing media and A+ Content.
What Content Requires the Tag?
The requirement only applies when the final image or video contains a photorealistic person created by AI.
You do not need to add the metadata when the media:
Features a real person, even if AI tools were used to alter the image
Features characters from films, television, streaming content or video games
Does not contain people
Contains illustrated, stylized or other people who are not photorealistic
The distinction matters.
Why Metadata Preservation Matters
Adding the keyword is straightforward. Making sure it remains attached to the file may be more difficult.
Creative assets often pass through editing software, compression tools, digital asset libraries and agency portals before reaching Seller Central. Some systems remove embedded metadata during export or compression.
A compliant master file can become noncompliant before it is uploaded.
Brands should inspect the exact file that will be added to Amazon, not just the original version approved by the creative team.
What Brands Should Do Now
Brands using AI generated lifestyle content should update their production process immediately.
Review Existing Amazon Content
Audit product images, A+ Content and shoppable videos for realistic people created by AI.
Prioritize lifestyle assets featuring realistic models, faces or hands.
Classify New Assets During Production
For every new image or video, determine:
Does it contain a person?
Is the person photorealistic?
Was the person generated by AI?
If the answer to all three questions is yes, the file requires the metadata.
Assign Clear Ownership
Creative teams should identify synthetic people, editors should add the tag, and ecommerce teams should verify the final file before uploading it.
The person managing Seller Central should not have to determine how an image was produced after the creative work is complete.
Test Your File Workflow
Check whether your editing, compression and asset management tools preserve XMP metadata.
Do not assume the tag will survive every export.
The Bigger Picture
Amazon’s policy reflects a broader move toward transparency in AI generated advertising.
Platforms are no longer focused only on what content says. They are also paying attention to how it was made.
The brands that adapt early will continue using AI efficiently while reducing compliance risk.
The brands that ignore the operational side of AI content may find themselves reviewing entire asset libraries after a problem appears.
Final Thought
This is not just a metadata update.
It is a new content management requirement.
Brands should know which assets contain people generated by AI, where those files are being used and whether the required disclosure remains attached before publication.
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