Amazon now requires third-party sellers to disclose photorealistic AI-generated people in product images and videos. Sellers must embed specific metadata into these files before uploading them to the platform. Amazon also plans to introduce shopper-facing labels for AI content, though the implementation timeline remains unspecified.
This policy responds to legislation like New York’s synthetic performer disclosure law. That law imposes financial penalties for the undisclosed use of AI in advertising.
Sellers must now audit creative assets to maintain compliance and manage consumer trust. Amazon data from 2024 and 2025 showed AI-generated ad images previously drove higher returns. However, some studies indicate that explicit AI labels may reduce consumer engagement.