Amazon Tells Sellers to Label AI-Generated People in Product Images

Amazon

Amazon is asking sellers to identify product images that contain AI-generated people, according to reporting published on July 24. The change follows a New York law focused on disclosure when advertising uses synthetic human likenesses.

For marketplace operators, this turns AI-assisted creative work into a compliance workflow rather than only a production shortcut. Teams should know which listing images were generated or materially altered by AI, retain the source files and prompts, and make ownership of any required disclosure explicit before an asset goes live.

The immediate priority is an image audit. Review hero images, secondary gallery images, A+ Content, and advertising creatives for synthetic models or people. Separate fully synthetic people from ordinary edits such as background cleanup, and do not assume that an agency or freelance designer has already documented how an image was made.

Sellers should also add an AI-origin field to their digital asset library and require creative partners to declare whether a person in an image is real, licensed stock, or AI-generated. A short approval checklist can reduce the risk of inconsistent disclosures across listings and campaigns.

The broader signal is that marketplace creative standards are beginning to absorb state-level AI rules. Operators should expect disclosure requirements to evolve and should build a repeatable recordkeeping process now, rather than fixing images one listing at a time after enforcement begins.

Sources

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