Amazon will now automatically translate product images with text into the customer’s preferred language. The feature applies to all sellers with non-media products in 14 stores, including Germany, the USA, the UK, France, Spain, Italy, Poland, and more.
If images are not available in the local language of the respective store, Amazon automatically replaces them with translated versions. If you prefer your own translations, you can upload your own images in the target language, which removes the automatically generated versions.
The translations are created using AI with quality control and appear on the product detail page as well as in the image manager. The main image is not changed. Brand elements, product specifications, and visual quality are preserved.
What do sellers need to know?
Which stores and languages are affected: The automatic image translation applies in 14 stores: USA, Canada, Mexico, Brazil, Germany, France, Italy, Spain, the Netherlands, Belgium, Poland, Ireland, Sweden, and the UK. In stores with multilingual customers such as the USA (Spanish), Canada (French), or Belgium (French/Dutch), additional language variants are created.
Main image remains unchanged, secondary images are replaced: Only images that are not available in the primary language of the respective store are replaced with translated versions. The original image in the store’s main language remains unchanged. Sellers who have already uploaded correctly localized images are not affected by the automatic replacement.
Your own images take priority over AI translations: We recommend uploading your own product images in the respective target language instead of relying on the AI-generated translations that Amazon creates automatically. As experience shows, the quality of these AI-generated images is often poor—especially for complex text, brand claims, or legally relevant information.
