Amazon requires Sellers and Vendors with immediate effect to label product images and videos with photorealistic AI-generated people using special metadata before uploading them to listings or A+ content. The reason is a new statutory disclosure requirement that demands transparency toward customers.
Specifically, the keyword contains-synthetic-performer must be entered in the dc:subject (XMP) field of the image or video file. For this, an IPTC-compatible metadata editor is required. Amazon then automatically adds a notice for customers to the affected content.
The requirement applies exclusively to media featuring photorealistic AI people. Images with real people, characters from films or games, as well as media without any people are exempt from the labeling requirement.
What do Sellers and Vendors need to consider?
Technical implementation via an IPTC editor: The metadata field dc:subject (XMP) must contain the value contains-synthetic-performer. Tools such as Adobe Bridge, ExifTool, or Photoshop (file information) support IPTC/XMP metadata. The file must be edited accordingly before uploading in Seller Central or Vendor Central, as labeling after upload is not предусмотрed.
When the requirement applies and when it doesn’t: Only photorealistic AI-generated people trigger the labeling requirement. Images with real models (including AI-retouched), cartoon characters, game characters, or product photos without people are explicitly excluded. So if you use AI tools only for background removal or exposure correction, you don’t need to label anything.
Check and adjust your image workflow now: If you use AI tools like Midjourney, DALL-E, or Firefly for lifestyle images with people, you should expand the upload process immediately to include the metadata step. Missing labeling may be considered a violation of policy guidelines. We recommend embedding a checklist or a template into your image production process so that no image is uploaded without its verified metadata status.
