Amazon packages are prepared for delivery at Amazon’s Robotic Fulfillment Center.
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Amazon is requiring third parties to label any product images or videos that contain “AI-generated people,” after New York recently passed a law requiring more transparency regarding “synthetic performers” in ads.
The company notified sellers of the policy change on Wednesday, according to a copy of the announcement seen by CNBC. The policy directs sellers to tag images and any “A+ content” related to videos or other graphics on landing pages with specific metadata keywords before uploading.
“New laws require disclosure if images or videos in advertising depict photorealistic, AI-generated people,” Amazon wrote in the announcement.
New York’s law, which went into effect last month, requires companies to disclose whether advertising uses “synthetic actors” instead of human actors. The legislation applies to “digitally created media depicting a real person.” Gov. Kathy Hochul described it as a “first-in-the-nation law.”
“Without realizing that the content the public sees is not real, artificial artists and manipulated media generated by artificial intelligence can undermine the ability to accurately separate fact from fiction,” said a press release from Hochul’s office.
Amazon clarified in its announcement that the requirement does not apply to content that features characters from television series, video games and films, or to content that includes real people, even if they have been modified using AI.
The company said it would “add an indicator” to listings on its website to inform consumers “where applicable” that images or other content depict AI-generated people. It’s unclear what criteria Amazon will use when deciding when to show the label to shoppers.
Amazon did not immediately comment.
Amazon has adopted AI internally and is increasingly integrating the technology across its portfolio. The company has optimized listing titles and details so they are more likely to be recognized by AI systems, invested in a recently renamed assistant called Alexa for Shopping, and introduced a feature that adds AI-generated products to the search bar in real time based on user queries.
More and more Amazon third-party sellers are using AI to generate text, images and other content for their listings, sometimes using the company’s tools.
Third-party sellers drive Amazon’s core retail business and account for more than 60% of goods sold on the Amazon marketplace.
There is no federal law requiring companies to disclose when advertising content was created using AI.
States have taken steps to require greater transparency around AI content. Earlier this year, California began requiring major AI providers to embed watermarks into AI-generated images, videos or other content.
MetaTikTok, Pinterest And GoogleYouTube has added AI-generated content labels to videos and images uploaded to their platforms. TikTok and Meta were recently criticized for failing to adequately label ads that feature AI-generated influencers selling dubious products, sometimes without the brand’s knowledge.
TikTok has said it has taken steps to suspend accounts that make misleading health claims, and Meta said it is flagging AI videos
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https://www.cnbc.com/2026/07/23/amazon-makes-sellers-label-ai-generated-people-in-images-after-ny-law.html
