Amazon mandates AI image labels for sellers under New York law
Amazon will require third-party merchants to tag AI-generated people in product listings, exposing its vast marketplace to a patchwork of emerging state regulations around synthetic media.
Amazon will require third-party sellers to label any product images or videos containing "AI-generated people" using specific metadata keywords before uploading. The policy change, communicated to sellers on Wednesday, follows a New York law that took effect last month requiring disclosure of "synthetic performers" in advertising. "Recent legislation requires disclosure when images or videos in advertisements contain photorealistic AI-generated people," Amazon wrote in its announcement.
The rule directly impacts the engine of Amazon's retail business. Third-party sellers account for more than 60% of goods sold on the platform, and an increasing number are using AI tools to generate listing text, images and other content.
The requirement creates a new compliance hurdle for the millions of independent merchants relying on the platform. Sellers must now ensure their creative workflows accommodate the mandatory metadata tags for "A+ content," which includes videos and graphics on listing pages.
Governor Kathy Hochul's office framed the legislation as a consumer protection measure. "Without notice that the content the public is viewing is not real, AI-generated synthetic performers and manipulated media can undermine one's ability to accurately distill fact from fiction," the office stated. The mandate applies to digitally-created media that appear as a real person.
Amazon clarified the requirement does not cover real people whose images are altered, nor TV, video game and movie characters. The company said it will "add an indicator" to relevant listings on its website, but the exact criteria for displaying these labels to shoppers remains unclear. Amazon did not immediately provide further comment.
The labeling mandate arrives as Amazon aggressively integrates AI into its own operations to boost sales and efficiency. The company has optimized listing details for AI search systems, invested in the Alexa for Shopping assistant, and launched a feature that injects AI-generated products into its search bar in real time.
The move highlights the fragmented regulatory environment facing big tech. There is currently no federal law mandating AI disclosure in advertising, forcing platforms to navigate state-level rules. California recently began requiring large AI providers to embed watermarks in generated content.
Other platforms are grappling with similar enforcement challenges. Meta, TikTok, Pinterest and YouTube have all introduced AI content labels, but TikTok and Meta have faced recent criticism for failing to adequately label ads featuring AI-generated influencers selling dubious products.
