Amazon is tightening its rules for third-party merchants by requiring labels on product images and videos that include AI-generated people. The move follows a new New York law aimed at making advertising more transparent when a synthetic performer is used instead of a real human actor.
The policy change adds a new disclosure expectation for sellers using artificial intelligence in marketing materials on Amazon’s marketplace. Based on the report, merchants will need to identify content that features digitally created people rather than human models or actors.
The New York law focuses on consumer awareness in advertising, reflecting broader pressure on companies to make AI-generated content easier to recognize. Amazon’s response suggests that large online platforms are beginning to adapt seller policies as lawmakers set new standards around synthetic media.
For marketplace sellers, the update signals that AI-made visuals may face closer oversight, especially when they are used in ads or product listings. It also highlights how state-level regulation can quickly shape platform rules for e-commerce and digital advertising.
