Amazon sellers who recently use AI models to create main images, A+ pages, and brand videos need to pay close attention.

On July 23, Amazon officially released a new AI content compliance requirement.

Image source: Amazon

From now on, if sellers use highly realistic AI-generated human images or videos in their Listings or A+ content across global sites, they must add Amazon's designated label (contains-synthetic-performer) to the file metadata before uploading.

This means AI image compliance requirements have been upgraded again. In the past, the platform mainly reviewed whether the image itself met the standards; now, the metadata inside the image file is also subject to review.

Why has Amazon added this requirement? In fact, this is not a sudden new restriction but the platform's response to the continuously strengthening global AI regulations.

In recent years, the United States and many other countries have successively introduced regulatory requirements for AI-generated content, especially in the advertising field.

The core principle is: if realistic AI-generated people appear in advertisements, proper disclosure should be made to consumers to avoid them mistakenly thinking they are real people. Therefore, Amazon now requires sellers to actively mark related materials when uploading.

Based on the metadata provided by sellers, the platform will add corresponding labels to the image or video where applicable, telling consumers that the image contains AI-generated people.

What content needs metadata added? According to Amazon's latest requirement, the designated metadata is only needed when the image or video contains "highly realistic AI-generated human beings." For example: AI-generated models displaying products, AI-generated portrait advertising images, AI-generated explanation videos featuring real people, and video materials featuring AI digital human appearances. If any of the above situations apply, it is recommended to complete the metadata marking as required.

Amazon has also clearly listed several situations where no metadata is needed:

Only containing real people (even if modified using AI tools) 

Only containing characters from movies, TV shows, streaming content, documentaries, video games, or other expressive works (e.g., movie posters or video game covers)

How to add the metadata required by Amazon?

The operation method is not complicated. You can follow the steps below to add metadata for single images or in batch.

1. Adding to a Single Image:

The first step, open the image in the folder, right-click and select [Properties]

Image source: Youjiang AMZ White Hat Approach

Second step: Click [Details], then enter: contains-synthetic-performer in the tag field, click OK to add the tag.

Reminder: For JPG format images on a computer, you can see the "Tags" field by opening Properties; PNG format images do not show it.

Image source: Youjiang AMZ White Hat Approach

After confirming, go back and click Details to see the tag you added.

Image source: Youjiang AMZ White Hat Approach

2. Adding to Multiple Images in Batch:

You can use the exiftool tool for batch addition. Download the exiftool, then extract it. Place the images that need tags into the extracted folder; images in any format can be added here.

Image source: Youjiang AMZ White Hat Approach

Then type: cmd, and press Enter

Image source: Youjiang AMZ White Hat Approach

Enter the command: exiftool.exe -overwrite_original -ext jpg -ext jpeg -ext png -XMP-dc:Subject+=contains-synthetic-performer .

Image source: Youjiang AMZ White Hat Approach

Seeing this indicates the tagging was successful.

If you are worried the PNG format was not tagged successfully, sellers can also enter a command to check. For JPG images, click [Properties] then Details to check. For PNG format, continue by entering this command: exiftool.exe -G1 ''Belly Bands.png''

If Subject outputs contains-synthetic-performer, that means the tag was added successfully.

Image source: Youjiang AMZ White Hat Approach