This Wednesday, Amazon sent a notice to third-party sellers regarding its AI-generated content disclosure policy. After the announcement, many began debating: Can AI models still be used? Should all existing product images be revised? Will AI no longer be allowed for Listing and A+ Content creation?

Here is the clear conclusion: AI models can still be used. If people or real-life scenes in images are AI-generated and likely to be mistaken for real photography, corresponding disclosure must be completed per platform requirements. This means AI tools are not banned; they have entered a more standardized and transparent phase of application. What sellers truly need to figure out is not whether AI can be used, but which content requires disclosure and which does not.

Core of the new rule in one sentence: Allowed, but disclosure is mandatory

Many people’s first thought upon seeing the news is: “Is Amazon restricting AI materials?” This is not the case. According to CNBC’s reports, Amazon’s policy update ties to newly enacted AI-related legislation in New York State. Local regulations impose stricter transparency standards for AI-generated human content, prompting the platform to roll out updated disclosure rules. These rules let consumers clearly identify whether human figures on product pages are AI-generated. Put simply, Amazon is not banning AI tools. It requires necessary disclosure when sellers use highly realistic AI human materials.

The scope of this new rule is clearly defined. Amazon does not target all AI-generated content; it targets only materials that may mislead consumers. Examples include AI-generated human models, AI virtual customers using products, or human visuals that look identical to real shots. By contrast, AI-written product descriptions, optimized titles and bullet points, AI-aided white background processing, product rendering, and background editing fall outside the scope of this policy.

In short, the platform aims to resolve transparency issues rather than limit AI development.

Why is the platform focusing on AI-generated human materials?

Advancements in AI have transformed how commercial content is produced. Previously, high-quality product visuals required photography teams, models, scene setup, and post-production, consuming significant time and costs. Today, sellers can quickly generate human demonstration images with varying styles, age groups, and usage scenarios via AI tools, boosting efficiency and cutting content creation costs.

As AI technology evolves, generated images become increasingly realistic. Consumers struggle to distinguish real photography from AI creations. On e-commerce platforms, product images serve display purposes and influence purchasing decisions. Hence, the platform needs solutions to help buyers differentiate authentic materials from AI-generated content. From this perspective, Amazon’s adjustment standardizes transparency for AI content instead of restricting sellers’ use of AI tools.

One single standard to judge which AI materials need disclosure

Most sellers have one key question: Which images need disclosure moving forward?

There is no need to memorize lengthy regulations. Stick to one judgment standard: Would consumers believe the image features real people or real-life scenes?

If the answer is yes, such materials require attention. There are two typical scenarios. First, AI-generated human model display images. For apparel, footwear, and accessories, AI models showcasing items look identical to real photos, yet the figures are synthetic, so disclosure is required. Second, AI-generated real usage scenes. For home goods, showing people using products in living rooms, electronics with operators, or beauty items featuring usage demonstrations. Disclosure is mandatory if these people and scenes are AI-generated.

These AI materials generally do not require disclosure

The following content does not need to comply with the new AI human material labeling requirement:

• AI-powered matting, background removal, color grading, and flaw retouching
• AI-generated product titles, bullet points, and written A+ content
• Product renders, white background images, cartoons, and anime characters without real human figures
• Real human photos optimized by AI for image quality, lighting, or minor details

To put it simply: Optimizing existing footage with AI differs fundamentally from creating non-existent human figures through AI.

How sellers should handle AI materials

Sellers leveraging AI for commercial content can prepare in three ways.

First, clarify image sources before upload. Confirm whether human figures in visuals are real or AI-generated. Mark content accordingly if figures are synthetic.

Second, pay attention to newly added assets during page updates. Existing listings with unchanged images and A+ content do not require urgent revisions under this new policy. If main images, secondary photos, or new detail sections are updated later and contain AI-generated human figures, follow the new disclosure rules.

Third, cultivate good habits in managing materials. It is advisable to preserve the original image files, their sources, and production processes. As AI tools become increasingly prevalent, a standardized management approach not only enhances work efficiency but also facilitates compliance with platform requirements. When uploading, downloading, or backing up original materials or finished images to overseas storage, 1024Proxy’s global residential IP resources provide a stable network environment.

Frequently asked questions regarding the new policy

Can mixed footage combining real shots and AI materials be used?

Suppose you have ten images: eight real photographs and two AI-augmented scene visuals. If these two AI images contain real-looking people or scenarios, enable disclosure for the entire listing. The platform implements listing-level disclosure and does not demand labeling for individual pictures.

Will disclosing AI content hurt sales?

Experience from other overseas platforms with similar rules shows AI disclosure barely impacts buyer decisions. Shoppers focus on products instead of production methods. Some buyers even develop greater trust given transparent information.

Do sellers need to retroactively update all old listings?

No urgent revisions are needed if images and A+ content on old listings remain untouched. The policy mainly applies to newly uploaded materials or actively updated content. If you replace main images or add new detail visuals later, any newly uploaded AI human images must follow disclosure standards.

Do real photos with minor AI adjustments need labeling?

The deciding factor is the origin of human figures. Real photographs with color correction and lighting tweaks do not require disclosure. Disclosure is required if AI creates entirely new virtual human figures, even when inspired by real people.

Conclusion

Amazon’s policy adjustment is not intended to ban AI materials but to introduce clear labeling standards for commercial content. For sellers, the necessary change is not abandoning AI but adding a simple evaluation step during asset creation to decide whether to check the “Content contains AI-generated material” box.

AI models will remain vital for product presentation, but usage will become more regulated. Balancing efficient AI utilization, transparent content, and platform compliance is key for sellers adapting to AI-driven commercial operations.