Amazon AI Image Labeling: contains-synthetic-performer Explained
Last updated: August 26, 2026
Reading time: approx. 6 minutes
Amazon has a clear rule for AI-generated humans in seller media: if a product image or video shows a photorealistic, fully AI-generated person, you must embed the keyword contains-synthetic-performer into the file's XMP metadata before uploading.
This guide explains what's behind the rule, which images are affected, and how to apply the label in minutes — free of charge and without your image ever leaving your computer.
Table of contents
What is contains-synthetic-performer?
contains-synthetic-performer is a fixed keyword value Amazon prescribes for labeling AI-generated people. It is not written visibly into the image — it is embedded in the file's metadata, specifically the standardized XMP field dc:subject, which the IPTC standard defines as the keywords field. The field is an open standard; the value is Amazon-specific.
Amazon's official seller announcement names the label as a requirement for all worldwide stores, and Amazon reserves the right to show customers a notice on labeled media.
The background is a broader trend toward transparency obligations: New York has had a law in force since June 9, 2026 requiring clear disclosure when advertising knowingly shows a synthetic performer. That law does not prescribe a metadata format, though — the XMP mechanism with the fixed keyword is Amazon's own implementation for its platform.
When does Amazon require the label?
The trigger is precisely defined: a product image or video containing a photorealistic, fully AI-generated person. According to an official Amazon moderator clarification, the scope covers all buyer-facing seller media — listing images, A+ Content, Brand Story, Storefront, videos and ad media. Even partially visible people (e.g. just hands) are covered, as long as the depicted person was created entirely by an AI.
Label required
- ✓Photorealistic person, fully AI-generated
- ✓Even when the AI person is only partially visible
- ✓In listings, A+ Content, Brand Story, Storefront and videos
No label needed
- ✗Real people — even when AI-edited
- ✗Characters from artistic works
- ✗Images without people or without photorealistic people
On timing: Amazon's public announcement phrases the rule as an existing obligation without a named start date; an Amazon moderator cites June 6, 2026 as the effective date and recommends updating older media retroactively. The conservative, safe reading for sellers: label affected new and existing images.
How to label your images step by step
Step 1: Classify the image
Check whether your image shows a photorealistic person created entirely by an AI. Amazon's distinction targets origin, not just appearance: a real person retouched with AI is exempt — a fully synthetic person is not. You make this classification yourself as the seller.
Step 2: Embed the keyword in the file
Embed contains-synthetic-performer into the XMP field dc:subject of your JPEG or PNG file. The easiest way is our free Amazon AI image metadata tool: it runs 100% locally in your browser — no upload —, adds the keyword without re-encoding the image pixels, preserves existing XMP keywords and verifies the result immediately.
Step 3: Label first, then upload
Amazon requires the label before the media is added to a listing or A+ Content. So always upload the labeled copy. For A+ Content you can alternatively use the upload checkbox for AI-generated people.
Step 4: Review existing images
Go through your live listings: are photorealistic AI people in use anywhere? Amazon recommends updating older media retroactively. The tool can also simply check a file without modifying it.
What the label does not cover
The XMP keyword applies to seller media. Three related Amazon areas work differently and should not be confused:
- Amazon Ads: Assets generated inside Amazon Ads are handled by Amazon automatically. Externally created ad assets have their own selection at upload ("Contains synthetic performers"); for display and video creatives served via third parties, the disclosure must appear visibly in the creative itself.
- KDP: Kindle publishers declare AI-generated content during the publishing flow — the XMP keyword is not prescribed there.
- IPTC provenance: The separate metadata value
trainedAlgorithmicMedia(DigitalSourceType) is sensible provenance information but not part of Amazon's mandatory label.
HORAiZON ONE labels automatically
If you generate your product images and A+ modules with HORAiZON ONE, you don't have to worry about the label: the AI automatically checks generated images for photorealistic people and embeds the keyword contains-synthetic-performer directly into the XMP metadata — for A+ media deliberately after cropping, so the label isn't lost to later editing.
For all other images — for example from external AI tools — simply use the free browser tool.
Frequently asked questions
Complete listings instead of single images?
HORAiZON ONE creates conversion-optimized product images, A+ Content, copy and backend keywords — Amazon-compliant including AI labeling, published directly via the SP-API.
Start free now