Amazon is enforcing a policy requiring third-party sellers to tag product images and videos that depict AI-generated people, in response to New York’s new law mandating transparency around synthetic performers in ads. The rule asks sellers to add specific metadata keywords to images and A+ content before uploading, and Amazon will add an on-page indicator where applicable to show AI-generated people. The New York law, which took effect last month, requires disclosure when synthetic performers replace human actors in advertising for digitally-created media that appear real, a measure Hochul described as a first-in-the-nation effort. Amazon says the labeling does not apply to content featuring TV, video game, or movie characters, or to real people who have been altered with AI, and it has not yet clarified all criteria for when the label must appear. The move aligns with broader industry shifts toward transparency as Amazon continues to expand its use of AI across listings and services.