Amazon Orders 60%-Plus Marketplace Sellers to Label AI-Generated People Under New York Law
Updated
Updated · CNBC · Jul 24
Amazon Orders 60%-Plus Marketplace Sellers to Label AI-Generated People Under New York Law
3 articles · Updated · CNBC · Jul 24
Summary
Amazon told third-party sellers on Wednesday to tag product images, videos and A+ listing content that include photorealistic AI-generated people before upload.
The move follows New York's new law, effective last month, requiring advertisers to disclose when “synthetic performers” replace human actors in media that appears to show a real person.
Amazon said it will add an on-site indicator to affected listings, though it did not explain what threshold it will use to decide when shoppers see the label.
The requirement excludes TV, movie and video-game characters, and content with real people altered by AI; it lands as sellers increasingly use AI tools and account for more than 60% of Amazon marketplace sales.
The policy adds Amazon to a broader state-led transparency push, with no federal disclosure law in place and platforms including Meta, TikTok, YouTube and Pinterest already labeling some AI-generated content.
As Amazon demands AI transparency, are its own AI tools creating a bigger problem for sellers?
Do 'Made with AI' labels build trust, or just confirm our fears about fake content?
With a patchwork of state and global AI laws, is a universal standard for digital trust possible?
New York’s AI Ad Disclosure Law: What Amazon Sellers Must Do Now to Comply with Synthetic Performer Rules Effective June 2026
Overview
New York's synthetic performer disclosure law, effective June 9, 2026, is the first of its kind to require advertisers to clearly disclose when AI-generated human figures, or 'synthetic performers,' are used in ads. This law applies to any advertisement viewable by New Yorkers, regardless of where it was created, meaning businesses nationwide must review their campaigns for compliance. The regulation aims to increase transparency in digital advertising and sets a new industry standard, prompting companies like Amazon and its sellers to update their practices and ensure consumers know when they are seeing AI-created people instead of real actors.