Amazon and AI-Generated Visuals: How to Use the contains-synthetic-performer Tag

Amazon now requires sellers to flag any images or videos featuring a photorealistic person generated entirely by artificial intelligence. Before uploading, you must add the keyword contains-synthetic-performer to the XMP dc:subject metadata field.

This requirement does not apply to all AI-generated or AI-edited content. It targets a highly specific use case: media featuring a synthetic person designed to look real, but not based on any identifiable, real-world individual.

This metadata helps Amazon track and flag relevant media to comply with transparency laws in various jurisdictions. It does not replace Amazon’s existing policies regarding image, video, or A+ content compliance.

Key Takeaways

• The tag applies only to photorealistic, fully AI-generated people, not to all AI-created visuals.

• The exact keyword required is contains-synthetic-performer.

• It must be saved in the file's XMP dc:subject field.

• Real models edited using AI tools do not require this specific tag.

• This policy is detailed in Amazon’s official product image, A+ content, and video guidelines.

• Amazon does not document any impact of this metadata on product search rankings or discoverability.

What Exactly Does Amazon Require?

Amazon states that affected media must include the following value:

contains-synthetic-performer

This value must be added to the dc:subject field within the file's XMP metadata. Specifically, Amazon requires the keyword to be saved as a value within the XMP rdf:Bag container.

You can use an IPTC/XMP-compatible tool to add this metadata without altering the visible content of the media.
This tag is not a watermark overlaid on the image; it is embedded data that Amazon reads upon upload.
Amazon details this process in its official seller help section under multimedia tags for AI-generated models.

In Vendor Central, this documentation can be found by searching:

Help → Images and Video → Multimedia tag for AI-generated models

Which Assets Require the contains-synthetic-performer Tag?

The tag must be added if an image or video contains at least one fully AI-generated person presented photoréalistically.

These scenarios and exclusions are detailed in the official Amazon Product Image Guidelines.
Note: Exemption from this specific tag does not waive other obligations regarding copyright, publicity rights, trademarks, or accurate product representation.

What About Digital Twins of Real People?

Digital twins representing identifiable, real-world individuals must be treated separately.
They do not strictly fit the narrow definition of a synthetic person generated entirely from scratch without a real-world basis. However, this does not mean their use is automatically permitted.
Technical metadata alone does not resolve issues related to consent, publicity rights, identity theft, or false advertising. If in doubt, run a legal review rather than just a technical check.

Where Does This Rule Apply on Amazon?

Verified official documents note that the rule applies to several media categories:

• Product detail page image galleries;

• Images embedded in A+ Content;

• Videos embedded in A+ Content;

• Other product videos covered by Amazon’s standard guidelines.

The Amazon A+ Content Guidelines and the Product Video Guidelines both specify the use of the contains-synthetic-performer keyword in the XMP dc:subject field.
This documentation is currently live across several Seller Central domains in Europe, North America, and other regions.
However, Amazon has not published a single global enforcement date or a marketplace-by-marketplace rollout schedule. We recommend checking the specific documentation in your regional account before any major upload.

How to Add the Metadata on macOS

Amazon recommends using the built-in Preview app to append the keyword to an image:

1. Open the final asset in Preview.

2. Select Tools, then Show Inspector, or use Cmd + I.

3. Go to the Keywords tab.

4. Click the + button.

5. Type exactly: contains-synthetic-performer.

6. Press Enter.

7. Save the file.

Apple's documentation confirms that Preview allows users to assign keywords to an image.
For enterprise workflows, we recommend double-checking the XMP field with a dedicated metadata tool before uploading to Amazon.

How to Add the Metadata on Windows

The method provided by Amazon uses File Explorer:

1. Right-click the final file.

2. Select Properties.

3. Go to the Details tab.

4. Locate the Tags field.

5. Add contains-synthetic-performer.

6. Apply changes.

This method depends on the file format and Windows’ native support for its metadata.
After saving, verify that the value is correctly written to the XMP dc:subject field, rather than a proprietary OS-specific field that Amazon's ingest system cannot read.

How to Automate Metadata Tagging with ExifTool

For brands processing high-volume assets, you can automate this workflow using ExifTool, a command-line utility for reading and writing metadata across various file formats.

To append the value without overwriting existing keywords:
exiftool -XMP-dc:Subject+=contains-synthetic-performer image.png

To verify the field afterwards:
exiftool -XMP-dc:Subject image.png

The output must return:
contains-synthetic-performer

Using the += operator is critical—it appends the value to the existing array rather than overwriting other crucial XMP keywords.
For video assets, metadata retention depends heavily on the format and the encoding tools used. Always QA the final exported video file.

Common Mistakes to Avoid

Tagging All AI-Generated Content

An AI-generated background, standalone product, or abstract graphic does not trigger this rule.
Amazon specifically targets the presence of a photorealistic synthetic person.

Tagging Before the Final Export

Compression, format conversion, resizing, or re-exporting files often strips metadata.
Always add or verify the tag on the final, production-ready asset destined for Amazon.

Confusing XMP with EXIF or Comments

Amazon's system looks specifically for the XMP dc:subject field.
While "ExifTool" is the name of the utility, simply writing the value to a random EXIF tag will not comply with Amazon's specifications.

Overwriting Existing Keywords

In automated DAM or syndication workflows, ensure the new value is appended to the existing array without clearing other metadata.
Keep a master source file and change logs for auditing.

Assuming the Tag Guarantees Compliance

Transparency does not fix deceptive advertising.
Your imagery must still represent the product accurately. Assets must not misrepresent features, dimensions, accessories, performance, or use cases.

Expecting an Impact on Amazon Rankings

Amazon's official documentation frames this metadata purely as a compliance and transparency measure.
There is no indication of ranking boosts or search penalties associated with the tag. Any claims regarding its impact on SEO, PPC, or algorithmic recommendations are speculative.

Why Is Amazon Enforcing This Now?

The use of AI-generated models in brand creative is scaling rapidly. Synthetic models now populate lifestyle shots, product demos, videos, and virtual UGC (User Generated Content).
Amazon states that tagging is necessary to comply with evolving state and national laws requiring disclosure of synthetic media in commercial advertising.

This shift aligns with a broader regulatory push. For instance, New York State implemented a transparency law on June 9, 2026, requiring disclosures for certain commercial ads featuring synthetic performers. The official legislative brief indicates that platforms and advertisers must now trace the provenance of human likenesses in their creatives.
This policy is not isolated to New York; it explains why Amazon is structuring metadata ingestion globally across its seller ecosystem.

What This Means for Brands

Product page compliance is no longer just about what is visible on the screen.
Sellers must manage and audit:

• Media provenance;

• The generation process and tools used;

• The real vs. synthetic status of models featured;

• Usage and licensing rights;

• Embedded metadata profiles;

• Post-processing and export steps;

• Target marketplaces and regional compliance requirements.

To mitigate risk, brands must be able to answer the following for every creative asset:

• Who created the asset?

• What tools were used?

• Is the person depicted real?

• Is the style photorealistic?

• Are real and synthetic models mixed in the asset?

• Are usage rights and approvals documented?

• Is the metadata embedded in the final upload-ready file?

• Did our agency or optimization tool strip the metadata during export?

• Is the same asset being syndicated across multiple regions?

Action Plan for E-commerce Teams

1. Audit Active Creative. Catalog your live and pending product images, A+ Content, and videos.

2. Classify Every Asset. Categorize media into: real models, edited real models, fully AI-generated models, non-photorealistic characters, and assets without people.

3. Isolate Targeted Files. Flag all images and videos featuring at least one photorealistic, fully AI-generated model.

4. Verify Commercial Rights. Ensure your AI generation platform, licensing agreements, and model releases cover commercial usage and safeguard against likeness infringement.

5. Tag Post-Export. Apply the contains-synthetic-performer tag only after final file compression and resizing.

6. Validate the XMP Field. Explicitly check that the keyword is correctly written to dc:subject.

7. Maintain an Audit Trail. Archive source files, upload versions, upload dates, regional targets, compliance approvals, and QA logs.

8. Monitor Published PDPs. Review live listings to ensure assets render correctly without unexpected modifications.

9. Stay Updated on Amazon Policies. Metadata requirements may shift based on country, beta programs, or media formats.

Conclusion

Amazon is not banning AI or requiring tags on every AI-assisted asset. The contains-synthetic-performer mandate specifically targets photorealistic, fully AI-generated people.
While the technical adjustment is straightforward, the real challenge is operational: establishing clear asset tracking, ensuring metadata survives the syndication pipeline, securing usage rights, and preventing automated optimization tools or agencies from stripping compliance data.
PDP compliance now extends below the surface to the hidden metadata of your product images and videos.

Frequently Asked Questions

Does Amazon require this tag for all AI-generated images?

No. The contains-synthetic-performer tag only applies to photorealistic, fully AI-generated human models.
Product-only shots or non-photorealistic, stylized characters do not require tagging.

Do I need to tag a real photo edited with AI?

No, not under this policy. If the media features real models, the tag is not required even if AI tools were used for editing or background replacement.
Standard policies regarding product accuracy and copyright still apply.

Does this apply to A+ Content?

Yes. Amazon’s A+ Content guidelines specifically mandate the contains-synthetic-performer keyword in the XMP dc:subject field for eligible assets.

Do I need to add a visible watermark to the image?

No. Amazon requires metadata embedded directly into the file.
Overlaying visible text or watermarks on the image does not satisfy this technical requirement.

Does tagging my images negatively impact search ranking?

There is no documented evidence that this tag affects product discoverability or search algorithms.
Its verified function is strictly for regulatory compliance and platform transparency.

What is the difference between XMP and EXIF for this tag?

XMP and EXIF are different metadata standards. Amazon specifically looks for the value in the XMP dc:subject field. While tools like ExifTool can edit both, writing the keyword to an EXIF-only field will not satisfy Amazon's ingestion criteria.