Overview

Amazon’s image policy now draws a strict line around the use of live human models in main product photos. Effective immediately, only adult‑focused clothing can feature a person, while every other category—children’s wear, pet apparel, accessories, and non‑apparel items—must rely on model‑free visuals. Sellers who ignore the rule risk having their listings hidden from search results, which can cripple traffic during critical sales periods.

Key Points

• Adult apparel is the only exception — Main images may show a human model when the item is classified as adult clothing such as shirts, dresses, jackets, or pants; for example, a men’s polo displayed on a model is permissible, but the same polo shown on a mannequin is not required.
• Obscuring the model doesn’t count — Blurring a model’s face, using heavy lighting to hide body parts, or draping another garment over the model does not satisfy Amazon’s standards; a photo of a teen‑size hoodie worn by a partially hidden model will still be flagged.
• Children’s intimate apparel has zero tolerance — Any image that places a child or baby on a live model while wearing undergarments, leotards, swimwear, or other form‑fitting pieces is automatically disallowed, regardless of background or pose; a baby onesie shown on a toddler’s torso will trigger suppression.
• Pet apparel is also restricted — Products designed for dogs, cats, or other animals must never be displayed on a human model; a dog sweater photographed on a person’s arm violates the rule and will be removed from the catalog.
• Flat‑lay or mannequin alternatives are expected — For all non‑adult‑apparel items, sellers should use flat‑lay photography, hangers, invisible (ghost) mannequins, or product‑only shots on a clean white background; a children’s raincoat laid flat on a table meets the requirement.
• Secondary images have limited leeway — While the primary image must be model‑free for restricted categories, additional gallery photos may include lifestyle shots, but only if the main image already complies; a shoe shown on a foot in a secondary slot is acceptable when the primary picture is a plain product shot.