Amazon translates product images with AI: what changes for international sellers

Amazon has recently rolled out a feature many international sellers had been waiting for: automatic translation of the text inside product images. Thanks to artificial intelligence, the text overlaid on images (from size charts to technical specs, from feature callouts to comparison infographics) is now translated automatically into the customer’s language, without the seller having to recreate every single image for every market.

The feature is already live in 14 marketplaces, including the main European markets. And, as you would expect, the update has major implications for catalogue management and localisation strategy, and it calls for attention and monitoring from brands — a topic we already covered when we looked at the new 2026 rules on Amazon images.

How automatic image translation works

To understand what might change, let’s take it step by step. First of all, here is how Amazon’s system automatically detects when the text in an image does not match the customer’s preferred language and generates a translated version. The AI works while preserving:

• brand elements
• product specifications
• the overall visual quality of the original image.

That is not all. Keep in mind that the original images are not modified. The translated versions appear on the product page and in the Image Manager as an additional layer. The image in the marketplace’s main language stays unchanged.

On top of that, there are some marketplaces (such as the United States or, in Europe, Spain, Germany and Belgium) where the new feature goes even deeper.

In practice, Amazon can generate versions based on the individual language preferences of each shopper. For example, an English-speaking customer in the US might see the text in English, while a Spanish-speaking customer in the same country will see the same text translated into Spanish.

The features at a glance

Feature	Detail
Eligible sellers	All sellers with non-media products in the covered marketplaces
Main image	Is not translated
Original images	Stay unchanged in the marketplace’s main language
Covered marketplaces	14 (USA, Canada, Mexico, Brazil, DE, FR, IT, ES, NL, BE, PL, IE, SE, UK)
Seller control	The seller can upload their own translated version, which replaces the AI one
Where the translations appear	Product page and Image Manager
Preserved elements	Brand, product specs, visual quality

Why this matters for your business too

Product images are not just visual elements. For many shoppers they are the main source of information before buying. Size charts, feature infographics, comparisons between variants, usage instructions: all of these are communicated through the text embedded in the images, without it ever appearing in the listing’s text fields.

Until now, to make this information accessible to customers in other countries, sellers had to manually recreate every image with the text in the target language — work that gets even harder when the catalogue has many product variants (sizes, colours, formats), as we explain in our guide on how Amazon simplifies variant management with pre-filled Excel files. The work was expensive, repetitive and hard to scale across large catalogues. Amazon’s new AI feature removes this bottleneck, enabling automatic localisation without touching the original files.

There is also a deeper strategic implication to keep an eye on. According to some industry analyses, Amazon could in future use the text inside images as a signal for the algorithm’s ranking and indexing, following logic not far from what already drives COSMO, Amazon’s artificial intelligence model for product search. If that evolution came about, optimising the text in images would become an integral part of Amazon SEO, exactly as it already is for titles, bullet points and descriptions.

What you need to check in the Image Manager

Automation cannot replace human oversight, though, especially when important text is involved. The AI can make mistakes, above all where there are:

• stylised texts
• non-standard fonts
• specific technical terms
• very precise brand wording.

That is why we always recommend monitoring the AI’s work, giving particular priority to:

• Brand names, logos and registered terms. AI translation could alter or misread terms that must stay unchanged.
• Technical specs and numbers. Values such as dimensions, weights, capacities or voltages must be checked carefully.
• Dosage and safety information. For food products, supplements, OTC medicines or items with warnings, a translation error can have serious consequences.
• Text on size charts and comparison guides. Information that directly drives the buying decision must be accurate, to avoid returns and negative reviews.

If the automatic translation is not accurate or does not respect your brand, you can upload your own custom version in the Image Manager: it will immediately replace the AI-generated version on the product page.

How to use this update strategically

Automatic image translation is a useful tool. What produces an excellent result, though, is how you fit it into your strategy. That is why in the next few lines we wanted to share the best practical tips:

• Use the feature as a starting point, not as a final solution. For strategic markets or flagship products, invest in professionally localised images.
• Check the Image Manager regularly in the marketplaces where you are active. Do it above all after launching new ASINs or updating existing images.
• Optimise the text in your images right from the design stage. Use legible fonts and clear, well-structured text to make the AI’s job easier and get more accurate translations.
• Monitor reviews in foreign-language marketplaces. Negative feedback tied to information in images that is unclear or wrong can flag AI translations to fix — something we go into in our guide to Amazon reviews 2026 for international sellers.

If you sell across several European marketplaces, keep an eye on your ASINs’ performance after this feature goes live. Changes in conversion rate or in the number of returns can be useful indicators of whether automatic translations are helping or creating friction in the buying journey. With ZonWizard’s Profit Tool you can track these indicators marketplace by marketplace, in a single dashboard.

Want to see in practice how to monitor margins and performance on every European marketplace? Try ZonWizard free for 30 days, no credit card required.

Our take

We believe AI-powered image translation is a real step forward in simplifying international selling on Amazon. It can:

• cut down localisation work
• lower the barriers to expanding into new markets
• make sure visual information is understandable for customers speaking other languages.

At the same time, it is certainly not a set-and-forget solution. The quality of AI translations varies, and for particularly important text human oversight remains essential.

The seller who can combine Amazon’s automation with smart catalogue monitoring is the one who will get the most out of it. If you want to keep your entire catalogue, your margins and your inventory under control across all your European and international marketplaces, take a look at how ZonWizard’s Inventory Tool works.

Or, if you want to start seeing all your profits, returns and margins in a single dashboard right away, activate your 30-day free trial.