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If the book is marked as a book (i.e. it is of cdetype=EBOK and/or has an embedded ASIN in the exth 113 meta field) then the cover is "supposed" to be delivered from Amazon's servers, otherwise the Kindle generates it on the fly and adds the "Personal" banner.
If you send the EBOK-type ebooks through calibre's send-to-device, calibre will sideload the cover in the expected place. If you copy them manually with your OS's File Explorer, the covers will never show up.
Send-to-kindle is both an app and a feature of calibre. Do not use the app, since it will require you to manually set the author or default to your name I believe. Just email them to your send-to-Kindle email address, which calibre can do for you.
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