You can, but maybe not from the web interface. I use s3cmd to upload files, and it sets the content-type just fine.
You can read more on the AWS forum post about the issue: https://forums.aws.amazon.com/thread.jspa?threadID=34281
Edit: For those interested the complete list of allowed headers is here: http://docs.amazonwebservices.com/AmazonS3/latest/API/index....