Stores content guidelines and acceptance policies

TABLE OF CONTENTS

1. Overview
5. Product acceptability

1. Overview

Vendors and Sellers can create Stores through the advertising console. As Stores will become a native part of the Amazon shopping experience, they must uphold the high level of trust that Amazon has established with our shopping customers.

It is the Vendor and Seller’s responsibility to comply with all applicable laws and rules and regulations that apply to the Vendor or Seller, the content of the Store and any location where the Store appears. This includes obtaining any required authorisations or approvals from local regulatory authorities for the sale, distribution or advertisement of the products that you intend to advertise with Amazon or include in your Store.

In addition, the Vendor or Seller must comply with Amazon’s Restricted Products Policies and the following Stores Content Guidelines and Acceptance Policies. If your Store does not comply with our policies, your Store may not be approved until you fix the policy violation. Amazon may suspend or terminate your ad account(s) for severe or repeated Ad Policy violations.

We periodically update our policies. Please check this page often to ensure that you are always up to date with our latest policy requirements. Separate Ad Policies apply to sponsored ads, Book Ads, Sponsored Display Ads and Posts. For technical requirements, please review the ad specs.

2. Content acceptability

2.1 General content guidelines

Store content must provide a consistent, high-quality customer experience. The policies in this section apply to all products and content in your Store.

Your Store must:

  • Be in the primary language of the Amazon site on which the Store is displayed (see “Locale-specific requirements” below for exceptions
  • Be suitable for general audiences.
  • Only promote products that you either own or are authorised to resell or distribute.
  • Use correct grammar and punctuation.

Your Store must not contain:

  • Amazon trademarks or products, or references to Amazon products or services.
  • ASCII art.
  • Children in adult or dangerous situations. For example, children close to, or handling, firearms or other weapons, or in situations which may contravene established child safety best practices (such as children in vehicles without their seat belts fastened or cycling without helmets), or without adult supervision in places or situations where they cannot safely look after themselves (such as swimming pools, crossing busy roads or around dangerous equipment).
  • Content that encourages or promotes vandalism, anti-social behaviour or the defacing of public or private property.
  • Content that may be considered culturally inappropriate in the geographical location where the Store will be displayed.
  • Content that implies or claims to diagnose, treat or question gender identity or sexual orientation.
  • Content that promotes hate, incites violence or intolerance, or advocates or discriminates against a protected group, whether based on race, colour, national origin, religion, disability, sex, sexual orientation, disability, age or another category.
  • Content that promotes practices that can result in physical or mental harm.
  • Content that asks questions of, or speaks directly to the customer, such as the use of “you/your” (for example, “Are you looking for xxx, try this” or “Not getting the weight loss results you want?”).
  • Content that encourages or glorifies smoking.
  • Content that glorifies or promotes the use of illicit drugs, abuse of legal drugs, drug paraphernalia or products to beat drug tests.
  • Content that revolves around highly debated social topics.
  • Content that promotes excessive or irresponsible consumption of alcohol.
  • Political content, such as campaigns for or against a politician or a political party, or related to an election, or content related to political issues of public debate.
  • Cruelty towards people or animals.
  • Deceptive, false or misleading content.
  • Exploitation of sensitive events such as natural disasters, human-caused disasters, incidents of mass trauma and/or casualties, or the death of public figures.
  • Fake functionality such as “Play” buttons or login requests.
  • Foul, vulgar or obscene language, or language containing profanity, including obfuscated text or inappropriate double meanings.
  • Misspellings, excessive punctuation or incorrect grammar or punctuation.
  • Obscene, defamatory, libellous, illegal, invasive of another’s privacy.
  • Potentially embarrassing bodily functions or conditions, or private, intimate or sensitive physical or medical conditions.
  • References to another company name or product to denigrate, compare or leverage the other brand or product to promote your product (for example, “better made than [other product]”). If you are communicating the compatibility of your product with other products in the headline, you must include the other brand or product in the latter part of the headline with a qualifying statement such as “compatible with”.
  • Religious advocacy, whether advocating or demeaning a religion.
  • Delivery claims.
Locale-specific requirements
  • France, Germany, Netherlands, Poland and Sweden: Content related to scientology is prohibited.
  • Saudi Arabia: Stores must be in English or Arabic (images and video only).
  • Saudi Arabia and United Arab Emirates: The following content is prohibited:
    • Content that may undermine or criticise traditional Arab culture, its politics or its leaders.
    • Content that may encourage political unrest or the disruption of public order.
    • Content related to political disputes or armed conflict.
    • Content related to Atheism, Paganism and Polytheism.
  • Singapore:
    • Content for clothing products must not contain sexually provocative content.
    • Restrictions apply to religious content as required by Singapore law.

2.2 Call to action (CTA)

We recommend the use of a CTA in your Store to improve your Stores performance, but the presence of a CTA is not required.

If you use a CTA in your Store, the CTA must:

  • Be clear and precise. Non-specific calls to action, such as “Click here”, are not permitted.
  • Link to a product detail page, product grid or another Store page and must be relevant to the content of that page. Examples of acceptable CTAs include: Shop now, Learn more, See more, See details.
  • Not use language that may pressure customers into taking action, such as “Last chance” or “Don’t miss out”, or emotionally charged language.

If your Store contains contact details such as full or partial email or web addresses, phone numbers, social media addresses or QR codes, they must not be accompanied by a CTA such as “Shop at” or “Buy at”.

If the content that you are linking to requires a subscription, this must be made clear either in the CTA or elsewhere in the Store.

2.3 Capitalisation

  • Copy which combines random capitalised words with lowercase text are not permitted, for example “THIS headline is INCORRECT” or “CaMeL CaSe”.

2.4 Claims and comparative statements

Advertising claims in your Stores must be truthful and accurate.

You must have evidence in support of your advertising claims:

  • If you make a claim about your brand in your Store, that claim must be substantiated within the Store, with the date and evidence to support that claim.
  • If you make a claim about your products, it must be clear which products this applies to, and those products should be placed adjacent to the claim within the Store. Substantiation must be discoverable on the product detail page or the product packaging of the associated products. If the product packaging visibly includes the claim, additional substantiation (in the ad or landing page) is permitted but not required.

Please see some examples of claims that require substantiation below:

  • Accolades and awards: Must be supported with details such as date and awarding body and should be less than 18 months old.
  • Comparative: Must be supported with a citation of an independent source dated within the previous 18 months. We do not permit direct comparison to competitor brands.
  • Quantified performance: Claims that imply to the customer that some objective measurement has taken place. For example, “Reduces 99% of wrinkles”, “Teeth appear three shades whiter” or “the best moisturiser”.
  • Survey results: Claims about the results of consumer surveys must be substantiated, even if the survey collected subjective opinions. For example, “33% of people like XXX” must be accompanied by a disclosure citing the source and date of the survey (“*US Surveys Ltd, January 2021”).
Locale-specific requirements
  • Australia:
    • Products must not make therapeutic or health claims related to a disease, ailment, physical condition or discomfort, defect, injury or psychological condition.
    • Sun Protection Factor (SPF) creams that have a SPF of less than 50 must not claim to be “High” (or similar) protection. Additionally, products whose primary purpose is not for sun protection must not claim to be a sun protection product.
    • Supplements, foods, creams and other consumable or topical products cannot claim to assist with or have an impact on weight loss, slimming or dieting.
  • Brazil: Organic, diet and sugar-free claims require substantiation on the product packaging.
  • Singapore: Organic claims require substantiation on the product packaging.

2.4.1 Warranty and guarantees

The Store must clearly describe warranties or guarantees, including any applicable limitations.

The party responsible for honouring the warranty or guarantee must be disclosed in the Store and on the product detail page of applicable products.

2.5 Fake functionality

Fake functionality can trick customers into believing that certain inactive elements of your Store are interactive and can provide value to them.

For example, non-clickable tiles with CTA buttons are prohibited.

2.6 Special characters

  • Emoticons are permitted; however, please avoid repetitive or excessive use.
  • Excessive use of ellipses is prohibited; we recommend no more than three instances per block of text.
  • Hashtags are permitted.
  • Only alphanumeric characters are permitted.

2.7 Text

Text must be big enough to be readable to the average customer on desktop and mobile. Stores cannot use the same or similar colour for text and background because the text will not be legible (for example, white text on light grey background).

If your images contain embedded text readable on desktop but not mobile, Store Builder allows you to upload a different mobile image without text for the following image components:

  • The hero image, image tile, split section and video (click to play) support the upload of a desktop and mobile version.
  • The shoppable image and background video (auto-play) only support one uploaded version used for both desktop and mobile.

We recommend the following font sizes for “embedded text in image” for desktop and mobile:

Latin alphabet

Please note: These are the minimum recommended font sizes in Arial; equivalent font styles are permitted and should be at 100% resolution
Desktop and mobile

(one version of the same image uploaded for desktop and mobile. The image will automatically re-size for mobile
Desktop

(image is created and uploaded for desktop only)
Mobile

(image is created and uploaded for mobile only)
Type of textAd copyDisclosuresAd copyDisclosuresAd copyDisclosures
Hero (header) Image555030245555
Image575035263835
Split section 750 x 750 or 1500 x 750
pixels
352635263526
Video (click to play)322632263226
Background video (auto-play)424042404240

2.8 Translations

Once you have submitted your Store, we will automatically translate it for you. Translation times may vary and are usually complete within 48 hours of your Store in the default language being live.

If you submit your own translation, your translated content must align with our content requirements and match the content of the default language Store. Reviews of translated Stores usually take up to 72 hours.

Learn more about translations and supported languages in the support centre of your advertising console.

3. Store features

The following sections contain guidelines for usage of Store features

3.1 Interactive image

Interactive images allow advertisers to place interactive points on images that provide additional information on the product showcased in the image.

To ensure a good customer experience, the points must not be:

  • Clustered or obscure important elements of the underlying image, such as logos or text.
  • Placed in confusing positions, such as on the edge of an image.
  • Used to obscure prohibited elements of the image.
  • Used to replicate a CTA.

3.2 Image with text overlays

Image with text overlays allows advertisers to add text over an underlying image.

To ensure a good customer experience, the overlay section must not obscure important elements of the underlying image or video, such as text, logos or the product.

3.3 Promotions and featured deals

Promotional messaging such as “Deals” or “Savings” is only permitted when used with the Featured Deals widget.

Promotional messaging must:

  • Only use general promotional language such as:
    • Discover our savings/discounts.
    • Savings on brand or product name.
    • See our Savings/Discounts.
    • References to price thresholds or a price range are permitted. For example, “Below $10”, “Between $10–$50”.
  • Only use seasonal claims during the relevant promotional period. For example, ‘Back to school offers’ or ‘Valentine’s Day special prices’ are only acceptable during the periods leading up to the beginning of the school year or Valentine’s Day.
  • Use the correct context. For example, use phrases such as ‘limited-time offer’ for time-bound savings claims.
  • Not include:
    • References to specific pricing or discounts (for example, $20 off or Save 5%).
    • Words or phrases intended to create urgency (for example, “Today only” or “Last chance”).

The Featured Deals widget must be utilised to display deals within Stores.

  • If the Store or page is created exclusively to promote deals, the Store or page must:
    • Be appropriately titled so customers understand that the Store is exclusively for deals. For example, “Sale”, “Discounts”, “Deals” or other terms should be used that imply a promotion.
    • Contain the Featured Deals widget as the first product selection tile on the page.
      • If the page also contains other product selections tiles, it must be clear to the customer that those products are not on promotion and must be clearly separated from the Featured Deals widget by another Stores widget, such as “Bestsellers” or an image or text tile (for example, “Discover more of our products”).
  • If the Store or page is not created exclusively to promote deals, the Featured Deals widget may be used with the following conditions:
    • The Store page should not be titled “Sale”, “Discount”, “Deals” or use other promotional claims that imply all products are on promotion.
    • Promotional messaging must be in a Text or Image Tile directly above or adjacent to the widget containing the products on promotion.

3.4 Page and tiles

  • Each page within your Store should contain a clickable link to a product detail page or another page within the Store and must not present customers with a circular experience.
  • Empty or blank tiles, or tiles with original default text “Text will go here” are not permitted.

3.5 Scheduling

Scheduling allows advertisers to choose a launch and end date for a new Store, or a version of an existing Store.

If scheduling is used to promote an event, the following conditions apply:

  • Stores that include a time-bound promotion must have a scheduled start and end date aligned with the duration of the promotion specified in the Store.
  • Multi-day seasonal events (for example, Christmas) should start no more than eight weeks prior to the event and be removed or updated within a reasonable time frame of the event (one week is generally acceptable).
  • Sale events (for example, Black Friday and Cyber Monday): should start no more than seven days prior to the event and be removed or updated within 24 hours of the event date, unless that event is considered to last longer (for example Cyber Week).
  • Single-day seasonal events (for example, Halloween and Valentines): should start no more than ~six weeks prior to the event and must be removed or updated within 24–48 hours of the event date.
  • Stores cannot be scheduled within 24hrs of the intended start date of the promotion, launch or seasonal event. To ensure your Store is reviewed ahead of your launch date, please submit the Store within 48 hours of the scheduled start date.

Please see “Promotions and featured deals” above for details of promotional messaging.

3.6 Product collection

Product collections allow advertisers to showcase curated, related groupings of products, along with a hero image and descriptive text. Product Collections are different to Product Grids, as they may display within Stores pages and other placements on Amazon.

Product collections must not:

  • Contain all CAPS, RANDOM capitalisation or CaMel CaSe.
  • Contain claims such as “Best seller”, “Exclusives” or “Top rated” in the product collection title.
  • Contain customer reviews.
  • Contain contradictory elements, for instance:
    • A product collection widget with the title “Headphones” or an image of headphones should only include headphones or headphone accessory ASINs.
  • Contain deals, discounts or savings messaging.
  • Contain products that are prohibited in Sponsored Brands. Please see Sponsored Brands product acceptability policies here.
  • Use a call to action (CTA), such as “Shop now” or “Discover more”, in the product collection title. Please see section 2.2. Call to action for permitted use of CTA’s.

The Hero Image used in your product collection must not:

  • Be individual or multiple product images on a solid or transparent background.
  • Be an individual brand logo or combination of logos.
  • Be one of your selected product images.
  • Contain crowded, excessive, poorly cropped or illegible elements.
  • Contain additional text other than text naturally present in the image (such as on product packaging).
  • Contain letterbox or pillar box formats.

4. Image and video acceptability

In addition to the content acceptability guidelines in section 2, this section outlines additional guidelines for all image and video content in your Store.

4.1 General image and video guidelines

Images and videos must:

  • Be high-resolution and must meet the minimum specifications for the selected tile.
  • Not be pixilated, distorted or stretched.

Videos:

  • Must stream correctly and be relevant to the product and Store.
  • Should not be longer than five minutes.
Locale-specific requirements
  • Japan: In the event that copyright materials owned by copyright management organisations are used in violation of IP rights and Amazon.co.jp is charged licence fees from these organisations, Amazon shall be entitled to claim any damages and reimbursement of costs incurred against the associated advertiser/agency.
  • Saudi Arabia:
    • Images for lingerie, swimwear and underwear products cannot include models.
    • Images of models with tattoos are not permitted.
    • Images of swine animals are not permitted.
  • Saudi Arabia and United Arab Emirates:
    • Bare skin: Images must be modest and must not contain sexually provocative content.
    • Images of alcohol and alcohol consumption are not permitted.

We require the presence of your brand logo in your Store so that customers can identify you as the advertiser. As the brand logo may also be used for different ad formats, it is important that your logo meets the below guidelines.

The logo must be your brand’s registered logo and not that of the brand that you are promoting, unless you have the legal right to use the promoted brand’s logo. Brand logos must:

  • Accurately reflect the brand or product that you are promoting.
  • Fill the entire image or be on a white or transparent background

Brand logos must not be on a complex graphical background and must be visually appealing. Logos cannot:

  • Be a product, ASIN (including cropped versions), lifestyle image or combination thereof.
  • Be used as an extension of the hero image or contain additional text.
  • Be a combination of logos.
  • Contain crowded or cluttered elements.

Entertainment and book advertisers may also use the below, provided that these images can also be found on the product packaging, product detail page or author page:

  • An author, actor or related character image for dedicated Stores.
  • Book, film and TV series ads can also use a creative series title for dedicated Stores.
  • Icons synonymous with the theme of the products, such as a spider’s web for a Spiderman film Store.

4.3 Images and video creative guidelines

  • Content in Text Overlay tiles should not obscure any underlying image text, nor other important elements of the underlying image.
  • Hero images should not contain crowded or overlapping elements.
  • Stores should be viewed in desktop and mobile previews to ensure that images are not cropped in a way that obscures important elements of the image.

4.3.1 Adult products image guidelines

  • Images and videos must not contain any of the following:
    • Nudity, including intimate body parts (i.e. genitals, female breasts and buttocks) obscured with hands, bars, stars or other graphics.
      • Intimate body parts must be covered with clothing.
    • Representations of human genitalia, including packaging.
      • Contours or simulation of male or female genitalia may be permitted if not sexually suggestive.
    • Profanities, including obfuscated profanities.
    • Images of child models or adult models representing children.
    • The product in use (for example, in video tutorials), including through lifestyle images or by mannequins, cartoons or other means.
      • Verbal descriptions and abstract illustrations of the products are permitted if the language is not offensive.
    • Overly provocative lewd or suggestive content.
    • Sexual activities or positions.
    • Sexually suggestive poses or gesticulations.
    • Aggressive or violent content.

4.3.2 Distressing image guidelines

Images of actual or implied abuse, such as humans or animals in distress, scenes of torture, molestation, actual or implied rape, are prohibited.

4.3.3 Entertainment trailers guidelines

The content rating for the product must be displayed prior to the trailer starting. We cannot accept red-band or age-gated trailers, nor can we accept trailers for films rated NC-17, or video games rated AO or the local equivalent. If no rating is available, the video must be suitable for family audiences.

4.3.4 Intimate clothing image guidelines

  • Images and video of intimate clothing, lingerie and swimwear products may not be sexually explicit or obscene, as determined at the sole discretion of Amazon. In addition, images of such products must comply with the following rules:
    • Images that show people in poses emulating a sexual position or alluding to sexual activity, whether clothed or unclothed.
    • Images and video that display full nudity (i.e. genitals, female breasts, buttocks and so on) are not permitted.
    • Images and video with live models wearing sheer or opaque products might be permitted, provided that genitalia and breasts are not exposed or presented in a lewd or provocative manner. No bars or other types of graphics are permitted to cover exposed body parts.
    • Thongs and panties must use front views for the main product image or video.
    • Thongs and panties that do not provide full coverage in the front and back must have images or video that do not use a human model. Air-brushing is not permitted for exposed skin areas.

4.3.5 Sexual image guidelines

Images and videos must not contain:

  • Depictions of minors in sexual situations.
  • Images of suggestive undressing, such as pulling down a bra strap or underwear.
  • Images that draw undue attention to intimate body parts, such as breasts or buttocks.
  • Models in sexy lingerie, such as stockings, suspenders, or paraphernalia such as whips and chains.
  • Provocative embraces or embraces in a provocative setting such as in a shower or on a bed.
  • Sexual innuendo in text, image or video.
  • Sexually suggestive poses, such as the parting of the legs, gripping of hair or accentuation of the hip, along with amorous or sexually suggestive facial expressions.
Locale-specific requirements
  • Saudi Arabia: Images for lingerie, swimwear and underwear products cannot include models.
  • Saudi Arabia and United Arab Emirates:
    • Bare skin: Images must be modest and must not contain sexually provocative content.

4.3.6 Violent image guidelines

Images and videos must not contain:

  • Realistic or excessive violence, brutality, scary images and videos, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberment or mutilation of bodies.

Please note that the presence of blood without violence or open wounds may be acceptable in entertainment or video trailers.

4.3.7 Weapons image guidelines

Images of weapons (including realistic and non-realistic firearms, swords, bows and arrows etc.) must not be:

  • Directed out towards the customer.
  • displayed in a gruesome way (for example, covered in blood).
  • Handled by or associated with a minor.
  • Pointed at a character.
  • Shown in a violent, threatening manner, for example, in the process of injuring another character.

Stores for sports and outdoor products that contain images of weapons or weapon accessories must:

  • Focus on the weapon accessory and not the weapon itself.
  • Not contain products or accessories superfluous or unrelated to the primary product. For example, a gun holster product must not feature a combat knife.
  • Not show the weapon in use or about to be used (for example, an ad for a gun holster cannot feature the gun drawn or in the act of being drawn).

5. Product acceptability

All products must be suitable for general audiences and appropriate for the locale in which the Store is displayed.
The following types of products are prohibited in Stores globally:

  • Beauty and Personal Care: products that claim to permanently physically change natural body properties are prohibited.
  • Drug testing kits.
  • Disease diagnostic kits.
  • Digital and computer hacking services and products.
  • Etching creams and other caustic creams, gels, liquids or solutions.
  • False document services.
  • Food and supplements that contain ephedrine alkaloids, Salvia divinorum or salvinorin A.
  • Get-rich-quick products.
  • Gender prediction tests.
  • Graffiti-related paints, markers, creams, nozzles, refills and “how-to” videos and other content.
  • Illicit and recreational drugs and drug-related paraphernalia.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Oils, supplements, cosmetic beauty products or ingestible products that contain cannabidiol (CBD), THC or otherwise related to cannabis.
  • Prescription drugs and devices.
  • Products that do not comply with Amazon’s Category, Product and Listing Restrictions.
  • Products that claim to diagnose, cure, mitigate, treat or prevent a disease or addiction.
  • Products that improperly claim to be “FDA Cleared”, “FDA approved” or products that include the FDA logo in associated images (for more information, see here).
  • Products designed to be used for privacy invasion, such as spy cameras, or to evade law enforcement, such as a police radio scanner.
  • Products intended to disguise other products whose purpose is prohibited by law, regulations or our policies such as disguised products intended for the covert transportation of illegal drugs.
  • Products or content that promotes hate, incites violence or intolerance or advocates or discriminates against a protected group, whether based on race, colour, national origin, religion, disability, sex, sexual orientation, age or another category.
  • Products related to gambling services.
  • Products that may infringe, encourage or enable the infringement of intellectual property or personal rights.
  • Profane or vulgar products or content.
  • Products that could be used for questionable or potentially dangerous activities, such as fireworks.
  • Refurbished products mixed with non-refurbished products. Refurbished products must be placed on a separate page or section of a page with an appropriate title such as “Refurbished products”, “Certified refurbished”, “Reconditioned products” or similar.
  • Tattoo and body branding products.
  • Tobacco, e-cigarettes, vapes and related accessories such as tobacco grinders, cigarette papers and cases, e-liquids, hookah accessories and ashtrays.
  • UV tanning services and equipment.
  • Weapons (please review explosives, weapons and related items for a comprehensive list), including:
    • Ammunition or reloaded ammunition.
    • Assault weapon parts or accessories or products marketed as assault weapon parts or accessories, including reference to various assault weapon models.
    • Destructive and explosive devices, such as fireworks.
    • Handgun safety certificates.
    • Pistols, revolvers or any form of firearm.
    • Products that resemble or include realistic or actual weapons, weapon parts or ammunition.
    • Weapons or other items intended solely for law enforcement or military use.
Locale-specific requirements
  • Saudi Arabia: The following products are prohibited:
    • Entertainment and media products.
    • Financial products and services.
  • Saudi Arabia and United Arab Emirates: The following products are prohibited:
    • Gambling products.
    • Products and services related to horoscopes, fortune telling, black magic and similar occult products.
    • Products derived from pork.
  • Singapore: The following products are prohibited:
    • Chewing gum.
    • Products that contain parts or ingredients derived from sharks, whales, dolphins or porpoises.
  • United Arab Emirates: The following products are prohibited:
    • Education services.
    • Religious products and services.

6. Restrictions for products

In addition to the content and image acceptability guidelines listed above, this section outlines additional product-specific guidelines.

6.1 Adult products

  • Adult product Stores must only include adult products. Adult Product Stores cannot feature any non-adult products. Similarly, a non-adult Store cannot include any adult products.
  • The following are adult products and may only be featured in adult product Stores (this list is not exhaustive):
    • Comfort furniture (sans intimate appendages, cushion and rests) and poles.
    • Erotic games, books, costumes and joke books.
    • Erotic lingerie with an obvious sexual intent, i.e. mesh material.
    • Intimate sex products of a non-natural or generic design (lifelike or natural designs are not permitted).
    • Lubricants.
    • Massage oils, creams, candles, body paints and powders.
    • Virility equipment and other sexual enhancing supplements and aphrodisiacs.
  • Adult Product Stores must:
    • Contain an “adults only” message in the hero image for all pages within the Store.
    • Dedicate each Store page to a single adult product category or to closely associated adult products.
    • Include the Store brand logo or name displayed clearly in the hero image for all pages within the Store.
    • Not contain any explicit or prurient content.
    • Not contain overtly sexual references, profanity or obfuscated profanity (for example, in the product title).
    • Not contain supplements that claim to treat, cure or improve sexual performance.
  • Sexual Wellness Stores that include adult products must display those products in a separate and appropriately labelled sub-page. The sub-page must include an “adults only” message in the hero image.
  • Please see Section 4 (Image and video acceptability guidelines) for further details.
Locale-specific requirements
  • Japan, Saudi Arabia and United Arab Emirates: Adult product stores are prohibited

6.2 Artwork and art and industrial supplies

6.2.1 Artwork

Works of art that are adult in nature, such as nude art, are permitted providing the artwork:

  • Does not contain prurient content or explicit or sexual gestures.
  • Is placed on an appropriately titled page separate from other artwork in the Store.
Locale-specific requirements
  • Saudi Arabia and United Arab Emirates: Artwork must be modest and must not contain sexually provocative content.

6.2.2 Art and industrial supplies

We permit Stores for art and industrial supplies that are intended and marketed only for home, industrial, automobile or art-related uses. Products must not encourage or promote defacing of public or private property, vandalism or anti-social behaviours.
The below products are prohibited in Stores:

  • Etching creams.
  • Caustic creams, gels, liquids or similar solutions.
  • Graffiti-related paints, markers, creams, nozzles, refills and “how-to” videos and other content.

6.3 Alcohol and related products

6.3.1 General guidelines

  • Image, video and text must promote the responsible consumption of alcohol and must not:
    • Associate drinking with motor vehicles, driving or operating machinery.
    • Be associated with pregnancy, maternity or parenting.
    • Be directed towards, contain images or content designed to appeal to minors.
    • Contain adults that appear to be under the age of 25.
    • Disparage abstinence from alcoholic drinks.
    • Focus on the alcoholic strength of the drink.
    • Irresponsibly incentivise people to drink.
    • Promote excessive consumption.
    • Show people actively engaged in drinking.
    • Suggest or imply that alcohol has therapeutic or other benefits (for example, that alcohol improves performance, contributes to success or solves problems) nor claim that the use of a substance or device will assist with preventing, diagnosing, curing or alleviating a disease, ailment, defect or injury, or will influence, inhibit or modify a physiological process.

6.3.2 Alcoholic drinks and merchandise

  • In addition to the above general guidelines, Alcoholic drink and merchandise Stores must follow the below guidelines:
    • All pages within the Store must have the advertiser’s brand logo.
    • Stores cannot contain a mixture of alcohol and non-alcohol-related products.
Locale-specific requirements
  • Brazil: Stores must include the mandatory responsible consumption legal disclaimer.
  • Belgium, Brazil, Germany, Italy and Spain: Image, video or text cannot be associated with sports.
  • Canada, India and United States: Alcoholic drink Stores are prohibited.
  • France: Stores must contain the relevant alcohol disclosure in the hero image.
  • Japan: Stores must include the mandatory legal disclaimer stating that drinking under the age of 20 is prohibited by law.
  • Mexico:
    • Products with an alcohol strength of 55% and above are prohibited.
    • The hero image must include one of the following disclosures: “Evite el exceso”, “Conocer es no excederse” or “Todo con medida”.
  • Netherlands:
    • Stores must comply with the Dutch Advertising Code for Alcoholic Drinks.
    • Stores must include the mandatory legal disclaimer “geen 18, geen alcohol”.
  • Poland:
    • Stores for alcoholic beverages are prohibited.
    • Stores for alcohol branded merchandise are prohibited.
    • Stores for non-alcoholic beverages (excluding beer) that share the same or similar name, brand, trademark, design or packaging as an alcoholic beverage are prohibited.
    • Stores for non-alcoholic beers are permitted.
  • Saudi Arabia and United Arab Emirates: Alcoholic drinks and merchandise and alcohol preparation and brewing kits are prohibited.
  • Singapore: Stores for alcoholic beverages are not permitted during the religious festival “Hari Raya”.
  • Sweden:
    • Stores for alcoholic beverages are prohibited.
    • Stores for alcohol-free drinks and beverages are permitted. For example, an alcohol-free beer.
    • Stores for alcohol-branded merchandise are permitted. For example, a Guinness beer dispenser.

6.3.3 Breathalyser

In addition to the general alcohol guidelines above, products in this category must not suggest that the products help you consume alcohol in a safer way.

Locale-specific requirements
  • Brazil, Saudi Arabia and United Arab Emirates: Breathalysers are prohibited.

6.3.4 Hangover cures and remedies

In addition to the general alcohol guidelines above, products in this category must not make medicinal claims such as “cure your hangover” or claim that ingredients included will do so.

Locale-specific requirements
  • Brazil, Saudi Arabia and United Arab Emirates: Hangover cures and remedies are prohibited.

6.4 Beauty products

Products in this category must not:

  • Ask questions of, or speak directly to, the customer, such as the use of “you/your” (for example, “Embarrassed about the way you look? Then try this”).
  • Claim to permanently change a normal body function or condition.
  • Claim to diagnose, cure, mitigate, treat or prevent a disease or addiction.
  • Contain before and after images or videos.
  • Directly reference private, intimate or sensitive bodily conditions.
Locale-specific requirements
  • Australia: Products must not make any health or therapeutic claims and must not describe the effect of the product on the body, such as moisturising or anti-ageing
  • Brazil and Mexico: Custom text must not describe the medical condition or the product itself. Custom text may only contain the brand, product name and CTA.
  • Singapore:
    • Beauty products that claim to have a physiological effect on the body need to have supporting evidence on the product packaging.
    • Hair growth products and laser hair removal products are prohibited.

6.5 Child safety

  • Products for children must not show the product being used in an unsafe way. For example, paddling pools or other products that could cause harm to the child if misused must show the product being used under adult supervision.

6.6 Hemp

  • Stores for hemp-based products must not be associated with or encourage the consumption of illicit drugs, including the use of marijuana or cannabis imagery.
Locale-specific requirements
  • Brazil, India, Saudi Arabia, Singapore and United Arab Emirates: Ingestible hemp products are prohibited.

6.6.1 Cannabidiol (CBD)

CBD is prohibited in all locales except those listed below.

Where permitted, Stores for products containing CBD must not:

  • Associate CBD with motor vehicles, driving or operating machinery.
  • Be associated with pregnancy, maternity or parenting.
  • Be directed towards or contain images or content designed to appeal to minors.
  • Claim to cure, mitigate, treat or prevent a disease or addiction.
  • Encourage the consumption of illicit drugs, including the use of cartoon, cannabis, marijuana or drug paraphernalia imagery.

The below products are prohibited in Stores:

  • Products that contain THC or are otherwise related to cannabis.
Locale-specific requirements
Germany
  • Consumable products derived from or containing CBD for humans or animals are prohibited.
  • Non-consumable products derived from or containing CBD are permitted for humans or animals.
Japan
  • Consumable and non-consumable products derived from or containing CBD from mature stems or seeds are permitted.
UK
  • All consumable products derived from or containing CBD must have a valid Novel Foods Application submitted to the Food Standards Authority (FSA).
  • Consumable and non-consumable products derived from or containing CBD are permitted.
  • Consumable and non-consumable products derived from or containing CBD for animals are prohibited.

6.7 Infant and baby products

Stores for infant and follow-on formula must not contain promotional messaging or messaging that discourages breastfeeding or that claims that the product can be a substitute for breastfeeding.

Infant formula is defined as formula intended for infants between 0 and 12 months in Australia, Belgium, Mexico and Singapore and between 0 and 6 months in other locales.

Follow-on formula is defined as formula intended for infants older than 12 months in Australia, Mexico and Singapore, and between 6 and 12 months in other locales.

Locale-specific requirements
  • Australia and Poland: Infant formula is permitted with the following conditions:
    • Hero images must only contain the brand name and brand logo.
    • Marketing content, including images and video, are prohibited.
    • Products are permitted in Product Grid, Product Showcase and Product Tiles only.
  • Brazil: Infant formula, follow-on formula and baby feeding products such as feeding bottles are permitted with the following conditions:
    • Hero images must be on a white background and may only contain the brand name or brand logo.
    • Hero image must include the mandatory legal disclaimer: “O aleitamento materno evita infecções e alergias e é recomendado até os 2 anos de idade ou mais”.
    • Marketing content, including images and video, are prohibited.
    • Products are permitted in Product Grid, Product Showcase and Product Tiles only.
  • India: Infant formula, follow-on formula and baby feeding products such as feeding bottles are permitted with the following conditions:
    • Hero images must be on a white background and may only contain the brand name or brand logo.
    • Marketing content, including images and video are prohibited.
    • Products are permitted in Product Grid, Product Showcase and Product Tiles only.
  • Mexico: Infant formula is permitted with the following conditions:
    • Hero image must contain the mandatory legal disclaimer: “LA LECHE MATERNA ES EL MEJOR ALIMENTO PARA EL BEBÉ.”
  • Singapore: Infant formula is permitted with the following conditions:
    • Hero images must be on a white background and may only contain the brand name or brand logo.
    • Marketing content, including images and video are prohibited.
    • Products are permitted in Product Grid, Product Showcase and Product Tiles only.
  • Sweden: Infant formula and follow-on formula are permitted in Stores with the following conditions:
    • Hero images must only contain the brand name and brand logo.
    • Marketing content, including images and video are prohibited.
    • Products are permitted in Product Grid, Product Showcase and Product Tiles only.

6.8 Knives

We prohibit knives whose primary purpose is, or is marketed to be, for combat or military use, self-defence or to encourage violent behaviour. Examples include zombie knives, bowie knives, combat knives, assault knives, throwing knives, daggers, boot knives, spring-assisted knives, hand-to-hand or fighting knives, gravity knives, bayonets, drop-point knives (Mexico only), swords, self-defence knives and ninja stars.

Locale-specific requirements

Only kitchen knives, cutlery or silverware are permitted in Belgium, India, Netherlands, Poland, Saudi Arabia, Sweden, United Arab Emirates and the United Kingdom.

6.9 Pharmaceuticals healthcare – over-the-counter (OTC), supplements and medical devices

Stores for health and wellness products, such as over-the-counter (OTC) drugs and supplements, and medical products and devices, must not:

    • Claim to diagnose, cure, mitigate, treat or prevent a disease or addiction.
    • Contain before-and-after images or videos.
    • Directly reference private, intimate or sensitive bodily conditions.
    • Discourage customers from visiting a qualified medical professional.
    • Make unrealistic or unrelated claims as to the efficacy of the product.

In addition:

  • Drugs and supplements intended for pets must be clearly identified.
  • Stores for OTC drugs and supplements (including vitamin ads) must not claim that non-prescription drugs are as effective as prescription drugs.
  • Stores for air-purifying or particulate-filtering respirators, also known as respirators or PPE face masks, must comply with and indicate the industry-approved designation that exactly matches the promoted product, for example:
    • Australia: PFF2 or PFF3.
    • Brazil: PFF2 or PFF3.
    • China: KN/KP95 or KN/KP100.
    • Europe: FFP1, FFP2 and FFP3.
    • Japan: DS/DL2 or DS/DL3.
    • Korea: Special 1st.
    • Mexico and US: N95, N99, N100, R95, R99, R100, P95, P99 or P100.
  • Stores for non-respirator face masks, surgical masks and cloth masks are permitted except when they contain misleading or false claims (such as alphanumerical designations outside of approved standards).
Locale-specific requirements
  • Australia: Products must not make any health or therapeutic claims and must not describe the effect of the product on the body
  • Brazil:
    • Dairy milk products must contain the mandatory legal disclaimer.
    • Food and supplements that claim to replace meals, encourage excess consumption or improve social status or physical or mental performance are prohibited.
    • OTC medication products and devices are prohibited.
  • Japan:
    • As a general rule, copy used in Stores should be limited to what is published in the brands website or marketing materials.
    • Products in Stores must include the product name and class of the medicine.
    • Designated quasi-drugs must be clearly identified within the Store.
    • Stores containing pharmaceutical products must not contain a call to action (CTA).
    • Store components which allow a product to be added to basket are prohibited for pharmaceutical products.
  • Mexico: Custom text must not describe the medical condition or the product itself. Custom text may only contain the brand, product name and CTA.
  • Netherlands: Stores for OTC medication and devices cannot include any financial incentive to purchase. For example, sales promotions, direct or indirect price offers, vouchers or refund promotions.
  • Poland:
    • Stores for OTC medicines are prohibited.
    • Stores for smoking cessation products are prohibited.
  • Saudi Arabia: OTC medication products and devices, food supplements and smoking cessation products are prohibited.
  • Singapore:
    • Permitted medical devices must have approval from the Health Sciences Authority and supporting evidence on the product detail page or product packaging.
    • Smoking cessation products are prohibited.
  • Sweden: Stores for all smoking cessation products must include the disclaimer “18+”.
  • United Kingdom: Content for tablets or capsules that contain painkillers such as aspirin, ibuprofen and paracetamol must not encourage the purchase of more than one pack; for example, through multi-buy offers such as “buy one get one free”. Discounts on single packs are acceptable, provided the content does not explicitly suggest that customers make multiple purchases.

6.9.1 Home test kits

We permit Stores for home test kit products that provide ancestry and high-level health-related information but do not claim to diagnose, treat or assess the risks of a disease, condition or ailment. You may only promote products that comply with applicable local regulations in all the locale(s) where your ads will show. You are responsible for obtaining all necessary authorisations or approvals from local regulatory authorities for the sale, distribution or advertisement of the products that you intend to advertise with Amazon, as applicable.

Permitted products include, but are not limited to, diabetes and blood sugar monitoring kits; blood pressure monitors; ancestral, DNA and personal genetic profiling kits; urinalysis kits; lancing devices (medical only); and pregnancy and fertility tests. These product categories are subject to locale-specific requirements, including the following:

Locale-specific requirements
  • Australia, Brazil and Saudi Arabia: All products in this category are prohibited.
  • France: Ancestral, DNA and genetic profiling testing kits are not permitted.
  • Japan: Restrictions apply to home test kits.
  • Spain: Ancestral, DNA, diabetes and blood sugar monitoring kits, personal genetic profiling kits, urinalysis kits and lancing devices (medical only) are prohibited.

6.9.2 Medical

  • Non-prescription health and beauty products cannot claim to be as effective as prescription products.

6.9.3 Weight loss

Content must not speak directly to customers, such as “Are you struggling with your diet?”, nor make any unrealistic or excessive claims, including, but not limited to:

  • That customers can lose weight by merely using the product without following a calorie-controlled diet or exercise programme.
  • That results are effective for everyone, or that are permanent.
  • Weight loss of a specific amount over a defined period of time.
  • Substantial weight loss no matter what or how much the customer eats.
  • That a customer will lose weight by wearing a product on the body or rubbing it into the skin.
Locale-specific requirements
  • Australia: Weight loss foods, supplements, topical creams and claims related to weight loss or slimming are prohibited.
  • Japan: Foods or supplements making health claims must have the appropriate “Food with Functions” or “Specific Health Food” label and statement on the product packaging.
  • Mexico and Saudi Arabia: Weight loss, weight gain, muscle building and similar products are prohibited.

6.10 Political products

We do not accept political content or products, such as campaigns for or against a politician or a political party, or related to an election, or content related to political issues of public debate.

6.11 Sexual wellness

We permit the promotion of sexual wellness products, provided that the Stores comply with the following requirements:

  • Comply with the “Prohibited Content” policies above.
  • Products must not contain claims related to increased sexual performance or libido boosting.
  • Products must not explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions.

Sexual wellness products must not be mixed with non-sexual wellness products. Advertisers who may also sell multiple unrelated products should place sexual wellness products in an appropriately titled sub-page within the Store, such as “Sexual Wellness”.

Locale-specific requirements
  • Singapore:
    • Stores for condoms must not contain sexually provocative content.
    • Lubricants are not permitted in Stores.

6.12 Sports and outdoor products

Stores for sports and outdoor products must not:

  • Encourage customers to be less watchful or responsible for their health and safety.
  • Condone or encourage violent or anti-social behaviour.
  • Mislead customers, including by presenting as safe products that are generally deemed to be unsafe without proper care and precaution.

6.12.1 Product acceptability

We permit the following products in Stores:

  • Airsoft accessories such as masks and gloves.
  • Ammunition storage such as bins and safes.
  • Arrow rests, flights and bowstrings.
  • Binoculars, monoculars and night-vision monoculars.
  • Decoys.
  • EDC/multifunctional/tactical pens.
  • Torches.
  • Game and trail cameras.
  • Gun cleaning kits.
  • Gun holsters.
  • Gun safes.
  • Handheld spotting scopes.
  • Paintball masks, headwear and protective eyewear.
  • Rangefinders.
  • Tactical cases, bags and paracord.
  • Targets.
Locale-specific requirements

Brazil: Toy foam guns and accessories are permitted, provided that they are non-realistic.

Belgium, India, Netherlands and Singapore: Toy weapons are permitted, provided that they are non-realistic.

Mexico and Saudi Arabia: All weapon and weapon accessories are prohibited.

We only permit the following products in the United States:

  • Airsoft weapons and ammunition.
  • Arrow points.
  • BB guns and ammunition.
  • Bows and arrows.
  • Crossbows.
  • Gun rest and gun rest bags.
  • Gun slings.
  • Laser, telescopic and non-telescopic fixed weapon sights.
  • Paintball guns and ammunition.
  • Pepper sprays.
  • Shooting sticks.
  • Slingshots.
  • Stun guns.
  • Tasers.

6.13 Contests, Competitions and Prize Draws

Stores for contests, competitions or prize draws must include all disclosures required by applicable laws and regulations. The programme’s official rules or a clear link to official rules must be present in the Store.

Your Store must:

  • Clearly indicate the qualifying products to participate and not charge an additional fee to participate
  • Clearly indicate the type of promotion, e.g. contest or sweepstake
  • Include the dates of the promotion and be scheduled for that period
  • Include the mechanics of the sweepstake (e.g. manner in which the winner will be determined) and place and date of the draw
  • Include the prizes on offer, the qualifying criteria and any restrictions
  • Only promote products that you own or if you are an authorised reseller of the branded prize

Your Store must not:

  • Encourage the participation of children under the legal age of their locale, without a consenting adult.
  • Misrepresent the odds of winning. For example, Stores must not indicate or imply that everyone wins.
  • Require participants to sign up for a service.
  • Require participation based on payment, or charge payment to claim the prize.
  • Use Amazon Branding unless written approval by Amazon in accordance with our advertising policies, see Brand Usage Guidelines here.
Locale restrictions
  • Belgium:
    • Sweepstakes such as lotteries or games of chance (for example, lucky draws) are prohibited
  • Brazil:
    • Promotions such as contests, competitions and prize draws are permitted with the following conditions:
      • Contests, competitions and prize draws are restricted to commercial promotions (contests/sweepstakes) that are authorised by SECAP
      • The SECAP certificate number must appear legibly in the Store.
        • The following products are prohibited as prizes:
          • Alcoholic beverages
          • Cash prizes or the conversion of prizes into cash
          • Medicines
          • Products prohibited by the Federal Revenue Office
          • Tobacco and tobacco-related
          • Weapons including ammunition, explosives and fireworks
  • Canada:
    • Must indicate: “NO PURCHASE NECESSARY”
    • Sweepstakes such as lotteries or games of chance (for example, lucky draws) are prohibited
  • India:
    • Contests, competitions, prize draws and games of chance or skill are prohibited
  • Italy:
    • Contests/competitions are permitted with the following conditions:
      • Must not state that customers have to purchase from Amazon.it to participate
      • Must not state the competition or contest is exclusive to Amazon
    • Sweepstakes such as lotteries or games of chance (e.g. lucky draws) are prohibited.
  • Japan:
    • Competitions and sweepstakes must be submitted to Amazon for pre-approval.
  • Mexico:
    • Contests and sweepstakes are permitted with the following conditions:
      • Include a SEGOB’s permit number (sweepstakes only)
      • Indicate the territories in which participation is valid
      • Terms and conditions must include Guarantees, if any
      • The mechanism and conditions to obtain the ticket, voucher or passwords, and the total number that were issued
      • The monetary value of the prize must be always indicated and it must only be in Mexican pesos
      • The name and address of the organiser
    • The following products categories are prohibited to run promotions or as prizes:
      • Alcoholic beverages
      • Pharmaceutical and healthcare products
      • Tobacco and tobacco-related products
  • Netherlands:
    • Sweepstake prizes may not exceed €100,000.
  • Poland:
    • Sweepstakes such as lotteries or games of chance (for example, lucky draws) are prohibited.
  • Saudi Arabia:
    • Indicate the date on which the winners will be announced.
    • Indicate that prizes will be presented to the winner within seven days from the date of announcing the results.
    • Purchasing of goods or subscription to a proposed service must not be set as a condition for participation.
  • Singapore:
    • Sweepstakes such as lotteries or games of chance (e.g. lucky draws) are prohibited.
  • Sweden:
    • Results of the promotions must be made publicly available.
    • Terms and conditions must include:
      • Whether or not the prizes may be exchanged for a cash substitute equal to its value
      • If the winner or winning contributions will be used in any other context (e.g. for marketing purposes) – information concerning such use must be provided
  • Turkey:
    • The following types of contests are permitted:
      • The total value of the prize must not exceed TRY 154.06 (approx. EUR €15)
      • Contests where the organiser donates to charity are permitted
      • Contests where all participants are awarded a prize
    • Sweepstakes such as lotteries or games of chance (for example, lucky draws) are prohibited.
  • United Arab Emirates:
    • Prizes should not be any items which are prohibited or restricted from being advertised and/or sold under local law.
    • References to “Lotteries” or” Jackpots”’ are prohibited.
  • United States:
    • Must indicate “NO PURCHASE NECESSARY”.
    • Sweepstakes, where the winner wins by chance, may not exceed $500.
    • Sweepstakes and contests are prohibited in alcohol stores.

7. Amazon branding

7.1 Amazon trademarks, products and services

Amazon logos and references to Amazon products and services are prohibited in Stores. This includes:

  • Amazon logos.
  • Amazon user interface elements such as Add to Basket buttons or elements that mimic these.
  • Amazon references (such as “The best Store on Amazon”, “Shop our selection on Amazon” or “The Sunglasses Amazon Store”).
  • Dynamic customer ratings, sales ranking, prices and savings at Amazon unless dynamically linked from the detail page.
  • References to Amazon programmes such as Kindle Unlimited (see “Programme eligibility” below for exceptions).
  • Alexa compatibility.
    • Accurate references to Amazon products for compatibility purposes, such as “Works with Alexa”, are permitted, provided that the primary product is positioned first in the headline or image and Amazon products are referred to correctly.

Programmes eligibility

If you refer to Subscribe & Save, Amazon Fresh or Prime Pantry in your Store to highlight your eligible products, you must use the original unadjusted name or logo associated with these programmes. We do not permit use of customised or abridged references or logos. Logos must not be used in a sentence.

The unadjusted Amazon Fresh name may only be used in the sentence “Shop Amazon Fresh” and “Shop Now on Amazon Fresh”. “Fresh” without Amazon should not be used in sentence form. In your store, the unadjusted “Fresh” logo may be used only, not the “Amazon Fresh” logo. The Amazon Fresh unadjusted name or logos may not be used in any manner that implies your ownership or control of the Amazon programme. The Amazon Fresh unadjusted name or logos should not be combined with any other marks or names.

If you create a Store or page dedicated to your applicable products, you must add your products to Product Grids or a Shoppable image only. It is your responsibility to ensure that all products displayed in the dedicated Store or page are enrolled in the associated programme.

All other references to these programmes in your Store must lead to a Store page or other landing page that only contains eligible products or to the homepage of the associated programme on Amazon.

7.2 Customer reviews

  • Third-party customer reviews, star ratings or other elements that could be confused with Amazon customer reviews are not allowed.
  • No changes can be made to Amazon customer reviews, including the correcting of spelling or grammar errors. Reviews with gross misspellings or significant grammatical errors must be avoided.
    • To omit unwanted portions of a customer review, use ellipses (“…”) with no spaces before or after; truncations must not alter the meaning of the review.
    • A maximum of three ellipses can be used in a customer review: one at the start of the review, one in the middle and one at the end.
  • Amazon customer reviews must not include the customer name.
  • Amazon customer reviews must be verifiable on the associated detail page.
Locale-specific requirements
  • Japan: Customer reviews are prohibited