Stores Content Guidelines and Acceptance Policies

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 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 authorizations 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 on 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.

2.1 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 authorized 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.
• See section “7. Amazon branding” for exceptions.
• 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 seatbelts 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 behavior, 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, color, 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 toward 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, libelous, 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 later part of the headline with a qualifying statement like “compatible with.”
• Religious advocacy, whether advocating or demeaning a religion.
• Shipping or delivery claims.

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 address, or QR codes, they must not be accompanied by a CTA such as “Shop at” or “Buy at.”

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

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

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 and dated within the previous 18 months. We do not permit direct comparison to competitor brands.
• Quantified performance: Claims which imply to the customer that some objective measurement has taken place. For example, “Reduces 99% of wrinkles” or “Teeth appear three shades whiter” or “the best moisturizer.”
• 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”).

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

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

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.

• Emoticons are permitted; however, please avoid repetitive or excessive use.
• Excessive use of ellipses is prohibited; we recommend no more than 3 instances per block of text.
• Hashtags are permitted.
• Only alphanumeric characters are permitted.

Text must be big enough to be readable to the average customer on Desktop and Mobile. Stores cannot use the same or similar color for text and background because the text will not be legible (for example, white text on light gray 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

Once you have submitted your Store we will automatically translate it for you. Translation times may vary and are usually complete within 48hrs 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. Review of translated Stores usually takes up to 72hrs.

Learn more about translations and supported languages in the support center of your Advertising console.

The following sections contains 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.

Image with text over-lays 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.

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.

• 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.

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 8 weeks prior to the event and be removed or updated within a reasonable time frame of the event (1 week is generally acceptable).
• Sale events (for example, Black Friday and Cyber Monday): should start no more than 7 days prior to the event and be removed or updated within 24 hrs. 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 ~6 weeks prior to the event and must be removed or updated within 24-48 hrs. 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 48hrs of the scheduled start date.

Please see “Promotions and Featured deals” above for details on promotional messaging.

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 capitalization, 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 Brand 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 pillarbox formats.

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 pixelated, distorted, or stretched.

Videos:

• Must stream correctly and be relevant to the product and Store.
• Should not be longer than 5 minutes.

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 of the brand you are promoting, unless you have the legal right to use the promoted brands logo. Brand Logos must:

• Accurately reflect the brand or product 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.
• Be used as an extension of the hero image nor contain additional text.
• Be a combination of logos.
• Contain crowded or cluttered elements.

Entertainment and book advertisers may also use the below, provided 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.

• 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 images are not cropped in a way that obscures important elements of the image.

• 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.

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

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 movies 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.

• 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.

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.

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, dismemberments, or mutilations of bodies.

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

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

• Directed out toward 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 weapon 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).

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, color, 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.

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, which include adult products, must display those products in a separate and appropriately labelled sub-page. The subpage must include an "adults only" message in the Hero Image.
• Please see Section 4 (Image and video acceptability guidelines) for further details.

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.

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 behaviors.
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.

6.3.1 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 toward, contain images or content designed to appeal to minors.
• Contain adults that appear to be under the age of 25.
• Disparage abstinence from alcoholic beverages.
• Focus on the alcoholic strength of the beverage.
• Irresponsibly incentivize 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 the prevention, diagnosing, curing or alleviating a disease, ailment, defect, or injury or will influence, inhibit, or modify a physiological process.

• In addition to the above general guidelines, Alcohol beverage and merchandise Stores must follow the below guidelines:
• All pages within the Store must have the advertisers brand logo.
• Stores cannot contain a mixture of alcohol and non-alcohol related products.

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.

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.

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.

• 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.

• 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.

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 toward 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.

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 -12 months in Australia, Belgium, Mexico and Singapore and between 0 - 6 months in other locales.

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

We prohibit knives whose primary purpose is, or is marketed to be, for combat or military use, self-defense, or to encourage violent behavior. 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-defense knives, and ninja stars.

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 & 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).

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 promote only products that comply with applicable local regulations in all the locale(s) where your ads will show. You are responsible for obtaining all necessary authorizations 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:

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

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 program.
• 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.
  

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.

We permit the promotion of sexual wellness products provided 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 subpage within the Store, such as “Sexual Wellness.”

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 behavior.
• Mislead customers, including by presenting as safe products that are generally deemed to be unsafe without proper care and precaution.

We permit the following products in Stores:

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

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 program’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 you own or are an authorized 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.

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 Cart 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 programs such as Kindle Unlimited (see “Program eligibility” below for exceptions).
Alexa compatibility.
• Accurate references to Amazon products for compatibility purposes, such as “Works With Alexa," are permitted, provided the primary product is positioned first in the headline or image and Amazon products are referred to correctly.

If you refer to Subscribe & Save or 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 programs. We do not permit use of customized 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 program. 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 all products displayed in the dedicated Store or page are enrolled in the associated program.

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

• 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.