All advertising content on Alexa must be appropriate for a general audience and must comply with all laws, rules, and regulations that apply to the advertiser, the advertising content, and the location in which the advertisements appear. Ads on Alexa must adhere to the existing Amazon Ads Guidelines and Acceptance Policies.
1.0 Core Ad Policies
All ads running on Alexa must:
Be in the primary official language of the locale being served.
Comply with ad product technical specs.
Be easily understandable and clearly identify the product, service, or entity advertised. They must contain the advertiser's brand name or logo. For entertainment advertisers, the title of the product (e.g., a movie title) is sufficient.
1.1 Pricing and Savings
All pricing, saving, and discount information must be accurate, complete, not misleading, and relevant to the location advertised. Low estimates that may trick customers into booking services only to be charged higher rates later when the service is provided are not accepted.
Prices and savings listed in ads must accurately reflect the offer, and the offer must be available until the end of the campaign. Ads must always communicate when prices are subject to change and if conditions or restrictions apply.
All ads must always geographically target locations that are served unless the product or service advertised is available globally.
Ads cannot target or address specific communities or ethnicities.
1.3 QR Codes
QR codes may be used on the click-through destination only and must drive to a mobile optimized webpage.
QR codes must be an Amazon-generated QR code.
1.4 Amazon Branded Elements
The use of Amazon customer reviews is prohibited.
Any other references to Amazon or its products (for example, the use of Amazon trademarks) must comply with the Brand Usage Guidelines and the Alexa Trademark Guidelines.
The use of Amazon trademarks (such as Gold Box, Deal of the Day, Super Saver Shipping, Today’s Deals, Subscribe & Save, Kindle, Amazon Family, and Look Inside the Book) requires approval from Brand.
We prohibit the use of “Amazon’s Choice” and “Amazon Best Seller” by advertisers. These elements refresh frequently and may not remain accurate for the duration of the campaign on Alexa.
2.0 Copy Acceptability
Random capitalization must never be used in the title and mini-details description.
We permit title casing only when referring to the show or to proper names, whether in the product title or the mini details.
All-caps copy may only be used in the mini-details title when used for acronyms (e.g. "USA") or where relevant to the show title (e.g. "The Secret of NIMH").
Claims in the image (such as “includes bonus features” or “extended cut”), must correspond to the messaging or description.
2.3 Grammar and Punctuation
Ads must be grammatically correct and without exclamation marks in the product title, unless this is part of the title treatment.
Ads must be in the primary language of the locale in which they are delivered.
Ad copy must always be legible.
2.6 Personalized Copy
We prohibit ad copy that uses personalized language (such as “you/your”) which may be inaccurately perceived by a customer as if the ad is addressing him/her directly.
2.7 Profanity and Foul Language
We prohibit foul, vulgar or obscene language or language containing profanity, including obscured profanity (such as s@#t or WTF), graphic or suggestive language or double entendres or scatological references.
2.8 Emotionally Charged or Depressing Copy
We prohibit emotionally charged or depressing copy.
3.0 Entertainment Ads Ratings
Entertainment ads for content approved by content rating bodies as appropriate for adult audiences are acceptable, however:
The content in the creative must be appropriate for all audiences.
The creative must include the content rating (e.g. TV-14) if leading directly to a video.
We highly recommend including the content rating for all media rated as appropriate for audience categories aged 12/13 or older.
4.0 Prohibited Content
It is our policy not to accept Alexa ads containing or relating to certain types of content. This includes, but is not limited to:
Content that is directed at children due to the nature of the messaging, imagery, or targeting
Content that shows children in adult or dangerous situations*
Content deemed mature, sensitive, or controversial, including provocative imagery*
Content that is emotionally exploitative or controversial, or content that uses negative depictions of humans or animals*
Content that depicts interpersonal violence
Content that depicts realistic or excessive scary images, violence, brutality, or gore
Content depicting anti-social or dangerous behavior, including vandalism or bullying*
Content that is obscene, defamatory, libelous, illegal, or invasive of another's privacy
Content that encourages, glamorizes, or depicts excessive consumption of drugs or alcohol*
Content that is threatening, abusive, or harassing, or content that advocates or discriminates against a protected group (whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age, or any similar or other category)
Deceptive, false, or misleading content
Foul, vulgar, or obscene language or scatological references
Hate speech—inciting or advocating violence or racial intolerance
* Entertainment campaigns may be approved.
5.0 Prohibited Products and Services
Alexa ads are delivered in multiple person households. As part of our commitment to provide the highest quality customer experience, it is our policy not to take ads on Alexa if they promote the sale or use of certain products or services. This includes, but is not limited to:
Adult incontinence products
Adult/sexual products, services, or venues
Airsoft/BB guns, paintball guns
Anti-radiation products (including electromagnetic field protection and radiation neutralizing or shielding products)
Bows and arrows, slingshots, and other projectile weapons
Charities and non-profit organizations
Contests, competitions, and prize draws
Cryptocurrency exchanges, initial coin offerings, and binary options
Dating sites, apps, and services
Drug paraphernalia or products to beat drug tests
Escort services, adult dating, sex toys & merchandise
Fat burners and fat blockers
Feminine care products
Fertility clinics and research
Supermarkets (QSRs are approved)
Free non-Kindle ebooks
Get-rich-quick and pyramid schemes
Handgun safety certificates
Healthcare products and services including weight loss
Hunting and shooting gear and apparel
Illegal or sensitive pharmaceutical or medical device products and services
Illicit and legalized drugs such as cannabis and related products, as well as products that contain hemp (including brick and mortar shops)
Knives and other bladed objects except for kitchen knives, cutlery, or silverware
Loyalty/affinity/rewards and related content
Malware, scareware, spyware
Medical procedures, equipment and research solicitations
Non-Amazon branded devices that include: tablets, streaming media players, voice-operated assistants
Oils, supplements, or ingestibles that are derived from or contain hemp, cannabidiol (CBD), THC, or otherwise related to cannabis; topical CBD products
Online gambling, sports betting, and fantasy football
Pay Over Time services
Pharmaceutical products including incontinence and weight loss (non-sensitive OTC products may be approved on a case-by-case basis)
Political party-related and/or issue-related messages
Pornography, products claiming to enhance sex, and adult/sexual content
Pre-natal gender selection and determination test products and services
Premium pay-per-call services, such as 900 numbers
Products, services, or technology that infringes, encourages, or enables the infringement of the intellectual property or personal rights of others
Products, services, or technology that promotes any illegal or dangerous activity, including hacking or evading law enforcement
Tattooing and body branding products and services (tattoo care creams can be permitted)
Tobacco or tobacco-related products, including e-cigarettes and nicotine pouches
UV tanning services and equipment
Weapons, firearms, ammunition, and related parts or accessories
6.0 Ad Content Acceptability
6.1 Adult Content
We prohibit mature, sensitive and controversial advertising content. Echo devices are commonly found in living or family room areas and in the presence of children. All ads must be appropriate for all audiences.
We prohibit ads for movies or shows, even if the image or ad creative is safe, if the movie or show includes pornography, soft pornography, erotica, adult dating and hook up or sexual content, shows about escort services and prostitution, and other similarly adult themes.
Red-band or age-gated products, movies rated NC-17 or the local equivalent, video games rated AO (Adults only) or the local country equivalent are prohibited.
6.2 Alcohol, Drugs, and Tobacco
Advertising for shows that encourage, promote, or glorify drinking, smoking, depict excessive consumption, the use of illicit drugs, abuse of legal drugs, focus on addiction, or discourage abstinence or sobriety are prohibited. This includes imagery that focuses on the use of these products.
6.3 Hate and Intolerance
We prohibit all forms of hate and intolerance, including the use of associated symbols. This includes threatening, abusive or harassing content, or content that advocates or discriminates against a protected group (whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or any similar category).
We prohibit creative featuring symbols associated with controversial organizations, hate groups or political movements. For example, swastikas or imagery related to organizations with racist ideologies, such as the Ku Klux Klan.
Content or depictions of minors (or people who appear to be minors) in peril or in other adult, dangerous, or sexual situations are prohibited. For example:
In adult or provocative clothing
In adult situations or engaging in illegal activity, including, but not limited to: around or handling firearms or other weapons, close to explosions, drinking alcohol, consuming drugs, or smoking
In situations which may contravene established child safety best practices (such as children in vehicles without their seat belts fastened or cycling without helmets)
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)
We prohibit political advertising such as campaigns for or against a politician, political party or related to an election. Content related to political issues of public debate is also prohibited.
We prohibit ad content about or related to sensitive events such as natural disasters, human-caused disasters, incidents of mass trauma, or the death of public figures.
Fictional shows about politics are permitted.
Non-fiction shows about politics in general, history, and political science and current or historical political commentary from an objective, academic, or bipartisan standpoint are permitted.
We prohibit ad content that promotes or advocates for, or that demeans or disparages, any religion.
Shows that are about more than one religion, or religion or spirituality in general, are permitted.
Fictional shows with religious themes, or that refer to religion, are permitted.
6.7 Sexual Orientation (LGBTQ+)
We prohibit the following:
Titles that claim sexual identity is a mental or psychological disorder.
Titles that promote curing, reversing or treating sexuality.
Titles that encourage hate or intolerance towards members of the LGBTQ+ community.
6.8 Weight Loss
Ads for general health and wellness are permitted.
Ads that are primarily about weight loss are prohibited.
6.9 Other Inappropriate Content
We prohibit mature, sensitive, and controversial content.
6.10 Bare Skin and Nudity; Provocative Poses
Echo devices are commonly found in living or family room areas and in the presence of children, therefore all ads must be safe for all audiences.
Ads must not show fully visible intimate body parts: genitals, female breasts and/or buttocks.
Ads must not feature sexually provocative images and references, including, but not limited to:
People in poses emulating a sexual position or alluding to sexual activity, whether they are clothed or unclothed.
Sexually suggestive poses such as the parting of the legs or accentuation of the hip along with amorous or sexually passionate facial expressions.
Poses such as hands on the hips, or gripping of hair, in conjunction with a sexually suggestive facial expression.
Drawing undue attention to body parts, such as breasts or buttocks, in a sexual way (for example, exposure of breasts or excessive focus on the cleavage).
Facial or bodily expression indicative of an orgasm.
Suggestive undressing, such as pulling down a bra strap or underwear.
Models in erotic lingerie such as stockings, suspenders or paraphernalia such as whips and chains.
Sexual innuendo in text or image.
6.11 Violence, Blood, Gore, and Other Scary Content
Minor traces of blood in context and without additional elements of violence or gore (such as dismemberment) are permitted.
We prohibit ads that contain:
Intense or eerie images that may frighten or upset children.
Excessively scary images, violence, brutality, or gore, for example scenes of torture, mutilation or dismemberment, graphic depictions of cadavers or characters that have open wounds, excessive bleeding, or who are being attacked with weapons.
Overt references to, or images implying or depicting rape and sexual molestation, are prohibited.
Depictions of realistic firearms are permitted providing that they are not:
Shown in a violent or threatening manner (for example, covered in blood) in static ads
Pointed directly at a character in a threatening way
Shown aiming at another person through a scope or sight
Directed toward the customer
Shown as firing or having been used (for example, bullets visibly exiting the weapon, smoke or other residue shown around the barrel)
Handled by a minor
We permit non-violent depictions of unrealistic firearms or fantasy weapons, including fantasy/sci-fi firearms such as ray-guns and phasers.
7.0 Restricted Products and Services
Automotive ads may only run on Alexa, clicking to a video.
All offers must be accurate, relevant, and must mention if conditions or restrictions apply when the ad promotes:
Aftersales such as services, fittings, repairs or maintenance
Brand or Dealership awareness including, but not limited to, stocks, location, business hours
Business to business offers
Sales offers including leasing or financing quotes, rates, and starting prices
7.2 Financial Products and Services
The policies in this section cover ads for financial products and services that may only be approved for the US, clicking to a video.
7.2.1 Banking and Investments
Advertisers must only target those geographic locations where they are licensed and also meet all applicable licensing requirements in each of the locations. Where required by local law/regulations, ads must adequately inform the customer or any risks or costs associated with the product.
Ads for credit services cannot encourage customers to take out credit or loan to shop online.
We prohibit ads for the following products and services:
High-risk options of derivative products (including, but not limited to, binary option, and spread betting)
Get-rich-quick and pyramid schemes
Short-term high-interest loans (including, but not limited to, “payday” loans), with a repayment period under 12 months and an APR of more than 50% or as otherwise prohibited by applicable law
7.2.2 Insurance Products
Insurance products include, but are not limited to: auto insurance, mortgage insurance, life insurance, and travel insurance.
Ads must focus on the positive outcome of insurance products (e.g., “Rest assured that your home is protected”) rather than negative emotions like fear or anxiety (e.g., “If there was a house fire, could you lose everything?”).
7.2.3 Loan Products
Loan products that include, but are not limited to, home equity, credit card cash advances, and education cannot be advertised.
7.3 News and Journalism
News ads must be unbiased and impartial.
We do not accept ads that:
Advocate or demean a political party, candidate, program, ideology, or organization