Content Guidelines and Acceptance Policies for Sponsored Brands ads and Buy with Prime page in Stores on Amazon

TABLE OF CONTENTS

1. Overview
2. Content Acceptability
4. Buy with Prime Store page on Amazon and DTC landing page
5. Product Acceptability
6. Restricted Products (Buy with Prime Stores page)

1. Overview

The policies in this page apply to Sponsored Brands ads and Buy with Prime Store pages on Amazon, as well as the landing page on a merchant’s direct-to-consumer (DTC) site, linked from a Buy with Prime Store page on Amazon, associated with Buy with Prime (DTC Landing Page).

As the advertiser and merchant, it is your responsibility to comply with all applicable laws, rules, and regulations that apply to your ads, a Buy with Prime Store page on Amazon, or DTC Landing Page, and any location where they appear. 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 Buy with Prime Store page on Amazon or DTC Landing Page.

Merchants can create Sponsored Brands ads and Buy with Prime Store pages on Amazon through the advertising console. Sponsored Brands ads and Buy with Prime Store pages on Amazon must uphold the high level of trust Amazon has established with our customers.

In addition, your Sponsored Brands ads, Buy with Prime Store page on Amazon, and DTC Landing Page must comply with the following Content Guidelines and Acceptance Policies. If your Sponsored Brands ads, Buy with Prime Store page on Amazon, or DTC Landing Page does not comply with our policies, your Sponsored Brands ad or Buy with Prime Store page on Amazon 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 for ads, please review the ad specs.

2. Content Acceptability

In addition to Sponsored Brands and Stores policies, the following policies apply to Sponsored Brands Ads, Buy with Prime Store pages on Amazon, and DTC Landing Pages.

Sponsored Brands ads and Buy with Prime Store pages:

  • Must be clear and accurate so customers receive correct information before deciding to purchase a product
  • Must not contradict each other, for example an ad for beauty and cosmetics should lead to a Buy with Prime Store page on Amazon containing beauty and cosmetic products.

Your Buy with Prime Store page on Amazon must not link to, use, or otherwise cause the downloading of any malicious code.

3. Amazon Branding

3.1 Amazon Trademarks, Products, and Services

Amazon logos, and references to Amazon products and services other than Buy with Prime (see Buy with Prime below) are not allowed in Sponsored Brands ads and Buy with Prime Store pages on Amazon. Other uses of the Amazon brand require review and written approval by Amazon in accordance with our advertising policies, see Brand Usage Guidelines here.

3.2 Buy With Prime

If the DTC Landing Page is the product detail page, it must display the Buy with Prime button. For more information on Buy with Prime, see here.

4. Buy with Prime Store page on Amazon and DTC Landing Page

4.1 Brand URL

Your DTC brand URL displayed in the Buy with Prime Store page on Amazon must link to a relevant DTC Landing Page which contains the product collection from your Buy with Prime Store page on Amazon. For example, if your Buy with Prime Store page on Amazon contains footwear, footwear must be discoverable on your DTC Landing Page.

A DTC Landing Page that consists solely of a form to collect customer information is not allowed.

4.2 Headline Text

Headline text in the Buy with Prime Store page on Amazon must be relevant to the products in your product collection, for example, “Explore our products, then check out using Buy with Prime.”

To uphold a high-quality creative bar for your Buy with Prime Store page on Amazon, Amazon recommends that the headline text be in sentence case. You should only capitalize the first word in a sentence, any proper nouns, or trademarks (including official brand names, product models, or slogans).

4.3 Product Collection

Your product collection must not contain products that contradict other elements in the Buy with Prime Store page on Amazon. For instance, a product collection with Title "Headphones", or a hero image that identifies a specific product, should only include Headphones, Headphone accessories, or closely related products (e.g. Audio Cables, Amplifiers, etc.).

4.4 Image Acceptability

Images in your Buy with Prime Stores page must comply with image acceptability policies here.

5. Product Acceptability

All products in your Buy with Prime Store page on Amazon must be suitable for general audiences and appropriate for the locale in which the products are sold.

Digital products such as video games, e-books, digital online newspapers and journals, or other digital products and services may not be listed for sale with Buy with Prime including on the DTC site.

6. Restricted Products (Buy with Prime Store page on Amazon)

Products in your Buy with Prime Store page on Amazon must comply with the Stores Restricted Product policies here.

7. Sponsored Brands

The policies in this section apply to all content and products in your Sponsored Brands ads associated with Buy with Prime and are in addition to Sponsored Brands policies here.

7.1 Ad Format and Functionality

If you reference Buy with Prime in your ad, it must link to a Buy with Prime Store page on Amazon containing a product collection related to the ad.

Sponsored Brands ad formats require your brand's logo so customers can readily identify you as the advertiser. Brand logos provide a better experience for shoppers and help drive more engagement with your brand and products.

For more information, please refer to Sponsored Brands Brand Logo Policy here.

7.3 Call to Action (CTA)

We recommend the use of a CTA in your ad to improve your ad’s performance, but the presence of a CTA is not required.

If you use a CTA it must:

  • Be clear and precise, such as “Shop now” or “Discover more.”
  • Not use language that may pressure customers into taking action, such as “Last Chance” or “Don’t Miss Out,” or emotionally charged language.

URLs or references that suggest shoppers will land directly on your DTC site by clicking on the ad are not allowed, such as:

  • Click here for instant access to [brand URL]
  • Click here to visit [brand URL]
  • Find out more at [brand URL]
  • Shop direct now at [brand URL]

7.4 Headline Text

Headline and custom text must be relevant to the product advertised. For more information, please refer to the Headlines and Custom Text policy here.

7.5 Product Images

Your showcased product images in your ads must comply with our policies for product images. GIFs or animation are not allowed.

Duplicate or identical products or product images within the same ad are not allowed. Product images within the ad must be of, or pertain to, the product(s) being sold and clearly depict product variations (such as color, model, or style).

For Sponsored Brands prohibited image guidelines please see here, and for custom image guidelines, see here.

7.6 Promotional and Holiday Messaging

Pricing promotions, deals and other discount messaging are not allowed, for example:

  • Save 50% on {Product} or $20 off {Product}
  • Savings on {product}
  • Great prices on {Product}, etc

7.7 Product Acceptability

All products in your ad must be suitable for general audiences and appropriate for the locale in which the products are sold.

Digital products such as video games, e-books, digital online newspapers and journals, or other digital products and services may not be listed for sale with Buy with Prime.

For more information, please refer to the Product Acceptability policies in Sponsored Ads here.

7.8 Restricted Products

Products in your Ad must comply with the Sponsored Brands Restricted Product policies here.