Amazon Audience Policies

I. Audience Creation Policy

Prohibited Audience Categories

Interest-based advertising enables customers to see more relevant ads and helps them discover and learn about products and services that may be of interest to them. Amazon Ads audience policies are designed to protect customers and maintain their trust as they engage with interest-based ad experiences across our product offerings.

In addition to adhering to these policies, advertisers are responsible for ensuring that they comply with all applicable law, including local and regional regulations. Note that these policies apply to the use of Amazon Audience segments, as well as any third-party signals (e.g., Advertiser Audiences, or audiences activated through data partners).

In creating policies related to Prohibited Audience Categories, Amazon considers the customer experience, industry best practices, local laws and regulations, and product capabilities. Advertisers may also not attempt to draw inferences associated with Prohibited Audience Categories.

Sensitive interest or membership categories include information pertaining to an individual’s:

  • Identity and belief, including (but not limited to):
    • Political affiliation or views
    • Race or ethnicity
    • National origin, citizenship, or immigration status
    • Religious affiliations or beliefs
    • Sexual orientation
    • Status as a transgender or non-binary person
    • Trade union membership
  • Personal hardship or adversity, including (but not limited to):
    • Financial distress (e.g., debt, bankruptcy, credit problems, etc.)
    • Relationship hardship (e.g., divorce, loss in family, etc.)
    • Status as the victim of a crime, including assault, domestic violence, or other crimes
  • Past, present, or future physical or mental health status, including but not limited to:
    • Information that identifies:
      • Health conditions or diseases
      • Social, psychological, behavioral, and medical treatments or interventions
      • Surgeries, procedures, and other healthcare services
    • Reproductive, sexual health, or gender-affirming care
    • Consumer Health Data as defined under Washington My Health My Data Act
    • Inferences of an individual’s physical or mental health status based on non-health data
  • Illegal activities or interests
  • Sexual interests
  • Genetics and biometric data
  • Precise location data
  • Any other personal data defined as sensitive pursuant to applicable law

II. Audience Usage Policy

Advertisers should always engage in responsible practices that comply with all applicable law and create a positive and inclusive customer experience with regards to interest-based ads. In addition to Amazon’s prohibited audiences categories as outlined above, Amazon prohibits advertisers from misusing available Amazon Audience segments and other ad products to disparage or discriminate against any individuals or groups. The following policy outlines the requirements for the use of available audience segments:

  • Advertisers may not use any available Amazon or third-party audiences as proxies for reaching customers based on prohibited categories or any other protected or sensitive personal characteristics.
  • Advertisers may not exclude groups of customers based on any prohibited categories or protected class.
  • Advertisers may not use audience segments that are not relevant to the product or service being promoted.
  • Advertisers may not affirmatively attempt to reach minors (as defined by the applicable age in their jurisdiction) with their advertising.