TABLE OF CONTENTS
At Amazon Advertising, we believe maintaining a high customer experience bar for the ads we serve helps us drive better results for you, our advertisers. Accordingly, we’ve set customer-centric Ad Policies to help preserve and enhance that experience. All advertising content must be appropriate for a general audience and for the type of placement in which it will be displayed, and, as an advertiser using Amazon Advertising, it is your responsibility to make sure that both you and your ads comply with all applicable laws, rules, regulations, and industry standards in each geographical area where the advertisements may appear. You must be honest about the products or services that you promote, and must avoid content that may mislead or offend our customers. Our policies are not intended as legal advice. We encourage you to consult with your legal advisor if you have questions about the laws and regulations concerning your ads.
These ad policies apply to Amazon’s global Display Advertising business, for placements both on Amazon’s owned-and-operated properties, and off Amazon. Separate Ad Policies apply to sponsored ads, Book Ads, and Stores. For technical requirements, please review the ad specs.
Amazon reserves the right to reject, remove or request modifications to an ad in its sole discretion, for any reason. Amazon may suspend or terminate your ad account(s) for severe or repeated Ad Policy violations. For those policies that require prior approval by Amazon, please engage your appropriate client support team.
We periodically update our policies. Please check this page often to ensure that you are always up to date on our latest policy requirements.
Throughout this document, we refer to advertisers as “you/your,” to ad placements on Amazon’s owned-and-operated properties as “ads on Amazon,” and to Amazon DSP offsite as “ads off Amazon.”
For an overview of policies addressing questions that commonly arise, please see our Quick Reference Guide. Please note: This guide is not intended to be a comprehensive overview of all ad policies. It is highlighting some key ad policies that frequently re-occur.
To view recent updates to these policies, please see our Ad Policy Change Log.
We apply a high creative bar to ad content to ensure a consistent, high-quality customer experience. The policies in this section apply to all ads and serve to ensure a minimum quality bar.
Your brand name or logo must be clearly visible in the ad to ensure that customers can readily identify you as the advertiser.
If an ad features both your brand name or logo and an Amazon logo, your brand name or logo must be the largest and most prominent.
For ads promoting movies, TV shows, video games, music titles, and apps, the name of a band, or the title of a TV show, movie, or video game can be treated as the brand name.
Customers must be able to distinguish ads from non-sponsored content on the page. Amazon imposes certain restrictions on background colors and design to ensure that ads are distinct from non-sponsored content on the page, and that customers can identify the clickable spaces associated with an ad.
Ads without borders cannot feature white or off-white background color.
If an ad does not have a border, it must feature a background color that contrasts with the white/off-white background color of the page. For example, ads without borders can feature a light gray background color.
Mobile ads cannot have a white bar dividing the creative, as this mimics elements of Amazon Mobile Gateway house creatives.
Ads that take up most of the screen (such as mobile interstitial ads, tablet and Kindle wake screen ads) or are distinct from their page backgrounds because of ad placement design (such as Marquee ads, Seller Central log-in and homepage placements) do not require a border. See individual specs pages for more details about background and border requirements per ad product.
Animation features and other interactive elements in ads must be engaging and complement the customer experience, and must not distract or deceive.
Prohibited distracting features include, but are not limited to:
Fake functionality can trick customers into clicking on ads by believing that certain inactive elements of an ad are interactive and can provide value to them.
Ad elements that a customer would usually expect to be able to interact with must be functional. For example, ads with a free text field prompting the customer to “enter your zip code” must lead to a landing page with information tailored to that customer’s postcode. Driving to a generic landing page or asking for the zip code to be re-entered is prohibited.
Images in ads must meet the file size, resolution, and file type restrictions that are specified per size/placement (see ad specs for more details).
Prohibited low-quality images include, but are not limited to: crowded images with too many visual objects in one creative, blurry, distorted, low-resolution, pixelated, smudged, or stretched images.
Ads must be clear and accurate so that customers receive correct information before engaging with an ad or deciding to purchase a product.
CTA is the portion of the ad that prompts customers to take a suggested action. A clear and direct CTA helps improve the performance of your ads by setting customer expectation for the landing page experience.
All desktop ads running onsite and Fire device ads require a CTA. A CTA is encouraged on mobile but not required if the experience on the landing page is already clear from the ad.
When used, the CTA must contain no end punctuation. If the content you're linking to requires a subscription, this must be made explicit either in the CTA or elsewhere in the creative.
Advertising claims must be accurate, truthful, and substantiated.
Ads stating that a product is "new," "just released," or similar claims must only be used for a product that has been released within the past 6 months.
The following information must be included either in the disclosure section of the ad text or on the landing page (the data used must be from a reputable source, andcannot be more than 18 months old):
If a product shot includes substantiation for a claim, Amazon does not require additional substantiation.
To ensure accuracy price/savings claims must be communicated via dynamic ecommerce ads (DEA) when these are available for the given ad size. In line with this requirement, DEA’s must not include a price or savings claim in the static portion of the ad.
Pricing and saving claims must:
Travel Ads
Prices in ads for travel services must always be given as “from $X” due to the likelihood of price fluctuations. For example, “Fly to Dublin from £40” rather than “Fly to Dublin for £40”.
Ads on Amazon cannot explicitly call out your competitors. Ads may include references to a “leading brand” or another generic phrasing.
Ads off Amazon can use comparisons with named competitors if they do not criticize or attack the competitors.
Customer reviews sourced from third parties are prohibited. You may use editorial and expert reviews (for example, a quote from a national news outlet) if the source of the review is identified in the ad.
When permitted, customer reviews must:
Customer review quotes are supported in Dynamic eCommerce ads (see specs and guidelines here).
Ads can only include Amazon star ratings. Third-party star ratings are prohibited.
To include a star rating in an ad, the product must have i) at least 15 customer reviews, and ii) a minimum average star rating of 3.5. For Automotive campaigns only, we can allow a star rating based on i) at least 8 customer reviews and ii) a minimum star rating of 4.
For mobile and desktop ads, star ratings may only be used within eCommerce creative to ensure that the information is up to date.
For Fire devices and video ads, static star ratings are permitted but must be date-stamped. Your campaign cannot run for more than three months with the same star rating to avoid stale data.
Disclosures must be accurate, legible (both in size and contrast with the background of the ad), and understandable to the average customer.
Except for Homepages, manual scrolling bars (but not automatic scrolling bars) are permitted on desktop placements (not mobile).
Disclosures must meet the specifications listed below (see “Minimum Font Sizes”), and in our ad specs.
Ads must be clean, grammatically correct, and professional just like the rest of the content on Amazon properties. The following are prohibited on all ads.
Misspellings and grammatical errors such as a wrong verb tense. Slang or wordplay (such as “Cuz” as opposed to “Because”) may be permitted if otherwise compliant with these policies.
Random capitalization (such as “QUALITY HeadPhones”), except for common abbreviations or trademarks is prohibited.
Improper punctuation, such as repeated questions or exclamation marks (“!!!”).
Special characters such as @@, ###, emojis, except when part of the advertiser’s logo or included on the product image. Hashtags (#) are permitted if they do not contain inappropriate content (for example, #[profanity]).
Ad copy that uses personalized language (such as “you/your”) which may be perceived by a customer as if you are addressing him/her directly and that may cause customer discomfort. For example, ad copy reading “Use our product to solve for your incontinence problems” or “You are overweight. Use our dietary supplement.”
Ad copy that acknowledges or implies the targeting criteria used for the campaign. For example, an ad copy reading “Did you enjoy your recent purchase of [product]? Try our newest model.”
Inconsistency between ad copy and landing page. You must present the same offer or product both in your ad copy and on your landing page. For example, we would prohibit ad copy reading “Save on household supplies” with an image of a dish soap leading to a landing page that features vacuum cleaners.
Ads must not promote the sale of products that are out-of-stock, back-ordered or under recall, or services that are unavailable for purchase at the time that the campaign runs. Ads must be paused when the product or service promoted becomes unavailable. Ads for products that are only available for pre-order are permitted if this is clear in the ad, for example, by using a “pre-order” call to action (CTA).
Landing pages consisting solely of a sign up/registration form. Your landing page should expand on your ad's message and provide a satisfactory experience before the customer is forced to enter his/her info to find out more. For example, we prohibit landing pages that consists solely of a form to collect contact information.
Interactive ad elements that are not appropriately placed. Inappropriately placed interactive elements like call to action (CTA) buttons, sliders, or video playback buttons can cause customer discomfort. For example, we prohibit placing a CTA button over a model's breasts or a slider over a gruesome image.
When free products or services promoted are dependent on a purchase (for example, a free case with the purchase of a mobile phone), you must indicate that terms and conditions apply in your ad copy. The terms and conditions, or a link to terms and conditions, must be clearly presented in the ad close to the offer.
The landing page must prominently present the free offer advertised.
Ads must be in the primary language of the site on which they appear.
Ads in a foreign language may be permitted if targeted to customers that are physically located in another country or based on the customer’s language setting preferences, with the exceptions listed below.
Ads must be in the primary language of the country in which the content is streaming. For example, in the US all Fire TV ads must be in English.
You must comply with local language requirements in all of the locales where your ads will show, including the following:
The following must always be in the ad’s primary language: call to action (CTA), disclosures, pricing information, product description, promotional messages.
Ads display on many different screen types and sizes. Minimum font sizes and word count requirements ensure that text in ads is readable on screens of varying type, size, and resolution. Please review the ad specs for more details.
Ads must be legible. The text must be big enough to be readable to the average customer. Ads 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).
We require the following font sizes for standard desktop and mobile ad units.
Latin alphabet
| Desktop | Mobile | Tablet | |
| Ad copy | Between Arial 12pts and 25pts or equivalent | Minimum 16pt Arial or equivalent (@2x resolution) | Between 32-50pt Arial or equivalent (@2x resolution) |
Japanese
| Desktop | Mobile | |
| Ad copy | Between 9.5 and 45pt UD Shin Go or equivalent | 640×100: Minimum 16pt UD Shin Go or equivalent (@2x resolution) 600×500: Between 16 and 90 pt UD Shin Go or equivalent (@2x resolution) 1242×375: Minimum 40pt UD Shin Go or equivalent (@3x resolution) |
The following placements or formats have specific font size or word count requirements:
Amazon prohibits pressuring language to avoid creating a sense of urgency which may be disruptive to the customer’s shopping experience.
Ads must engage customers without appearing to shout at or pressure them.
Ads must not contain:
Ads must not mimic Amazon content. Any uses of Amazon trademarks, or other references to Amazon or its products must comply with the Brand Usage Guidelines.
We prohibit the use of “Amazon’s Choice,” “Amazon Best Seller,” and Amazon ranking in static ads because these elements refresh frequently and may not remain accurate for the duration of the campaign (they can be permitted in DEA ads, which will automatically update to remain accurate).
Ads must comply with ad specs requirements for animated ads and video ads.
Amazon permits advertising for all the categories in this section with the specific limitations outlined below. In creating these policies, Amazon considered industry best practices, local laws and regulations, product features, and business objectives that are specific to Amazon. As the advertiser, you are responsible for complying with applicable laws, regulations, and best practices.
The policies in this section apply to ads for the sale of alcoholic beverages (beer, wine, and spirits) and branding campaigns for alcohol companies (these are campaigns by alcohol companies that do not promote the sale of alcoholic beverages, such as merchandise or sponsorships).
Alcohol ads can only run in the following locales: Belgium, Brazil, Canada, Germany, France, Italy, Japan, Luxembourg, Mexico, the Netherlands, Spain, and the UK. Please see the sections below for requirements that apply to alcohol ads in permitted locales.
Alcohol ads are prohibited in India, the US and the UAE.
Please note that this policy does not cover alcohol content featured in non-alcohol ads (for example, a movie trailer starring actors consuming alcohol). Per the Prohibited Content policy, ad content must not encourage, glamorize or depict excessive consumption of alcohol.
In those locales where alcohol ads are permitted, the following general rules apply in addition to the locale-specific requirements listed below. For placement and targeting requirements, please engage your customer support.
Amazon prohibits campaigns from third-party alcohol retailers.
Ads must promote the responsible consumption of alcoholic beverages. Ads must not:
Alcohol ads are only permitted in the locales listed below, subject to the corresponding policy requirements.
Ads for the sale of alcohol in Australia, Canada, Mexico, and Europe must link-in to Amazon.
Germany, Spain, Italy, UK
Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon, and must not:
France
Ads cannot be associated with sports. Advertising cannot be placed on a website that is published by sport associations, sport companies, and federations or professional leagues.
To ensure that the customer experience remains positive, ads must focus on the positive outcome of donating. For example, an ad for a pet charity featuring images of animals in distress would be prohibited, while an ad for a pet charity reading “Your support can help animals,” without images of animals in distress, would be permitted.
Ads for charities are prohibited on Homepage and Fire devices.
Ads for charities on other placements on Amazon must be frequency-capped at 3 times per 24 hours (3x24).
PSA ads on Amazon are prohibited.
Ads for contests, competitions, or prize draws must include all disclosures required by applicable laws and regulations. They must be present on the landing page. The program’s official rules, or a clear link to official rules, must be present on the landing page.
Ads must not misrepresent the odds of winning. For example, ads must not indicate or imply that everyone wins.
Ads for contests, competitions and prize draws are prohibited.
The policies in this section apply to ads promoting movies, TV shows, and video games. In developing these policies, Amazon considered ad content, ad placement, the landing page content, and the title's rating, to ensure that your campaigns are suitable for the targeted audience.
Ads must not depict excessive violence or gore, such as dismemberments, open wounds, or excessive bleeding. Except for Homepage placements, ads on Amazon may feature minor traces of blood in context with the title promoted, but without additional elements of violence or gore. For content that depicts weapons, please see the Weapons section below.
Amazon prohibits content that advocates or demeans a religion. Ads may contain references to a specific religion or faith in a historical or fictional context if the primary purpose is to entertain.
If the trailer has not been rated separately from the title, the restrictions listed below will be based on the rating of the title. If the trailer has been rated separately to the title, the restrictions below apply based on the rating of the trailer, but the ad must include the age rating of the title if the title is rated age 12 and up.
If the rating is G, PG, TV-Y, TV-Y7, TV-G, TV-PG, EC, E, E10, or local equivalents, the ads can run in-banner autoplay.
If the rating is PG-13, TV-14, T, or local equivalents, the ads can run on autoplay with the identification of the rating.
If the rating is R, TV-MA, M, or local equivalents, the ad can only run on landing pages as customer-initiated videos.
Ads for NC17 movies and AO video games, or local equivalents, are prohibited on
Amazon even if the ad features a green-band trailer.
Additional restrictions may apply. Please contact your account support for more information.
Amazon prohibits ads for the following products and services:
Ads for offshore financial products and services are prohibited.
Ads for credit services cannot encourage customers to take out credit to shop online.
Ads cannot recommend one credit service over another.
Only if an ad includes the credit rate, repayment terms or other information on the cost of credit, the ad must include the representative annual percentage rate (APR) in the local language.
The policies in this section apply to i) ads for online gambling (which we define as any online product or service where money or other items of value are wagered in exchange for the opportunity to win prizes with real-world value based on the outcome of the game), and ii) offline gambling (such as brick & mortar casinos).
Note that ads for brick & mortar establishments that do not promote gambling are not subject to this policy (except in Brazil where this is also prohibited). For example, a travel ad for a stay at a local casino-resort that does not mention gambling.
Gambling ads can only run in the following locales: Belgium, France, Germany, Luxembourg, Spain, the Netherlands, the UK, and Japan. Please see section below for policy requirements that apply to gambling ads in permitted locales.
Gambling ads are prohibited in Australia, Brazil, Canada, India, Italy, Mexico, Spain and the US.
Self-serve advertisers are ineligible for gambling advertising globally, except Japan.
In those locales where online gambling ads are permitted, the following general requirements apply in addition to the placement and locale requirements listed below.
All online gambling advertisers and all of their ads must be pre-approved by Amazon.
You must comply with all applicable licensing requirements in each of the locale(s) where your ads will show. For example, you must have a license in good standing issued by the UK Gambling Commission for the entire duration of your campaign to promote gambling products and services in the UK.
If the ad includes special offers or promotions, the ad copy must include Terms & Conditions “T&Cs apply” (or similar). The relevant Ts&Cs must be available on the landing page, or be directly linked to from the landing page (one click away). The ad copy must communicate when the offer is limited to new customers only.
Gambling ads must not:
Gambling ads on Amazon are prohibited.
Ads off Amazon must exclude websites aimed at children and young adults and must be frequency-capped at 3 times per 24 hours (3x24).
You must only target those locales where the gambling product or service promoted is duly licensed. For example, a gambling service licensed in the UK cannot be promoted in France, unless it is also licensed in France.
Amazon permits gambling ads only in the locales listed below, subject to local licensing requirements and subject to the corresponding policy requirements.
Ads must feature a warning message against excessive or pathological gambling and an active link to the French Institute of Health Prevention and Education (http://www.joueurs-info-service.fr/).
Ads (not including branding campaigns) must inform customers about risks of addiction, prohibition of the participation of minors, and the possibility of advice and therapy. These requirements do not apply to branding campaigns.
If the ad contains information on maximum winnings, the respective probability of winning and losing must be indicated within the ad. For example, "Gewinnchance 1:[XXX]. Spielteilnahme ab 18 Jahren. Glücksspiel kann süchtig machen. Nähere Informationen und Hilfe unter [XXX].”.
Ads must include a link to www.gambleaware.co.uk
Landing pages must link to either the operator's responsible gambling website or a generic source of information (such as www.gambleaware.co.uk), and to license status page in the UK Gambling Commission website.
Only the following government-controlled gambling is allowed.
Host organizations can run ads only for their race announcement. Ads for online betting is prohibited. Ads must include a clearly legible message, “The age of 20 and older are qualified for wagering.” Self-serve advertisers are permitted with the appropriate administration by Amazon.
Amazon prohibits ads that infringe on the intellectual property, privacy, publicity, or other legal rights of any person or entity.
You must obtain all necessary rights and permissions for your ads.
Ads must not feature the names, likenesses, voices (including look-alikes and sound-alikes), or other identifying features of an individual without the individual’s consent.
Rightsholders and their agents can report alleged copyright, trademark, or right of publicity infringement by filling out this form. If we receive a complaint regarding intellectual property related to an ad served by us, we will encourage the alleged rightsholder and advertiser to communicate directly. Amazon will not act as a mediator of disputes between them. We may or may not process a takedown request based on its independent assessment of each complaint.
Ads for job sites must not state or imply that our customers need a better career, quit their job, have been laid off, or are under/overqualified for what they currently do.
Ads may not run on Amazon and must be frequency-capped at 3 times per 24 hours (3x24).
Ads must not feature overtly sexual imagery and images of fully naked intimate body parts. Amazon considers placement, local cultural sensitives, and the product or service advertised in determining whether an ad featuring partial nudity or mildly provocative images may be appropriate or not.
Ads must not show fully visible intimate body parts: genitals, female breasts, and buttocks.
Ads may feature partial nudity (models showing bare skin without revealing any intimate parts) if relevant to the product or service promoted. For example, an image of a woman in a bikini may be used to promote bikinis, but the same image cannot be used to promote a car because a woman in a bikini is not relevant to a vehicle.
Ads must not feature sexually provocative images and references, including, but not limited to:
Amazon prohibits dating ads on Amazon properties, from self-serve advertisers, and in India.
For ads off Amazon, ad copy or sites that promote casual sexual encounters/hookups, and brides by mail sites are prohibited.
The policies in this section differ based on the product or service advertised, the placement, locale, and the medical condition treated. In addition to the requirements listed in these policies, Amazon may impose other targeting and placement restrictions based on the sensitivity of the medical condition treated by, or associated to, the product or service promoted. Please engage your customer support to learn more.
Ads and landing pages must not use unsupported or exaggerated claims or set unrealistic expectations of the effectiveness of the product, and cannot explicitly reference intimate bodily functions or potentially embarrassing conditions.
Amazon prohibits ads for the following products and services:
Ads for prescription medicines are only permitted in the US and NZ, provided compliance with the requirements listed below, and prohibited in all other locales.
For Canada, prescription drugs can be advertised but must: have an approved Drug Identification Number (DIN); be informational only; and only contain the brand name, price, and quantity of the prescription drug.
Ads for the sale of prescription medicines and branding campaigns are permitted.
Ads must only promote those medicines that are approved by the local regulatory authorities for the condition treated in each of the locales where the ads will run. For example, a prescription drug approved for Canada must not be advertised in the US, unless it has been approved by the FDA for the US as well.
Disclosures and Important Safety Information (ISI) on Amazon can only take up to 33% of the ad unit's height. If the disclosure has a scrolling bar, it cannot scroll automatically.
Ads for prescription drugs are prohibited on Kindle screensaver, Fire Tablet wake screens, and Fire TV.
Ads cannot describe the medical condition or the product itself. Ads may only contain the brand, a price or savings when applicable, and a CTA.
Ads must only promote those medicines that are approved by the local regulatory authorities for the condition treated in each of the locales where your ads will run.
Ads cannot state that the OTC is as effective as a prescription drug.
Ads for OTC products should contain the following information:
When promoting medicines with high risk of overdose, ads must depict a single ASIN in the smallest package.
Ads must carry a recommendation that the customer seek advice from a physician, pharmacist or other health specialist.
Ads cannot describe the medical condition or the product itself. Ads may only contain the brand, a price or savings when applicable, and a CTA.
Ads cannot include any financial incentive to purchase. For example, sales promotions, direct or indirect price offers, coupons or refund promotions.
Ads 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” or “buy 2 for £XX”. Discounts on single packs are acceptable provided the ad copy does not explicitly suggest that customers make multiple purchases.
Amazon prohibits ads for formula for infants aged under 6 months.
Ads may promote follow-on formula intended for infants aged 6 months and up (except in Luxembourg).
Ads must not:
Ads for formula for infants aged under 12 months are prohibited.
Ads for infant formula and follow-on formula are prohibited.
Ads for sexual wellness products such as condoms and other birth control must focus on the medical properties of the product (such as birth prevention, or to prevent diseases, or general branding). Ads must comply with the “Nudity and Sexuality” policies above.
Ads off Amazon must be frequency-capped at 3 times per 24 hours (3x24). Behavioral targeting and the use of any Amazon branding are prohibited (Amazon branding is permitted in the EU offsite only).
Feminine Care products is referring to menstrual products such as tampons and pads. This policy does not apply to adult incontinence products, feminine wipes, douches, birth control, lubricants, and similar products.
Amazon prohibits Feminine Care ads on Fire devices. Ads may run off Amazon and elsewhere on Amazon with specific In-Market targeting segments only with a 3 times per 24 hours (3x24) frequency cap.
Amazon prohibits ads for intimate personal care products (such as douches, vaginal moisturizers, intimate deodorizers/feminine hygiene spray, feminine wipes, and feminine washes) on Homepages, Kindle screensaver and Fire Tablet wake screen.
Ads can only run in contextual placements for products in the same category, subject to pre-approval by Amazon.
Ads for incontinence products (including liners, pads or adult diapers) may run only in contextual placements for products in the same category, and offsite. Ads must be frequency-capped at 3 times per 24 hours (3x24).
Ads are permitted on the homepage of amazon.co.jp with the following restrictions:
Ads can promote services that provide ancestry and high-level health-related information both on and off Amazon.
Ads for services that provide detailed health results such as a person’s risk for hereditary cancers and heart conditions may run only off Amazon and without behavioral targeting.
Amazon prohibits ads for weight loss supplements and other products (other than food or meal replacements) and services on Homepage, Kindle screensaver, and Fire Tablet wake screen, behavioral targeting, and ads for fat burners and blockers.
Ads must be frequency-capped at 3 times per 24 hours (3x24).
Ads must not encourage unhealthy eating or negative body image/self-perception.
Ads must not make any unrealistic or excessive claims, including, but not limited to:
The term “diet” is used to mean a food or drink that is suitable for diabetics, and should therefore be used with caution.
Ads should not make any reference to the rate or amount of weight loss which might result from the consumption of a food.
Ads for security products such as Internet Security or Credit Card Security must link-in to Amazon. The ad copy must not contain scare tactics such as the mention of viruses, identity theft, and malware.
The policies in this section restrict ad content featuring weapons to protect our customers from uncomfortable or shocking experiences.
Amazon prohibits ads for the sale of weapons.
Homepages: Amazon prohibits depictions of realistic firearms on homepages.
Depictions of realistic firearms are permitted on Amazon (except for Homepage) and off Amazon, if the firearm is contextually relevant to the product or service promoted, and it is not pointed directly at a character or directed toward the customer, nor handled by a minor.
Ads on Amazon must not feature images of firearms demonstrated as firing or having been recently used (for example, bullets visibly exiting the weapon, smoke or other residue shown around the barrel).
Ads may feature non-violent depictions of non-realistic firearms that are fantasy weapons, including fantasy/sci-fi firearms such as ray-guns and phasers.
Ads may feature depictions of realistic bladed weapons such as swords, knives, bows and arrows, and similar weapons (that are not firearms) if the weapon is not bloody, or used in a violent or threatening manner, and it is contextually relevant to the offer.
Amazon prohibits images of knives on the UK homepage.
Ads may feature images of military equipment and vehicles (tanks, warplanes, helicopters, etc.) showing the weapons firing if people are not in peril and if the ad does not otherwise depict excessive violence.