Creative Acceptance Policies

TABLE OF CONTENTS

Overview
3.0 Amazon Brand Elements
4.0 Animation and Video
5.0 Prohibited Content
6.0 Prohibited Products & Services
8.0 Seller Central

Overview

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.”

I. Core Policies

1.0 General Creative Guidelines

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.

1.1 Advertiser Branding

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.

1.2 Background Colors and Borders

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.

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.

1.3 Distracting Ads

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:

  • Flashing, blinking, or, pulsating objects, images, or text.
  • Frequent or fast contrast transitions (for example frames with multiple changes from white to black).
  • Excessive animation (for example, frame changes occur every 1 or 2 seconds or visual objects within the animation that seem to move constantly).
  • Animation that mimics user interaction, such as moving mouse cursors or clicking buttons.

1.4 Fake functionality

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.

1.5 Image Quality

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.

2.0 Advertising Copy

Ads must be clear and accurate so that customers receive correct information before engaging with an ad or deciding to purchase a product.

2.1 Call To Action (CTA)

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 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, and remain on a single line. If the content you're linking to requires a subscription, this must be made explicit either in the CTA or elsewhere in the creative.

Additional CTA requirements per ad product

2.2 Claims and Substantiation

Advertising claims must be accurate, truthful, and substantiated.

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):

  • Awards: The name of the award provider, and the date of the award.
  • Survey results: The source and date of the survey.
  • Statistical claims: The source and date of the study.
  • Superlative and comparative claims: An independent source that supports the claim, and the date of the study.

If a product shot includes substantiation for a claim, Amazon does not require additional substantiation.

2.2.1 Prices and Saving Claims

Pricing and saving claims must:

  • Be consistent across the ad and the landing page. If the ad promotes a percentage savings (for example, “10% off”), the landing page must also reference the percentage saving, not only the dollar saving.
  • Clarify when the amount varies across multiple promoted products (for example, “Save up to X% on selected products.”).
  • Be used in the correct context. For example, use phrases like “limited-time offer” for time-bound savings claims.
  • Use seasonal claims during the relevant promotional period only. For example, “Back to school offers” or “Valentine’s Day Special Prices” is only acceptable during the periods leading up to the beginning of the school year or Valentine’s Day.
  • Be provided to customers upfront. Customers do not have to complete trivial tasks such as in-banner games, quizzes, or surveys to be eligible for a special offer.

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”.

2.3 Comparative Advertising

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.

2.4 Customer Reviews and Ratings

2.4.1 Customer Reviews

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:

  • Be genuine and not induced or paid.
  • Relate to the specific product advertised (for example, you cannot use a customer review for a 16GB version of a smartphone in an ad for the 32GB version).
  • Be discoverable from the landing page (either because they are present on the product detail page, or by clicking on “see all reviews”).
  • Not be changed, including the correction of grammatical errors (but you must avoid reviews with gross misspellings or significant grammatical errors).
    • Truncations must not alter the meaning of the review.
    • Omissions to portions of customer reviews are permissible through the use of ellipses: (“…”) with no spaces before or after.
      • Ellipses in customer review headlines may only be used at the beginning or the end of the headline, but not in the middle.
      • Aside from headlines, we permit a maximum of three ellipses: one at the start of the review, one in the middle (except for headlines, see the bullet below), and one at the end.
  • Not compare the product promoted to a competing product by name.
  • Not contain references to medical conditions, profanities, emojis or other special characters.

Customer review quotes are supported in Dynamic eCommerce ads (see specs and guidelines here).

2.4.2 Star Ratings

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.

2.5 Disclosures

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.

2.6 Editorial Guidelines

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.

Words in all caps (such as “GREAT DEALS”) or random capitalization (such as “QUALITY HeadPhones”). Common abbreviations or registered products or brand names may be in all caps or randomly capitalized.

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.

2.7 Free Offers

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.

2.8 Language

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.

Fire TV

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.

Ads with more than one language

You must comply with local language requirements in all of the locales where your ads will show, including the following:

  • France: All ad copy must be in French unless a translation accompanies it in the ad.
  • Canada: Ads on Amazon boxes and Prime Now bags must be in both English and French.

The following must always be in the ad’s primary language: call to action (CTA), disclosures, pricing information, product description, promotional messages.

2.9 Minimum font sizes and maximum word count

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).

The following placements or formats have specific font size or word count requirements:

2.10 Pressuring Language

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:

  • Pressuring language that creates a sense of urgency (for example “Hurry while supplies last”).
  • Repeated exclamation or question marks (for example, “!!!”).
  • Any end punctuation in calls to action (for example, “Shop now!”, or “Find out more?”).
  • Any combination of two or more of the following elements: copy in ALL CAPS, punctuation marks, large font sizes (for example, “UNMISSABLE SUMMER DEALS!”).

3.0 Amazon Brand Elements

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.

Amazon prohibits the use of “Amazon’s Choice” and “Amazon Best Seller” in ads because these elements refresh frequently and may not remain accurate for the duration of the campaign.

4.0 Animation and Video

Ads must comply with ad specs requirements for animated ads and video ads.

Animated ads

  • Maximum animation length for on-site placements: 15 seconds (30 seconds in France).
    • For Amazon DSP ads not on Amazon, the maximum is 30 seconds.
  • Initial animation can loop a maximum of 3 times within the animation length specified above (15 or 30 seconds).
  • Please see the DSP mobile app banner ads specs and e-commerce creative for supported animated ads on those placements.

Video ads

Autoplay

  • Play/Pause, Stop, and Mute buttons are required for video longer than 15 seconds.
  • Video stream length:
    • Standard IAB Ad unit: up to 15 seconds.
    • Video ads (on Amazon): up to 3 minutes (we recommend 30 seconds or less).
    • Video ads on Fire tablet: up to 15 seconds.
    • Amazon DSP video: at least 5 seconds.
  • Frequency cap: 5 times per 24 hours per campaign.
  • Audio must be customer-initiated on click or tap (meaning that autoplay ads must begin muted).
    • The use of rollovers to initiate audio is prohibited.
    • When audio is switched on by the customer, a mute button is required.
    • Video ads (on Amazon) without sound are permitted but only if the video can be understood without sound.

Customer-initiated video ads

  • Maximum video stream length and audio served in conjunction with a video stream: 3 minutes.
  • Play/Pause, Stop, and Mute buttons are required.

5.0 Prohibited Content

Content prohibited for all ads
  • Children in adult or dangerous situations. For example, ads must not show 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).
  • Deceptive, false, or misleading.
  • Directly targeted at or that appeal to children due to the messaging, imagery, or targeting.
  • Emotionally draining or exploitative, including content that portrays abused humans or animals.
  • Content that promotes practices that can result in the physical or mental harm of customers.
  • That encourages, glamorizes or depicts excessive consumption of drugs or alcohol.
  • Excessive violence or gore. For example, exposed guts or dismemberment.
  • Exploitation of sensitive events such as natural disasters, human-caused disasters, incidents of mass drama, or the death of public figures.
  • Full nudity, which Amazon defines as fully visible intimate parts: genitals, breast, and buttock.
  • Obscene, controversial, defamatory, libelous, illegal, or invasive of another's privacy.
  • Political 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.
  • Content that revolves around controversial or highly debated social topics.
  • Pop-up and pop-unders.
  • Pornography or explicit sexual content.
  • 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.
  • Religious advocacy, either advocating or demeaning any religion.
  • 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 another category).
  • Content that violates our Editorial Guidelines.

6.0 Prohibited Products & Services

Products and services that cannot be promoted
  • Aerosol paint.
  • Airsoft/BB guns, paintball guns.
  • Alcohol recovery or hangover cures or treatments.
  • Bows and arrows, slingshots, and other projectile weapons.
  • Coupon sites.
  • Cryptocurrencies.
  • Escort services, adult dating, sex toys & merchandise.
  • Etching creams.
  • Fat burners and fat blockers.
  • Fertility clinics and research.
  • Free non-Kindle ebooks (except on Seller Central).
  • Get-rich-quick and pyramid schemes.
  • Handgun safety certificates.
  • Illicit and recreational drugs, drug paraphernalia, drug testing equipment, or products to beat drug tests.
  • Illegal or sensitive pharmaceutical products and services.
  • Oils, supplements, or ingestible that are derived from or contain hemp, cannabidiol (CBD), THC, or otherwise related to cannabis.
  • Medical procedures and research.
  • Tobacco or tobacco-related products, including e-cigarettes.
  • Knives (except for kitchen knives and cutlery).
  • Lethal and non-lethal weapon sales, including guns, gun parts, kits, mace, black powder, and ammunition.
  • Loyalty/affinity/rewards and related content.
  • Malware, scareware, or spyware.
  • Military recruitment.
  • Online pharmacies.
  • Pre-natal gender selection and determination test products and services.
  • Premium pay-per-call services, such as 900 numbers in the US.
  • Products, services, technology, or website content that i) infringes, encourages or enables the infringement of the intellectual property or personal rights of others, or ii) promotes any illegal or dangerous activity, including false document services, counterfeit designer goods, cable descramblers, fireworks, or websites that promote hacking or evading law enforcement.
  • Psychics and related content.
  • Religious or spiritual services.
  • Short-term high-interest loans with a repayment period under 12 months and an APR of more than 50%.
  • Tattooing and body branding.
  • Ticket resellers (Australia only).
  • UV tanning services and equipment.
  • Weapons.

II. Restricted Categories

7.0 Restricted Content, Products & Services

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.

7.1 Alcohol

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: Canada, Germany, France, Italy, Japan, Mexico, 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 and the US.

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.

General requirements

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:

  • Be directed toward or contain content designed to appeal to minors.
  • Associate drinking with motor vehicles or driving.
  • Disparage abstinence from alcoholic beverages.
  • Irresponsibly incentivize people to drink.
  • Promote excessive consumption.
  • Suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to personal success, or solves problems).
  • Focus on the alcoholic strength of the beverage.
  • Be targeted to Amazon Family or Prime Students.
Locale-specific requirements

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.

Australia
  • Day-parting: Ads can only run between 8.30 p.m. and 5 a.m. On school days only, alcohol ads can also be displayed between 12 p.m. and 3 p.m.
  • Alcohol ads must contain a responsible drinking message.
Canada
  • Day-parting: Ads can only run between 8 p.m. and 4 a.m., except for branded products other than alcoholic beverages off homepage that link-in to Amazon.
  • Frequency cap: We require frequency capping at 3 times per 24 hours (3x24).
  • Alcohol ads are prohibited on Amazon Fresh.
France
  • Day-parting: Ads can only run between 12 p.m. and 6 a.m.
  • Disclaimer: Ads must include one of the following statements: “l’abus d’alcool est dangereux pour la santé” or “à consommer avec moderation.”
  • Ads can only contain the following information about the alcoholic beverage: alcohol by volume percentage, origin, denomination, composition, name and address of the manufacturer, agents and depositaries, method of elaboration, methods of sale, mode of consumption of the product, references to the region of production, references to awards obtained by the beverage, references to the appellation of origin or geographical indication. The packaging for the beverage can be reproduced only if it complies with the preceding ad content rules.
  • Ads for non-alcoholic products must not feature, promote, or refer to alcohol brands, or the consumption of alcohol. Images of generic alcoholic beverages may be permitted so long as they are not the main focus of the ad.
Germany
  • Day-parting: Ads can only run between 12 p.m. and 6 a.m.
  • Ads on Fire TV can run between 8 p.m. and 2 a.m.
  • Ads on Fire Tablet wake screen and Fire TV must be pre-approved by Amazon.
Japan
  • Frequency cap:
    • Ads for hard liquor (spirits) must be frequency-capped to run only 5 times per 24 hours.
    • Ads for beer and wine must be frequency-capped to run only 15 times per 24 hours.
  • Disclaimer: Ads must include a warning statement that follows industry regulations and guidelines for alcohol consumption, for example: “Stop drinking if you are underage or you are driving. Enjoy a moderate amount of alcohol. Please don’t drink if you are pregnant or in a lactation period. Recycle can after drink.”
  • Advertising hard liquor on the homepage is restricted to Brandy and Whiskey only. Ads must not show:
    • Individuals drinking the beverage.
    • Large bottles or other drinking containers.
Italy
  • Day-parting: Ads can only run between 7 p.m. to 6 a.m. and 12 p.m to 4. p.m.
  • Disclaimer: Ads must include “Bevi responsabilmente.”
Mexico
  • Day-parting: Ads can only run between 8 p.m. and 4 a.m.
  • Frequency cap: We require frequency capping at 3 times per 24 hours (3x24).
  • Disclaimer: Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”
Spain
  • Day-parting: Ads can only run between 12 p.m. and 6 a.m.
  • Disclaimer: Ads must include “Disfruta de un consumo responsable.”
UK
  • Day-parting: Ads can only run between 12 p.m. and 6 a.m.
  • Ads on Fire TV can run between 8 p.m. and 2 a.m.
  • Ads on Fire Tablet wake screen and Fire TV must be pre-approved by Amazon.
  • Disclaimer: Ads must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts.”
Sports (Europe)

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:

  • Show people drinking alcoholic products whilst playing sports.
  • Imply that alcohol makes one better at sports.
  • Be presented as essential to enjoying sports.

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.

7.2 Charities and Other Non-Profits, and PSA

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).

Public Service Announcements (“PSA”)

PSA ads on Amazon are prohibited.

7.3 Contests, Competitions, and Prize Draws

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.

7.4 Entertainment

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.

Trailer ratings

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.

7.5 Financial Products & Services

Amazon prohibits ads for the following products and services:

  • Cryptocurrencies, cryptocurrency exchanges, initial coin offerings (ICO) and binary options.
  • 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%.

7.5.1 Credit services

Ads for credit services cannot encourage customers to take out credit to shop online.

Locale-specific requirements
Europe

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.

7.6 Gambling Products & Services

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. 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: France, Germany, Italy, Spain, and the UK. Please see section below for policy requirements that apply to gambling ads in permitted locales.

Gambling ads are prohibited in Australia, Canada, India, Japan, Mexico, and the US.

Self-serve advertisers are ineligible for gambling advertising globally.

General requirements

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:

  • Misrepresent the odds of winning or the risks of gambling. For example, ads must not claim that gambling is “risk-free” unless the customer’s losing stake is refunded in full (as cash and not as free bet tokens or credit).
  • Target at or be likely to appeal to underage individuals (models in gambling ads must be, and appear to be, age 25 and older).
  • Depict or refer to alcohol or the consumption of alcohol.
  • Depict or refer to behavior associated with problem gambling.
  • Encourage what could be considered excessive or pathological gambling.
  • Deny that gambling can trigger potential risks or lead to addiction.
  • Encourage individuals to play beyond their means or refer to consumer credit services.
  • Link gambling to social, financial, or sexual success.
  • Represent gambling as a means of solving financial problems or as an alternative to employment.
  • Claim or imply that a player’s experience, competence or skill reduces or removes the uncertainty of winning or allows a continuous winning.
  • Imply that a game that is easy to play is also easy to win.
Placement and targeting requirements

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.

Locale-specific requirements

Amazon permits gambling ads only in the locales listed below, subject to local licensing requirements and subject to the corresponding policy requirements.

France

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/).

Germany

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].”.

Italy

Ads must include:

  • The logo of the Italian gambling regulator, the Agenzia delle Dogane e dei Monopoli (“AAMS”).
  • The operator company name and the gambling license number.
  • Statements on risks associated to gambling addiction, for example, "Il gioco può causare dipendenza patologica."
  • Reference to the pay-out of advertised games through reference to site and AAMS site, for example, "Informazioni sulla percentuale della raccolta destinata al montepremi sul sito e su www.aams.gov.it."
  • “18+” or logo with the following statement: "Il gioco consentito solo ai maggiorenni."
Spain

Ads must include:

  • Responsible gaming logo and/or URL: http://www.juegoseguro.es/.
  • 18+ logo and messaging making it clear that only people over the age of 18 are allowed to participate in gambling activities.
UK

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.

7.7 Intellectual Property and Personal Rights

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.

7.8 Job Sites

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 on Homepage must be frequency-capped at 3 times per 24 hours (3x24).

7.9 Nudity & Sexuality

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.

7.9.1 Nudity

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.

7.9.2 Sexuality

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 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, 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.

7.10 Online Dating

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.

7.11 Pharmaceuticals and Health & Beauty

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:

  • Fat burners and fat blockers.
  • Online pharmacies.
  • Healthcare practitioners, such as doctors or acupuncturists (ads for hospitals, education, or health insurance are permitted).
  • Illegal or sensitive pharmaceuticals.
  • Medical procedures, including cosmetic procedures like botox, cool sculpt, and plastic surgery.
  • Solicitations for medical trials and research.

7.11.1 Prescription medicines

Ads for prescription medicines are prohibited globally, except for Canada, Mexico and the US, provided compliance with the requirements listed below.

Ads for the sale of prescription medicines are prohibited.

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 20% 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.

Locale-specific requirements
Mexico

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.

7.11.2 Over-the-Counter medicines (OTC)

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.

Locale-specific requirements
Mexico

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.

UK

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.

7.11.3 Baby formula Australia and Europe

Amazon prohibits ads for formula for infants aged under 12 months in Australia and under 6 months in Europe.

Ads may promote follow-on formula intended for older infants. Ads must not:

  • Confuse follow-on formula with infant formula (for example, by referring to the product as “formula” without any age qualification).
  • Compare follow-on formula to breastmilk, or state or imply that it is equal or superior to breastmilk. We prohibit the use of terms like "inspired by breastmilk," "maternalised" and similar.
  • Contain images or text relating to the feeding or care of infants under the age of 6 months (for example, an image of a new-born in a hospital right after delivery).
  • Discourage breastfeeding or encourage formula as a replacement to breastfeeding.
  • Target nursing mothers through pre or post-natal targeting segments related to the nursing of infants of any age.

7.11.4 Sexual wellness

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.

Condom ads are prohibited on Amazon.

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.

Oral contraceptives: Ads for oral contraceptives (for example, birth control pills) may run off Amazon, and on Amazon (except on Fire devices). Ads on Amazon are limited to contextual placements in condoms and other contraceptives products pages only, and with frequency capping at 3 times per 24 hours (3x24).

7.11.5 Feminine care

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 TV and wake screen. Ads may run off Amazon and elsewhere on Amazon in contextual placements and specific In-Market targeting segments only with a 3 times per 24 hours (3x24) frequency cap.

7.11.6 Intimate personal care products

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.

7.11.7 Incontinence

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).

Locale-specific requirements
Japan

Ads are permitted on the homepage of amazon.co.jp with the following restrictions:

  • Ads must not target customers based on shopping behavior related to health and personal well-being. You are encouraged to leverage AA’s targeting capability to increase relevancy.
  • Ads must not use words that describe an unwanted health condition such as “incontinence” or “lack of control.” Ads can use messaging that describes the benefits of the products such as “greater mobility” or “active lifestyle.”
  • Visuals must not feature the product image in use but can feature lifestyle images. We permit product images if the packaging is intact. We prohibit images of diapers without packaging.

7.11.8 DNA testing kits

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.

7.11.9 Weight-loss products and services

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:

  • 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 two pounds or more a week.
  • 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.

7.12 Security Products

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.

7.13 Weapons (content featuring weapons)

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.

7.13.1 Firearms

Realistic firearms

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).

Non-realistic firearms

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.

7.13.2 Other weapons

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.

Locale-specific requirements
UK

Amazon prohibits images of knives on the UK homepage.

7.13.3 Military equipment

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.

8.0 Seller Central

All Seller Central advertising must be directly related to business offerings for sellers to grow and improve their business. Advertising on Seller Central is available for the following verticals:

  • Financial services.
  • Business services.
  • Office supply.
  • Shipping providers.
  • Technology and business software.
  • Telecom and energy services.

Ads on Seller Central must comply with the requirement listed on the Seller Central specs page.