Creative acceptance policy

Because we prioritize our customers’ experience, we set a high bar for our advertising experiences. We believe maintaining a high customer experience bar for the ads we serve helps us drive better results for our advertisers.

All advertising content must be appropriate for a general audience and must comply with all laws and rules and regulations that apply to the advertiser, the advertising content, and any location where the advertisements may appear. Our homepage policies are more restrictive to ensure the highest quality customer experience for the broadest possible audience.

Amazon requires that advertisers and their agency partners review their advertising creative with the following guidelines in mind before submitting for approval.

Please see Ad Specs for technical requirements.

1. Ad Format & Functionality

  • There is a 15-second maximum on animation length (30s for France) and initial animation can loop a maximum of 3 times.
  • All audio must be customer-initiated on click and a Mute button is required.
  • Video longer than 15 seconds must be customer-initiated and have Play/Pause/Stop controls.
  • We do not allow animation for Seller Central banners or for onsite Mobile banners; please see Placement Specific Guidelines
  • We do not accept the use of rollovers to initiate audio, video or animation.
  • Advertisements must be visually distinct from page content by featuring a clearly visible 1-pixel border or a high contrast background color that clearly distinguishes the ad from the content. Some Mobile and Seller Central banners do not allow borders; please see Placement Specific Guidelines
  • Advertisements must not mimic Amazon content.
  • We do not allow ads with “fake winner” copy or fake functionality such as HTML drop downs or form fields.

2. Ad Content

  • The creative must incorporate the advertiser’s logo or brand name.
  • The creative must contain a clear/strong call to action (CTA). The messaging on associated landing pages must correspond with the call to action of the advertisement. Ads cannot contain non-specific calls to action, such as “Click here.” Examples of acceptable CTAs include “Shop now,” “Watch video,” or “Learn more.”
  • If the content you’re linking to requires a subscription, this must be made explicit either in the CTA or elsewhere in the creative. Acceptable examples include “Watch with Prime,” “Watch with a subscription,” and “Get the app.” If the app’s content requires a cable, satellite, or other subscription, “TV provider subscription required” must be noted in the creative.
  • If used, price and savings messages must be clear, accurate, and consistent within the ad copy and landing page. Any special offers must clearly and accurately describe the benefit advertised as being part of the offer.
  • All information contained with the creative must be accurate and verifiable. Performance claims and comparisons also require substantiation on the creative or the landing page. Objective superlative claims always require the source and date of the evidence to be cited, for example, “Consumer Reports, July 2017”. Placing the citation on the ad unit is preferred as it provides the best customer experience but, where ad space is limited, placing the citation on the landing page instead is acceptable. The evidence must be sufficiently recent to support the claim.
  • Benefits that are part of an Amazon program such as Subscribe & Save must be clearly attributed to those programs. When and how the savings apply must be clear to the customer.
  • The creative may not use Amazon logos or trademarks, or mention or refer to Amazon, its site, or its brand in any manner, without Amazon’s prior consent. Please refer to the Brand Usage Guidelines for more details.

3. Restricted Ad Content

As part of our commitment to provide the highest quality customer experience, we may not accept ads containing certain content, or relating to certain offers, products or services. These restrictions include, but are not limited to the following content, offers, products or services across all placements:

3.1 Free Offers, Sweepstakes & Contests:

  • Advertisements for free goods or services must indicate when terms and conditions apply.
  • Advertising containing special offers, promotions, contests, sweepstakes or prize draws must indicate that terms and conditions apply. The landing page must prominently present the offer as advertised. Example: If the advertisement refers to the chance to win a gift card, that contest must feature prominently on the landing page with a clear link to the terms and conditions.

3.2. Medical, Pharmaceutical, Health & Beauty Products:

  • Ads and landing pages must not use unsupported or exaggerated claims, or set unrealistic expectations of the effectiveness of the product.
  • Non-prescription health and beauty products cannot claim to be as effective as prescription products.
  • Weight loss or exercise supplements should not claim to burn fat, increase metabolism, suppress appetite or expedite other natural bodily functions.
  • Weight loss products should not claim that the customer can lose weight by use of the product alone, or without following a calorie controlled diet and exercise program. Ads cannot suggest that weight loss results will be effective for everyone or that results are permanent.
  • Ads cannot explicitly reference potentially embarrassing bodily functions or conditions.
  • The following products cannot advertise on any Amazon homepage or Kindle wake screen:
    • Weight loss supplements (not including food or meal replacements)
    • Weight loss products
    • Intimate personal healthcare products

3.3. Alcohol and Alcohol-Related Content:

  • In the U.S., Amazon does not accept ads for alcohol brands, manufacturers, or distributors.
  • We do accept branding campaigns for alcohol companies in other locales.
  • With the exceptions of retail campaigns in EU, we do not accept display ads for alcohol retail.
  • We do not accept alcohol advertising on Kindle devices or Fire tablets (except for Fire tablet campaigns in Germany, see below).
  • Alcohol advertising is acceptable on the Fire tablet in Germany, providing that the ad is for beer or wine products/brands only.
  • Alcohol ads must promote responsible consumption of alcoholic beverages and must not disparage abstinence from such beverages.
  • Ads must not associate drinking with driving or motor vehicles.
  • Ads must not promote excessive consumption, suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to success or solves problems), or focus on the alcoholic strength of the beverage.
  • Alcohol ads cannot be directed toward or contain images or content designed to appeal to minors.
  • Alcohol ads must not feature models/actors who are, or have the appearance of being, under the age of 25.

In addition to the above rules:

  • Alcohol display ads on
    • are not permitted.
  • Alcohol display ads on
    • must be displayed between 8 p.m and 4 a.m only. Day-parting is not required for ads that promote branded products other than alcoholic beverages (e.g., Bud baseball cap) providing they run off desktop homepage, mobile homepage, kindle screensaver, Fire tablet wake screen, Fire TV and link-in.
    • ads must be frequency capped to run only 3 times per 24 hours.
    • ads must be filtered away from Amazon Fresh.
  • Alcohol display ads on
    • must be displayed between 12 p.m. and 6 a.m. only
    • must include the following statement: “For the facts about alcohol visit”
  • Alcohol display ads on
    • must be displayed between 12 p.m. and 6 a.m. only
    • must not associate alcohol with sports
    • must include the following statement: “l’abus d’alcool est dangereux pour la santé” or “à consommer avec modération”
    • Ads can only display the following information about the alcoholic beverage: alcohol by volume percentage; origin of the alcohol; 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 foregoing ad content rules.
  • Alcohol display ads on
    • must be displayed between 12 p.m. and 6 a.m. only
  • Alcohol display ads on
    • must be displayed between 7 p.m. and 6 a.m. and 12 p.m to 4 p.m only
    • must include a responsible drinking message, such as “Bevi responsabilmente”
  • Alcohol display ads on
    • must be displayed between 12 p.m. and 6 a.m. only
    • must include the following statement: “Disfruta de un consumo responsable”
  • Alcohol display ads on
    • must not promote the sale of alcohol (we only accept branding campaigns for alcohol companies)
    • must include the phrase “Evite el Exceso” somewhere visible
    • can be displayed between 8 p.m. (Prime Time) and 4 a.m. (Early Morning) only
    • must be frequency capped to run only 3 times per 24 hours
  • Alcohol display ads on
    • must be frequency capped to run no more than 5 times within a 24-hour period
    • must contain a responsible drinking warning message on the ad creative. 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, and the following restrictions apply:
      • Brandy/Whiskey ads cannot show an image of a person drinking the beverage
      • Brandy/Whiskey ads cannot show large bottles or other drinking containers

3.4. Gambling Products and Services

** Note: Campaigns for gambling services are acceptable in EU (DE/AT, ES, FR, IT, UK) only.
Advertisers of gambling services and products must comply with all relevant local licensing requirements.

  • Placement and targeting restrictions for gambling campaigns:
    • Gambling campaigns must exclude Amazon owned and operated websites and devices.
    • Ads must be frequency-capped to 3 times per 24 hours per user.
  • Special offers and promotions:
    • Terms and conditions should be available on the landing page: alternatively, they may be one click away, providing there is a clear link on the landing page.
    • If an offer is limited to new customers, this must be communicated on the creative itself to avoid customer disappointment.
    • Ads should not claim that an offer is “risk free” unless the customer’s losing stake is refunded in full, as cash (not as free bet tokens or credit).
  • Unacceptable content for gambling creative
    • Feature models who are, or appear to be, under the age of 25
    • Appear to be targeted at, or likely to appeal directly to, children
    • Depict or refer to alcohol or the consumption of alcohol
    • Depict or refer to behaviours 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 continuous winning
    • Imply that a game that is easy to play is also easy to win

** Locale-specific restrictions for gambling ads on Amazon**

  • Gambling display ads on
  • A warning message against excessive or pathological gambling and an active link to the French Institute of Health Prevention and Education ( must be directly displayed on the ad itself.
    The warning message can be any of the following:

    • “Jouer comporte des risques : dépendance, isolement… Appelez le 09-74-75-13-13 (appel non surtaxé).”
    • “Jouer comporte des risques : isolement, endettement… Appelez le 09-74-75-13-13 (appel non surtaxé).”
    • “Jouer comporte des risques : endettement, dépendance… Appelez le 09-74-75-13-13 (appel non surtaxé).”
  • Gambling display ads on
    • All ads must include a clearly legible link, a minimum of 100 pixels in width, to the website address for
    • Landing pages must provide a further link to either: (i) the operator’s own responsible gambling microsite or web pages; or (ii) a generic source of information, such as
    • The following best practices are advisable but not mandatory:
    • Preface the address with “For more information and advice visit” or similar
    • Include a further warning message such as “Don’t let the game play you” or “Please play responsibly” etc.
    • Refer to their licensed status with the following wording: "Licensed by the Gambling Commission (Great Britain)
  • Gambling display ads on
    • Only licensed sports betting services are permissible.
    • Ads must clearly and legibly inform customers about:
    • risks of addiction
    • prohibition of the participation of minors
    • possibility of advice and therapy
  • The above does not apply to pure branding campaigns. However, pure branding campaigns must not promote gambling content unlawful in Germany.
  • If the ad contains information on maximum winnings the respective probability of winning and losing must be indicated within the advertisement.
  • For example, many advertisers use the following format:"Gewinnchance 1:[XXX]. Spielteilnahme ab 18 Jahren. Glücksspiel kann süchtig machen. Nähere Informationen und Hilfe unter [XXX]. In English: “Probability of winning 1:[XXX]. No participation under 18 years. Games of chance can cause addiction. Information and help under [XXX].”
  • Gambling display ads on
  • Ads must contain the following information:

    • Logos of the Italian gambling regulator, the Agenzia delle Dogane e dei Monopoli (“AAMS”) AAMS1, AAMS2
    • Operator company name and Italian gambling license number
    • Statements on risks associated to gaming addiction For example: “Il gioco può causare dipendenza patologica.” (In English: Gambling can cause pathological addiction.)
    • 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” (In English: Information on the percentage of amount collected allocated to winnings is available on the site and at
    • 18+ (or logo) together with the following statement “Il gioco consentito solo ai maggiorenni.” (In English: Gambling is allowed only for adults.)
    • If the ad has limited space, it might be necessary to structure the ad as a sequence of slides or obtain a written waiver from AAMS from showing some of the information above.
  • Gambling display ads on
  • Ads must contain the following information:
  • Responsible gaming logo and/or URL:
    • Gambling_Spanish logo
    • 18+ logo and messaging making it clear that only people over the age of 18 are allowed to participate in gambling activities: gambling_Spanish18+
    • The logo alone may be acceptable provided it is prominent. This must be confirmed on a case by case basis.

4. Unacceptable Ad Content

  • Content that is emotionally exploitative, controversial or that uses negative depictions of humans or animals (e.g. images of actual or implied abuse or mistreatment)
  • Content that is obscene, defamatory, libelous, or infringing or invasive of intellectual or personal rights
  • Content that is threatening, abusive, harassing, hateful, or that incites violence or intolerance, or that advocates or discriminates against a protected group, whether based on race, color, national origin, religion, disability, sex, sexual orientation, age or other category
  • Content that promotes any illegal, deceptive or dangerous products, services, or activities, including hacking or evading law enforcement
  • Deceptive, false or misleading content
  • Excessive violence including blood, gore, and violent gun play
  • Foul, vulgar or obscene language, scatological references, or content that features nudity
  • Images of tobacco use
  • Loyalty/affinity/rewards and related content
  • Overtly provocative imagery such as partial nudity or blatantly sexual prurient content

5. Unacceptable Products & Services

  • For US, Canada and Japan: Gambling or gambling paraphernalia, including online gambling, poker or bingo
  • UK only: knives
  • 900 phone numbers and other pay-per-call services
  • Aerosol paint and etching cream
  • Cryptocurrencies, cryptocurrency exchanges, initial coin offerings and binary options
  • Hand gun safety certificates
  • Healthcare practitioners, such as doctors or acupuncturists
  • Illicit drugs, drug paraphernalia or products to beat drug tests, any substance or material containing Salvia Divinorum or Salvinorin A
  • Lethal or non-lethal weapon sales, including guns, gun parts, BB guns, bows, mace, black powder, ammunition and firearm accessories (for example: telescopic/ laser sights)
  • Medical research solicitations
  • Medical devices that require a prescription
  • Online pharmacies (this restriction does not apply for Germany)
  • Political candidate, political party or issue related ads
  • Pornography, escort services and products claiming to enhance sex, as well as other “adult” sexual products and services
  • Products or services deemed to be used for privacy invasion
  • Products or services that infringe, encourage, or enable, the infringement of intellectual property or personal rights
  • Products that are ‘marketed to children’ through messaging, imagery, or targeting
  • Psychics and related services
  • Questionable or dangerous activities, including (but not limited to) false document services, counterfeit designer goods, cable descramblers, fireworks, websites that promote hacking or evading law enforcement
  • Supplements containing ephedrine alkaloids
  • Tattooing and body branding products and services
  • Tobacco or tobacco related products, including e-cigarettes and accessories
  • UV tanning services and equipment

6. Placement Specific Guidelines

6.1 & Seller Central

  • Other than product images, all text within ads (including text within logos and disclosures), must be clearly legible. See the ad product guides under Ad Specs for minimum font sizes and additional details.
  • For desktop banners, disclosures must be of a size equivalent to Arial 9pts. Billboard ad units can only have a single line of disclosure text. Legal disclosures in the remaining Desktop and Mobile ad formats can take up to 20% of the ad unit’s height or be placed in a rollover.
  • The ad copy in desktop banners must be in a font size between Arial 12pts and Arial 25pts or equivalent.
  • For mobile banners, disclosures must be of a size equivalent to Arial 13pts and may use up to 20% of the ad unit’s height.
  • Ads for charities are not acceptable on the homepage. For charity ads in general, the customer experience onsite needs to remain positive. Ads should focus on the positive outcome of donations without playing on an Amazon shopper’s emotional guilt to drive a donation. Ads cannot use emotionally exploitative or pleading language.
  • Ads cannot contain provocative, suggestive imagery such as partial nudity, blatantly sexual prurient poses or models in lingerie. On the Amazon homepage, ads cannot show models in swimsuits or in similar levels of undress.
  • Ads on the homepage cannot contain images of guns. Firearms are permissible in autoplay and static creative on sections of Amazon outside of the homepage providing that the creative does not show (1) firearms pointed at a character or directed out toward the customer, (2) firearms being fired (e.g. bullets visibly exiting the weapon, smoke or other residue shown around the barrel) or (3) minors handling firearms.
  • Ads cannot contain religious or political content.
  • We do not accept ads for dating services on the Amazon homepage. In general, dating ads should not focus on marketing or meeting specific individual(s), and cannot contain sexual innuendo.
  • We do not accept content designed with the intention to distract rather than engage. This includes, but is not limited to, the following behaviors: loud, clashing colors, poor resolution images and fonts, intrusive, high-annoyance design elements such as flashing, high contrast transitions, or excessive animation, (e.g. pulsating, flashing, blinking, color to white).
    • Vivid, highly saturated colors (sampled below) are not permitted as full-bleed ad background colors in our most prominent ad placements: 970x250 Billboard BTF and 600x500 Mobile Home Page BTF. This applies to 100% edge to edge single background colors, without gradients or patterns. In these placements, vivid colors can only be used as accent or highlight colors. Black and dark background colors are permitted.
  • Motion graphics will be treated as ‘video-like’ and must comply with the guidelines for autoplay and video-like animation advertisements if they contain the following elements:
    • Creative autoplays animation
    • Creative that utilizes continuous motion sequences with people, human behaviors (hands or fingers waving), animated characters or realistic objects (for example cars or appliances) for more than 3 seconds
  • Autoplay video ads must be frequency capped at 5 viewings per 24 hours per campaign.
  • There is a 3-minute maximum on video stream length for autoplay. Looping/replays must be customer-initiated on click.
  • Customer-initiated video advertisements can activate progressive download streaming.
  • Additional requirements for ads published on Seller Central:
    • All advertising must be directly related to business offerings for sellers to grow and improve their business
    • Advertising is available for business financial services, office supply, telecom and energy services, technology and business software, shipping providers, and business services
    • Ads cannot use overly dark or bright backgrounds
    • Ads cannot include a border
    • All images must be static and not contain animation
    • In the US, ads cannot use credit card acquisition messaging (for example: “apply now” or “sign up today”)

6.2 Kindle, Fire Tablet and Fire TV

In addition to the restrictions above, all ads must comply with the following guidelines:

  • Text should be kept to a minimum, unnecessary text (including “fine print”) will be removed.
  • Use of special characters, including copyright © and other legal symbols, is strongly discouraged. Legal symbols within an advertiser’s logo or included on the product can be accepted, but all other uses will be removed by default.
  • Ads for the following products and services are not acceptable:
    • Alcohol
    • Charity ads
    • Diapers (Fire TV only)
    • Incontinence & Ostomy
    • Mature, sensitive, and controversial content
    • Online Dating
    • Pharmaceutical and Weight Loss products
    • Sexual Wellness and Feminine Care products
    • Smoking cessation products
    • State lotteries
    • Undergarments/Intimate Apparel

6.3 Mobile

In addition to the restrictions above, all ads must comply with the following guidelines:

  • Ads linking outside of Amazon Mobile Shopping are limited to app downloads, tap to call, or (for smartphone ads only) mobile optimized landing pages. This mobile optimized page requirement is limited to the initial landing page and any direct path to the content promoted in the ad, the remainder of the site does not have to be optimized for mobile. A mobile optimized landing page is generally defined as a page:
    • With content that is legible and appropriately-sized for smartphone screens (without the need for the customer to pinch/zoom or scroll horizontally to view the page content)
    • that incorporates buttons and other navigation elements that are appropriately sized for thumbs and index fingers (roughly 50px tall)
    • that minimizes the number of keystrokes needed by providing defaults and avoiding free text fields where possible
    • the page is functional if the user has disabled cookies on their browser
    • web forms are accessible on mobile devices
    • the page works without pop-up windows or nested tables
  • We cannot accept any downloads other than apps.
  • Tap to Call: Tapping on the banner ad must open an intermediate landing page in the Shopping App’s web-view, or a new web browser tab or window for mobile web. This page can contain a “Tap to call” button that triggers the phone’s native telephone dialing interface, usually a modal alert confirming that the customer wants to make the call. Tap to call ads cannot run on iPod Touch.
  • We allow links to full screen video on mobile-optimized landing pages; however, we do not allow in-line video or other rich media assets on these pages.
  • Landing pages from the Amazon iPhone app that access GPS to request the user’s location are limited to iOS9+ devices.
  • The landing page must be functional if the user has disabled cookies on their browser.
  • We can accept Amazon Search Results as a click-through destination provided the item pictured in the ad is the first item listed in the search results and the search query matches the product promoted in the ad.

6.4 Sponsored Products, Sponsored Brands, and Product Display Ads

1 Overview
The policies in this section apply to Sponsored Ads (“SP”), Sponsored Brands (“SB”), and Product Display Ads (“PDA”). As the advertiser, you must comply with our ad policies for the ad campaigns that you run with Amazon. If your ads do not comply with our ad policies, your campaigns may not be approved until you fix the policy violation. Please review the policies in this section to learn about our content restrictions specific to SP, SB, and PDA, as well as which products are eligible, or ineligible, for these ad types.

These policies are in addition to our Creative Acceptance Policies (“CAP”). Both our CAP and these product-specific policies apply to your ad campaigns.

To learn more about sponsored ads on Amazon, please visit sponsored ads.

2 Ad Format and Functionality
Please ensure that your ad format complies with the following guidelines:

  • We prohibit animated ads. All ads must be static.
  • Sponsored Brands (SB) must be 728x90, 800x90, 300x250, 160x600, 245x135 or 900x45.
  • Product Display Ads (PDA) must be 728x90, 300x250, 160x600, 245x135 or 900x45.

3 Content Requirements
The following content requirements apply to all elements of your ads: headline text, Brand Logo and showcased ASIN images.

a) General requirements
Your ads must:

  • Be suitable for a general audience
  • Accurately reflect the content of the landing page
  • Be in the primary language of the Amazon site on which the ad is displayed

b) Prohibited content
We prohibit the following content in any elements of your ads:

  • Amazon trademarks, or references to Amazon products or services
  • Content that may be considered culturally inappropriate in the geographical location where the ad will be displayed
  • Content that promotes hate, incites violence or intolerance, or advocates or discriminates against a protected group, whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or another category
  • Full or partial email or web addresses
  • Misspellings, excessive punctuation or incorrect grammar and punctuation
  • Political, including content related to elections, content that advocates pro or against political parties, candidates, or elected officials, political advocacy and other public policy issues
  • Potentially embarrassing bodily functions or conditions
  • Profanity, including obfuscated text or inappropriate double meanings
  • References to another company name or product to denigrate, compare or leverage the other brand or product to promote your product (for example, “better made than [other product]”)
    • If you are communicating the compatibility of your product with other products in the headline, you must include the other brand or product in the later part of the headline with a qualifying statement like “compatible with.”

Image guidelines
In addition to the requirements above, the following prohibited content guidelines apply to the images in your ads.

  • Images of weapons (including realistic and non-realistic firearms, swords, bows and arrows, etc.) that are:
    • Shown in a violent, threatening manner, for example in the process of injuring another character
    • Displayed in a gruesome way (for example, covered in blood)
    • Pointed at a character
    • Directed out toward the customer
    • Handled by or associated with a minor
    • Shown in the act of firing (for example, bullets visibly exiting the weapon, smoke or other residue shown around the barrel)
    • See the Sports and Outdoors Goods section below for restrictions specific to those products.
  • Realistic or excessive violence, brutality, scary images, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberments, or mutilations of bodies.
  • Sexual content:
    • Sexually suggestive poses, such as the parting of the legs, gripping of hair or accentuation of the hip along with amorous or sexually suggestive facial expressions
    • Images that draw undue attention to intimate body parts, such as breasts or buttocks, in a sexual way
    • Depictions of minors in sexual situations
    • Images of suggestive undressing, such as pulling down a bra strap or underwear
    • Models in sexy lingerie such as stockings, suspenders, or paraphernalia such as whips and chains
    • Provocative embraces or embraces in a provocative setting such as in a shower or on a bed

c) ASIN images
Your showcased ASIN images in your ads must comply with our policies.

d) Brand logo
We require the presence of your brand logo in your ad so that customers can identify you as the advertiser.

If you do not have a brand logo, you can use one of your ASIN images instead, including lifestyle images, if your product is clearly identifiable.

e) 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 in your headline ad copy, the CTA must:

  • Be clear and precise
  • Not use language that may pressure customers into taking action such as “Last Chance” or “Don’t Miss Out”

The following CTAs are prohibited:

  • "Click Here” and other non-specific variations
  • “Shop Now” (prohibited on SB only, except for Japan)
  • “Check Now” (prohibited on SB only in Japan)

f) Claims and substantiations
Advertising claims in your ads must be truthful and accurate. You must have evidence in support of your advertising claims.

If you make a claim in your ad copy, that claim must not be contradicted in the product detail page.

We require substantiation for the following claims on the product detail page, in the headline, or on the product packaging.

  • Accolades and awards: Must be supported with details such as date and awarding body.
  • Survey results: Claims about the results of consumer surveys must be substantiated even if the survey collected subjective opinions. For example, “33% of people like XXX” must be accompanied by a disclosure citing the source and date of the survey (“*US Surveys Ltd, January 2017”).
  • Quantified performance: Claims which imply to the customer that some objective measurement has taken place. For example, “Reduces 99% of wrinkles” or “Teeth appear three shades whiter” or “the best moisturizer.”
  • Comparative: Must be supported with a citation of an independent source and dated within the previous 12 months. For example, “Americas best hat,” Hat Makers magazine, 2017. We do not permit the direct comparison to competitor brands.

We do not require additional substantiation for the following claims.

  • Product descriptions: Claims that describe the product in an objective non-comparative manner. For example, “Bluetooth compatible.”
  • Subjective claims: Claims that relate to an opinion. For example, “You’ll love XXX” or “Our most effective moisturizer.”
  • Subjective performance claims: Claims that cannot be proved objectively such as “this shower gel will leave you feeling fresher.”

Warranty and guarantees
The product detail page must clearly describe warranties or guarantees, including any applicable limitations.

The party responsible for honoring the warranty or guarantee must be disclosed on the product detail page or in the headline.

g) Headlines
We require headlines to be in sentence case. You may only capitalize the first word in a sentence, any proper nouns, or trademarks (official brand names, product models or slogans).

We prohibit ad copy in ALL CAPS. Capitalized words for common abbreviations (such as DIY), or for originally capitalized trademarks, are acceptable.

  • This policy does not apply to Japan and China.

h) Promotional and holiday messaging
Japan: We prohibit any promotional messaging in Japan.

We prohibit any reference to specific pricing promotions in SB and PDA. This includes deals, offers, or savings such as Save 50% on {Product} or $20 off {Product}.

We permit the following types of promotional messaging, including close variations, on SB and PDA if the promotion is i) visible on the product detail page, and ii) valid for the duration of the campaign:

  • [Product] savings
  • Savings on [Product]
  • Save Now
  • Great prices on [Product]
  • Great Savings on {Product}
  • Great Bundles on [Products]
  • Buy [Product] and get [Additional free product]

The use of promotional messaging must comply with the following requirements:

  • We prohibit the use of superlatives such as “Huge Savings” or “Gigantic Discounts.”
  • The start and end dates of your ad campaign must reflect the duration of the offer or the saving period so that ads do not run on dates when the offer or the saving do not apply.
  • Campaigns must be scheduled to end on the last day of the promotion.
  • Campaign dates for a specific holiday or seasonal event (for example, Halloween, Valentine’s Day and Christmas) must start within a reasonable time frame leading up to the event and must end within 24hrs after the event date, or a reasonable time after that depending on the event.
  • If you extend the campaign after the offer or the saving period ends, you must modify your ad copy by removing the promotional messaging that no longer applies.

4 Product Acceptability
In this section, we list those products that are ineligible for advertising, as well as those restrictions that apply to the format or method of promotion of products that are eligible for advertising. These policies apply to SP, SB, and PDA unless we indicate otherwise.

a) General requirements
As the advertiser, you can only promote those products that you either own or that you can legitimately resell or distribute.

Your ads must be truthful and accurate. In creating your ads, please ensure that you accurately describe the product(s) advertised.

b) Prohibited products
The following products are prohibited for SP, SB, and PDA globally. Review section (c) below for requirements that apply to specific product categories.

  • Adult Products, including pornography and other sexually explicit products, products claiming to enhance sex, as well as other “adult” sexual products and services
  • Aerosol paint and etching creams
  • Alcohol level testing kits and hangover cures or treatments
  • Beauty and Personal Care: products that claim to whiten or physically change skin tone and other natural body properties are prohibited
  • False document services
  • Fat Burners or similar products that claim to increase metabolism, enhance libido, suppress appetite, or expedite other natural bodily functions
  • Illicit and recreational drugs and drug-related paraphernalia (including drug testing kits)
  • Medical devices intended or marketed for professional use
  • Prescription drugs
  • Products designed to be used for privacy invasion, such as spy cameras, or to evade law enforcement such as a police radio scanner
  • Products related to gambling services
  • Products that may infringe, encourage, or enable, the infringement of intellectual property or personal rights
  • Tattoo and body branding products
  • Tobacco and other smoking products, including products containing nicotine, cigarette papers, e-cigarettes, vapes, and similar products (including nicotine-free equivalents)
  • UV tanning services and equipment
  • Weapons (Please review Explosives, Weapons, and Related Items for a comprehensive list), including:
  • Ammunition or reloaded ammunition
  • Assault weapon parts or accessories or products marketed as assault weapon parts or accessories, including reference to various assault weapon models
  • Destructive and explosive devices such as fireworks
  • Handgun safety certificates
  • Pistol, Revolver, or any form of firearm
  • Weapons or other items intended solely for law enforcement or military use

c) Restricted products
The following products are eligible for advertising via SP, SB, and PDA, provided ads comply with the restrictions listed below.

i) Alcohol
This policy applies to ads promoting alcoholic beverages (wine, beer, and spirits), and alcohol-related merchandise.

Product Display Ads (PDA)
Ads for alcohol beverages and merchandise are prohibited globally.

Sponsored Products (SP)
We permit the promotion of both alcoholic beverages and merchandise for SP in China, France, Germany, Italy, Mexico, Spain, and the U.K.

In Canada and the U.S., we only permit ads for alcohol merchandise if the advertiser is not an alcohol manufacturer or distributor.

Sponsored Brands (SB)
We permit the promotion of both alcoholic beverages and merchandise for SB in China, Germany, Italy, Japan, Mexico, Spain, and the U.K.

In Canada and the U.S., we only permit ads for alcohol merchandise if the advertiser is not an alcohol manufacturer or distributor.

Content Requirements
The following requirements apply to image and text for both SP and SB:

  • Ads must promote the responsible consumption of alcoholic beverages.
  • Ad content and must not:
    • Associate drinking with motor vehicles, driving or operating machinery
    • Be associated with pregnancy, maternity, or parenting
    • Be directed toward or contain images or content designed to appeal to minors
    • 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 success or solves problems) or focus on the alcoholic strength of the beverage
  • The keywords selected must be strictly related to alcohol. Such as “Whiskey” and not “Drink.”

Locale-specific requirements

  • In France (SP only), Germany, Italy, Spain, and the U.K. ad images or text cannot be associated with sports.
  • In Japan (SB only), ads must include the mandatory legal disclaimer.
  • In Mexico, products with an alcohol strength of 55% and above are prohibited.

ii) Infant and follow-on formula
India: We prohibit ads for baby feeding products such as baby feeding bottles in India.

We permit ads for infant formula only in U.S. and Canada for SP and SB only.

We permit ads for follow-on formula for SP and SB. We only permit PDA ads for follow-on formula in Mexico and the U.S.

Where permitted, ads for infant and follow-on formula must not contain messaging that discourage breastfeeding or that claim that the product can be a substitute for breastfeeding.

iii) Knives
We prohibit knives whose primary purpose is, or marketed in a way that claims they are, for combat or military use, self-defense or to encourage violent behavior. For example, zombie knives, combat knives, assault knives, throwing knives, daggers, boot knives, spring assisted knives, hand to hand or fighting knives, gravity knives, bayonets, drop point knives (Mexico only), swords, self-defense knives or ninja stars.

U.K.: Only ads for kitchen knives, cutlery or silverware are permitted in the UK.

Sponsored Brands (SB) and Product Display Ads (PDA)
We permit the following knives for SB and PDA:

  • Knives whose primary purpose is for outdoor activities such as camping
  • Household knives, kitchen knives, cutlery or silverware
  • All-purpose tools such as pocket and every day carry knives.

Sponsored Products (SP)
We permit the following knives for SP:

  • Household knives, kitchen knives, cutlery or silverware

iv) Over-the-Counter (OTC) drugs and supplements
Ads for OTC drugs and supplements (including vitamin ads) must not:

  • Claim that non-prescription drugs are as effective as prescription drugs
  • Claim to diagnose, cure, mitigate, treat, or prevent any disease or addiction
  • Make unrealistic or unrelated claims as to the efficacy of the product
  • Discourage customers from visits to a qualified medical professional

Weight Loss and Weight management products
Mexico: We prohibit weight loss, weight gain, muscle building, and similar products in Mexico.

Ads for weight loss and weight management products must not claim that:

  • The customer can lose weight by use of the product alone, or without following a calorie controlled diet and exercise program
  • That weight loss results will be effective for everyone, or that results are permanent
  • The product can burn fat, increase metabolism, suppress appetite, or expedite other natural bodily functions

v) Religious products
Products that are specific to a religion or faith are permitted on SB only.

The keywords selected must be strictly related to the religion associated with the product promoted, or to religion in general.

vi) Sexual wellness
We prohibit all products in this category on PDA.

We permit the promotion of sexual wellness products on SB and SP, provided the ads comply with the following requirements:

  • Ads must not contain claims related to increase sexual performance or libido boost
  • Ads must not explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions
  • The keywords selected must be strictly related to the product promoted or the brand

We prohibit ads for condoms, lubricants and similar products:

  • In Japan and Mexico
  • In the U.S. and IN for SP

vii) Sports and outdoor products
Ads for sports and outdoor products must not:

  • Encourage customers to be less watchful or responsible for their health and safety
  • Condone or encourage violent or anti-social behavior
  • Mislead customers, including by presenting as safe products that are generally deemed to be unsafe without proper care and precaution

Image guidelines
If an ad for sports and outdoor products contains images of weapons, the ad must not show the weapon or accessory in use and must not include products that are unrelated or superfluous to the product promoted. For example, an ad for a gun holster must not feature a combat knife.

Images in ads promoting weapon accessories must:

  • Focus on the weapon accessory and not the weapon itself
  • Not show the weapon in use, or about to be used (for example, an ad for a gun holster cannot feature the gun drawn, or in the act of being drawn)
  • Not contain products or accessories superfluous or unrelated to the primary product

Images must comply with the content requirements listed above (see “Content Requirements for Ad Copy”).

Product acceptability
Mexico: We prohibit all products in this category in Mexico.

Sponsored Products (SP), Sponsored Brands (SB), and Product Display Ads (PDA)
We permit the following products for SP, SB, and PDA:

  • Airsoft accessories such as masks and gloves
  • Arrow rests, flights, bowstrings
  • Binocular, monocular, and night vision monocular
  • Decoys
  • Flashlights
  • Game and trail cameras
  • Handheld spotting scopes
  • Paintball masks, headwear, and protective eyewear
  • Rangefinders
  • Targets

Sponsored Products (SP) and Sponsored Brands (SB)
We permit the following products for SP and SB (but not for PDA):

  • Ammunition storage such as bins and safes
  • EDC/multifunctional/tactical pens
  • Gun cleaning kits
  • Gun holsters
  • Gun safes
  • Tactical cases, bags, paracord

Sponsored Products (SP) in the U.S.
We permit the following products for SP in the U.S. only:

  • Airsoft weapons and ammunition
  • Arrow points
  • BB guns and ammunition
  • Bows and arrows
  • Crossbows
  • Gun rest and gun rest bags
  • Gun slings
  • Laser, telescopic and non-telescopic, fixed weapon sights
  • Paintball guns and ammunition
  • Pepper sprays
  • Shooting sticks
  • Slingshots
  • Stun guns
  • Tasers

6.5 Amazon DSP

  • If linking to Amazon, an Amazon logo or textual reference to Amazon should be included in the ad unit.
  • Animation and video can autoplay for up to 30 seconds; videos longer than 30 seconds must be initiated by the customer.
  • All audio must be initiated by the customer.