Sponsored Ads Creative Acceptance Policies


1. Overview
2. Ad Format and Functionality

1. Overview

The policies in this section apply to Sponsored Products (“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.

3.1 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.

3.2 Prohibited content

Content prohibited in any ad elements
  • Amazon trademarks, or references to Amazon products or services.
  • Content that encourages or promotes vandalism, anti-social behavior, or the defacing of public or private property.
  • 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, and QR codes.
  • 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, or private, intimate or sensitive physical or medical 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.”

3.2.1 Prohibited images

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.

3.3 ASIN images

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

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.

3.5 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.”
Prohibited CTA
  • "Click Here” and other non-specific variations.
  • “Shop Now” (prohibited on SB only, except for Japan).
  • “Check Now” (prohibited on SB only in Japan).

3.6 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 on 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.

3.7 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.

Locale-specific requirements

This policy does not apply to Japan and China.

3.8 Promotional and holiday messaging

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.
SB and PDA

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].
Locale-specific requirements

We prohibit any promotional messaging in Japan.

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.

4.1 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.

4.2 Prohibited products

SP, SB, and PDA

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.
  • Beauty and Personal Care: products that claim to whiten or physically change skin tone and other natural body properties are prohibited.
  • Etching creams, and other caustic creams, gels, liquids, or solutions.
  • False document services.
  • Fat Burners or similar products that claim to increase metabolism, enhance libido, suppress appetite, or expedite other natural bodily functions.
  • Graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos and other content.
  • Illicit and recreational drugs and drug-related paraphernalia (including drug testing kits).
  • Medical devices intended or marketed for professional use.
  • Prescription drugs.
  • Products that claim to diagnose, cure, mitigate, treat, or prevent any disease or addiction.
  • 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.
    • Products that resemble or include realistic or actual weapon, weapon parts or ammunition.
    • Weapons or other items intended solely for law enforcement or military use.

4.3 Restricted products

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

4.3.1 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 UK.

In Canada and the US, 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 UK.

In Canada and the US, 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.
  • Ads must not target unrelated products.
    • The keywords selected must be strictly related to alcohol. Such as “Whiskey” and not “Drink.”
    • Product Targeting for SP must be directly related to the product promoted.
Locale-specific requirements
  • In France (SP only), Germany, Italy, Spain, and the UK 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.
Alcohol level testing kits and hangover cures or treatments

We prohibit:

  • Hangover cures and remedies on SB and PDA.
  • Breathalyzers on PDA.

4.3.2 Art and industrial supplies

We permit ads for art and industrial supplies that are intended and marketed only for home, industrial, automobile, or art related uses. Per our prohibited content policies above, ads must not encourage or promote defacing of public or private property, vandalism, or anti-social behaviors.

Prohibited products

Per our prohibited products policy above, we prohibit ads for the following:

  • Graffiti-related paints, markers, creams, nozzles, refills, and “how-to” videos and other content.
  • Etching creams.
  • Caustic creams, gel, liquid or similar solutions.

Spray paint and refills, aerosol paints, and spray paint guns sold with spray or aerosol paint are prohibited on PDA.

4.3.3 Home-test kits

We permit ads for home-test kits products that do not claim to diagnose, treat, or assess the risks of a disease, condition or ailment. You may only promote products that comply with applicable local regulations in all the locale(s) where your ads will show. You are responsible for obtaining all necessary authorizations or approvals from local regulatory authorities for the sale, distribution or advertisement of the products that you intend to advertise with Amazon, as applicable.

Permitted products include, but are not limited to, diabetes and blood sugar monitoring kits, blood pressure monitors, ancestral, DNA, personal genetic profiling kits, urinalysis kits, lancing devices (medical only), pregnancy tests. These product categories are subject to locale-specific requirements. Please see below for more information.


We prohibit all home-test kits products on PDA.

Locale-specific requirements
  • China, India, Mexico, and Japan: All home-test kits products are prohibited.
  • France: Ancestral, DNA and genetic profiling testing kits are prohibited in France.

4.3.4 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 US 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 US

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.

SP in Europe: Product Targeting for follow-on formula cannot target infant formula products.

4.3.5 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.

Locale-specific requirements

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

SB and 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.

4.3.6 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

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.

Ads should not speak directly to customers, such as “are you overweight?”

Product Targeting must be directly related to the product promoted.

Products whose primary purpose is to aide weight loss are not permitted on PDA.

We prohibit weight loss, weight gain, muscle building, and similar products in Mexico.

Hemp products

Ads for Hemp-based products must not be associated with or encourage the consumption of illicit drugs, including through the use of Marijuana or Cannabis imagery (but note that we permit the use of Hemp emblems).

We prohibit ads for Hemp-based dietary and vitamin supplements, Hemp Oils and Hemp Proteins on PDA.

4.3.7 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.

4.3.8 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 boost libido.
  • Ads must not explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions.
  • Ads must not target unrelated products.
    • The keywords selected must be strictly related to the product promoted or the brand
    • Product Targeting for SP must be directly related to the product promoted.
Locale-specific requirements

We prohibit ads for condoms, lubricants and similar products:

  • In Japan and Mexico.
  • In the US and IN for SP.

4.3.9 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 US
We permit the following products for SP in the US 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.