Posts Content Guidelines and Acceptance Policies


1. Overview
2. Posts overview
3. Post Format and Functionality

1. Overview

The policies in this section apply to Posts. As the brand owner, it is your responsibility to comply with all applicable laws, rules, and regulations that apply to your Posts and any location where the Post appear. This includes obtaining any required authorizations or approvals from local regulatory authorities for the sale, distribution, or advertisement of the products that you intend to include in your Posts.

In addition you must comply with our policies for the Posts that you publish with Amazon. If your Posts do not comply with our policies, your Posts may not be approved until you fix the policy violation. Amazon may suspend or terminate your ad account(s) for severe or repeated Ad Policy violations.

These policies are in addition to our Amazon Ads Guidelines and Acceptance Policies. Both our Amazon Ads Guidelines and Acceptance Policies and these product-specific policies apply to your Posts. Separate Ad Policies apply to sponsored ads, Book Ads, and Stores. For technical requirements, please review the ad specs.

We periodically update our policies. Please check this page often to ensure that you are always up to date on our latest policy requirements.

2. Posts overview

Posts is a browse and discovery experience on Amazon focused on brand-shopping. Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content. Posts link to product detail pages, making each Post in a feed shoppable, and each Post includes category tags so shoppers can continue exploring Posts in related categories.

To participate in Posts you must be a vendor or a seller in the US enrolled in Amazon Brand Registry and have a Store.

To learn more about Posts on Amazon and how you can enroll, please visit Posts.

3. Post format and functionality

Posts contain 5 customizable elements:

Visual of Posts customizable elements

A. Profile banner. Displays the name and logo of the brand.
B. Custom Image. Brand-provided images demonstrate product features and help brands tell their story on Amazon.
C. “Show product” icon. Tapping on this link will hide or reveal a product card that shows details like price, star rating, and Prime eligibility for the product featured in the Post.
D. Caption text. Custom captions help brands highlight product features, emphasize branding, and communicate a call to action.
E. Category tags. Amazon will auto-tag your Posts with relevant product categories. Tapping on a category tag takes shoppers into a vertical feed of Posts relevant to that category.

Please ensure the Post content you submit meets the following guidelines:

Profile logo

  • Animation is not permitted.
  • Color Format: RGB.
  • Display Aspect Ratio: 1x1.
  • File Format: JPG or PNG.
  • Maximum File size: 100MB.
  • Resolution: 640x640 pixels or larger.

Post image

  • Animation is not permitted.
  • Color Format: RGB.
  • Display Aspect Ratio: Between 1:2 and 2:1.
  • File Format: JPG or PNG.
  • Maximum File size: 100MB.
  • Resolution: 640x320 pixels or larger.

4. Content requirements

The following content requirements apply to all elements of your Posts.

4.1 General requirements

Your Post content must:

  • Be suitable for a general audience.
  • Not contradict the landing page.
  • Be in the primary language of the Amazon site on which the Post is published.
  • Be clear and accurate so that customers receive correct information before engaging with a Post or deciding to purchase a product.
  • Only promote products that you either own or are authorized to resell or distribute.

4.2 Prohibited content

Content prohibited in Posts
  • Amazon trademarks, products or references to Amazon products or services.
    • Accurate references for compatibility purposes, such as “Works with Alexa,” are permitted, provided the primary product is positioned first in the caption, featured prominently in any image, and Amazon products are referred to correctly.
  • ASCII art.
  • Children in adult or dangerous situations. For example, 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)..
  • Contact details, such as full or partial email or web addresses or phone numbers and QR codes.
  • Content that encourages or glorifies smoking.
  • Content that encourages or promotes vandalism, anti-social behavior, or the defacing of public or private property.
  • Content that glorifies or promotes the use of illicit drugs, abuse of legal drugs, drug paraphernalia or products to beat drug tests.
  • Content that may be considered culturally inappropriate in the geographical location where the Post will be displayed.
  • Content that implies or claims to diagnose, treat, or question gender identity or sexual orientation.
  • 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.
  • Content that promotes practices that can result in physical or mental harm.
  • Content that asks questions of, or speaks directly to the customer, such as the use of "you/your" (for example, “Are you looking for xxx, try this" or “Not getting the weight loss results you want?").
  • Content that promotes excessive or irresponsible consumption of alcohol.
  • Content that revolves around highly debated social topics.
  • Political content, 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.
  • Cruelty toward people or animals.
  • Customer reviews (including star ratings), customer review images, even if these reviews are on Amazon.
  • Deceptive, false, or misleading content.
  • Exploitation of sensitive events such as natural disasters, human-caused disasters, incidents of mass trauma and/or casualties, or the death of public figures.
  • Fake functionality such as “Play” buttons or login requests.
  • Foul, vulgar, or obscene language or language containing profanity, including obfuscated text or inappropriate double meanings.
  • Language that pressures customers into taking action such as “Last Chance”, “Don’t leave it to late”, “Don’t Miss Out,” or emotionally charged language.
  • Misspellings, excessive punctuation, or incorrect grammar or punctuation.
  • Obscene, defamatory, libelous, illegal, invasive of another’s privacy.
  • Potentially embarrassing bodily functions or conditions, or private, intimate or sensitive physical or medical conditions.
  • Promotional or deal related content.
  • 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 caption, you must include the other brand or product in the later part of the caption with a qualifying statement like “compatible with.”
  • Requests to contact the brand directly via email, social media handles or other methods (inclusion of your brands social media handle is permitted).
  • References to your brand or products on third party websites or stores.
  • Requests to like, comment or share content.
  • Religious advocacy, whether advocating or demeaning a religion.
  • Shipping or delivery claims.
Locale specific requirements
  • France and Germany: Content related to Scientology is prohibited.

4.2.1 Prohibited images

General guidelines

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

  • Alcohol: Posts must focus on the product(s) and not suggest that it may help you consume alcohol in a safer way. Posts 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.
    • Contain adults that appear to be under the age of 25.
    • 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.
    • Show people actively engaged in drinking.
  • Weapons: 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.
  • Violence: Realistic or excessive violence, brutality, scary images, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberments, or mutilations of bodies.
  • Nudity: Fully visible intimate body parts such as genitals, female breasts, and buttocks. Posts may feature semi-revealing attire (models showing bare skin without revealing any intimate parts or showing contours or simulation of sensitive areas) if modest and 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.
  • 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.
    • 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.
    • Sexual innuendo in text, image, or video.

4.3 Call to action (CTA)

If you use a CTA in your Post caption the CTA must:

  • Be clear and precise. "Click Here” or other non-specific variations are prohibited.

4.4 Claims and substantiations

Claims in your Posts must be truthful and accurate. You must have evidence in support of your claims. If you make a claim in your Post, that claim must not be contradicted on the product detail page.

Awards, accolades, or study claims must be no more than 18 months old.

If the product packaging visibly includes the claim, additional substantiation (in the ad or landing page) is permitted but not required.


We require substantiation for the following claims on the product detail page, in the caption 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 2019”).
  • 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 18 months. For example, “Americas best hat, Hat Makers magazine, 2019". We do not permit the direct comparison to competitor brands.

We do not require additional substantiation for the following claims:

  • Packaging claims: Claims appearing clearly on product packaging.
  • 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.

4.5 Post profile

The profile name and profile logo will appear alongside each Post and must accurately reflect the brand.

The profile name must be that of the advertiser and not the brand they are promoting, unless they have the legal right to represent that brand. Profile names cannot be repurposed as an extension to the caption.

The profile logo must be the registered brand logo or equivalent logo, or social media icon that identifies the brand. Profile logos cannot be product or custom images.

4.6 Post caption and image content

Post caption and images must not contradict each other or the landing page, such as a Post for dog food leading to products for cats. Please avoid repeating content that is already available on the product detail pages of the associated product, such as text and images. To ensure readability for your customers we recommend your Post caption be short and concise.

Posts may contain:

  • Shorthand or obfuscated words such as “H8 stains?” or “now w/out sugar”.
  • Hashtags and emoticons.

4.6.1 Post image acceptability

Posts images should be compelling and represent your products or brand in context or a lifestyle setting. Images must be of high resolution and quality and aesthetically pleasing.

Images may include a short slogan or tagline and must not:

  • Be an individual brand logo or combination of logos.
  • Contain crowded, excessive, poorly cropped or illegible elements.
  • Include a Call To Action such as “Buy Now”.

Examples of Post images.

Lifestyle images:

Example of acceptable Post image
Example of acceptable Post image

Individual and multiple logos:

Example of non acceptable Post image
Example of non acceptable Post image

Crowded images:

Example of acceptable Post image
Example of non acceptable Post image

Examples of unacceptable Posts caption content.

Customer reviews:

Example of non acceptable Post image

Promotional and deal related content:

Example of non acceptable Post image

Contact details:

Example of non acceptable Post image

Contact requests:

Example of non acceptable Post image

Requests to like, comment or share:

Example of non acceptable Post image

Excessive text:

Example of non acceptable Post image

5. Product acceptability

In this section, we list those products that are ineligible for Posts, as well as those restrictions that apply to the format or method of promotion of products that are eligible for Posts.

5.1 General requirements

As the brand owner, you can only include those products that you either own or that you are authorized to resell or distribute. Your Posts must be truthful and accurate. In creating your Posts, please ensure that you accurately describe the product(s) promoted.

5.2 Prohibited products

The following products are prohibited:

Please note: Following a change in UK law retail search placements for food high in fat, salt, or sugar (HFSS) will be prohibited in the UK from October 1. This prohibition also extends to all onsite ad placements that feature and link to an identifiable HFSS product on

  • Alcohol beverages (beer, wine and spirits), non-alcoholic beer, wine, and spirits, and merchandise.
  • Adult products, such as pornography, sexually explicit products, toys and entertainment, products claiming to enhance sex, and other products and services of similar nature, including products that are promoted for adult or sexual purposes.
  • Beauty and Personal Care: products that claim to permanently physically change natural body properties are prohibited.
  • Competitions and sweepstakes.
  • Drug testing kits.
  • Disease diagnostic kits.
  • Digital and computer hacking services and products.
  • 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.
  • Food and supplements that contain ephedrine alkaloids, Salvia divinorum, or salvinorin A.
  • Food high in fat, salt, or sugar (HFSS) (UK only).
  • Get-rich-quick products.
  • Gender prediction kits and similar test products.
  • Graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos and other content.
  • Hangover cures and remedies.
  • Illicit and recreational drugs and drug-related paraphernalia.
  • 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.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Oils, supplements, cosmetic beauty products or ingestible products that contain cannabidiol (CBD), THC or otherwise related to cannabis.
  • Prescription drugs and devices.
  • Products that do not comply with Amazon’s Category, Product, and Listing Restrictions.
  • Products that claim to diagnose, cure, mitigate, treat, or prevent any disease or addiction.
  • Products that improperly claim to be "FDA Cleared," "FDA approved" or products that include the FDA logo in associated images (for more information, see here).
  • Products designed to be used for privacy invasion, such as spy cameras, or to evade law enforcement such as a police radio scanner.
  • Products intended to disguise other products whose purpose is prohibited by law, regulations or our policies such as disguised products intended for the covert transportation of illegal drugs.
  • Products that could be used for questionable or potentially dangerous activities, such as fireworks.
  • 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, e-cigarettes, vapes and related accessories such as tobacco grinders, cigarette papers and cases, e-liquids, hookah accessories and ashtrays
  • UV tanning services and equipment.
  • Weapons:
    • 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.

5.3 Restricted products

The following products are eligible for Posts with the below restrictions.

5.3.1 Art and industrial supplies

We permit Posts 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, Posts must not encourage or promote defacing of public or private property, vandalism, or anti-social behaviors.

Prohibited products

We prohibit Posts 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.

5.3.2 Beauty products

Posts for beauty products must not:

  • Claim to diagnose, cure, mitigate, treat, or prevent a disease or addiction.
  • Contain before and after images.
  • Directly reference private, intimate, or sensitive bodily conditions.
  • Ask questions of, or speak directly to the customer, such as the use of "you/your" (for example, “Embarrassed about the way you look? Then try this”).

5.3.3 Home-test kits

We permit Posts for home-test kits products that provide ancestry and high-level health-related information but 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 the locale(s) where your Posts 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 include in your Posts 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), and pregnancy tests.

5.3.4 Infant and baby products

Posts 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.

Infant formula is intended for infants between 0 - 6 months. Follow on formula is intended for infants between 6 -12.

5.3.5 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, bowie knives, combat knives, assault knives, throwing knives, daggers, boot knives, spring assisted knives, hand to hand or fighting knives, gravity knives, bayonets, swords, self-defense knives, disguised knives or ninja stars.

Permitted knives
  • 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.

5.3.6 Pharmaceuticals and healthcare - over-the-counter (OTC), supplements and medical devices

Posts for health and wellness products, such as prescription (Rx), over-the-counter (OTC) drugs and supplements, and medical products and devices, must not:

  • Claim to diagnose, cure, mitigate, treat, or prevent a disease or addiction.
  • Contain before and after images.
  • Make unrealistic or unrelated claims as to the efficacy of the product.
  • Discourage customers from visits to a qualified medical professional.

In addition:

  • Drugs and supplements intended for pets must be clearly identified.
  • Posts for OTC drugs and supplements (including vitamin ads) must not claim that non-prescription drugs are as effective as prescription drugs.
  • Posts for air-purifying or particulate-filtering respirators, also known as respirators or PPE face masks, must comply with and indicate the industry-approved designation that exactly matches the promoted product, for example:
    • Australia: PFF2 or PFF3.
    • Brazil: PFF2 or PFF3.
    • China: KN/KP95 or KN/KP100.
    • Europe: FFP1, FFP2, and FFP3.
    • Japan: DS/DL2 or DS/DL3.
    • Korea: Special 1st.
    • Mexico & US: N95, N99, N100, R95, R99, R100, P95, P99 or P100.
  • Posts for non-respirator face masks, surgical masks, and cloth masks, are permitted except when they contain misleading or false claims (such as alphanumerical designations outside of approved standards).
Weight loss and weight management products

Posts must not speak directly to customers, such as “Tired of being overweight?”, nor 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 they are permanent.
  • Weight loss of a specific amount over a defined period of time.
  • 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.
  • That the product can burn fat, increase metabolism, suppress appetite, or expedite other natural bodily functions.
  • Encouraging unhealthy eating or negative body image/self-perception.
Hemp products

Posts 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.

5.3.7 Sexual wellness

Posts for sexual wellness products must not:

  • Contain claims related to increased sexual performance or libido boosting.
  • Explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions.

5.3.8 Sports and outdoor products

Posts 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 a Post for sports and outdoor products contains images of weapons, the Post 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, a Post for a gun holster must not feature a combat knife.

Posts for 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, a Post for a gun holster cannot feature the gun drawn, or in the act of being drawn).
Product acceptability

We permit the following products in Posts:

  • Airsoft accessories such as masks and gloves.
  • Ammunition storage such as bins and safes.
  • Arrow rests, flights, bowstrings.
  • Binocular, monocular, and night vision monocular.
  • Decoys.
  • EDC/multifunctional/tactical pens.
  • Flashlights.
  • Game and trail cameras.
  • Gun cleaning kits.
  • Gun holsters.
  • Gun safes.
  • Handheld spotting scopes.
  • Paintball masks, headwear, and protective eyewear.
  • Rangefinders.
  • Tactical cases, bags, paracord.
  • Targets.