Sponsored ads creative acceptance policies

TABLE OF CONTENT

1. Overview
2. Ad Format and Functionality

1. Overview

The policies in this section apply to Sponsored Products and Sponsored Brands (which includes Sponsored Brand Videos, unless otherwise noted). As the advertiser, it is your responsibility to comply with all applicable laws, rules, and regulations that apply to your ads and any location where the ads 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 advertise with Amazon or include in your ads.

In addition 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 Sponsored Products and Sponsored Brands 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. Please refer to Sponsored Display Creative Acceptance Policies for Sponsored Display and Product Display Ads.

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:

  • All images and videos must be legible and of a high resolution.
  • Animation is only permitted in videos.
  • Creatives should not interfere with legibility of ad templates.
  • Sponsored Brands must be 728x90, 800x90, 300x250, 160x600, 245x135 or 900x45. Please refer to Section 3.12 for Sponsored Brands Video guidelines.

3. Content requirements

The following content requirements apply to all elements of your ads: headline text, brand logo, images, video, and advertised 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.
  • Be clear and accurate so that customers receive correct information before engaging with an ad or deciding to purchase a product
  • Only promote products that you either own or are authorized to resell or distribute.
Locale-specific requirements

Saudi Arabia: Ads must be in English. Please refer to Translations for Ads translations.

3.2 Prohibited content

Content prohibited in any ad elements
  • 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 headline, featured prominently in any image or video, and Amazon products are referred to correctly.
  • ASCII art.
  • Contact details, such as full or partial email or web addresses or phone numbers; hashtags; social media addresses; 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 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.
  • Content that promotes excessive or irresponsible consumption of alcohol.
  • Content that promotes practices that can result in the physical or mental harm of people or animals.
  • 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 revolves around controversial or highly debated social topics.
  • Content related to campaigns, elections, or political issues of public debate; that advocates for or against a politician or a political party; or that personally attacks a political figure.
  • Cruelty toward people or animals.
  • Deceptive, false, or misleading content.
  • Depictions of minors (or people who appear to be minors) in peril, in adult or dangerous situations, or engaging in illegal activity. For example, around alcohol, drugs or tobacco, or handling firearms or other weapons.
  • Emoticons and emoji’s.
  • Exploitation of sensitive events such as natural disasters, human-caused disasters, incidents of mass drama, 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 too 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.
  • Pressuring language that creates a sense of urgency (for example “Hurry while supplies last”).
  • 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.”
  • Religious advocacy, whether advocating or demeaning a religion.
  • Shipping or delivery claims.
  • Special characters (unless part of the brand name or slogan).
Locale-specific requirements
  • France and Germany: Content related to Scientology is prohibited.
  • Saudi Arabia and United Arab Emirates: The following content are prohibited:
    • Content that may undermine or criticize traditional Arab culture, its politics or its leaders.
    • Content that may encourage political unrest or the disruption of public order.
    • Content related to political disputes or armed conflict.
    • Content related to Atheism, Paganism and Polytheism.

3.2.1 Prohibited images and videos

General guidelines

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

  • Images and videos 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.
    • See the Sports and Outdoors Goods section below for restrictions specific to those products.
  • Realistic or excessive violence, brutality, scary images and videos, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberments, or mutilations of bodies.
  • Fully visible intimate body parts such as genitals, female breasts, and buttocks.
    • Ads 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 or video of a woman in a bikini may be used to promote bikinis, but the same image or video 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 and videos that draw undue attention to intimate body parts, such as breasts or buttocks, in a sexual way.
    • Depictions of minors in sexual situations.
    • Images and videos 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.
Locale-specific requirements
  • Saudi Arabia:
    • Images of swine animals are not permitted.
    • Images of models with tattoo are not permitted.
    • Images for lingerie, swimwear and underwear products cannot include models.
  • Saudi Arabia and United Arab Emirates:
    • Alcohol: Images must not contain alcohol or alcohol consumption.
    • Bare Skin: Images must be modest and must not contain sexually provocative content.

3.3 Amazon programs

If you refer to Subscribe & Save in your headline to highlight your eligible products, you must use the original unadjusted name or logo associated with the program. We do not permit customized or abridged references or logos.

The products displayed in the ad should be eligible for the program and the ad should lead to a landing page that contain only eligible products.

3.4 ASIN images

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

We require the presence of your brand logo in your Sponsored Brands ad so that customers can identify you as the advertiser. As the brand logo may be used for a variety of different ad formats it is important that your logo meets the below guidelines. If you do not have a brand logo that meets the following conditions, you should consider using Sponsored Products as an alternative.

The logo must be your brand’s registered logo and not of the brand you are promoting, unless you have the legal right to use the promoted brands logo. Brand Logos must:

  • Fill the entire image or be on a white or transparent background.
  • Accurately reflect the brand or product you are promoting.

Brand logos must not be on a complex graphical background and must be visually appealing. Logos cannot:

  • Be a product, ASIN (incl cropped versions), custom or lifestyle image or combination.
  • Be used as an extension of the headline nor contain additional text.
  • Be a combination of logos.
  • Contain crowded or cluttered elements.

Entertainment and Book advertisers may also use the below, provided these images can also be found on the product packaging, product detail page or author page:

  • An author, actor or related character image.
  • Icons synonymous with the advertised products, such as a spider’s web for a Spiderman film.
  • Book, film, and TV series ads can also use a creative series title.

3.6 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,” or emotionally charged language.
Prohibited CTA
  • "Click Here” and other non-specific variations.
  • CTAs that duplicate the default CTA in Sponsored Brands ads are prohibited in headline ad copy. For example, “Shop Now” is prohibited in United States, United Kingdom, India, and Germany as this CTA is already present in the ad.

3.7 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.

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

Substantiation

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 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.”
Locale-specific requirements

Australia:

  • Products must not make therapeutic or health claims related to a disease, ailment, physical condition or discomfort, defect, injury, or psychological condition.
  • Sun Protection Factor (SPF) creams that have a SPF less than 50 must not claim to be "High" (or similar) protection. Additionally, products whose primary purpose is not for sun protection must not claim to be a sun protection product.
  • Weight loss foods, supplements, creams and other consumable or topical products cannot claim to assist with or have an impact on weight loss, slimming, or dieting
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.

3.8 Custom images

Custom images allow you to include compelling images that represent your products or brand in context or a lifestyle setting in your ad. Images must not contradict the landing page and must be of high resolution and quality and aesthetically pleasing. Images must not:

  • Be individual or multiple product images on a solid or transparent background.
  • Be an individual brand logo or combination of logos.
  • Be one of your selected product images.
  • Contain crowded, excessive, poorly cropped or illegible elements.
  • Contain additional text other than text naturally present in the image (such as on product packaging).
  • Contain letterbox or pillarbox formats.

See below for image examples.

Individual and multiple product images:

Product displayed in lifestyle setting

Individual product image

Product displayed in context

Multiple product images

Individual and multiple logos:

Individual brand logo

Multiple brand logos

Crowded images and text images:

Crowded and poorly cropped image

Text in image

Letterbox or pillarbox formats:

Letter box image

Pillar box image

3.9 Headlines

Headlines must be relevant to the product advertised.

To uphold a high-quality creative bar for your ads, Amazon recommends that the Headline be in sentence case. You should only capitalize the first word in a sentence, any proper nouns, or trademarks (including official brand names, product models or slogans).

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

Locale-specific requirements

Japan: This policy does not apply.

3.10 Optimized ads

If you select "Optimize your ads" to show products from your landing page most relevant to the shopper search, you must ensure your headline does not mention specific products. Headlines must be kept general so shoppers understand your ad no matter which of your products display.

3.11 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.
Sponsored Brands

We prohibit any reference to specific pricing promotions in Sponsored Brands. 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 Sponsored Brands 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].

Campaigns that refer to "Deals" must only include products that have an Amazon deal (such as Deal of the Day) live on all advertised products for the duration of the campaign.

Other savings campaigns must have active savings on the advertised products for the duration of the campaign.

Locale-specific requirements

Japan: Promotional messaging is prohibited.

3.12 Video guidelines

General guidelines
Sponsored Brand Video ads allow you to engage your customers by including compelling videos in your ads.

The video in your ads must be relevant to the product or brand and lead to a contextually relevant landing page.

Video asset requirements
Please ensure that your video complies with the following guidelines:

  • Letterbox or pillarbox formats: Videos must not have bars on any side of the video content.
  • We do not permit blank or black frames at the start or end of videos.

Content guidelines
Videos must be suitable for general audiences and include your brand name, logo, or product that clearly represents the brand or product promoted. Videos must comply with our policies, including Prohibited Content and Claims.

Sponsored Brand Video ads autoplay and launch on mute, with customer-initiated on click audio, therefore we recommend videos that can easily be understood and are still engaging without sound.

Videos without audio tracks are acceptable, however:

  • It must be clear to the customer that the video has no audio (for example, the ad has a disclaimer that reads “no audio” or there are no characters that appear to be speaking).
  • Customers must be able to understand the video without audio.

Videos must be in the primary language of the locale Amazon store in which the ads are displayed (“local language”).

  • Audio must be in the local language. Subtitles (or text transcripts/translations) in the local language are required if audio is in a different language.
  • Important text within the video, such as product information and instructions, must be in the local language.

Video format and quality
To ensure a good customer experience the videos in your ad must not contain:

  • Blurry, unclear, or unrecognizable visuals.
  • Creative elements that interfere with legibility of ad templates, for example, the Sponsored tag or mute button. Please review our Video Safe Zone templates for more information.
  • Customer reviews (including star ratings) even if these reviews are on Amazon.
  • Deals, discounts, or other savings promotions.
  • Distracting images (for example, flashing, spinning, blinking, pulsating objects or text, or high-contrast transitions).
  • Distracting, shrill, unexpected or violent, and jarring sounds. This can include sudden changes in volume, uncommonly high-pitched voices, or unexpected or contextually irrelevant sounds.
  • Illegible text.
  • Poor audio quality such as static, crackling, faint messages or low tone voices, fast paced, inaudible, unclear, or unrecognizable sounds.
  • Poor video quality and low resolution.
  • Pressuring, combative, or urgent language intended to elicit a click or a sale from the customer.

3.13 Translations

Once you have submitted your Sponsored Brand campaign we will automatically translate it for you. Translation times may vary and are usually complete within 24hrs of your campaign in the default language being live.

If you submit your own translation, your translated content must align with our Content Requirements and match the content of the default language campaign. Review of translated campaigns usually takes up to 72hrs.

Learn more about translations and supported languages in the support center of your Advertising console.

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 Sponsored Products and Sponsored Brands unless we indicate otherwise.

4.1 General requirements

As the advertiser, you can only promote those products that you either own or that you are authorized to 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

Sponsored Products and Sponsored Brands

The following products are prohibited globally.

Review section 4.3 below for additional requirements that apply to permitted product categories.

  • 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.
  • Get-rich-quick products.
  • Gender prediction kits.
  • Graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos and other content.
  • Illicit and recreational drugs and drug-related paraphernalia.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Prescription drugs and devices.
  • Pre-natal gender prediction and similar test products.
  • 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 intended to disguise other products whose purpose is prohibited by law, regulations or our policies.
  • 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.
Locale-specific requirements
  • Saudi Arabia: The following products are prohibited:
    • Baby formula and food products.
    • Dog food and supplements.
    • Entertainment and media products.
    • Food supplements.
    • Financial products and services.
    • Intimate and personal care products.
    • OTC medication and medical devices.
    • Sexual wellness products.
    • Smoking Cessation products.
    • Weapon and weapon accessories.
    • Weight loss products.
  • Saudi Arabia and United Arab Emirates: The following products are prohibited:
    • Alcohol beverages & merchandise, alcohol preparation and brewing kits.
      • Hangover cures and breathalyzers.
    • Gambling products.
    • Products related to horoscopes, fortune telling, black magic and similar occult products.
    • Products derived from Pork.
  • United Arab Emirates: The following products are prohibited:
    • Education services.
    • Religious products and services.

4.3 Restricted products

The following products are eligible for advertising via Sponsored Products and Sponsored Brands 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.

Sponsored Products
Australia, France, Germany, Italy, Japan, Mexico, Spain, and United Kingdom: We permit the promotion of alcoholic beverages and merchandise for Sponsored Products.

Canada and United States: We only permit ads for alcohol merchandise if the advertiser is not an alcohol manufacturer or distributor.

Sponsored Brands
Australia, Germany, Italy, Japan, Mexico, Spain, and United Kingdom: We permit the promotion of alcoholic beverages and merchandise for Sponsored Brands.

Canada and United States: 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, video and text for both Sponsored Products and Sponsored Brands:

  • Ads must promote the responsible consumption of alcoholic beverages. Ads must focus on the product and not suggest that the products help you consume alcohol in a safer way.
  • Ad content must not:
    • Associate drinking with motor vehicles, driving or operating machinery.
    • Be associated with pregnancy, maternity, or parenting.
    • Be directed toward or contain images, videos 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.
  • Ads must not target unrelated products.
    • The keywords selected must be strictly related to alcohol. Such as “Whiskey” and not “Drink.”
    • Product Targeting must be directly related to the product promoted.
Locale-specific requirements
  • Germany, Italy and Spain: Images and videos or text cannot be associated with sports.
  • Japan: Sponsored Brand ads must include the mandatory legal disclaimer stating that drinking under the age of 20 is prohibited by law.
  • India: Alcohol merchandise ads are permitted in Sponsored Brands and Sponsored Products.
  • Mexico:
    • Products with an alcohol strength of 55% and above are prohibited.
    • Headlines must only describe the product or brand. Marketing content, claims, promotions or slogans are prohibited.
Alcohol level testing kits and hangover cures and remedies

In addition to the general alcohol guidelines above, products in this category must focus on the product and not suggest that the products help you consume alcohol in a safer way.

Breathalyzers are permitted on Sponsored Brands and Sponsored Products.

Hangover cures and remedies are permitted on Sponsored Products.

Locale-specific requirements
  • Saudi Arabia and United Arab Emirates: Breathalyzers and Hangover cures and remedies are prohibited.

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:

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

4.3.3 Beauty products

Ads for beauty products must not:

  • 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”).
  • Claim to diagnose, cure, mitigate, treat, or prevent a disease or addiction.
  • Contain before and after images or videos.
  • Directly reference private, intimate, or sensitive bodily conditions.
Locale-specific requirements
  • Australia: Ads must not make any health or therapeutic claims and must not describe the effect of the product on the body.
  • Japan: Keywords must not include terms alluding to whitening of skin tone or similar terms.

4.3.4 Home-test kits

We permit ads 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 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), and pregnancy tests. These product categories are subject to locale-specific requirements. Please see below for more information.

Locale-specific requirements
  • Australia: Permitted only on Sponsored Products.
  • France: Ancestral, DNA and genetic profiling testing kits are prohibited in France.
  • Japan: Restrictions apply to home test kits. Product Targeting is prohibited.
  • Mexico: Headlines must not describe the medical condition or the product itself. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited"
  • Saudi Arabia: All home test kits are prohibited.

4.3.5 Infant and follow-on formula

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.

Infant formula is intended for infants between 0 -12 months in Australia and Mexico and between 0 - 6 months in other locales.

Follow on formula is intended for infants over 12 months in Australia and Mexico and between 6 -12 months in other locales.

We permit ads for infant and follow-on formula for Sponsored Products and Sponsored Brands with the below locale restrictions.

Locale-specific requirements
  • Canada, Japan, United Arab Emirates and United States: We permit ads for infant formula only in Canada, Japan, United Arab Emirates and United States.
  • Europe: Product Targeting for follow-on formula cannot target infant formula products.
  • India: We prohibit ads for infant formula, follow on formula and baby feeding products such as baby feeding bottles.
  • Saudi Arabia: We prohibit ads for infant and follow on formula.

4.3.6 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, drop point knives (Mexico only), swords, self-defense knives or ninja stars.

Locale-specific requirements

United Kingdom, United Arab Emirates, Saudi Arabia and India: Only ads for kitchen knives, cutlery or silverware are permitted.

Sponsored Products and Sponsored Brands

We permit the following knives for Sponsored Products and Sponsored Brands in all other locales:

  • 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.

4.3.7 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 a disease or addiction.
  • Contain before and after images or videos.
  • Make unrealistic or unrelated claims as to the efficacy of the product.
  • Discourage customers from visits to a qualified medical professional.
  • Drugs and supplements intended for pets must be clearly identified.

Locale-specific requirements
  • Australia: Ads must not make any health or therapeutic claims and must not describe the effect of the product on the body.
  • France, Italy and Spain: Smoking cessation products that include nicotine are prohibited.
  • Japan:
    • Ads must mention the product name and class of the drug or if it is a quasi-drug.
    • Keywords selected must be strictly related to the product or its intended effect.
    • Product Targeting is prohibited.
    • Sponsored Brands : Ads cannot contain different classes of drugs in the same ad.
  • Mexico: Headlines must not describe the medical condition or the product itself. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited.
  • Saudi Arabia: Over the counter medication products, food supplements, smoking cessation and products derived from Pork are prohibited.
  • United Arab Emirates: Products derived from Pork are prohibited.
  • United Kingdom: Ads for tablets or capsules that contain painkillers such as aspirin, ibuprofen and paracetamol must not encourage the purchase of more than one pack; for example, through multi-buy offers such as “buy one get one free”. Discounts on single packs are acceptable provided the ad copy does not explicitly suggest that customers make multiple purchases.
Weight loss and weight management products

Ads must not speak directly to customers, such as “Tired of being overweight?”, nor make any unrealistic or excessive claims, including, but not limited to:

  • Encouraging unhealthy eating or negative body image/self-perception.
  • Product Targeting must be directly related to the product promoted.
  • Substantial weight loss no matter what or how much the customer eats.
  • 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.
  • 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.
  • Weight loss of a specific amount over a defined period of time.
Locale-specific requirements
  • Australia: Foods, supplements, creams and other consumable or topical products cannot claim to assist with or have an impact on weight loss, slimming, or dieting.
  • Japan: Foods or supplements making health claims must include the relevant “Food With Function” or “Specific Health Food” label and statement on the product packaging.
  • Mexico and Saudi Arabia : We prohibit weight loss, weight gain, muscle building, and similar products.
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.

Locale-specific requirements
  • India, Saudi Arabia and United Arab Emirates: Consumable hemp products are prohibited.

4.3.8 Religious products

The keywords selected for products that are specific to a religion or faith must be strictly related to the religion associated with the product promoted, or to religion in general.

Product targeting must be related to the religion associated with the product promoted.

Locale-specific requirements
  • India: Products that are specific to a religion or faith are permitted on Sponsored Brands only.
  • Saudi Arabia: Religious products that may be considered culturally inappropriate are prohibited.
  • United Arab Emirates: Religious products and services are prohibited.

4.3.9 Sexual wellness

We permit the promotion of sexual wellness products on Sponsored Products and Sponsored Brands, provided the ads comply with the following requirements:

  • Ads must not contain claims related to increased sexual performance or libido boosting.
  • Ads must not explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions.
  • Ads must not target unrelated products.
    • Keywords must be strictly related to the product or the brand promoted.
    • Product Targeting must be directly related to the product promoted.
Locale-specific requirements
  • Mexico: Headlines must not describe the effect of the product on a person. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited.
  • Saudi Arabia: Sexual wellness products are prohibited.
  • United States: We prohibit ads for condoms, lubricants and similar products in Sponsored Products.

4.3.10 Sports and outdoor products

Ads for sports and outdoor products must not:

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

If an ad for sports and outdoor products contains images or videos 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 or videos 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).

Images and videos must comply with the content requirements listed above.

Locale-specific requirements
  • India: Toy weapons are permitted provided they are non-realistic.
  • Mexico and Saudi Arabia: All products in this category are prohibited.
  • United States: See Sponsored Products restrictions below.
Product acceptability

Sponsored Products and Sponsored Brands
We permit the following products for Sponsored Products and Sponsored Brands:

  • 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.

Sponsored Products in the United States
We permit the following products for Sponsored Products in the United States 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.