Sponsored Ads Guidelines and Acceptance Policies

TABLE OF CONTENT

1. Overview
2. Ad Format and Functionality

1. Overview

The policies in this page apply to Sponsored Products and Sponsored Brands (which includes Sponsored Brands videos and Store Spotlight, 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, for example adhering to the requirements of the CAP Code if your advertisements are targeting UK consumers. 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. Amazon may suspend or terminate your ad account(s) for severe or repeated Ad Policy violations. 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 Amazon Ads Guidelines and Acceptance Policies. Both our Amazon Ads Guidelines and Acceptance Policies and policies apply to your ad campaigns. Separate Ad Policies apply to Sponsored Display Ads, Book Ads, Posts, 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.

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 3.14 for Sponsored Brands video guidelines.

3. Content requirements

The following content requirements apply to all elements of your ads: custom and 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
  • Ads for live animals intended for consumption by another animal are prohibited. Insect or animal pet food products, such as frozen rodents, insects, or meal worms, must not show the contents of the packaging.
  • 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.
  • 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; 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 implies or claims to diagnose, treat, or question gender identity or sexual orientation.
  • 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 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 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. During an election year we prohibit media products about a specific political party, issue, or candidate.
  • Cruelty toward people or animals.
  • Deceptive, false, or misleading content.
  • Emoticons and emojis.
    • Emoticons and emojis that are not suggestive, lewd, profane, or vulgar are permitted in custom text.
  • 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, or creates a sense of urgency such as “Last Chance”, “Don’t leave it to too late”, “Don’t Miss Out”, “Hurry while supplies last”, 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.
  • 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.”
  • References to “dupe” when the ad contains a brand name that is not that of the advertiser.
  • Religious advocacy, whether advocating or demeaning a religion.
  • Shipping or delivery claims.
  • Special characters (unless part of the brand name or slogan).
    • Hashtags (#) are permitted in custom text.
Locale-specific requirements
  • Egypt, 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.
  • Singapore: Ads for apparel must not contain sexually provocative content.

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.
    • 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
  • Egypt
    • Images of swine animals are not permitted.
    • Images must be modest and must not contain sexually provocative content.
  • 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 or Product Images

Your showcased ASIN images in your ads must comply with our policies and the Amazon Site Standards for Product Images. GIFs or animation are not allowed.

Sponsored Brands. Duplicate or identical products, custom images (such as slide show ad formats), or product images within the same ad are not allowed. ASIN images within the ad must be of, or pertain to, the product being sold and clearly depict product variations (such as color, model, or style).

Electronics advertisers may include duplicate ASIN images for consumer electronic devices, provided each represents different product specifications.

Sponsored Brands ad formats require your brand's logo so customers can readily identify you as the advertiser. Brand logos provide a better experience for shoppers and help drive more engagement with your brand and products.

As the brand logo may be used for a variety of different ad formats, it is important that your logo meets these brand logo guidelines. If you do not have a brand logo that meets the following conditions, you should consider using Sponsored Products as an alternative.

A brand logo is 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. If your logo does not fill the entire image it must be placed on a solid color background that fills the entire image.
  • 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 (including 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 advertisers such as film and TV may also use the following, provided these images are also found on the product packaging or product detail page or author page:

  • An actor or related character image.
  • Product-related icons, such as a spider’s web for a Spiderman film.
  • Film and TV series titles with a relevant overlay or imprinted on a relevant background.

Ads featuring music products can incorporate the following elements into the logo slot:

  • Music Label Logo or Artist Logo that:
    • Fills the entire image. If your logo does not fill the entire image, it must be placed on a solid color background that fills the entire image.
  • Artist Name or Alias
  • Artist Image
  • Element from Artist's Album Cover

Logo guidelines for book advertisers are found here.

See How to build brand creatives to engage Amazon shoppers for more information.

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

All advertisements are subject to review. Amazon reserves the right to require modifications to ads, block ads, revoke approval of an ad, and/or require factual substantiation for an ad. The advertiser is fully responsible for ensuring that the claims, commitments, and representations in its ads and other relevant materials are truthful, accurate, complete, and not misleading. This includes, but is not limited to, efficacy, awards, origin, and components claims. Claims in ads must not be limited or contradicted on the product detail page, product website, landing page, or in other advertiser materials.

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.
  • Brazil: Organic, diet and sugar-free claims require substantiation on the product packaging.
  • Singapore: Organic claims require substantiation on the product packaging.
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 should only include text that is naturally present in the image, (such as on product packaging), unless the images are autogenerated from a Store's banner.

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) unless ads are autogenerated from a Store's banner.
  • Include any pricing or promotional messaging.
  • Contain letterbox or pillarbox formats.

See below for image examples and How to build brand creatives to engage Amazon shoppers for more information.

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 and custom text

Headlines and custom text in images or video must be relevant to the product advertised.

We permit headlines that are:

  • Focused on branding or are not product-specific in order to highlight a variety of relevant products (for example, an ad with a headline featuring kitchen appliances can feature a variety of kitchen appliances).
  • Relevant to at least one product in the ad, provided the other products shown are in the same category (for example, an ad with the headline “Step up your style with high-heeled shoes” should feature at least one pair of high-heeled shoes, and the remaining products shown could be any type of shoe).

We prohibit headlines that contain claims related to health conditions or allergy/health-related ingredient claims, unless the claims apply to all products being advertised.

To uphold a high-quality creative bar for your ads, Amazon recommends that the headline or custom text 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, RANDOM capitalization, or CaMeL case. Capitalized words for common abbreviations (such as DIY), or for originally capitalized trademarks, are acceptable.

See How to build brand creatives to engage Amazon shoppers for more information.

Locale-specific requirements

Japan: This capitalization policy does not apply.

3.10 Keyword and product targeting

The keywords or products targeted in your Ads must be relevant to the product being promoted. Ads must not target keywords or products that could result in an offensive, insensitive, or undesirable shopper experience.

Some examples of restricted product categories and keywords are:

  • Offensive, profane, or vulgar keywords or products.
  • Prescription medicine keywords or products, such as "Lipitor" or "prednisone".
  • Products, and keywords of products that we do not advertise per our prohibited products and content policies, such as e-cigarettes or sexually explicit and adult products.

3.11 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.

3.12 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.

3.13 Store spotlight

Store spotlight for Sponsored Brand ads allows you to highlight three individual pages from your Store where shoppers can discover different product collections.

To use Store spotlight you must have a Store with at least three sub-pages, in addition to the homepage.

If you do not yet have a Store, you can learn how to quickly set one up here.

Store sub-page selection
When you select your Store sub-page, the existing sub-page name and the first product listed in the Store page will be selected to represent that page in your Sponsored Brand ad. You may select an alternative product, provided that product is available on the Store sub-page and easily discoverable for your customers. You may also make minor edits to the Store sub-page title.

You cannot select the same Store sub-page twice in the same spotlight ad.

Content guidelines
Headline and sub-page titles must meet the content requirements listed in this policy, including the headline requirements in section 3.9. In addition:

  • Headlines and sub-page titles must not contain deals, savings or other discount messaging.
  • Headlines and sub-page titles should use the same casing, and must not contain ALL CAPS or CaMel CaSinG. Capitalized words for common abbreviations (such as DIY), or for originally capitalized trademarks, are acceptable.
  • Store sub-page titles must not be materially changed from the original Store sub-page name and must not include ellipses or a Call To Action.

Product acceptability guidelines
Stores contain a variety of products that may not be permitted in Sponsored Brand ads. Please ensure you review 4.2 Prohibited products before you select your Store sub-pages.

Store sub-page guidelines
Store sub-pages must only include products that are in stock and available for sale.

3.14 Video and Video Posts Guidelines

General guidelines
Sponsored Brands Video and Video Posts allow you to engage your customers by including compelling videos. Video can be in vertical (9:16) or horizontal (16:9) format under Sponsored Brands video, and vertical (9:16) only under Video Posts.

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 continuous bars on any side of the video content. If they only appear in a few frames or the end card, this can be approved.
  • We do not permit blank or black frames at the start or end of videos.
  • Video ads cannot end in ways that truncate a description (voice over, speech or written text) in the middle of a sentence.

For Posts caption policies, please see here.

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 Brands 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 unless the video is without audio. 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. The text must be big enough to be readable to the average customer. Ads cannot use the same or similar color for text and background because the text will not be legible (for example, white text on light gray background).
  • 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.
Locale-specific requirements
  • Japan: If Intellectual properties (IP) such as copyrighted songs, musical scores, and lyrics are managed by music copyright management organizations such as JASRAC, advertisers/agencies are responsible of acquiring necessary rights/licenses to use such IP in their ads. In the event that copyright materials owned by copyright management organizations are used in violation of IP rights and Amazon.co.jp is charged license fees from these organizations, Amazon shall be entitled to claim any damages and reimbursement of costs incurred against the associated advertiser/agency).
  • For over-the-counter drugs and medical devices, SBV ads must contain the same video that is present on the product detail page.

3.15 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 all ads 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

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.
  • 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.
  • Illicit and recreational drugs and drug-related paraphernalia.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Non-metal outdoor hunting and camping knives
  • Oils, supplements, cosmetic beauty products or ingestible products that contain cannabidiol (CBD), THC or otherwise related to cannabis.
  • Paternity tests, infidelity tests, or sexual assault test kits.
  • 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.
  • Products related to gambling services.
  • Products that may infringe, encourage, or enable, the infringement of intellectual property or personal rights.
  • Sodium Nitrate
  • 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
  • Egypt: The following Products are prohibited:
    • Products derived from Pork
    • Pesticides and fertilizer products
    • Beauty and personal care products
    • Radar detectors and laser pointers
    • Commercial / Industrial broadcasting equipment
  • Saudi Arabia: The following products are prohibited:
    • Dog food and supplements.
    • Entertainment and media products.
    • Financial products and services.
    • Intimate and personal care products.
  • Saudi Arabia and United Arab Emirates: The following products are prohibited:
    • Gambling products.
    • Products related to horoscopes, fortune telling, black magic and similar occult products.
    • Products derived from Pork.
  • Singapore: The following products are prohibited:
    • Chewing gum.
  • United Arab Emirates: The following products are prohibited:
    • Education services.

4.3 Restricted products

The following products are eligible for advertising provided ads comply with the restrictions listed below.

4.3.1 Alcohol and alcohol related products

United States: We only permit ads for non-alcoholic beverages and alcohol merchandise if the advertiser and/or its parent company do not hold a license to produce or distribute alcoholic beverages.This policy applies to ads promoting alcoholic drinks (wine, beer and spirits) and alcohol-related merchandise.

Alcohol ads are prohibited in Canada, Egypt, India, Saudi Arabia, United States and United Arab Emirates. Please see the sections below for requirements that apply to alcohol ads in permitted locales

Please note that this policy does not cover alcohol content featured in non-alcohol ads (for example, a film trailer starring actors consuming alcohol). As per the Prohibited Content policy, ad content must not encourage, glamorise or depict excessive consumption of alcohol.

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

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

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

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

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

United States: We only permit ads for non-alcoholic beverages and alcohol merchandise if the advertiser and/or its parent company do not hold a license to produce or distribute alcoholic beverages

Content requirements

In locales where alcohol ads are permitted, the following requirements apply to image, video and text for both Sponsored Products, Sponsored Brands and Sponsored Brands video:

  • 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 minors or 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 exact match and strictly related to alcohol. Such as “Whiskey” and not “Drink.”
    • Product Targeting must be directly related to the product promoted.
Locale-specific requirements

Alcohol ads are only permitted in the locales listed below, subject to the corresponding policy requirements.

  • Australia: Sponsored Brands video ads must include a responsible drinking message (for example, “Drink Responsibly”).
  • Brazil:
    • Sponsored Brand and Sponsored Brand video ads for alcoholic beverages (excluding alcoholic beers) must include one of the following mandatory responsible consumption legal disclaimers in upper case:
      • BEBA COM MODERAÇÃO (“Drink with moderation”).
      • A VENDA E O CONSUMO DE BEBIDA ALCOÓLICA SÃO PROIBIDOS PARA MENORES (“Sale and consumption of alcoholic beverages are prohibited for minors”).
      • ESTE PRODUTO É DESTINADO A ADULTOS (“This product is intended for adults”).
      • EVITE O CONSUMO EXCESSIVO DE ÁLCOOL (“Avoid excessive alcohol consumption”).
      • NÃO EXAGERE NO CONSUMO (“Do not exaggerate in consumption”).
      • QUEM BEBE MENOS, SE DIVERTE MAIS (“Who drink less, have more fun”).
      • SE FOR DIRIGIR NÃO BEBA (“If driving, do not drink”).
      • SERVIR BEBIDA ALCOÓLICA A MENOR DE 18 É CRIME (“Serving alcoholic beverages to minors under the age of 18 is a crime”).
    • Sponsored Brands, Sponsored Brands Video, and Stores for alcoholic beers must include one of the following mandatory responsible consumption legal disclaimers in upper case:
      • CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”).
      • SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”).
    • Video ads for alcohol must include one of the above disclaimers delivered verbally and in the copy at the end of each ad.
    • Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.
    • Images and videos or text cannot be associated with sports.
  • France:
    • Disclaimer: Ads must include one of the following statements: “l’abus d’alcool est dangereux pour la santé” or “à consommer avec moderation.”
    • Ads can only contain the following information about the alcoholic beverage: alcohol by volume percentage, origin, denomination, composition, name and address of the manufacturer, agents and depositaries, method of elaboration, methods of sale, mode of consumption of the product, references to the region of production, references to awards obtained by the beverage, references to the appellation of origin or geographical indication. The packaging for the beverage can be reproduced only if it complies with the preceding ad content rules.
    • Ads for non-alcoholic products must not feature, promote, or refer to alcohol brands, or the consumption of alcohol. Images of generic alcoholic beverages may be permitted so long as they are not the main focus of the ad.
  • Germany: Images and videos or text cannot be associated with sports.
  • India: Alcohol merchandise ads are permitted in Sponsored Brands and Sponsored Products.
  • Italy:
    • Ads must include a responsible drinking message, such as "Bevi responsabilmente".
    • Images and videos or text cannot be associated with sports.
  • Japan:
    • Sponsored Brand and Sponsored Brands video ads must include the mandatory legal disclaimer stating that drinking under the age of 20 is prohibited by law, 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 beer, cocktails, shochu, sake, plum wine, wine, brandy, and whiskey only. Ads must not show:
      • A person drinking brandy/whiskey in a gulping manner.
      • Large bottles or other drinking containers.
  • Mexico:
    • Products with an alcohol strength of 55% and above are prohibited.
    • Custom text must only describe the product or brand. Marketing content, claims, promotions or slogans are prohibited.
    • Disclaimer: Ads for Sponsored Brands video must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”
  • Netherlands:
    • Ads must comply with the Dutch Advertising Code for Alcoholic Beverages.
    • Sponsored Brand ads must include the mandatory legal disclaimer “geen 18, geen alcohol”.
  • Poland:
    • Ads for alcoholic beverages are prohibited.
    • Ads for alcohol branded merchandise are prohibited.
    • Ads for non-alcoholic beverages (excluding beer) that share the same or similar name, brand, trademark, design or packaging as an alcoholic beverage are prohibited.
    • Ads for non-alcoholic beers are permitted.
  • Saudi Arabia and United Arab Emirates: Alcohol beverages, including alcohol preparation and brewing kits, and alcohol merchandise are prohibited.
  • Spain: Disclaimer: Ads must include “Disfruta de un consumo responsable.”
  • Singapore: Ads for alcoholic beverages are not permitted during the religious festival ‘Hari Raya’.
  • Sweden:
    • Ads for alcoholic beverages are prohibited.
    • Ads for alcohol free drinks and beverages are permitted. For example, an alcohol-free beer.
    • Ads for alcohol branded merchandise are permitted. For example, a Guinness beer dispenser.
  • South Africa
    • Ads must include a responsible drinking message, such as “drink responsibly” or “Not for persons under 18”
  • United Kingdom: Disclaimer: Ads for Sponsored Brands video must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts.”
  • United States: Alcohol beverages 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 only.

Locale-specific requirements
  • Brazil, Egypt, 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.
  • Directly reference private, intimate, or sensitive bodily conditions.
  • Use unsupported or exaggerated claims, or create unrealistic expectations regarding the effectiveness of the product. This includes the presentation of before and after images or videos that are related to body image or intimate and personal products.

Additional Notes:

Before and after images are permitted for non-sensitive products if they follow the above policy.

Keywords must not include terms alluding to whitening of skin tone or similar terms.

Beauty products that claim to have a physiological effect on the body need to have supporting evidence on the product packaging.

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.
  • Brazil and Mexico: Ads must not describe the medical condition or the product itself. Custom text may only contain the brand or product name and an appropriate CTA.
  • Singapore: Hair growth products and laser hair removal products are prohibited.

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.
  • Brazil, Egypt, and Saudi Arabia: All home test kits are prohibited.
  • France: Ancestral, DNA and genetic profiling testing kits are prohibited in France.
  • Japan: Restrictions apply to home test kits. Product Targeting is prohibited.
  • Mexico: Custom text must not describe the medical condition or the product itself. Custom text may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited"
  • Spain: Ancestral, DNA, Diabetes and blood sugar monitoring kits, personal genetic profiling kits, urinalysis kits, and lancing devices (medical only) are prohibited.

4.3.5 Infant and baby products

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 defined as formula intended for infants between 0 and 12 months in Australia, Belgium, Mexico and Singapore and South Africa and between 0 and 6 months in other locales.

Follow on formula is defined as formula intended for infants older than 12 months in Australia, Belgium, Mexico and Singapore and between 6 and 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
  • Brazil:
    • We prohibit ads for infant formula, follow on formula and baby feeding products such as feeding bottles, bottle nipples and pacifiers.
    • Baby food products over 12 months are prohibited in Sponsored Brands.
  • Australia, Belgium, BeFrance, Germany, Italy, Mexico, Netherlands and United Kingdom: Infant Formula is prohibited.
  • 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 feeding bottles.
  • Netherlands and Singapore: We prohibit ads for infant formula. We prohibit Sponsored Product ads for follow-on formula.
  • Poland and Sweden: We prohibit ads for infant formula and follow-on formula.
  • Egypt and Saudi Arabia: We prohibit ads for baby formula and food products.

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, swords, self-defense knives or ninja stars.

Locale-specific requirements

Belgium, Egypt, India, Netherlands, Poland, Saudi Arabia, Sweden, United Arab Emirates and United Kingdom: 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 Pharmaceuticals and healthcare - over-the-counter (OTC), supplements and medical devices

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

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

In addition:

  • Ads for OTC drugs and supplements (including vitamin ads) must not claim that non-prescription drugs are as effective as prescription drugs
  • Ads 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 and US: N95, N99, N100, R95, R99, R100, P95, P99 or P100.
  • Ads 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).
  • Drugs and supplements intended for pets must be clearly identified.
  • Products that improperly claim to be ‘FDA Cleared’, ‘FDA approved’ or products that include the FDA logo in associated images are not permitted (for more information, see here).
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.
  • Brazil:
    • Dairy milk products are prohibited in Sponsored Brands.
    • Food and supplements that claim to; replace meals, encourage excess consumption, or improve social status or physical or mental performance are prohibited.
    • OTC medication products and devices are prohibited.
  • Egypt: OTC medication products and devices, vitamin and food supplements, and artificial sweeteners are prohibited.
  • France, Italy and Spain: Smoking cessation products that include nicotine are prohibited.
  • Japan:
    • Ads for OTC drugs are permitted in Sponsored Brands only.
    • Ads for medical devices are permitted in Sponsored Products and Brands.
    • 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.
    • For Sponsored Brand Videos: Videos for OTC drugs and medical devices match the video on the product detail page.
  • Mexico: Custom text must not describe the medical condition or the product itself. Custom text may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited.
  • Netherlands: Ads for OTC medication and devices cannot include any financial incentive to purchase. For example, sales promotions, direct or indirect price offers, coupons or refund promotions.
  • Poland:
    • Ads for OTC medicines are prohibited.
    • Ads for smoking cessation products are prohibited.
    • Ads for medical devices and home test kits are permitted.
  • Saudi Arabia: OTC medication products and devices, food supplements and smoking cessation are prohibited.
  • Singapore:
    • Permitted medical devices must have approval from the Health Sciences Authority and supporting evidence on the product detail page or product packaging.
    • Smoking cessation products are prohibited.
  • Sweden: Ads for all smoking cessation products must include the disclaimer "18+".
  • South Africa
    • Ads must not use specific medical terms to describe hair and scalp conditions; For example, use “excess oil” instead of “seborrhea”; “dandruff” instead of “pityriasis” and “seborrheic dermatitis” and “hair loss” instead of “alopecia”.
    • Medication that contains more than one active ingredient, no specific reference shall be made to the specific properties of any individual active ingredient unless a reference of this nature has been approved by the Medicine Authority for inclusion in the professional information of such medicine
    • Medication which has not received registration with the Medicine Authority the following disclaimer should be included in the advertisement: "This unregistered medicine has not been evaluated by the SAHPRA for its quality, safety or intended use.”
  • 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.
  • Egypt, 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
  • Brazil, Egypt, India, Saudi Arabia, Singapore, South Africa and United Arab Emirates: Ingestible 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
  • France, Germany, Netherlands, Poland, Singapore, and Sweden: Content related to Scientology is prohibited.
  • India: Products that are specific to a religion or faith are permitted on Sponsored Brands and Sponsored Products only.
  • Egypt, Saudi Arabia, and United Arab Emirates: Products and content related to atheism, paganism, and polytheism are prohibited.
  • Singapore: Restrictions apply to content as required by Singapore law.
  • 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 focus on the medical properties of the product (such as birth prevention, or to prevent diseases, or general branding).
  • Ads must comply with the “Prohibited Content” policies above.
  • 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
  • Belgium: Sexual Wellness is prohibited on Sponsored Brands and Sponsored Brand video.
  • Brazil: Sponsored Products are permitted for keyword targeted ads only.
  • Brazil, Netherlands, Poland, Sweden, Singapore, and United Arab Emirates: Sponsored Brand and Sponsored Brand videos are prohibited.
  • Canada, France, Germany, India, Italy, and Spain: Permitted for keyword targeted ads only.
  • Mexico: Custom text must not describe the effect of the product on a person. Custom text may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited.
  • Egypt and Saudi Arabia:
    • Ads: Prohibited
    • Stores: Condoms and lubricants are permitted. Stores must not be sexually provocative (which includes images of people kissing, people in sexually provocative positions or simulating sexual acts, etc).
  • Singapore:
    • We prohibit ads for lubricants.
    • We prohibit ads for condoms, lubricants and similar products in Sponsored Products.
    • Ads for condom must not contain sexually provocative content.
  • Turkey: Ads for condoms are permitted in products, brands and stores. Ads for lubricant, sexual enhancers, and sexual wellness products are not permitted.
  • United Arab Emirates: Ads must not contain sexually provocative content.
  • 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 behaviour.
  • 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
  • Brazil: Toy foam guns and accessories are permitted, provided that they are non-realistic.
  • Egypt: All weapons and weapon accessories are prohibited.
  • Belgium, India, Netherlands and Singapore: Toy weapons are permitted, provided that they are non-realistic.
  • Mexico and Saudi Arabia: All products in this category are prohibited.
  • South Africa and 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.
  • Torches.
  • 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 South Africa and the United States
We permit the following products for Sponsored Products in South Africa and 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.

4.3.11 Used and Amazon Renewed Products

We permit ads for refurbished products, provided the headline ad copy or custom text states clearly that the product is re-conditioned, refurbished, renewed, used, second-hand etc.

Refurbished products must not be mixed with non-refurbished products.

Sponsored Brands and Sponsored Products

  • The ad must drive to the relevant section on the Stores page with all the promoted products and not the Amazon Renewed page
  • Sponsored BY name must always be the brand name and never “Amazon Renewed’ or ‘Amazon’