Sponsored Display Advertising Guidelines and Acceptance Policies


1. Overview
2. Ad Format and Functionality

1. Overview

The policies in this section apply to Sponsored Display and Product Display Ads. 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 will not be approved until you fix the policy violation. Please review the policies in this section to learn about Sponsored Display and Product Display Ads content restrictions, as well as which products are eligible or ineligible for this ad type.

These policies are in addition to our Amazon Ads Guidelines and Acceptance Policies. Both our Amazon Ads Guidelines and Acceptance Policies and these product-specific policies apply to your ad campaigns.

Sponsored Display is currently available in the United States, Canada, United Kingdom, France, Germany, Italy, Spain, India, and Japan. To learn more about Sponsored Display ads on Amazon, please visit Sponsored Display.

2. Ad format and functionality

Please ensure that your ad format complies with the following guidelines:

  • All images must be legible and of a high resolution.
  • Creatives should not interfere with legibility of ad templates.
  • We prohibit animated ads. All ads must be static.
  • Sponsored Display creative sizes include 300x250, 414x125, and 320x50 on mobile web and mobile app, and 320x50, 300x250, 160x600, 300x600, 650x130, 728x90, 970x250, and 980x55 on desktop.
  • Product Display Ads must be 728x90, 300x250, 160x600, 245x135 or 900x45.

3. Content requirements

The following content requirements apply to all elements of your ads: headline text, brand logo, images and showcased ASIN images.

3.1 General requirements

Your ads must:

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

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 more prominently in any image or video, and Amazon products are referred to correctly.
  • Children in peril, in adult situations or engaging in illegal activity, including, but not limited to around firearms, close to explosions, drinking alcohol or taking drugs, or in other dangerous or adult situations.
  • 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.
  • 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 promotes vandalism, anti-social behavior, or the defacing of public or private property.
  • Content that may be considered culturally inappropriate in the geographical location where the ad will be displayed.
  • Content that promotes hate, incites violence or intolerance, or advocates or discriminates against a protected group, whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or another category.
  • 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 encourages or glorifies smoking, the use of illicit drugs, abuse of legal drugs, drug paraphernalia or products to beat drug tests.
  • Content that promotes practices that can result in the physical or mental harm of people or animals.
  • Content that references private, intimate or sensitive physical or medical conditions or potentially embarrassing bodily functions or conditions.
  • Content that revolves around controversial or highly debated social topics.
  • Cruelty toward people or animals.
  • Deceptive, false, or misleading content.
  • Exploitation of sensitive events such as natural disasters, human-caused disasters, incidents of mass trauma and/or casualties, or the death of public figures.
  • Fake functionality such as “Play” buttons or login requests.
  • Foul, vulgar, or obscene language or language containing profanity, including obfuscated text, scatological references, suggestive language, or inappropriate double meanings.
  • 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 any religion.
  • Shipping or delivery claims.
Locale specific requirements
  • France and Germany: Content related to Scientology is prohibited.

3.2.1 Prohibited images

Image guidelines

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

  • Images of weapons (including realistic and non-realistic firearms, swords, bows and arrows, etc.) that are:
    • Shown in a violent, threatening manner (for example, in the process of injuring another character).
    • Displayed in a gruesome way (for example, covered in blood).
    • Pointed at a character.
    • Directed out toward the customer.
    • Handled by or associated with a minor.
    • Shown in the act of firing (for example, bullets visibly exiting the weapon, smoke or other residue shown around the barrel).
    • See the Sports and Outdoor Products section below for restrictions specific to those products.
  • Realistic or excessive violence, brutality, scary images, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberments, or mutilations of bodies.
  • 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 of a woman in a bikini may be used to promote bikinis, but the same image cannot be used to promote a car because a woman in a bikini is not relevant to a vehicle.
  • Sexual content:
    • Sexually suggestive poses, such as the parting of the legs, gripping of hair, or accentuation of the hip, along with amorous or sexually suggestive facial expressions.
    • Images that draw undue attention to intimate body parts, such as breasts or buttocks, in a sexual way.
    • Depictions of minors in sexual situations.
    • Images of suggestive undressing, such as pulling down a bra strap or underwear.
    • Models in sexy lingerie such as stockings, suspenders, or paraphernalia such as whips and chains.
    • Provocative embraces or embraces in a provocative setting such as in a shower or on a bed.
    • Sexual innuendo in text, image, or video.

3.3 ASIN images

Your product images must comply with our policies.

The presence of your brand logo in your ad helps customers readily 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.

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 must not:

  • Be a product, ASIN (including cropped versions), lifestyle image or a combination of these.
  • 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 use the following, 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.
  • Book, film and TV series ads can also use a creative series title.

3.5 Ad copy

3.5.1 Editorial style guide

Ads should be professional. The following guidelines apply to all ad copy, including any text appearing in images.

  • Use proper grammar, spelling, punctuation, and formats.
  • Improper punctuation, such as repeated question or exclamation marks (“!!!”) or excessive ellipses (generally no more than two instances per headline) must not be used.
  • Random capitalizations such as “CaMeL CaSe or tOGGLE cASE”, “Title Case”, “MIXED case”, “ALL CAPS”, and “lower case” must not be used. However, capitalized words for common abbreviations (such as DIY) or for originally capitalized trademarks are acceptable.
  • The use of special characters in place of letters (such as “H8 stains?” for “Hate stains?”), within/around words (such as “B.E.S.T. E.V.E.R”), or to shorten words (such as w/out) is not permitted.
    • Special characters are only permitted where part of the brand or slogan, or the usage is typical for the word or phrase, such as AC/DC or AM/PM, or according to conventional usage (for example, “$” to represent US Dollars or “#” to represent "number").
    • Emoji and ASCII art are not permitted.
  • Headlines must be relevant to the product advertised.
    • To uphold a high-quality creative bar for your ads, we recommend 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).

3.5.2 Call to action (CTA)

Additional call-to-action (CTA) buttons or text are not allowed in the ad. Sponsored Display creatives dynamically incorporate these elements by default.

3.6 Claims and substantiations

Advertising claims in your ads must be truthful and accurate. You must have evidence in support of your advertising claims. If you make a claim in your ad copy, that claim must not be contradicted on the product detail page.

Awards, accolades, or study claims should not be more than 18 months old.


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.
  • Comparative: Must be supported with a citation of an independent source and dated within the last 18 months (for example, “Americas best hat, Hat Makers magazine, 2019"). We do not permit the direct comparison to competitor brands.
  • Component claims: Claims that are related to components of the product (for example, "organic ingredients," "gluten free," or "nut free”).
  • 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 in its category.”
  • 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”).

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 (for example, “this shower gel will leave you feeling fresher”).
Warranty and guarantees

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

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

3.7 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 savings period so that ads do not run on dates when the offer or the savings 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, Valentines Day, and Christmas) must start within a reasonable time frame leading up to the event and must end within 24 hours after the event date, or a reasonable time after that depending on the event.
  • If you extend the campaign after the offer or the savings period ends, you must modify your ad copy by removing any promotional messaging that no longer applies.
  • We prohibit any reference to specific pricing promotions. 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, if the promotion is visible on the product detail page and 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 showcased products for the duration of the campaign.
  • Other savings campaigns must have active savings on the showcased products for the duration of the campaign.
Locale-specific requirements

Japan: We prohibit any promotional messaging in Japan.

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 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

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 eligible products.

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 products 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. For product acceptability specific to Amazon Homepage, review Amazon-wide Creative acceptance policies page.

  • Adult products, including pornography and other sexually explicit products, products claiming to enhance sex, as well as other “adult” sexual products and services.
  • Aerosol paint.
  • Alcohol, alcohol merchandise, alcohol recovery, or hangover cures or treatments.
  • Beauty and personal care products that claim to permanently physically change natural body properties.
  • Competitions and sweepstakes.
  • Drug testing kits.
  • Disease or health 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.
  • Gender prediction kits.
  • Get-rich-quick products.
  • Graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos and other content.
  • Illicit and recreational drugs, drug-related paraphernalia, drug testing equipment, or products to beat drug tests.
  • Illegal or sensitive pharmaceutical, health or beauty products and services.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Oils, supplements, or ingestibles that are derived from or contain hemp (for example, hemp-based dietary and vitamin supplements, hemp oils, and hemp proteins), cannabidiol (CBD), THC, or products otherwise related to cannabis.
  • Pre-natal gender prediction and similar test products.
  • Prescription drugs and devices.
  • Products that are personal, sensitive or intimate in nature.
  • 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 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 and other smoking products and accessories, including products containing nicotine, cigarette papers, e-cigarettes, vapes, and similar products (including nicotine-free equivalents).
  • UV tanning services and equipment.
  • Weapons (please review Explosives, Weapons, and Related Items for a comprehensive list), including:
    • Airsoft weapons and ammunition.
    • Ammunition or reloaded ammunition, and ammunition storage such as bins and safes.
    • Assault weapon parts or accessories, or products marketed as assault weapon parts or accessories, including references to various assault weapon models.
    • BB guns and ammunition.
    • Bows and arrows, arrow points, crossbows, slingshots, and other projectile weapons.
    • Destructive and explosive devices such as fireworks.
    • EDC, multifunctional, ortactical pens.
    • Handgun safety certificates.
    • Laser, telescopic, and non-telescopic fixed weapon sights.
    • Paintball guns and ammunition.
    • Pepper spray.
    • Pistols, revolvers, or any form of firearm and firearm accessories such as black powder, gun parts, gun cleaning kits, holsters, safes, gun rests, gun rest bags, and gun slings.
    • Products that resemble or include realistic or actual weapon, weapon parts or ammunition.
    • Shooting sticks.
    • Tactical cases, bags, and paracords.
    • Weapons or other items intended solely for law enforcement or military use, such as stun guns and tasers.

4.3 Restricted products

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

4.3.1 Alcohol

Product acceptability
  • Ads for alcoholic beverages (beer, wine and spirits), non-alcoholic beer, wine, and spirits, alcohol-branded merchandise or sponsorships, alcohol recovery, hangover cures or treatments, and breathalyzers are prohibited. “Alcohol-branded merchandise or sponsorships” means ad campaigns by or products branded with alcohol drink, manufacturer, or distributor marks.
  • Alcohol content featured in non-alcohol ads (for example, a movie trailer starring actors consuming alcohol) must comply with the content requirements below.
Content requirements

The following requirements apply to non-alcohol products that feature alcohol in the ad (for example, an ad for a wine preservation product or a book cover featuring characters consuming alcohol):

  • Ads may feature alcohol content if: 1) relevant to the product promoted, and 2) the primary product is positioned more prominently in the ad.
  • 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.
  • Ads must not:
    • Associate drinking with motor vehicles, driving, or operating machinery.
    • Be associated with pregnancy, maternity, or parenting.
    • Be directed toward or contain images or content designed to appeal to minors.
    • Discourage 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.
    • Contain persons that appear to be under the age of 25.
  • Product targeting must be directly related to the product promoted.
Locale-specific requirements

Germany, Italy, and Spain: Ad images, videos or text cannot be associated with sports.

India: Ads that showcase alcoholic beverages, including in non-alcohol product ads, 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

We prohibit ads for the following:

  • Caustic creams, gel, liquid, or similar solutions.
  • Etching creams.
  • Graffiti-related paints, markers, creams, nozzles, refills, and “how-to” videos and other content.
  • Spray paint and refills, aerosol paints, and spray paint guns sold with spray or aerosol paint.

4.3.3 Beauty and personal care products

Ads for beauty and personal care products must not:

  • Claim to permanently change a normal body function or condition.
  • Contain before and after images.
  • Directly reference private, intimate, or sensitive bodily conditions.
  • Make any therapeutic or health claims related to a disease, ailment, discomfort, injury, or physical or psychological condition.
  • 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”).

Ads and landing pages must not use unsupported or exaggerated claims or set unrealistic expectations of the effectiveness of the product.

Products of a sensitive or personal nature are not permitted. For example, incontinence products or intimate personal care products such as douches, intimate deodorizers, and feminine hygiene sprays.

4.3.4 Home-test kits

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

Ads for services that provide detailed health results, such as a person’s risk for hereditary cancers and heart conditions, as well as blood sugar monitoring kits, blood pressure monitors, urinalysis kits, and pregnancy tests, are prohibited.

Locale-specific requirements

France, India and Japan: All home-test kits products are prohibited.

4.3.5 Infant and follow-on formula

Ads for infant and follow-on formula must not contain messaging that discourages breastfeeding or claims that the product can be a substitute for breastfeeding.

Ads must not contain images or text relating to the feeding or care of infants under the age of 6 months (for example, an image of a newborn in a hospital right after delivery).

  • We prohibit ads for infant formula between 0 - 6 months.
  • We permit ads for follow-on formula intended for older infants (12 months and up) in Canada and USA only.
Locale-specific requirements

• India: We prohibit ads for follow on formula and baby feeding products such as baby feeding bottles.

4.3.6 Knives

We prohibit knives whose primary purpose is, or which are marketed in a way that claim they are, for combat or military use, self-defense or to encourage violent behavior. Examples of these include zombie 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.

We permit household knives, kitchen knives, cutlery or silverware, all-purpose tools such as pocket and everyday carry knives, and knives whose primary purpose is for outdoor activities such as camping.

Locale-specific requirements

China, India, Japan and the United Kingdom: We only permit ads for kitchen knives, cutlery or silverware.

4.3.7 Over-the-Counter (OTC) drugs and supplements

Ads for pharmaceutical products such as medical devices, OTC drugs and supplements (including vitamin ads) 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.
  • Claim that non-prescription drugs are as effective as prescription drugs.
  • Contain before and after images.
  • Discourage customers from visits to a qualified medical professional.
  • Make unrealistic or unrelated claims as to the efficacy of the product.
  • Reference private, intimate, or sensitive medical conditions nor sensitive bodily functions or conditions.

Drugs and supplements intended for pets must be clearly identified.

Locale-specific requirements
  • Japan:
    • Ads for OTC medicines and non-clinical medical devices are prohibited.
    • Ads for quasi-drugs and Tokuho products are permitted.
    • Ads must mention the product name and if it is a quasi-drug.
    • Ads must not contain different classes of drugs in the same ad.
    • Ads must refer to products by their primary function only and must not include efficacy claims.

4.3.8 Weight loss and weight management products

Products whose primary purpose is to aid weight loss are not permitted. Ads must not speak directly to customers nor make any unrealistic or excessive claims, such as:

  • 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.
  • Using before and after images.
  • Weight loss of a specific amount over a defined period of time.
  • Substantial weight loss no matter what or how much the customer eats.
  • That a customer will lose weight by wearing a product on the body or rubbing it into the skin.
  • The product can burn fat, increase metabolism, suppress appetite, or expedite other natural bodily functions.
  • Encouraging unhealthy eating or negative body image or perception.

4.3.9 Sports and outdoor products

Ads for sports and outdoor products must not:

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

If an ad for sports and outdoor products contains images of weapons, the ad must not show the weapon or accessory in use and must not include products that are unrelated or superfluous to the product promoted.

Images in ads promoting weapon accessories must:

  • Focus on the weapon accessory and not the weapon itself (for example, an ad for an airsoft glove cannot feature the airsoft weapon).
  • Not show the weapon in use or about to be used.
  • Not contain products or accessories superfluous or unrelated to the primary product.

Images must comply with the content requirements listed above.

Product acceptability

We permit the following sports or outdoor weapon-accessory products:

  • Airsoft accessories such as masks and gloves.
  • Arrow rests, flights, bowstrings.
  • Binoculars, monoculars, and night vision monoculars.
  • Decoys.
  • Flashlights.
  • Game and trail cameras.
  • Handheld spotting scopes.
  • Paintball masks, headwear, and protective eyewear.
  • Rangefinders.
  • Targets.
Locale-specific requirements

India: Toy weapons are permitted provided they are non-realistic.