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Amazon Ad Guidelines

Common Restricted or Prohibited Categories 

Does your ad contain? If yes:
Alcohol (as a product) Prohibited in US, India, UAE, and China; all other locations permitted within guidelines in CAP 7.1
Charity/donation request Permitted with copy and placement restrictions; refer to CAP 7.2
Movie trailer Permitted with placement restrictions based on rating; refer to CAP 7.4
Pharmaceuticals, health, and beauty products Refer to CAP 7.11 for full guidelines
Scary content Permitted in some cases; cannot be excessive or gory, and may face placement restrictions
Violence or weapons (as content) Permitted only in certain contextually relevant cases and placements; refer to CAP 7.13
Controversial social or political content Content is prohibited from advertising
Foul, vulgar, or obscene language  Content is prohibited from advertising
Hangover cures Product is prohibited from advertising
Weapons (as product) Product is prohibited from advertising
All other prohibited items See CAP 6.0
All other restricted items  See CAP 7.0 

Checklists before finalizing an ad

Make sure the ad:

  • Has a clear, action-oriented CTA in sentence case (for onsite)

  • Contains necessary disclosures in the ad and/or landing page
  • Meets the creative bar - crisp, clean images; note overly cluttered; appealing to look at
  • Clearly identifies the brand and product being advertised
  • Has pricing and savings claims that are the same on the ad and landing page

Make sure the ad does not:

  • Have text that is too small or otherwise illegible 

  • Contain overly bright or distracting colors
  • Blend into the background - the ad's background should either contrast with a white background or contain a 1-pixel non-white border
  • Contain animations over 15 seconds long (for onsite)
  • Exceed word count limits 

Placement-Specific CTA Requirements

Ad type Billboard (970 x 250) Mobile (all ads)
Policy CTA cannot be button-shaped CTA encouraged but not required
Onsite or offsite? This rule only applies to onsite Billboard placements Onsite and offsite

**Please note: This guide is not intended to be a comprehensive overview of all ad policies. It is highlighting some key ad policies that frequently re-occur.