Vendors and Sellers can create Stores through advertising console or Seller Central. As Stores
will become a native part of the Amazon shopping experience, they must uphold the high level of trust Amazon has established
with our shopping customers.
It is the Vendor and Seller’s responsibility to comply with all applicable laws and rules and
regulations that apply to the Vendor or Seller, the content of the Store, and any location where the Store appears. In addition,
the Vendor or Seller must comply with Amazon’s Restricted Products Policies,
and the following Creative Acceptance Policies and Guidelines for Stores.
1. Product Acceptability
The following types of products are prohibited for Stores:
Adult products: Pornography or related content. See section 2. Restrictions for Products, for details on permitted adult products.
Food and supplements: products containing ephedrine alkaloids, Salvia Divinorum or Salvinorin A. Also, products described as “Fat burners” either on the product package or within the Stores page.
Hate and intolerance: products that promote hate, or that incite violence or intolerance, or that advocate or discriminate against a protected group, whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or another category.
Infant formula: infant formula, follow-on formula, and other baby milk products are not acceptable in EU or IN.
Illicit drugs and drug paraphernalia: products that promote violating the law, that can be used for abusing drugs, or bypassing drug tests.
Intellectual property: products or services that infringe, encourage, or enable, the infringement of intellectual property or personal rights
Questionable & potentially dangerous activities: including (but not limited to) false document services, cable descramblers, fireworks, products that promote hacking, or evading law enforcement, products or services deemed to be used for privacy invasion.
Tobacco: products containing tobacco, cigarette papers, e-cigarettes, and similar products (including non-tobacco and non-nicotine equivalents)
2. Restrictions for Products
Adult Product Stores must only include adult products. Adult Product Stores cannot feature any non-adult products. Similarly, a non-adult store cannot include any adult products.
The following are adult products and may only be featured in Adult Product Stores (this list is not exhaustive):
Virility equipment and other sexual enhancing supplements and aphrodisiacs
Erotic lingerie with an obvious sexual intent i.e. mesh material
Erotic games, books, costumes and joke books
Intimate sex products of a non-natural or generic design (lifelike or natural designs are not permitted)
Massage oils, creams, candles, body paints & powders
Comfort furniture (sans intimate appendages, cushion, and rests), poles
Adult Product Stores must:
Not contain any explicit or prurient content
Not contain overtly sexual references, profanity or obfuscated profanity (for example, in the product title)
Include the store brand logo or name displayed clearly in the hero image for all pages within the store
Contain an “adults only” message in the hero image for all pages within the store
Dedicate each store page to a single adult product category or to closely associated adult products
Alcohol beverage stores are prohibited in CA, IN, FR, MX and the US
Alcohol merchandise stores are prohibited in FR and MX
Alcohol stores (beverage and merchandise) in all other countries must follow the below guidelines:
All pages within the store must have the advertisers brand logo enabled in the hero image
Stores cannot contain a mixture of alcohol and non-alcohol related products
Non-alcoholic beverages must be clearly labeled on a different page within the store
Alcohol image, video, and text must promote the responsible consumption of alcoholic beverages and must not:
show people actively engaged in drinking
be directed toward, contain images or content designed to appeal to minors
associate drinking with motor vehicles, driving or operating machinery
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)
focus on the alcoholic strength of the beverage
be associated with pregnancy, maternity or parenting
Additional country-specific guidelines:
DE, IT, and ES: Image, video or text cannot be associated with sports
JP: Stores in Japan must contain the relevant alcohol disclaimer
Products for children must not show the product being used in an unsafe way. For example, paddling pools or other products that could cause harm to the child if misused must show the product being used under adult supervision.
Medical and weight-loss products
Non-prescription health and beauty products cannot claim to be as effective as prescription products.
Weight loss products should not claim that the customer can lose weight by use of the product alone, or without following a calorie controlled diet and exercise program. Ads cannot suggest that weight loss results will be effective for everyone or that results are permanent.
Stores 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.
3. Image and Video Acceptability
General: images and videos must be high-resolution, meet the minimum specifications for the selected tile. They cannot be pixelated, obviously distorted or stretched. Videos cannot be longer than 5 minutes.
Text: text within images and video must meet copy requirements below. In addition, the text must be legible in contrast against the image background and size—a minimum of 32 pixels high in Hero, an image gallery, or an Extra Large (full width) image tile and 16 pixels high for other image tiles.
Entertainment trailers: The content rating for the product must be displayed prior to the trailer starting. We cannot accept red-band or age-gated trailers, nor can we accept trailers for movies rated NC-17, or video games rated AO or the local equivalent.
Prohibited content: content that falls under the following categories are ineligible for static images and videos. Note: this list does not apply to Entertainment trailers approved by the relevant content rating body.
Children in dangerous or adult situations: displaying children in peril, around firearms, close to explosions, drinking alcohol or taking drugs, etc.
Excessive violence or gore: characters that have excessive open wounds are in the act of being attacked with weapons, dismemberment, graphic depictions of cadavers. Please note that the presence of blood without violence or open wounds is not a reason to decline an image. Note: this is not a reason to decline a video trailer.
Images of actual or implied abuse: for example, humans or animals in distress, scenes of torture, molestation, actual or implied rape.
Sexual images: partial nudity is not necessarily a reason for declining an image or video, providing the partial nudity is contextually appropriate and not sexual in nature (for example, a woman in a bikini, an image of someone working out, models wearing the underwear for sale). We should moderate the image based on how sexualized it is; the following would be unacceptable outside of entertainment trailers:
Images that show people in poses emulating a sexual position or alluding to sexual activity whether clothed or unclothed
Images that draw undue attention to body parts, such as breasts or buttocks, in a sexual way. For example, exposure of breasts or excessive focus on the cleavage
Partial nudity along with a facial or bodily expression indicative of an orgasm
Intimate Apparel: Images and video of intimate clothing, lingerie, and swimwear products may not be sexually explicit or obscene, as determined at the sole discretion of Amazon. In addition, images of such products must comply with the following rules:
Images and video of live models that use poses that could be interpreted as indecent, excessively erotic, or lewd are not permitted.
Images and video that display full nudity (breasts, genitalia, bare bottoms, and so on) are not permitted.
Images and video with live models wearing sheer or opaque products might be permitted, provided that genitalia and breasts are not exposed or presented in a lewd or provocative manner. No bars or other types of graphics are permitted to cover exposed body parts.
Thongs and panties must use front views for the main product image or video.
Thongs and panties that do not provide full coverage in the front and back must have images or video that do not use a human model. Air-brushing is not permitted for exposed skin areas.
Adult Products: The following guidelines must be followed for all images and videos in Adult Product Stores.
Images and videos must not contain any of the following:
Nudity, including intimate body parts (i.e., genitalia, breasts, buttocks) obscured with hands, bars, stars or other graphics
Intimate body parts must be covered with clothing
Representations of human genitalia, including packaging
Contours of male or female genitalia may be permitted if not sexually suggestive
Profanities, including obfuscated profanities
Images of child models or adult models representing children
The product in use (for example, in video tutorials), including through lifestyle images or by mannequins, cartoons or other means
Verbal descriptions and abstract illustrations of the products are permitted if the language is not offensive
Overly provocative lewd or suggestive content
Sexual activities or positions
Sexually suggestive poses or gesticulations
Aggressive or violent content
Call to Action:
CTAs in images and text must be clear and direct
Non-specific calls to action, such as “Click here” are not permitted
CTAs must link to a product detail page, product grid or another store page and must be relevant to the content of that page. Examples of acceptable CTAs include: Shop now, Learn More, See more, See details.
Sentence case is recommended for all title and description text.
Capitalized words for common abbreviations (such as DIY), or where the registered product or brand names are capitalized are acceptable.
Ad Copy which combines random capitalized words with lowercase text are not permitted, for example “THIS headline is GREAT”
Claims and comparative statements: We cannot accept superlatives or, unsupported or exaggerated claims. Supporting evidence from an independent source must accompany superlative claims made within your store. For example: “Best Seller in the US, NY Times, March 2016”. The supporting disclosure for the claim must be contained within the product or text tile. Ad copy cannot denigrate another company or product, for example, “better made than [company/brand/named product]”.
Contact information: Stores cannot include phone numbers, email or physical addresses, nor link to sites outside of Amazon. Social media buttons, to follow the brand on Facebook, Twitter, etc. are permitted.
Dynamic Amazon content: Due to dynamic customer ratings, sales ranking, prices, and savings at Amazon, static copy cannot include references to Amazon rating, rank, price, or savings.
The Featured Deals widget must be utilized to display Deals within Stores.
The guidelines below must be followed where the Featured Deals widget is present in the store as a:
component to a store page that also contains messaging or products that are not deal related:
(a) promotional messaging is only permitted in Text or Image Tiles directly above or adjacent to the widget
(b) store page cannot be titled “Sale”, “Discount”, “Deals” or other terms that imply a promotion
store or subpage created exclusively to promote active deals:
(a) the store page can contain promotional messaging under the following conditions:
(b) the subpage: (i) should be appropriately titled. For example, “Sale”, “Discounts”, “Deals” or other terms that imply a promotion; (ii) in regards to product selection, should only contain the Featured Deals widget. Product grids and other dynamic product selection tiles are not permitted; and (iii) must include the advertiser logo or advertiser name in the Hero image
Featured Deals promotional ad copy must:
only use general promotional language such as:
(a) Discover our Savings/Discounts
(b) See our Savings/Discounts
(c) Savings on Brand or Product Name
(a) words or phrases intended to create urgency. For example, “Today only” or “Buy Now”
(b) references to specific pricing or discounts (for example, $20 off or Save 5%)
(c) exclamation points, unless they are a part of the brand name
Language: The language of the page should match the language of the main Amazon site.
Links: Each page within the store should contain a clickable link to a product detail page or another page within the store
Promotions: Time sensitive promotions are prohibited
Spelling and grammar: All text must be spelled correctly; ASCII art is not acceptable.
5. Amazon Branding
Amazon UI elements: images and videos cannot contain Amazon UI elements (such as Add to Cart
Amazon programs: Benefits that are part of an Amazon program such as Subscribe & Save must be
clearly attributed to those programs. When and how the saving applies must be clear to the customer.
This is especially important with bundled offers.
Add-on items: Add-on item pricing or Add-on item discounts (for example, "Save X%") require a legal
disclosure, such as “Minimum purchase required,” or “Add-on Item, see details.” Images displaying
Add-on items with no price or discount information do not require a legal disclosure (for example, an
ad showing breadth of selection or brand building.)
Customer Reviews: Third-party customer reviews, star ratings or other elements that could be
confused with Amazon Customer Reviews are not allowed. No changes can be made to Amazon
Customer Reviews, including the correcting of spelling or grammar errors. Reviews with gross
misspellings or significant grammatical errors must be avoided. To omit unwanted portions of a
customer review, use ellipses (“…”) with no spaces before or after; truncations must not alter the
meaning of the review. A maximum of three ellipses can be used in a customer review: one at the
start of the review, one in the middle, and one at the end.