Amazon Listing Compliance: What You Cannot Say or Show

Amazon's content policies govern what you can and cannot say in your listing. Violations result in suppression, listing removal, or account suspension. This guide covers the most common compliance issues sellers face.

Health and medical claims

You cannot make disease claims (claims that your product diagnoses, cures, treats, mitigates, or prevents a disease) without FDA approval. "Treats arthritis" or "reduces blood pressure" on a supplement are drug claims that will get your listing removed.

You can make structure/function claims about what the ingredient does in the body: "Supports joint health" or "Contains Vitamin D, which supports immune function." These are permitted for supplements with appropriate disclaimers.

"Clinically proven" and "doctor recommended"

These phrases require substantiation — an actual clinical study or documented recommendation from actual doctors. If you make these claims without evidence, Amazon may demand substantiation. Have your supporting documentation ready before using these claims.

Competitor brand mentions

Do not mention competitor brand names in your title, bullets, description, or backend keywords. "Works with all brands including [CompetitorBrand]" is a gray area — for accessories and compatible products, Amazon may allow factual compatibility claims, but framing them around competitor brands often triggers suppression.

"Best," "#1," and superlatives

Claims like "the best protein powder on the market" or "#1 rated supplement" require substantiation. If you have a legitimate claim (a real study, a verified award), you can use it with the source cited. Unsubstantiated superlatives get flagged.

Country of origin

Certain categories (footwear, textiles, fur products) require country of origin statements. Even in categories where it is not required, stating "Made in USA" or "Imported" is regulated — "Made in USA" requires that the product be "all or virtually all" made in the US under FTC standards.

Amazon trademark restrictions

You cannot use Amazon's brand names (Alexa, Echo, Fire, Kindle, Prime) in your listing to suggest Amazon endorsement unless you are actually selling an Amazon-branded product or an officially compatible accessory.

Category-specific restrictions

Grocery and supplements: Require FDA disclaimer ("These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.") on supplements.

Children's products: Cannot make age-grading claims beyond what testing supports. Products for children under 12 require CPSC-compliant testing documentation.

Cosmetics: Cannot make drug claims (removing wrinkles "permanently," "clinically proven to regrow hair").

How to audit your listing for compliance

Read your title, bullets, and description as if you were an Amazon compliance reviewer. Flag every claim that promises a specific result ("lose 10 pounds in 2 weeks"), mentions a disease ("prevents cancer"), uses a competitor's name, or makes unsubstantiated comparative claims. Revise or remove those claims before going live.