Amazon Advertising Policy for Sponsored Ads

Policy Details

Amazon Advertising policies govern all Amazon-native advertising including Sponsored Products, Sponsored Brands, and Sponsored Display. General policy requirements: ads must link to live, active listings that comply with all of Amazon's listing policies; ad creative must accurately represent the product and not make claims that the product listing does not support; prohibited product categories cannot be advertised (the same products you cannot list, you cannot advertise); and ad targeting must comply with Amazon's targeting policies (competitor keyword targeting is permitted for Sponsored Products but with restrictions for Sponsored Brands). Sponsored Brands specific policies: headline text must be directly relevant to the products advertised and cannot make superlative claims without factual basis; images must comply with general image requirements; video creative has additional guidelines around content, music licensing, and claims. Landing pages for Sponsored Brands must be either a product page, a Store page, or a custom URL within Amazon. Ad copy cannot include: contact information, URLs to external sites, pricing or discount claims not reflected in the current listing price, countdown timers or urgency language, and competitor comparisons that imply inferiority. Amazon reviews all Sponsored Brand creatives before they go live — rejections come with a reason code that identifies which policy was violated.