This policy applies to Products and Brands (which includes Sponsored Brand Videos, unless otherwise noted). As the advertiser, it is their responsibility to comply with all applicable laws, rules, and regulations that apply to their ads and any location where the ads appear. This includes getting any necessary local regulatory permits or authorizations for the sale, distribution, or advertisement of the products that the advertiser plans to advertise with Amazon or include in their ads. In addition, the advertiser must comply with the ad policies for the ad campaigns that the advertiser run with Amazon. If the advertising violates the ad policies, the advertiser(s) campaigns may not be approved until the policy infringement is corrected. Advertisers should read the regulations to understand Amazon’s content limits for Sponsored Products and Sponsored Brands, as well as which products are eligible for these ad types and which are not.

Ad format and functionality 

Advertisers must follow the following standards when creating their ad format:

• All photographs and videos must be readable and of excellent quality.
• Only videos are allowed to have animation.
• The legibility of ad templates should not be harmed by creatives.
• Sponsored Brands must be one of the following: 72890, 80090, 300250, 160600, 245135, or 90045.

Content requirements 

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

General requirements

• The ads must be suitable for a general audience.
• Reflect the landing page’s content accurately.
• Be written in the native language of the Amazon site where the ad appears.
• Be straightforward and accurate so that buyers have the information they need before responding to an ad or purchasing a product.
• Promote only things that advertisers own or have permission to resale or distribution.

Prohibited content 

Accurate compatibility references, such as “Works with Alexa,” are allowed as long as the principal product is first in the headline, prominently featured in any image or video, and Amazon items are accurately referred to. 

• Contact details, such as full or partial email or web addresses or phone numbers; hashtags; social media addresses; and QR codes is prohibited.  
• Similarly, content that promotes or glorifies smoking is prohibited.
• Vandalism, anti-social behaviour, or the defacing of public or private property are all examples of content that encourages or promotes vandalism.
• Content that glorifies or promotes the use of illegal drugs, the abuse of legal drugs, drug paraphernalia, or items to evade drug tests, as well as content that may be deemed culturally unsuitable in the geographic place where the ad will be displayed.
• Content that promotes hatred, incites violence or intolerance, or advocates for or discriminates against a protected group, whether on the basis of race, colour, national origin, religion, disability, sex, sexual orientation, disability, age, or any other category, is forbidden.

Brand logo 

Amazon requires the presence of the brand logo in the Sponsored Brands ad so that customers can identify the advertiser. As the brand logo may be used for a variety of different ad formats it is important that the logo meets the below guidelines. If the advertiser does not have a brand logo that meets the following conditions, then he/she should consider using Sponsored Products as an alternative.

The logo must be the advertisers’ brand’s registered logo and not of the brand he/she is promoting unless you have the legal right to use the promoted brands logo. 

Bar and logo must fill the entire image or be on a white or transparent background, accurately reflect the brand or product the advertiser is promoting. 

Claims and substantiations 

Advertising claims in the ads must be truthful and accurate. Advertisers must have evidence in support of their advertising claims. If the make a claim is made in the ad copy, that claim must not be contradicted on the product detail page. Awards, accolades, or study claims must be no more than 18 months old. 

Warranty and guarantees

The warranty or guarantee, as well as any applicable limits, must be clearly stated on the product information page. On the product information page or in the headline, the party responsible for honouring the warranty or guarantee must be identified.

Custom images

Custom images allow the advertiser to include compelling images that represent their products or brand in context or a lifestyle setting in their ad.

• Images must be of good resolution and quality, as well as aesthetically acceptable, and must not contradict the landing page.
• 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 the advertisers’ selected product images, contain crowded, excessive, poorly cropped or illegible elements. 

Headlines

Headlines must be relevant to the product advertised.

To uphold a high-quality creative bar for the ads, Amazon recommends that the Headline is in sentence case.

• The advertiser should only capitalize the first word in a sentence, any proper nouns, or trademarks (including official brand names, product models or slogans).
• Amazon prohibits ad copy in ALL CAPS or CaMeL cases.

• Capitalized words are permissible for common abbreviations (such as DIY) or for trademarks that were originally capitalised.

Video guidelines 

Sponsored Brand Video ads allow the advertiser to engage the customers by including compelling videos in the ads.

• The video in the ads must be relevant to the product or brand and lead to a contextually relevant landing page.
• Videos must be suitable for general audiences and include advertisers’ brand name, logo, or product that represents the brand or product promoted.
• Videos must comply with the applicable policies, including Prohibited Content and Claims. 

Product acceptability 

Amazon lists the products that are not eligible for advertising, as well as the restrictions that apply to the format or method of promotion of those products that are. These policies apply to Sponsored Products and Sponsored Brands unless Amazon indicates otherwise. 

Alcohol 

This policy applies to ads promoting alcoholic beverages (wine, beer, and spirits), and alcohol-related merchandise. Such ads must not be used by the advertisers and should be avoided. 

Knives 

Knives whose principal purpose is, or are marketed as, combat or military use, self-defence, or to incite violent behaviour are prohibited on Amazon.

For example, zombie knives, bowie knives, combat knives, assault knives, throwing knives, daggers, boot knives, spring assisted knives, hand to hand or fighting knives, gravity knives, bayonets, drop point knives, swords, self-defence knives or ninja stars. 

Religious products 

For products that are special to a religion or faith, the keywords used must be closely tied to the religion involved with the product being promoted, or religion in general. The religion linked with the product being promoted must be considered when targeting the product.

Sexual wellness 

Amazon permits the promotion of sexual wellness products on Sponsored Products and Sponsored Brands, provided the ads comply with the following requirements: 

• Advertisements must not make claims about improved sexual performance or libido.
• Private, intimate, or sensitive physical/medical conditions, as well as sensitive physiological processes or conditions, shall not be mentioned openly in advertisements.

Reference: 

https://advertising.amazon.com/resources/ad-policy/sponsored-ads-policies

https://advertising.amazon.com/resources/ad-policy/general-policies

https://advertising.amazon.in/terms

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