The Real Reason You Can't Use 'Best' or 'No.1' in Your Ads!

Using exaggerated claims like 'best' or 'No.1', or certain prohibited content in your Amazon Ads can lead to ad rejections, campaign suspensions, or even account suspension. Always ensure you only include clear and verifiable facts.

Why You Need to Know This Now Amazon prioritizes customer trust above all else and continuously strengthens its advertising policies to uphold it. Especially now, with the advancement of AI-powered content review systems, subtle exaggerated claims or policy violations that might have gone unnoticed in the past are now accurately detected, leading to a higher ad rejection rate.

This directly impacts Amazon sellers' ad visibility and sales, making it crucial to understand and prepare for these changes right now. Violating ad policies can lead to more than just poor campaign performance; it can severely jeopardize your Account Health.

Key Rules

To ensure compliance with Amazon's advertising policies, here are the key rules you absolutely need to know:

No Misleading or Unsubstantiated Claims Claims of superiority without objective evidence, such as 'best', 'No.1', 'only', or 'greatest', are strictly prohibited. If you claim specific effects or performance, you must be able to provide verification from a credible institution as required by Amazon. Example: Claims like "Instant Pain Relief" are considered misleading if not substantiated.

No Prohibited Content Hate speech, offensive content, explicit sexual content, violent or gruesome content, and unauthorized content mimicking the Amazon brand are strictly prohibited under global policies. Furthermore, medical claims that diagnose, cure, mitigate, treat, or prevent diseases are prohibited without approval from a credible institution like the U.S. Food and Drug Administration (FDA).

No Defamation or Comparative Advertising Ads that directly mention and defame competitor products or brands or claim comparative superiority based on false information are strictly prohibited. Your ads should focus on your own products, and direct comparisons with other products are not allowed.

Clear and Accurate Language Ad copy must be clear and accurate and consistent with the content on your Product Detail Page. Grammar errors, typos, excessive punctuation, or the use of slang can lead to ad rejections.

Consequences of Violations

If you violate Amazon's advertising policies, you could face the following consequences:

Ad Rejection This is the most common outcome: your ad won't be approved or displayed, resulting in a direct loss of sales opportunities by failing to reach potential customers. Campaign Suspension Repeated policy violations or the severity of a specific violation can lead to the temporary suspension of an entire ad campaign. Listing and Product Removal If ad content severely violates policies or if there are issues with the product itself, the corresponding product listing may be restricted or completely removed from the Amazon platform. Risk of Account Suspension This is the most severe consequence: repeated or serious policy violations can go beyond restricting advertising features for your Seller Account, potentially leading to a full account suspension, making it impossible to sell on Amazon at all.

⚠️ Warning: Violating Amazon's advertising policies can lead to more than just ad rejections; it can result in campaign suspensions, product removals, and even account suspension, so extreme caution is advised.

Practical Checklist

Here's an action plan you can implement right away.

1. Familiarize Yourself with Guidelines Before Writing Ad Copy Before creating any ad campaign, thoroughly read the Help → Advertising policies page within Seller Central. Policies are updated regularly, so it's crucial to check for the latest information. 2. Prepare Objective Supporting Documentation If your ad copy claims 'effects' or 'performance,' prepare objective evidence in advance, such as credible test reports, certifications, or research results, to back up those claims. Amazon may request these supporting documents. 3. Self-Review and Ask Questions Before Submission Before submitting your ad, self-check against Amazon's advertising policies. If anything is ambiguous or unclear, contact the Advertising Support team in Seller Central for clarification. Confirming the exact guidelines through direct inquiry is the safest approach.

Common Mistakes

Confusing Policies Across Platforms Sellers often mistakenly apply advertising policies from other e-commerce platforms like Naver or Coupang to Amazon. Amazon has particularly high standards for customer protection and trust, so it's essential to understand each platform's unique policies accurately. Distortion of Meaning During Translation When translating ad copy written in Korean into English, the original intent can sometimes be distorted into exaggerated or prohibited expressions. This problem is especially common when relying solely on machine translation without a native speaker's review. Therefore, we strongly recommend native speaker review or expert review by someone familiar with Amazon's advertising policies.