A+ Content Warning: Unverified 'Eco-Friendly' or 'Performance' Claims Can Lead to Account Suspension!

When making claims about your product's eco-friendliness, performance, safety, or other attributes in Amazon A+ Content, you must submit objective supporting documentation to Amazon and strictly adhere to all relevant policies. Failing to do so carries a serious risk that goes beyond content rejection, potentially leading to account suspension.

Why This Policy Matters

Amazon prioritizes customer trust and a transparent shopping experience. Especially with growing environmental awareness and rising consumer expectations for product performance, Amazon now demands stricter verification for all claims sellers include in their A+ content. Currently, Amazon's policy updates are continuously evolving to enhance consumer protection and fair competition in the marketplace. Regulations concerning Sustainability and Performance Claims have been significantly strengthened. Misleading customers with unverified information can be considered more than just a policy violation—it can be deemed fraudulent, a serious issue that undermines the trust of the entire Amazon ecosystem. Therefore, any such claims must be based on objective evidence, not just marketing copy.

Crucial A+ Content Claim Policies

Amazon strictly enforces the following rules when you use specific claims within your A+ content. Failing to adhere to these can be detrimental to your account.

1. Sustainability Claims

Rules: Environmental claims such as 'Eco-friendly', 'Recyclable', 'Biodegradable', 'Natural', or 'Non-toxic' must be supported by clear evidence, such as certification from a reputable institution, test reports, or proof that the product meets specific criteria like Amazon's Climate Pledge Friendly program. Amazon requires you to specify the certifying body and the date of acquisition for these 'certified claims'. Exceptions/Edge Cases: Simply using some recycled materials does not permit you to claim the entire product is 'recyclable'. Similarly, asserting 'non-toxic' merely because ingredients are natural is not allowed. All claims must be backed by evidence that precisely matches the scope of the claim. Vague or exaggerated claims will be rejected immediately. If you use specific environmental marks or certification logos, you must strictly adhere to the usage conditions and validity period of that logo.

2. Performance Claims

Rules: When making specific claims about numbers or effects related to product function, efficiency, durability, or safety—such as 'up to 20% faster speed', '99.9% sterilization effect', or 'all-day moisturizing power'—you must be able to submit objective test reports, clinical data, or results from accredited testing bodies that support these claims immediately upon Amazon's request. These are also considered 'certified claims', and specifying the source and date is crucial. Exceptions/Edge Cases: Vague expressions like 'most users satisfied' may be permissible, but absolute statements like 'all users satisfied' are prohibited as they are impossible to prove. Furthermore, phrases implying treatment for specific diseases or medical effects can classify the product as a medical device or drug, and are strictly prohibited on general product pages. Such claims may fall under 'Prohibited Product Claims'.

3. Warranty Claims

Rules: When making warranty-related claims, such as 'Lifetime Warranty' or '10-year free warranty', you must clearly specify the detailed terms, including the scope, conditions, duration, responsible party, and method for applying for warranty service. Vague warranty claims without specific conditions are not allowed. Amazon explicitly lists 'Removal of claims, guarantees, or warranty information' as a reason for content rejection.

Consequences of Policy Violations

⚠️ If unverified or policy-violating claims are included in your A+ content, initially, your A+ content may be rejected. However, if you repeatedly violate policies, or if customer complaints arise due to false/exaggerated advertising, your product listing may be suppressed, or in severe cases, your seller account could face permanent suspension. This goes beyond merely losing the ability to use that specific A+ content, leading to the fatal consequence of being unable to sell on Amazon at all. Furthermore, if consumer harm occurs due to false advertising, you could also face legal liability under relevant laws.

Our Recommendations for Sellers

To comply with Amazon A+ content policies and minimize potential risks, we recommend the following:

1. Proactively Secure and Digitize Claim Documentation: Before making claims about your product's performance, safety, or eco-friendly attributes in A+ content, secure all certified supporting documents (test reports, certifications, research results, etc.) in advance. Organize them into digital files so you can submit them immediately upon Amazon's request. 2. Regularly Review and Subscribe to Updates: Regularly check the "A+ Content Guidelines" and "Prohibited Product Claims" policies in the "Help" section of Seller Central to stay informed about the latest regulations. Subscribing to Amazon policy update notifications is also crucial to respond promptly to changes. 3. Seek Expert Review or Contact Amazon for Doubtful Claims: If you're unsure whether a claim you plan to include in your A+ content complies with policies, it's safest to consult a legal expert or Amazon Seller Support to confirm its suitability before submitting your content. Regularly check your account health via Seller Central's "Performance → Account Health" path and respond immediately to any policy violation warnings.

Common Mistakes and Important Precautions

Complacent Thinking: "Everyone else uses this wording, so it must be fine." Just because competitors or other sellers use similar claims doesn't mean it's permissible for you. Amazon reviews each seller's product and submitted evidence individually, so blindly copying is extremely risky. Remember that other sellers' content might not have been reviewed yet, or could soon be rejected. Possessing Documentation but Failing to Submit Immediately Upon Request: Even if you possess supporting documentation, failing to respond promptly to Amazon's request can be considered a policy violation, just as if you had no documentation at all. All supporting documents must be digitized and systematically managed, ready for immediate submission in anticipation of Amazon's requests.