Amazon Advertising Policies, Brand Safety, and Compliance
Policy essentials
Amazon Advertising policies govern prohibited content (e.g., illegal products, misleading claims, certain restricted categories), creative accuracy, landing page quality, and data/privacy rules. Candidates should know that ads must be truthful, substantiated, and compliant with local law, and that restricted categories (alcohol, healthcare, gambling, etc.) have specific requirements or restrictions.
Brand safety
Brand safety means controlling where ads appear - using supply-source controls, excluding unsuitable inventory, and leveraging third-party verification where available. Amazon DSP offers transparency and controls over placements; candidates should understand that brand safety is an active setting, not automatic.
Traps
- Assuming all inventory is brand-safe by default - controls must be applied.
- Overlooking restricted-category rules that vary by geography.
- Ignoring landing-page and creative accuracy requirements (claims must be substantiated).
- Forgetting privacy/data rules around audience lists and tracking.
Rule of thumb
Before launch, verify creative accuracy, category eligibility, landing page quality, and brand-safety controls. If a claim cannot be substantiated, it is a policy risk - remove it rather than risk rejection or account action.