The Do’s and Don’ts of Amazon Listings: What You Need to Know About Restricted Words

Creating a successful Amazon listing is like walking a tightrope: you need to balance catchy, persuasive language with strict adherence to Amazon’s rules. Imagine crafting the perfect product description, only to have it taken down because you used a word or phrase that Amazon considers off-limits. 

This can be a frustrating and costly mistake, but it is entirely avoidable if you know the “Do’s and Don’ts” of Amazon’s restricted words policy. In this guide, we will dive into the world of Amazon listings, unraveling the complex web of restricted words that could make or break your success.  

Restricted Keywords On Amazon

To find a list of Amazon’s restricted keywords would be pointless. There isn’t one on Amazon yet. Based on Amazon’s list of restricted items, Amazon FBA sellers can make some informed guesses, though. Drugs and drug paraphernalia are on the list, as are cosmetics and skin and hair care products. Other things on the list may not be as clear.

Of course, Amazon always has makeup for sale. A new cosmetic that is still sealed in its original package and hasn’t been opened is the only kind of cosmetic that Amazon will sell. However, Amazon does not allow any illegal drugs or items related to them.

• It’s fine to use the keyword “shampoo,” but keywords that are linked to drugs could get your listing images taken down. In some states, drugs are allowed, but this is still the case. CBD water is a well-known case. CBD comes from weed, but it is legal and doesn’t contain any intoxicating chemicals.
• Saying the word “CBD” in your post can get you kicked off. The word will get your post taken down even if you’re only using it in a sentence or as part of the general description. Things like these are kind of in the middle. Though they aren’t illegal, they are linked to goods that aren’t allowed. 
• Self-defense items like pepper spray, stun guns, and batons also often fall into this gray area. Only sellers who have done business on Amazon before can sell these items. They can’t be sold by new Amazon FBA sellers, and buyers can’t see ads for them. You can’t use coupons or “deal of the day” deals to get these items on Amazon either. 
• Other things that might make your product disappear without a trace are dangerous materials or materials that could become dangerous if stored or shipped incorrectly. An everyday example is batteries.
• The type of battery that comes with many products, like Lithium-Ion, has caused many sellers’ ads to be taken down because the products are seen as dangerous. It is usually pretty easy to deal with this problem. Any proof that your product meets health and safety standards is all that’s needed.

How To Avoid The Problem

Anytime you use a keyword that isn’t allowed, Amazon will delete your ad. Wherever you put the word doesn’t matter. Anywhere in your listing—title, description, or code—Amazon bots will find the word and remove it.

For now, using synonyms may help you stay away from amazon keywords that aren’t allowed and keep your product listing open. One of our customers, for instance, sold self-defense batons. Amazon unfortunately did not allow the word “baton.” 

The problem was fixed by using “nightstick” instead of “nightstick.” Your product description won’t be deleted if you use synonyms, but they also make it harder for people to find your products. Persons looking for something type in batons a lot more often than nightsticks.

The restricted keyword net can catch goods that aren’t even bad. As an example, an ad for a twirling baton for kids could be taken down if it uses that specific keyword. When this happens, Amazon might let you relist the item as long as you can prove it is a toy and not any kind of weapon.

Examples of Restricted Words You Should Never Use

Health Claims

Example: “Cures,” “Heals,” “Treats”

Why Restricted:

 Amazon prohibits the use of words that make unverified or exaggerated health claims. For instance, a product description stating “This supplement cures arthritis” is not only misleading but also potentially illegal, as it implies a medical benefit that has not been scientifically proven or approved by regulatory bodies like the FDA.

Tip

 Instead of making direct health claims, focus on describing the product’s ingredients and their known benefits, without implying that the product can cure or treat specific conditions.

Subjective Language

Example: “Best,” “Top-rated,” “Ultimate”

Why Restricted

 Words like “Best” or “Top-rated” are subjective and can be misleading if not backed by verifiable data. Amazon wants to ensure that customers receive accurate information, free from exaggeration or false advertising.

Tip

 Use specific, quantifiable information instead, such as “Over 1,000 positive reviews” or “Voted most popular in 2023 by XYZ Magazine.”

Read More: What Influences an Amazon Shopper Buying Choices

4 Big Listing Policy Mistakes

If you’re a new Amazon FBA seller or an experienced one, don’t make these common ad policy mistakes.

Copyright Violations

You can’t add any information that violates other people’s intellectual property rights, according to Amazon’s selling rules. Amazon is very interested in three different kinds of IP rights:

• Laws protecting original works of authorship
• Lawful protections for words, symbols, graphics, or combinations of them used by companies to identify their goods or services.
• Patents, or invention protection
• IP violations might result in lost selling privileges and pricey legal difficulties. Always check your phrasing and IP rights before posting.

Cross-Marketing of Products

The marketplace doesn’t let you cross-promote or cross-sell a product from a product information page. Your Amazon listing can only be for one item; you can’t push other items in your catalog on it. 

You could add A+ content or make a bundle for your other goods to get more attention. You will need to be creative to find ways to cross-promote goods that don’t break Amazon’s rules.

Using an Existing Listing for a New Release

If the name, color, size, material, and features of a new form of a product are all different from the old one, it will need its own listing. The newer form also can’t be added as a variation. 

These are mistakes that many new Amazon FBA sellers make without meaning to, but they can also be a sneaky way to try to get reviews for your own product. This is a strategy that Amazon is well aware of and will definitely stop.

Read More: How to Set Up Amazon’s Build International Listings Tool

Rebranding an Existing ASIN

Like the idea of rebranding? Are you already doing it? You might already know that it’s not as easy as it looks. 

Making a new ASIN Retargeting is needed instead of updating a current one if you want to change the brand of an Amazon product. Although the product doesn’t have a brand name and doesn’t change in any other way, this rule still applies.

How Restricted Words Impact Amazon Brand Registry

If a listing that contains restricted words is suppressed, it can lead to a temporary or permanent removal from search results. For brands enrolled in the Amazon Brand Registry, this can mean a significant loss of visibility and sales. 

More importantly, repeated violations can damage the brand’s reputation, leading to decreased customer trust and loyalty.

Example

 An Amazon FBA seller with a registered brand tries to describe their product as the “best on the market” or “guaranteed results.” 

While these phrases might seem like strong selling points, they are flagged by Amazon for being subjective and unverified. As a result, the listing could be suppressed, affecting the entire brand’s visibility.

• Trademark Violations Restricted words can include trademarked terms that belong to other companies. Even if a seller accidentally includes a trademarked term, it can result in a violation report. For brands in the Amazon Brand Registry, this could lead to disputes that are time-consuming and costly to resolve.

Example

 A seller lists a product and unknowingly uses a trademarked term that is similar to a well-known brand. The owner of the trademark action files a complaint, leading to Amazon investigating the violation. This not only affects the listing in question but can also put the seller’s Brand Registry status at risk.

• Penalties and Account Suspension Continuous use of restricted words can escalate beyond just listing removal. Amazon may impose penalties, which could include suspensions or even bans from selling on the platform. For brands that rely on Amazon as a primary sales channel, this can be devastating.

Example

 A registered brand uses phrases like “all-natural cure” or “doctor-recommended” in their product descriptions, both of which are restricted on Amazon without proper certification. 

After multiple warnings, Amazon suspends the seller’s account, leading to a complete halt in sales and potential loss of the Brand Registry.

Real-Life Cases of Listings Removed for Restricted Words

When it comes to selling on Amazon, using the wrong words in your product listings can lead to serious consequences, including the removal of your listings. Even established brands are not immune to these rules, as Amazon enforces its policies strictly to maintain the platform’s integrity and protect consumers. 

Here, we will explore real-life cases where Amazon FBA sellers faced the removal of their listings due to the use of restricted words, providing insights into what went wrong and how you can avoid similar pitfalls.

Case 1: The “FDA Approved” Claim

A health and wellness brand that sold dietary supplements on Amazon found several of its listings removed after using the phrase “FDA approved” in product descriptions.

The company, trying to assure customers of the product’s safety and quality, included this phrase to highlight compliance with U.S. regulations. However, Amazon flagged this phrase as misleading because the FDA does not approve dietary supplements. 

The brand faced significant downtime as it had to correct all instances of this restricted phrase across multiple listings.

Lesson

Even well-intentioned claims can lead to listing removal if they violate Amazon’s guidelines. It is crucial to understand what terms are restricted, especially those that may be seen as misleading or unverified by Amazon’s standards.

Case 2: “Best-Seller” Gone Wrong

A new electronics brand saw its best-performing listing taken down after it claimed to be a “best-seller” in its category. Although the product had good sales, it was not officially recognized by Amazon as a best-seller.

This subjective and unsubstantiated claim was flagged, leading to the removal of the listing. The brand had to appeal the decision, but by the time the listing was reinstated, it had lost significant sales and its ranking had plummeted.

Lesson

Avoid using subjective terms like “best-seller,” “top-rated,” or “guaranteed” unless they can be backed up by official Amazon badges or certifications. These terms are considered restricted because they can mislead customers.

Case 3: Misuse of Trademarked Terms

A small home goods seller faced removal of several listings after inadvertently using a term that was trademarked by another brand. The seller, unaware that the term was protected, included it in product titles and descriptions. 

After the trademark owner filed a complaint, Amazon swiftly removed the listings. The seller had to rework all affected listings and go through a time-consuming appeal process.

Lesson

Always conduct thorough research to ensure that the words and phrases used in your listings do not infringe on trademarks. This is especially important for niche terms or industry-specific jargon that might be protected by other companies.

Case 4: “Money-Back Guarantee” Mishap

A skincare company listed its products with the promise of a “money-back guarantee” if customers were not satisfied. 

While this might sound like good customer service, Amazon flagged the listings because phrases like “money-back guarantee” are restricted unless they comply with specific Amazon policies. As a result, the listings were removed, leading to customer complaints and a drop in sales.

Lesson

Promising guarantees or warranties requires careful wording. Amazon has strict guidelines about how these should be presented, and failure to adhere can result in listing removal.

Case 5: “All-Natural” Confusion

A food and beverage company had several of its organic product listings removed after using the term “all-natural.” Although the products were indeed made from natural ingredients, Amazon flagged the term as misleading since it is often seen as a subjective claim. 

The company had to remove the phrase and re-upload the listings, which resulted in a temporary loss of sales momentum.

Lesson

Be cautious when using terms like “all-natural,” “pure,” or “chemical-free.” These are often flagged by Amazon unless they are clearly supported by verifiable certifications.

Amazon Restricted Products

Amazon wants to follow all rules and laws to stay as safe as possible. That means Amazon FBA sellers need to be careful that nothing they list could get them (or you) in trouble.

 You might not be able to keep selling on the platform if you put a restricted product without the right permissions, even if you are not trying to do so. Before you spend money on inventory, make sure you know Amazon’s policy on restricted items for your categories.

List Amazon Restricted Products

As you might expect, Amazon restricts a lot of goods. The list is long, but most of them make sense when you look more closely. This is the main list of Amazon’s restricted goods:

Alcohol

• Animals and related products
• The fine arts
• Art as home decor
• Automotive, Powersports
• Composite woods
• Products and hair/skin care
• CPAP disinfectors
• Coins, bills, and gift cards
• Nutrient supplements
• Possession of drugs
• Electronics
• Explosives, firearms, etc.
• Export restrictions
• Food/drink
• Gamble/lottery
• Prohibited and dangerous items
• Burial artifacts, human remains
• Fine jewelry, stones
• Laser items
• Technology: lighting, lock picking, theft devices
• Medtech and accessories
• Contents that offend
• Pesticides and instruments
• Seeds and plants
• Stamp and postage meters
• Recalled items
• Electronics recycling
• Refrigerants
• Fight anyplace
• Periodicals, subscriptions
• Monitoring gear
• Tobacco and tobacco goods
• Service plans, warranties, and guarantees
• Bedding, quilted items, and upholstery

Understanding what’s restricted is easy in some categories. For something like warranties or subscriptions, you simply have to make sure you go through the approval process with Amazon first.

How to Avoid Selling Restricted Items 

You shouldn’t break any rules, right? But that long list of categories where certain goods aren’t allowed is hard to understand. Don’t sell anything that could get you in trouble with Amazon (or the state). Check out these five smart things you can do to avoid making an honest mistake.

Discover Product-Specific Legislation And Regulations

You don’t have to remember the law details for each of the above product categories, but you should know them for the ones that include the things you sell. If an Amazon seller lists items in an area with rules, like food, cosmetics, or dietary supplements, they need to really know the rules that apply to each item they list.

Hire An Attorney

Since laws change all the time, even if you know what’s legal now, if you don’t keep up, it could still get you in trouble in a year. That’s when hiring a real lawyer comes in handy. 

Smart brands owners should have a lawyer they can go to for help keeping up with laws and rules and making sure they know about changes quickly.

Procure Approval For Required Products

It is important that you don’t sell any illegal items, but that’s not the only kind of item that Amazon doesn’t allow. 

As long as you get Amazon’s permission first, you can list restricted goods in a lot of these categories. That being said, make sure you do what you need to do to get approved before you start selling the things on Amazon.

Keep Up With Product Recalls

This is yet another way to sneak into troublesome areas without being aware of it. There is no way for you to know about a recall of a product you sell without taking down any listings for unsafe copies of that product.

Get rid of any restricted listings 

Things do go wrong. But as soon as you realize you made a mistake and listed a restricted item that Amazon doesn’t let you sell, you should take down your ads right away. It’s not enough to just mark the item as “out of stock” while you figure out what to do. It needs to be taken off totally.

Amazon Restricted Product Unlocking

Okay, let’s say you want to sell a new item. There is a lot of demand for it, not much competition, and it has the potential to make a lot of money. The only issue is that it’s limited. How then do you get these items out of the gate so you can sell them? Here’s what you need to do:

Make Sure You Meet The Needs

Different categories or products will have different rules about how to sell restricted items. However, there are some rules you must follow before you can sell any restricted item. Seller Requirements:

• If you want to sell restricted items, you must be a skilled seller. It’s necessary to improve your account if you’re an Individual Seller. 
• Performance measures will need to be strong. These numbers usually mean that less than 1% of orders are wrong, less than 2.5% of orders are canceled before they are shipped, and less than 4% of orders are shipped late. Most likely, you’ll have to wait until your numbers get better if you haven’t met these aims.
• It shows Amazon that you’re a real seller if you keep up a company website. Setting this up is simple if you don’t already have a website. Not knowing how to code or build websites? You can still make your own with low-cost services. 

Product Requirements:

Amazon wants to know that your product is real. You will need to show that your supplier is either the manufacturer or an approved dealer to prove that it is real.

Send Amazon invoices. They will want to know how you’re getting your goods before you can sell a restricted item. You will need to send them bills that meet these requirements:

• Dated less than 90 days ago.
• Details on the bill need to be easy to read.
• Typing is required, not writing by hand.
• Include information about your business. In your selling account, that information should match what you put there.
• Required to include information about your source.
• The things you bought must be included.

Here are some other standards you must meet for certain categories:

• You must have pictures of your products that are compliant on another website and be able to back up any used products you want to sell with a warranty.
• You must have been selling reputable fine art for at least three years and be able to show proof.
• You must have been selling on Amazon for at least a year and make more than $50,000 a year if you want to sell fine jewelry. In addition, you will need to have at least one store. Lastly, you’ll have to pay a fee to sell in this area.
• Either you need to be a licensed winery or a respected wholesaler who can sell to stores.

You’re ready to move on to the next step once you’re sure you meet all of the above standards and have all the documents you need.

How To Approve Amazon Restricted Categories?

Log into your seller central account and follow these steps to apply for approval:

• Click “Inventory”.
• Select “Add a Product”.
• Choose your product to sell.
• Select “Listing limitations apply”.
• Select “Request Approval”.

Each product will have a slightly different way of being applied. People will usually ask you about the thing you want to sell. You’ll be asked to upload pictures of your goods so that they can be approved.

Getting approved can take a few days to a few weeks. If you are turned down, you can look over the requirements again and try again. Do not forget to follow all of Amazon’s rules. If you are found trying to trick the system, you might not be able to sell anymore.