Amazon expects sellers to follow its listing guidelines. But let’s be honest—it’s not always crystal clear. Sure, they offer some direction. However, most of the time, it feels like they’re skimming the surface rather than getting into the nitty-gritty. That’s just how Amazon operates.
After a decade of crafting and optimizing Amazon listings, we’ve picked up on plenty of unspoken rules. These include words, claims, and tactics that Amazon doesn’t exactly love.
This blog is your ultimate resource. It’s a comprehensive guide that breaks down what you can and can’t say. Not just in your bullet points and descriptions, but across every corner of your listing.
Why are we sharing this? Because sellers constantly struggle to figure out the right messaging without risking compliance. And here’s the tricky part: the rules vary depending on where you’re writing. There’s one set for Amazon A+ Content. Another for your brand story. A different set for Amazon Posts. And more still for your main Amazon listing copy and images.
For example, did you know you can say “satisfaction guaranteed” in your bullets or description, but not in your A+ Content or brand story? Surprising, right?
By the time you finish this blog, you’ll be equipped with the knowledge to craft listings that convert and stay fully compliant. No more guesswork. No more risk of suspension. Let’s dive in.
What happens if you add any restricted keyword/phrase?
We’ve all been there. You add a small, innocent-sounding word to your listing—one that doesn’t seem like a big deal—and suddenly Amazon flags it for policy violation. But instead of simply pointing out the issue, they take down the entire listing.
The most frustrating part? They don’t tell you what the problem word is. You’re left sifting through your bullets, A+ Content, images, and backend search terms, trying to figure out what triggered the takedown. If only Seller Support would just say, “Hey, this word’s not allowed,” we could delete it and move on.
Unfortunately, it’s rarely that simple. Once an Amazon listing gets suspended, you’re hit with requests for documentation, proof of authenticity, or even appeal letters—yet there’s still no guarantee it’ll be reinstated. And in the meantime? You’re losing sales, search ranking, and potential reviews with every passing day.
That’s why avoiding restricted terms from the start is crucial. Know what Amazon doesn’t allow, stay informed, and if you’re unsure, work with Amazon business experts who understand the platform inside and out. Amazon might not spell it out for you, but that doesn’t mean you have to fly blind.
Words/phrases/keywords you cannot write anywhere
Here’s a list of words and phrases you CANNOT use anywhere—whether it’s in your detail page copy, Amazon product infographic images, Amazon A+ Content, or premium Amazon A+ Content. These are high-risk words. Let me list them for you:
- No serious health claims: Supplements, skincare, and wellness products support your body, but they are not treatments or cures. Avoid making health claims.
- Restricted health conditions: Avoid mentioning specific diseases like diabetes, stress, anxiety, cancer, COVID-19, inflammation, HIV, AIDS, hepatitis, herpes, mental health, and related conditions anywhere in the content.
- Brand name usage: When mentioning other brands (like iPhone), always use “for” or “compatible with” to avoid implying that your product is from the brand you’re referencing (e.g., “compatible with iPhone” instead of “iPhone case”).
- Material claims: If your product is made from bamboo, you must describe it as “Rayon derived from Bamboo” instead of simply “bamboo.”
- Personal Information: Do not include personal information like phone numbers, addresses, or emails anywhere. Amazon does not want its customers to contact the sellers and brands directly.
- Prohibited terms: Anti-bacterial, anti-fungal, antimicrobial, infection, virus, germs, pesticides, CBD, bacteria, contaminants, FDA-approved, COVID, coronavirus, kill, detoxify, treatment, cure, sex, obesity, brightening, whitening, non-toxic, repellent, germ-free, sanitizes, kills, and other related words.
Here’s a more comprehensive list
Here’s a list of common restricted words and phrases that can trigger listing suppression or policy violations on Amazon. While some may appear harmless, using them in your content—titles, bullets, descriptions, A+ Content, or even images—can put your listing at serious risk.
General Health & Disease Claims:
Avoid terms like 100% Natural, as well as any mention of Cancer, Cured/Cures/Cure, or Treatment/Treats. Words like COVID / COVID-19 / Coronavirus are strictly prohibited. You also can’t reference Diseases, say something is FDA-approved, or claim it can Heal/Heals anything. Terms like Inflammation and Anti-inflammatory, along with Non-toxic or Noncorrosive, are flagged regularly. Don’t use any language referencing serious conditions such as AIDS, Alzheimer’s / Dementia, Diabetes / Diabetic, Epilepsy / Seizure / Seizures, HIV, or HPV. Even terms like Anxiety / Stress, Lupus, Kidney disease / Liver disease, Mental health terms (e.g., ADHD, depression), Obesity, Parkinson’s, and Stroke are off-limits.
Skincare-Specific Terms:
For beauty and skincare products, steer clear of words like Inflammation / Anti-inflammatory, or anything that suggests Brightening, Lightening, or Whitening effects. Claims of Renewal / Renewing can also lead to content rejection.
Bacteria, Fungus, and Virus-Related Terms:
Words such as Antibacterial / Anti-bacterial, Antifungal / Anti-fungal, or Antimicrobial / Anti-microbial are not allowed. Direct mentions of Bacteria, Bacterial, Germs, Fungus / Fungal, Mold / Mould / Mold spores, Virus / Viruses, or Pesticide / Pesticides are considered health-related claims and are often flagged.
To stay compliant and protect your Amazon listings, avoid using these restricted terms in any part of your product detail page.
What happens if you add any restricted keyword/phrase?
It’s a situation many sellers have faced—you include a small, seemingly harmless term in your listing, thinking it’s fine. But Amazon’s policies say otherwise. Instead of simply asking you to fix that one word, they often go straight to suspending your entire listing.
And the frustrating part? They don’t tell you what the offending word was. You’re left digging through all your content—bullets, descriptions, A+ Content, even your images—trying to figure out what tripped the system. Wouldn’t it be easier if Amazon Seller Support just pointed it out? You’d fix it in a minute and move on.
But no, after a suspension, you’ll likely have to provide documentation, go through a lengthy appeal process, and even then, there’s no guarantee your listing will come back. Meanwhile, you lose visibility, daily sales, and your hard-earned ranking and reviews.
That’s why knowing and avoiding restricted keywords from the start is critical. Stay informed, understand Amazon’s guidelines, and if needed, lean on experienced Amazon specialists for help. Amazon might not make it easy, but we can definitely be smarter about navigating their system.
Words/phrases/keywords you cannot write in A+ Content, Premium A+ Content & Brand Story
Here are key terms, phrases, and styles that are not allowed in your Amazon Brand Store content. Using any of these can result in your Brand Store being flagged or taken down, so it’s important to stay within the guidelines.
- Direct Address to Shoppers: Avoid using language that speaks directly to customers with words like “you” or “your.” Phrases such as “Looking for a better solution?” or “Not seeing the weight loss you expected?” should be left out.
- Mentioning Other Brands or Products: Don’t promote your product by referencing or comparing it to competitors (e.g., “more reliable than [brand name]”). If you must mention compatibility, use a neutral format like “works with [brand]” and include a disclaimer later.
- High-Pressure Sales Tactics: Stay away from wording that pushes urgency or emotional decisions, such as “Hurry,” “Don’t wait,” or “Limited stock.” This kind of language is not permitted in Brand Store content.
- Incorrect Use of Capitalization: Keep your formatting consistent and professional. Avoid text that uses inconsistent or stylized capitalization like “ThIs iS wRoNg” or “BUY THIS Now.”
- Awards and Recognition: If you reference an award or honor, make sure to include the name of the organization that issued it and the date received. Only awards from the past 18 months are acceptable.
- Measured Claims: Don’t make numerical or scientific-sounding statements that imply proven performance, such as “Eliminates 99% of stains” or “Hair feels 2x stronger.” These need clear substantiation.
- Survey-Based Statements: Any claim based on a survey must be backed up with a verifiable source and a specific date (e.g., “Based on a 2022 study by XYZ Research”).
Keeping these rules in mind will help your Brand Store remain active and compliant.
How do so many sellers get away with it?
“Hey, check this out! That seller is using words like ‘antifungal’ and making all sorts of claims. Why aren’t they being flagged while I am?!”
If I had a dollar for every time someone brought this up…
I totally understand the frustration. It seems unfair when others appear to bend the rules and nothing happens, at least not immediately. But here’s the reality: just because a listing hasn’t been flagged yet doesn’t mean it won’t be. Amazon’s systems don’t always catch violations instantly, but once they do, those listings are just as vulnerable to takedown or suspension.
The smart move? Stick to the rules. It might feel like a disadvantage now, but staying compliant protects your brand in the long term. Cutting corners might offer short-term gains, but real success on Amazon is built on staying in the game, not gambling with your account.
Final thoughts
By now, you should have a clearer picture of what’s safe to include in your listings—and what could get you into trouble. Still feeling a bit uncertain? That’s okay! The Amazon experts team at Sipransh Ecommgrowth is here to support you. With a decade of hands-on experience, we specialize in building fully compliant Amazon listings that meet all of Amazon’s guidelines.
Got a product that was unfairly suspended? We can assist with that, too! From drafting effective appeals to getting your listing back up and running, we’ll handle the process for you. Don’t hesitate to get in touch—we’re always ready to help you succeed.
