Alexa Advertising Policies (US)
Reach customers directly on their Alexa-enabled devices with targeted advertising. All campaigns running on Alexa placements in the United States must comply with the specific content and targeting requirements outlined below.
Category-Specific Guidelines
Automobiles
- Allowed Content: Brand awareness (for dealerships or manufacturers), vehicle sales, leases, service offerings, financing quotes, and starting prices.
- Requirements: Offers must be accurate, relevant, and explicitly state if conditions or restrictions apply.
- Targeting: No additional targeting restrictions.
Consumer Healthcare Products
- Allowed Content: Over-the-counter healthcare items, including hair loss and growth products, allergy and sinus treatments, deodorant, toothpaste, mouthwash, and fitness trackers.
- Targeting: No additional targeting restrictions.
Credit Cards
- Allowed Content: Credit card offers that clearly outline terms, conditions, and instructions on where customers can obtain additional offer details.
- Restrictions: Ads must not encourage customers to take out credit or loans specifically to shop online.
- Targeting: Campaigns must de-target existing customers who are currently using that specific card on Amazon.
Entertainment
- Allowed Content: Titles rated PG-13, TV-14, T (Teen), R, TV-MA, and M (Mature) video games are permitted using dayparting controls. Greenband trailers or trailers suitable for general audiences are exempt from dayparting restrictions.
- Targeting Requirements:
- PG-13 / TV-14 / T: Allowed between 6:00 PM and 6:00 AM.
- R / TV-MA / M: Allowed between 8:00 PM and 6:00 AM.
Insurance
- Allowed Content: Coverage types including auto, mortgage, life, and travel insurance.
- Restrictions: Must comply with general advertising standards (e.g., prohibition of pressuring language or fear-mongering).
- Targeting: No additional targeting restrictions.
Note: Policies and targeting rules are subject to change to align with marketplace needs. Policy version: August 2025.