Prime Video Advertising Policies (US Only)
This guide outlines the US ad policies, content rating restrictions, targeting constraints, and prohibited product categories for running campaigns on Prime Video.
Content Rating Requirements
Content rating targeting dictates which Prime Video shows or movies your ads can appear alongside:
Prohibited Products & Services
The following products, services, and content categories are strictly prohibited on Prime Video:
Content rating targeting dictates which Prime Video shows or movies your ads can appear alongside:
- PG/TV-PG & Above: Excludes content suitable for all audiences and unrated content.
- PG-13/TV-14 & Above: Excludes content suitable for all audiences, content suitable for most audiences with parental guidance, and unrated content.
| Product Category | Policy & Content Restrictions | Targeting & Audience Rules |
| Alcohol | • Content rating: PG-13/TV-14 and above • Dayparting: 5 PM – 6 AM • Must include a responsible-drinking message • Cannot drive traffic to Amazon.com, Fresh, Amazon Go, Whole Foods Market, or third-party grocery destinations • Managed Services only |
• Requires A21+ demographic targeting • Amazon audience data use may be limited |
| Gambling & Real Money Gaming | • Content rating: PG-13/TV-14 and above • Frequency cap: Max 2 per 24 hours • Must possess required state licenses • Managed Services only |
• Requires A21+ demographic targeting |
| Entertainment | • PG and under: Unrestricted content targeting • PG-13/TV-14: Allowed on similarly rated and above content • R/TV-MA: Allowed on similarly rated content |
• No targeting restrictions |
| Pharma | • Content rating: PG/TV-PG and above • Additional content targeting may be required based on sensitivity • Managed Services only |
• Amazon and Advertiser Audiences are prohibited • Crossix and Swoop audiences are permitted |
| Consumer Healthcare Products (OTC medicines, devices, supplements, personal care) | • Content rating: PG/TV-PG and above • Additional content targeting may be required depending on sensitivity |
• Prohibitions may apply to Advertiser Audiences (AMC/direct DSP uploads) or audience creation related to purchases/views • Amazon Ads curated audiences (e.g., In-Market for Health & Wellness) are allowed |
| Housing, Employment & Credit | • Allowed: Housing search engines, homeowners/renters insurance, real estate careers, construction services, and real estate services • Prohibited: Ads for specific dwellings, apartments, or buildings |
• All demographic targeting is prohibited (except investment/brokerage) • Location targeting must be DMA level or broader |
| Recruitment | • Allowed: Specific companies/jobs, employer/employee relation businesses, and military recruitment (PG/TV-PG & above) | • Demographic targeting is prohibited for ads promoting jobs to individuals • No targeting restrictions for services helping businesses post jobs |
| PSA & Charities | • Content rating: PG/TV-PG and above • Must focus on positive donation outcomes without using emotional guilt |
• No targeting restrictions |
| Cryptocurrency | • Content rating: PG-13/TV-14 and above • Frequency cap: Max 3 per 24 hours • Requires federal/state licenses • Initial Coin Offerings (ICOs) are prohibited • Managed Services only |
• Requires A18+ demographic targeting |
| Ecommerce Link Outs | • Approved for many non-Amazon retail sites | • Prohibited: Custom Audiences, ASIN & Brand retargeting, Whole Foods & Prime Video Audiences • Allowed: Retargeting, IM/LS/Interest, Audience Hub & Advertiser audiences |
The following products, services, and content categories are strictly prohibited on Prime Video:
- Adult toys/products, escort services, and mail-order brides
- Anti-radiation products, aerosol paint, etching creams, and skin whitening products
- Clinical trial recruitment and plasma donation services
- Cryptocurrencies via ICOs, binary options, and spread betting
- Fetal dopplers, pre-natal gender selection, and invasive blood-drawing products
- Firearms, weapons, knives, and firearm safety certificates
- Get-rich-quick schemes, pyramid schemes, and short-term high-interest loans
- Illicit drugs, tobacco, imitation tobacco, and CBD/Hemp/THC products (oils, supplements, ingestibles)
- Pay-per-call services, spy cams/surveillance equipment, and UV tanning products
- Political ads and religious content
- Specific disease test kits, tattooing services, and any illegal/dangerous products or activity