Prime Video Live Sports Advertising Policies (US)
This guide details the advertising guidelines, eligibility criteria, and targeting restrictions for Prime Video Live Sports in the United States. These policies apply to all live sports programming in addition to any league-specific requirements (e.g., NFL, NBA/WNBA, NASCAR).
Allowed Product Categories & Targeting Requirements
| Product Category | Policy & Operational Guidelines | Targeting Requirements |
| Alcohol | Allowed post-5:00 PM. Must include a responsible-drinking message. Cannot direct customers to Amazon.com, Amazon Fresh, Amazon Go, Whole Foods Market, or third-party grocery destinations. Managed Services only; requires pre-approval. | Requires A21+ demographic targeting. Use of Amazon audience data may be limited. |
| Gambling & Real Money Gaming | Allowed. Must possess all required state licenses. Managed Services only. | Requires A21+ demographic targeting. |
| Entertainment (R/TV-MA) | Dayparting required: R and TV-MA rated titles are allowed only post-9:00 PM. Requires pre-approval. | No demographic targeting restrictions. |
| Pharma | Allowed. Managed Services only. Dayparting may be required depending on product sensitivity. | Use of Amazon audiences and Advertiser Audiences is prohibited. Crossix and Swoop audiences are permitted. |
| Consumer Healthcare Products | Allowed. Covers over-the-counter medicines, medical devices, herbal/dietary supplements, and personal care products. | Creation of audiences based on purchase or view data for these products, as well as Advertiser Audiences built via AMC or DSP direct upload, may be prohibited. Amazon Ads curated audiences (e.g., In-Market for Health & Wellness) are permitted. |
| Housing, Employment & Credit | Allowed for search engines, insurance (homeowners/renters), real estate careers, construction services, and general real estate services. Ads for specific dwellings, buildings, or apartments are prohibited. | All demographic targeting is prohibited (excluding investment and brokerage categories). Location targeting must be applied at the DMA level or broader. |
| Recruitment | Allowed for specific companies/jobs, employer/employee relation services, and military recruitment. Services helping businesses post job offers have no restrictions. | All demographic targeting is prohibited for ads promoting specific jobs or job opportunities to individuals. |
| PSAs & Charities | Allowed. Creatives must focus on positive outcomes of donating rather than playing on emotional guilt. | No targeting restrictions. |
| Cryptocurrency | Allowed. Must have required federal and state licenses. Initial Coin Offerings (ICOs) are strictly prohibited. Managed Services only. | Requires A18+ demographic targeting. Custom Audiences, ASIN/Brand retargeting, Whole Foods, and Prime Video Audiences are prohibited. Standard retargeting, IM/LS/Interest, Audience Hub, and Advertiser audiences are permitted. |
| E-Commerce Link Outs | Many non-Amazon retail sites are approved to link out. | Standard campaign targeting applies. |
- Adult & Personal Content: Adult toys/products, escort services, mail-order brides, pay-per-call services, religious content.
- Financial & Speculative Schemes: Get-rich-quick and pyramid schemes, binary options, spread betting, short-term high-interest loans.
- Health, Medical & Invasives: Clinical trial recruitment, plasma donation services, fetal dopplers, pre-natal gender selection kits, specific disease test kits, invasive blood-drawing products, anti-radiation products, skin whitening products, UV tanning products.
- Restricted Substances: Illicit drugs, tobacco, imitation tobacco, CBD/Hemp/THC-derived oils, supplements, or ingestibles.
- Weapons, Dangerous & Regulated Goods: Firearms, weapons, firearm safety certificates, knives, aerosol paint, etching creams.
- Miscellaneous: Political ads, spy cams or surveillance equipment, tattooing services, illegal/dangerous products or activities.
Note: Policies are subject to change to meet marketplace requirements. Updated as of August 2025.