Compliance Foundations on Amazon: Policies, Prohibited Claims, and Safety Requirements

What “Compliance” Means on Amazon (and Why It Matters)

Compliance on Amazon means your product, listing, packaging, and supporting documents match Amazon policy and any applicable laws for the marketplace where you sell. Amazon evaluates compliance through automated checks (keywords, images, category rules), customer reports, returns, and document requests. Non-compliance can lead to suppressed listings, stranded inventory, account health hits, or removal of selling privileges.

Think of compliance as three layers you must align:

• Product reality: what the item truly is (materials, function, safety profile, country-specific rules).
• Listing claims: what you say it does (title, bullets, A+ content, images, backend keywords).
• Proof: what you can show quickly (test reports, certificates, SDS, invoices, labeling photos).

Policy Theme 1: Product Condition & Authenticity

Condition guidelines (New, Used, Refurbished) and what triggers problems

Amazon expects the condition you select to match what the customer receives. “New” generally means unused, unopened (when applicable), and in original packaging with all accessories. “Used” must be accurately graded and described. “Refurbished” must meet Amazon’s refurbished program requirements where applicable.

Step-by-step: choose the correct condition and describe it safely

• Step 1: Confirm whether the item has been previously owned, opened, or resealed.
• Step 2: Verify all original parts/accessories are included (chargers, manuals, safety caps, inserts).
• Step 3: Inspect packaging: dents, broken seals, missing labels, or re-bagging can make “New” risky.
• Step 4: If not truly new, list as Used with a clear condition note (cosmetic wear, missing packaging, etc.).

Real-world scenario

You source “new” kitchen scales from a liquidation pallet. Many boxes are opened and some are missing batteries. Listing as New invites “Used sold as New” complaints. Safer approach: list as Used - Like New with a condition note, or do not list units missing required parts.

Safe vs risky phrasing (condition notes)

Policy Theme 2: Listing Accuracy (Titles, Bullets, Images, Variations)

Accuracy rules you must follow

• Match the product exactly: brand, model, size, color, quantity, material, and included components must match the physical item.
• No misleading images: images must show what’s included; avoid showing accessories not in the box.
• Correct variation families: variations must be true variations (size/color) of the same product, not different items bundled together.
• Quantity clarity: multipacks must be clearly stated and should match the “item package quantity” fields.

Step-by-step: accuracy audit before you publish

• Step 1: Photograph your exact unit and packaging (front, back, labels, included parts laid out).
• Step 2: Build a “spec sheet” from the packaging and manufacturer site: dimensions, materials, wattage/voltage, compatibility, age grading.
• Step 3: Cross-check title and bullets against the spec sheet; remove anything you cannot verify.
• Step 4: Confirm variation attributes: if it changes function (different formula, different model), it may need separate listings.

Real-world scenario

You sell a phone case and use images showing a screen protector and camera lens cover, but only the case is included. Customers complain “missing items,” returns rise, and Amazon may suppress the listing for misleading content. Fix by updating images to show only included items and stating “Case only” where appropriate.

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Safe vs risky phrasing (accuracy)

Policy Theme 3: Prohibited & High-Risk Claims (Medical, Performance, “Cure” Language)

Why claims are the fastest way to get suppressed

Amazon closely monitors claims that imply medical treatment, disease prevention, guaranteed results, or unrealistic performance. Even if your product is harmless, the words you use can classify it as a medical device, drug-like product, or deceptive advertising. Claims can be flagged in titles, bullets, A+ content, images (including text on packaging), and backend keywords.

Common claim categories that trigger enforcement

• Medical/disease claims: treating, curing, preventing, diagnosing conditions (e.g., “arthritis,” “eczema,” “ADHD,” “COVID”).
• Drug-like “cure” language: “heals,” “eliminates pain,” “stops infection,” “anti-inflammatory treatment.”
• Guaranteed outcomes: “works instantly,” “100% effective,” “permanent results,” “no side effects.”
• Unverifiable performance superlatives: “best,” “#1,” “clinically proven” without acceptable substantiation and proper context.
• Before/after implications: weight loss, skin transformation, hair regrowth, pain relief promises.

Step-by-step: rewrite risky claims into compliant, product-focused language

• Step 1: Highlight every verb that implies an outcome (cures, treats, prevents, eliminates, reverses, detoxes).
• Step 2: Replace outcome claims with feature and use descriptions (materials, design, intended general use).
• Step 3: Avoid naming diseases or medical conditions; keep language general (comfort, support, helps you organize).
• Step 4: Remove absolutes (always, never, guaranteed, permanent).
• Step 5: If the product is regulated (supplement, medical device), ensure you have the required approvals and use category-appropriate claims only.

Safe vs risky phrasing examples (titles and bullets)

Scenario: the “keyword trap”

You add backend keywords like pain relief, arthritis, anti inflammatory to help ranking. Even if your visible bullets are clean, backend terms can still trigger a medical claim review. Keep backend keywords consistent with compliant, verifiable product use.

Policy Theme 4: Safety, Labeling, and Packaging Requirements

Safety is about the product and the information on it

Amazon expects products to be safe for intended use and properly labeled. Missing warnings, unclear instructions, or non-compliant packaging can lead to returns, safety complaints, or requests for documentation.

Labeling elements to verify (common across many categories)

• Manufacturer/responsible party identification: brand/manufacturer name and contact info where required.
• Country of origin marking where applicable.
• Material and ingredient disclosures (especially for cosmetics, textiles, and food-contact items).
• Warnings and instructions: choking hazard, small parts, battery warnings, ventilation, heat warnings, proper use.
• Age grading: “Not for children under 3” and similar warnings when applicable.
• Electrical ratings: voltage, wattage, frequency, and safety marks when required.

Step-by-step: create a “label and packaging” evidence set

• Step 1: Photograph all sides of the retail box and the product label (close-ups readable).
• Step 2: Photograph warning panels and instruction inserts.
• Step 3: Store the images in a folder named by SKU/ASIN for fast retrieval.
• Step 4: If you bundle items, ensure the outer bundle packaging includes required warnings for the combined set.

Scenario: missing warning causes suppression

You list a children’s craft kit that includes small beads. The packaging lacks a choking hazard warning and the listing targets ages 3+. A complaint triggers a safety review. Fix requires updating packaging/labeling and adjusting the age grading and warnings in the listing.

Safe vs risky phrasing (safety and use)

Policy Theme 5: Regulated Goods (Know When You Need Extra Proof)

What “regulated” means in practice

Some products require additional approvals, testing, labeling, or documentation depending on the marketplace (country/region). If you sell regulated goods without the right proof, Amazon may request documents and suppress the listing until you provide them.

Common regulated or high-scrutiny product areas

• Topicals and cosmetics: ingredient labeling, claims restrictions, sometimes safety substantiation.
• Supplements and ingestibles: strict claim limits, labeling rules, and documentation expectations.
• Medical devices: classification and regulatory compliance; avoid implying medical use unless properly authorized.
• Children’s products and toys: age grading, warnings, and often test reports (varies by region).
• Electronics: electrical safety, battery transport rules, and correct ratings/markings.
• Food-contact items: materials compliance and safe-use instructions.
• Pesticide-related products: repellents, disinfectants, antimicrobial claims (highly sensitive claim area).

Step-by-step: decide if your product is regulated before listing

• Step 1: Identify the product’s intended use and any claims on packaging.
• Step 2: Check whether the category typically requires testing or approvals (children’s, ingestible, topical, electrical, battery-powered).
• Step 3: Confirm labeling requirements (ingredients, warnings, age grading, responsible party).
• Step 4: Collect documentation from the supplier/manufacturer before you send inventory to fulfillment.
• Step 5: If you cannot obtain credible documentation, choose a different product or remove regulated claims and re-evaluate whether it still fits the category.

Scenario: “disinfectant” wording turns a simple cleaner into a regulated claim

You sell a general-purpose cleaning spray. If your bullets say “kills viruses” or “disinfects,” the product may be treated as making antimicrobial/pesticide-type claims, which can trigger documentation requests and suppression. Safer approach is to describe cleaning use without disease/pathogen claims unless you have the appropriate approvals and labeling.

Policy Theme 6: Hazardous Materials (Hazmat) and Dangerous Goods

What counts as hazmat on Amazon

Hazmat (dangerous goods) can include items with flammable liquids, aerosols, pressurized containers, certain chemicals, and many battery-containing products. Amazon may require a Safety Data Sheet (SDS) or exemption documentation and may restrict fulfillment methods.

Step-by-step: hazmat readiness workflow

• Step 1: Identify if the product contains chemicals, aerosols, fuel, magnets, or batteries (including button cells).
• Step 2: Request an SDS from the manufacturer for chemical products (ensure it is complete and current).
• Step 3: Confirm packaging meets transport rules (leak-proof, caps, protective packaging, battery protection).
• Step 4: Be prepared for Amazon to classify the item and apply storage/fulfillment limitations.
• Step 5: Keep SDS and product label photos organized for quick submission.

Safe vs risky phrasing (hazmat-adjacent)

Compliance Checklist to Run Before You List (Beginner-Friendly)

A. Listing content checks (words and images)

• Title and bullets match the exact product: brand, model, size, color, quantity.
• No disease names, “cure,” “treat,” “prevent,” “heals,” “clinically proven,” or guaranteed outcomes unless you are authorized and can substantiate appropriately.
• Images show only what is included; no misleading accessories.
• Variation family is valid (true size/color variations, not different products).
• Backend keywords do not include medical/disease terms or prohibited claims.

B. Safety and labeling checks (physical product)

• Warnings present where needed (small parts, choking hazard, battery warnings, heat warnings).
• Age grading is appropriate and consistent across packaging and listing.
• Instructions included when misuse could cause harm (charging, ventilation, safe handling).
• Ingredients/materials disclosed where applicable (cosmetics, textiles, food-contact).
• Electrical ratings/compatibility clearly stated for electronics (voltage, wattage, plug type).

C. Regulated goods readiness

• You can identify whether the product falls into a regulated area (topical, ingestible, medical, children’s, electrical, pesticide-related).
• Packaging claims match what you are allowed to say in the listing (avoid adding stronger claims online than what the product is labeled for).
• You have supplier/manufacturer contact details and responsible party information where required.

D. Hazmat and transport readiness

• Hazmat risk assessed (chemicals, aerosols, flammables, magnets, batteries).
• SDS available (for chemical products) and stored in an organized folder.
• Battery type identified (lithium ion, lithium metal, button cell) and packaging protects terminals.
• You are prepared for fulfillment/storage restrictions if Amazon classifies it as dangerous goods.

E. Documentation readiness (what to have on hand)

• Invoices/receipts: showing supplier name, date, quantities, and product identifiers.
• Compliance documents: test reports/certifications relevant to your product type (as applicable).
• Label and packaging photos: clear, readable images of warnings, ingredients, and model numbers.
• SDS/exemption: for hazmat or potentially hazmat items.
• Chain of custody notes: SKU mapping, batch/lot numbers if present (useful for recalls or complaints).

Mini “Safe vs Risky” Phrase Bank You Can Reuse

Performance and results

• Safer: “designed to,” “helps support,” “ideal for,” “for everyday use,” “comfortable fit,” “durable construction.”
• Risky: “guaranteed,” “works instantly,” “permanent,” “100% effective,” “no side effects.”

Health and medical

• Safer: “for comfort,” “for relaxation,” “for general wellness routines” (avoid implying treatment).
• Risky: “treats,” “cures,” “prevents,” “diagnoses,” naming diseases/conditions.

Cleaning and antimicrobial

• Safer: “cleans,” “deodorizes,” “removes dirt and residue.”
• Risky: “kills viruses,” “disinfects,” “sterilizes,” unless properly authorized and labeled for those claims.