How banned words on Amazon affect the performance of your listings

Selling on Amazon isn’t just about having a great product, it’s also about speaking the platform’s language.While SEO remains a key element for visibility, content compliance with the platform’s policies is becoming increasingly important. One bad term can get your listing hidden or blocked altogether. What has changed in Amazon's rules? Over the past five years, Amazon has significantly tightened its control over product descriptions’ compliance with internal standards.From common words to industry terms, many of them can now trigger: automatic product suppression requests for additional certification or documentation temporary or full account suspensions And most often, sellers don’t even suspect that they’ve violated the rules — simply because they used phrases that are considered completely normal in other e-commerce channels. The secret to effective content: balancing SEO and safety policies It’s important not to shy away from accurate descriptions. If a word really captures the essence of the product, use it, but be prepared to document it.That’s why a deep understanding of Amazon’s internal policies is a competitive advantage, not a bureaucratic formality. What can cause a listing to be blocked: typical “red flags” Promises and guarantees (e.g., “100% safe,” “cures,” “immediate results”) Medical or cosmetic claims Words related to the treatment of diseases Unverified environmental or organic claims Terms requiring certification (FDA, CE, etc.) Pesticides, soaps, and prohibited language: how Amazon applies EPA standards to ordinary products One of the most common mistakes sellers make on Amazon is using words that otherwise seem safe but are considered regulated on the platform. This is especially true for pesticides and antibacterial products, where Amazon’s policies are based entirely on EPA regulations. It’s not so clear what Amazon considers a “pesticide” Amazon’s definition of a “pesticide” includes products that: prevent or control bacteria, mold, mildew, or pests have the words “disinfects,” “sterilizes,” or “antibacterial” in their descriptions or even indirectly imply sanitizing properties (even if it’s soap). For example, if you describe your soap as “antibacterial” or say it “prevents mold,” Amazon will classify the product as a pesticide and you will need to provide an EPA registration number. What happens if you don’t comply with the requirements You will receive a performance alert — a notification about non-compliance. Amazon will ask you to: either provide documentation (such as an EPA registration number), or remove the triggering phrases from your listing. Without appropriate action, the listing will be suppressed or removed. Important: Amazon checks not only the listing text but also the packaging images. If the label says “antibacterial,” this can also trigger a block. How to Avoid Problems: Simple Tips for Marketers and Content Teams Before launching a new product, review the requirements for your category. Do not use words implying disinfection or bacteria elimination without official registration. Avoid "gray-area" terms such as:“protects against bacteria,” “fights microbes,” “natural disinfectant.” If you have certificates, be ready to provide them immediately. Review all visual materials to prevent uncontrolled violations. Below are some examples of terms that can trigger warnings, violations, or pesticide-related listing suppressions: Children’s Products on Amazon: Why Innocent Words Can Cost You Your Listing The children’s products category on Amazon is one of the most strictly regulated. If you work in this segment or even accidentally fall under this category, be prepared for additional compliance checks related to CPSC (U.S. Consumer Product Safety Commission) safety requirements. What you need to know before selling children’s products Amazon may require: CPSC compliance certificates Testing documentation for every component of the product Separate certificates for each item included in a bundle This means that if you sell a set containing a toy, a bottle, and a soft blanket, each item must have its own documentation package, not just one overall certificate. How can you get flagged even if you’re not selling children’s products? Amazon reviews not only the product category but also backend keywords. Even if the product is intended for adults, if it contains keywords such as: “kid,” “baby,” “toddler,” “infant,” “child,” “nursery” the system may automatically classify it as a children’s product. In such cases, simply removing the keywords may not be enough. You could face listing suspension and will need to prove that your product does not fall under children’s product regulations. Tips for marketers and sellers Check backend keywords in listings — not just the ones visible to customers. Don’t use terms related to children if your product is not for them. If you are actually selling a children’s product — prepare documentation in advance, not after blocking. For bundled products, certification should be for each item. If Amazon mistakenly classified the product as a child’s category — prepare explanations and evidence, not just edit the description. Regulatory Traps: What Can Sink Your Amazon Listing Without Obvious Rule Violations Hidden Words That Trigger Certification Requirements Amazon doesn’t just react to bold claims in product descriptions. In some cases, the use of specific technical terms automatically triggers regulatory compliance checks. These are not outright bans but rather “red flags” indicating that the platform expects official documentation. Common triggers include: Natural fibers: bamboo, cotton, wool Organic products (USDA standards) Household appliances with energy labeling Jewelry made from precious metals Animal fur products Strong magnets Made in USA products (require proof of manufacture) Products related to cultural heritage, e.g., Native American goods Medical devices — the most heavily regulated category In all these cases, Amazon expects documentation before the listing appears in search results. Even if your product seems harmless, the presence of any of these terms will automatically initiate additional scrutiny. Health Claims = A Straight Path to Listing Suspension If you state that your product: Treats or prevents disease Reduces symptoms or improves health conditions Diagnoses any medical condition Has therapeutic effects Amazon classifies these as medical claims regulated by the FDA. Without clinical studies, licenses, or approvals, your listing will be either suppressed or removed. Important: Packaging and visuals are also reviewed. If your box or images say something “heals” or “treats,” simply removing those claims from the listing won’t resolve the issue. Marketer Tips: How to Avoid the Regulatory Trap Read category policies in advance, not after publishing your listing. Avoid making unsubstantiated health claims. Use only pre-approved claims (e.g., "iron helps form hemoglobin"). If certification is required, have it on hand when you create your page. Don't use innuendo, even if you don't mention a disease directly. Ось переклад вашого тексту англійською мовою для блогу: Prohibited Products and Restricted Categories: Where to Draw the Line Some products or entire categories may be banned from sale on Amazon—regardless of how you describe them. These restrictions arise from both legal regulations and Amazon’s internal policies. What is prohibited or restricted? Cultural artifacts with historical or religious significance Wildlife products (e.g., rare animal skins) Controversial symbols or materials (Nazism, weapons, drugs, etc.) Products banned in specific countries or states Drug-related paraphernalia For example, California’s strict environmental laws often influence Amazon’s policies across the entire U.S. platform, even if you don’t plan to sell in that state. Why does this matter? Amazon can remove your product immediately, change policies without notice, and often will not accept appeals based on arguments like “Competitors are selling the same item.” If you spot questionable listings, that doesn’t guarantee they are legal—most likely it’s a temporary loophole that will soon be closed. Excessive Claims: How Unsubstantiated Statements Harm Your Brand At first glance, phrases like “best,” “perfect,” or “ultimate” may seem like harmless marketing. But on Amazon, these claims pose risks of misleading information. Problematic phrases include: “Best” “#1” “Perfect” “Ultimate solution” “Eco-friendly” (without certification) “Safe for everyone” or “Non-toxic” (without certificates) “Clinically proven” (without clinical studies) What to do instead? Use specific, verifiable facts instead of vague claims. Incorrect: “The best toothpaste for sensitive teeth”Correct: “Contains 5% potassium nitrate — an ingredient certified by the ADA to reduce sensitivity” Seller Language and Amazon Control: How Not to Cross the Line Amazon strictly regulates not only what you sell but also how you talk about it. "Community Property": Why the Listing Does Not Belong Solely to You When you sell a product on Amazon, the listing is considered shared property among all sellers offering that item. Therefore, the listing must not include: Your personal guarantees Promises of shipping or delivery that Amazon does not guarantee Contact information or links to external websites Time-sensitive offers or discounts not approved by Amazon Even backend keywords (invisible to customers) must comply with Amazon’s rules. Trying to circumvent rules via backend content is also a violation. Сompetitor Trademarks: Where the Line of Comparison Lies Using competitors’ brand names in your listing is almost always a violation, except for clearly defined exceptions: Allowed if: Your product is an official replacement part You use approved compatibility language (e.g., “Compatible with iPhone 14”) You manufacture accessories that complement branded products Prohibited: Including competitor brand names in your product title or backend keywords Writing phrases like “Apple alternative,” “Better than Samsung,” or “Dyson competitor” Using trademarks without permission in descriptions or metadata Competitors can file intellectual property infringement claims, which may lead to your listing being blocked or, in severe cases, account deactivation. What to Do if Your Listing Is Blocked or You Receive a Warning Do not ignore it — take immediate action. Identify the cause of the block: was it a word, claim, or image? If you have supporting documents (certificates, studies, approvals), submit them via Seller Support. If you do not have documentation, remove the triggering terms and rewrite your content to comply with Amazon’s policies. Documentation Is Your Best Protection For all the high-risk categories we’ve discussed — medical claims, children’s products, pesticides, and more — having the right documentation is your strongest defense. What you should have on hand: Safety certificates Test results Research studies (clinical or technical) Trademark registrations Origin documents Approvals for brand compatibility Tip for teams: Create a centralized internal database Organize all your documents in a shared space — Google Drive, Notion, or another cloud storage. This saves valuable time when you need to respond quickly to Amazon requests. Amazon Compliance Is Not About Restrictions but a Long-Term Strategy Success on Amazon is not just about having a great product or SEO optimization. It’s about striking the right balance between marketing and platform rules. What to do right now: Check which documents are required for your product category Review the Category Style Guides and help pages on Amazon Audit your current listings for risky phrases or exaggerated claims Set up a system to store certificates, test results, approvals, and studies — easily accessible for any complaints Compliance Is Your Competitive Advantage You might need to tone down emotional language or invest in extra certifications. But this will ensure: Account stability Brand trust Better visibility in Amazon search results Fewer costs for appeals and listing reinstatements Better to be cautious and compliant than flashy and risky. Amazon does not tolerate improvisation when it comes to health, safety, or compliance standards. Although policies may seem strict, they protect buyers — and protect you from unfair competitors. Planning to Scale Your Sales on Amazon? Before launching new products, make sure your listings meet Amazon’s content and compliance requirements. Mistakes in descriptions can cost you sales — or even your account. Our team offers consulting services for: Amazon content and advertising policies Listing audits for compliance Setting up ads in line with safety policies Creating effective and compliant content We help you avoid risks and build a stable sales strategy. Contact us for an audit or personalized advice tailored to your products. This article avaliable in Ukrainian.