Overview

Amazon has overhauled its moderation policies for Sponsored Brands and display advertising, rolling out new creative tools alongside stricter enforcement on logos, images, ad copy, and promotional claims. For sellers actively running PPC campaigns, these changes directly affect how ads are reviewed and approved — and misunderstanding them could mean rejected creatives, stalled launches, and wasted spend.

What's New

• Bulk Creative Pre-Approval — Advertisers can now submit creative assets in bulk through their asset library for pre-approval, building a ready-to-use bank of cleared materials before campaigns launch.
• Professional Translation Service — A new translation offering supports text and video across more than 12 languages with a 10-day turnaround, targeting brands expanding into international marketplaces.
• Stricter Logo Standards — Brand logos must now fill their entire allocated space or sit on white or transparent backgrounds. Combining multiple brand marks or repurposing logos as headline extensions is prohibited.
• Video Safe Zone Templates — New templates help ensure on-screen text and product details remain visible on mobile, preventing key information from being obscured by playback controls.
• Background Color Requirements — Borderless ads can no longer use white or off-white backgrounds. Contrasting colors are now mandatory so ads are clearly distinguishable from surrounding page content.
• Subscribe & Save Logo Rules — Any ad headline referencing Subscribe & Save must display the official, unmodified program logo.

Core Ad Requirements Sellers Must Meet

Every Sponsored Brands and display ad must satisfy a baseline set of standards regardless of format. Ads need to be appropriate for general audiences, truthful about the products being sold, and free of misleading or offensive material. The creative must accurately represent what shoppers will find on the product detail page — any mismatch between ad promise and landing page reality will trigger a rejection.

Ad copy must be written in the primary language of the target marketplace. Sellers can only advertise products they own or are authorized to resell. All advertising claims require substantiation that matches product page and packaging content. Superlative language such as "the best" or "better than" will be rejected without supporting documentation, and naming competitors directly is not allowed. Generic comparative references like "leading brand" remain acceptable.