Overview

Amazon’s error code 90171 appears when a listing contains a prohibited value in a required attribute, preventing the product from becoming active. The issue surfaces during feed processing or manual listing creation and must be cleared before the item can appear in search results. Sellers need to understand why the error occurs and how to correct it quickly to avoid sales loss.

Key Points

• Prohibited keywords trigger the error — Using banned terms such as “organic,” “clinically proven,” or trademarked brand names in fields like Product Description or Bullet Points will generate error 90171.
• Error message pinpoints the offending attribute — Amazon’s processing report flags the exact attribute (e.g., Item Package Quantity) and the disallowed value, allowing sellers to locate the problem without guesswork.
• Approved value lists are provided — Each category’s listing template includes a reference sheet that enumerates acceptable entries for attributes such as Material Type or Target Audience.
• Policy violations are the root cause — The prohibited values exist to enforce Amazon’s content standards, covering unverified health claims, misleading language, and unauthorized use of protected trademarks.
• Bulk feeds amplify the impact — A single prohibited term in a feed can reject dozens or hundreds of SKUs that share the same attribute, magnifying the disruption.

How to Fix Listing Error 90171

1. Locate the error in the processing report — Open the feed processing summary, find the line that reads “Error 90171 – Invalid value for [Attribute]”, and note the exact value flagged. Example: “Error 90171 – Invalid value for Product Description: ‘clinically proven to reduce wrinkles’.”
2. Consult the category’s valid‑values sheet — Download the latest listing template for the product’s category and open the “Valid Values” tab. Search for the attribute in question and identify an approved alternative. Example: Replace “clinically proven” with “formulated to support skin elasticity.”