Prohibited Keywords on Amazon
Silent Killer of Your Listings
One Wrong Word Could Kill Your Amazon Listing
Slip up with a prohibited keyword, and you risk suppression, lost sales—even a ban. Amazon’s rules are strict, and mistakes aren’t forgiven.
Keep reading for a free prohibited keywords list and expert tips to protect your listings.
Why Knowing Prohibited Keywords is Non-Negotiable for Amazon Sellers
Selling on Amazon is a fantastic opportunity, but it comes with responsibilities. You’re not just throwing products up on a digital shelf; you’re entering a regulated marketplace where accuracy and trust are paramount.
Understanding prohibited keywords is absolutely non-negotiable for any serious Amazon seller. It’s not just about following Amazon’s rules; it’s about staying out of legal hot water and building a sustainable business.
Think of it this way: Amazon wants buyers to find what they need easily. But they also want those buyers to trust the information they see. That means no misleading claims, no exaggerated promises, and definitely no selling snake oil. That’s where prohibited keywords come in.
Let’s break down why this is so important:
Legal Ramifications
The FTC cracks down on deceptive marketing, especially false health and safety claims. Using prohibited keywords can lead to fines, lawsuits, or worse. Ignorance won’t save you—Section 5 of the FTC Act bans misleading practices. Stay compliant or risk serious consequences.
FDA Regulations
Selling products that diagnose, treat, or prevent disease? Without FDA approval, making those claims is a huge red flag. Amazon and the FDA won’t look the other way—stay compliant or risk removal.
EPA Oversight
The EPA regulates pesticide claims, and many products need registration. Using prohibited keywords without approval can bring serious penalties.
Amazon’s Own Rules
Amazon bans products with misleading or incomplete claims. Even half-truths can get your listing flagged or removed. Stay transparent, or risk losing your spot on the marketplace.
Protecting Your Business
Using prohibited keywords can tank your sales, ranking, and reputation. Avoid them to keep your business safe and thriving on Amazon.
The Cost of Using Prohibited Keywords on Amazon
Even if it’s unintentional, using restricted keywords can have serious consequences:
- Listing suppression – Your product disappears from search.
- Lost sales – No visibility means no revenue.
- Account warnings – Repeated violations put your seller account at risk.
- Legal trouble – FTC, FDA, or EPA violations can lead to fines.
- Permanent ban – Too many infractions, and Amazon shuts you down.
Action Plan: How to Avoid the Pitfalls of Prohibited Keywords on Amazon
To keep your listings compliant and avoid costly penalties, follow these steps:
1. Use a Prohibited Keywords List (and Check It Often)
Amazon’s list of banned words and phrases constantly changes—what’s allowed today could get flagged tomorrow. Sellers must stay updated to avoid accidental violations that can lead to suppressed listings or account suspensions.
Get Our Exclusive Prohibited Keywords List
We’ve done the hard work and compiled a comprehensive list of words and phrases that can trigger Amazon’s algorithm. Use it as your go-to reference to keep your listings clean and compliant—without losing conversions.
Think we missed a word? Use the form below to submit a keyword you believe should be added, and we’ll keep our list updated for the seller community!
2. Avoid Absolute Claims & Guarantees
Amazon bans exaggerated or unverifiable claims—even if you believe them to be true. Words like “best,” “#1,” “guaranteed,” and “instant results” can trigger a violation.
✅ Action Steps:
- Use relative claims instead of absolutes.
- Avoid time-sensitive promises (“fastest,” “overnight results,” etc.).
📌 Example:
❌ “Instantly relieves back pain.” (Prohibited medical claim)
✅ “May help with occasional back discomfort.” (More compliant)
3. Use Implicative Writing to Stay Compliant
Amazon bans direct, unverified claims, especially in health and performance-related products. The fix? Implicative writing—a technique that suggests benefits without making absolute promises.
Also known as:
- Hedging – Using cautious language to avoid guarantees.
- Implied marketing – Suggesting an effect without stating it outright.
- Weasel wording – Vague phrasing that implies results without accountability.
✅ Action Steps:
- Use words like “may,” “can,” “helps,” “designed to” instead of absolute claims.
- Reframe medical or performance claims to stay within Amazon’s rules.
📌 Example:
❌ “100% Guaranteed to Whiten Teeth in 3 Days!” (Violation)
✅ “Designed to help brighten your smile over time.” (Compliant wording)
4. Watch Out for Trademark & Competitor Name Drops
Mentioning brand names (other than your own) in your product title, description, or backend keywords is strictly forbidden. Amazon will flag or remove listings for this.
✅ Action Steps:
- Never use competitor brand names in your copy.
- Stick to generic descriptors instead.
📌 Example:
❌ “Better than AirPods” (Trademark infringement)
✅ “Reliable wireless earbuds with crisp and detailed audio” (Safe alternative)
5. Conduct Routine Compliance Audits
Mistakes happen. Regularly reviewing your listings can prevent surprise takedowns.
✅ Action Steps:
- Run manual checks on your listings every few months.
- Use compliance tools or hire experts to audit your content.
- Monitor Amazon notifications for warnings and take action fast.
Where Not to Use Prohibited Keywords on Amazon
Amazon doesn’t just scan your titles and bullet points for restricted terms—it checks your entire listing. Using banned keywords anywhere can trigger suppression, delisting, or even account penalties.
Avoid using prohibited keywords in:
- Product Title – This is the most heavily monitored section.
- Bullet Points & Description – Even if a claim is technically true, misleading wording can still violate policies.
- Backend Search Terms – Just because customers can’t see it doesn’t mean Amazon won’t flag it.
- A+ Content & Brand Story – While this section is less strict, prohibited claims (especially medical, pesticide, or false guarantees) can still cause trouble.
Can You Use Prohibited Keywords in PPC?
Yes! Unlike SEO, Amazon’s PPC ads have no restrictions on prohibited keywords. You can bid on trademark terms, restricted words, and even high-risk phrases without affecting your listing’s compliance.
Prohibited Keywords Are Restricted in SEO, But Not in PPC
- In SEO (organic listings), using prohibited terms like “CBD” can get your product removed or flagged. Even alt text in an image can trigger a violation.
- In PPC (paid ads), you can bid on any keyword, including restricted terms and competitor trademarks, without affecting your listing’s compliance.
PPC Ads Won’t Impact Listing Quality or Classification
- Running ads with restricted keywords won’t cause suppression, adult flags, or misclassification.
- This makes PPC a great way to drive traffic for hard-to-rank products that face SEO restrictions.
Where Not to Use Prohibited Keywords on Amazon
Amazon listing issues aren’t always caused by the direct use of banned keywords. Many sellers unknowingly violate hidden rules, leading to suppressed content, rejected A+ pages, or even account warnings. Here are some less obvious but equally problematic actions:
- Mentioning your business details – No contact info, addresses, or store names.
- Referencing competitors or exclusivity – Avoid claims like “authorized reseller” or comparisons to other brands.
- Including pricing, promotions, or shipping details – No “on sale,” “fast shipping,” or references to fulfillment types.
- Using trademarks or symbols – No ® or ™ in text or images.
- Highlighting time-sensitive product claims – No “best new product of the year” or “hottest item” mentions.
- Displaying customer reviews or media quotes – Even if it’s from Amazon or a well-known source.
Watch this video to know more:
Amazon’s rules are tough to navigate. Whether you need to optimize listings without risking compliance or reinstate a suspended listing due to restricted keywords, our Amazon agency has the expertise to keep your business running smoothly.
