If you’re running PPC ads on Amazon, you’re probably juggling a million things: keywords, bids, creatives, budgets, and trying not to scream when your ACoS spikes for no reason. But here’s one thing that often gets overlooked and can quietly wreck your campaign before it even gets off the ground: Amazon’s brand guidelines.
You might think, “I’m selling a great product. My ad copy is solid. I’ve got high-res images. What could go wrong?” Well, if you’re not following Amazon’s branding rules, your ads could be rejected faster than you can say “Sponsored Display.” And if you’re a brand-registered seller, Amazon holds you to even higher standards. That means you can’t just wing it with logos, trademarks, or even the way you mention “Amazon” in your ad content.
Why does this matter? Because getting slapped with ad rejections wastes time and money, and it also messes with your momentum. And worse, repeated violations can actually affect your ability to run ads completely. Not ideal when you’re trying to scale.
This guide will walk you through the Amazon brand guidelines that specifically apply to advertising, show you how to stay compliant without getting boring, and share a few “don’ts” that can save you a whole lot of grief. We’ll look at how following the rules can actually make your brand look more polished, trustworthy, and click-worthy.
So whether you’re brand new to Amazon ads or just need a quick sanity check to make sure you’re not unknowingly committing branding crimes, you’re in the right place.
Article Contents
Amazon Brand Guideline Must-Knows for Sellers
Amazon is strict when it comes to protecting its brand. Improper logo usage or naming the platform in a way they don’t approve of can get your ads flagged, disapproved, or even worse, your account gets suspended. This is why it’s very important to learn their brand guidelines. Following them closely ensures that your ads run smoothly and efficiently.
Overview of Amazon-Owned Brand Elements
Amazon Trademarked Call-to-Actions (CTA)
“Shop now at Amazon.com” or “Buy now” are CTAs that are used to keep things clear and consistent across the Amazon marketplace. By using these approved CTAs, you’re not only following the rules but also giving your ads a better chance to perform. These CTAs also make it super easy for customers to know exactly what to do next – like clicking “add to cart.”
Here’s a list of the CTAs that are authorized for use in Amazon-branded text links:
“Shop now at Amazon.com”
“Shop now”
“Pre-order now”
“Learn more”
“See details”
“Watch now”
APPROVED:
NOT APPROVED:
Amazon Trademarked Phrases
Some phrases are so tied to Amazon’s brand that they can’t just be used in your ads without getting a thumbs-up from Amazon. “Gold Box,” “Deal of the Day,” and “1-Click” are just a few examples of these phrases. Using them without permission could come back to bite you with penalties that will make you wish you had read the fine print.
If you want to use these in your ads, you’ve gotta get the go-ahead from Amazon. If you’re talking about Amazon features, like using “Gold Box Deal of the Day”, that’s okay, but it still needs Amazon’s approval..
Here’s a list of phrases you definitely can’t use without permission:
*The “Subscribe & Shop Now” message might be mistaken for Amazon’s Subscribe & Save program.
Amazon Trademarked Logos
Since Amazon’s logo and the Smile icon are trademarked and off-limits for any advertisement or other marketing materials outside of Amazon, sellers are provided with the “Available at Amazon” logo instead.
As an Amazon third-party vendor or seller, you can place the “Available at Amazon” logo on your advertising so that everyone is aware your products are for sale on Amazon. Note that the logo has two colors (white and squid ink). Select the most noticeable one that can be easily read in your ad.
NOT PERMITTED:
NOT PERMITTED:
PERMITTED:
APPROVED:
NOT APPROVED:
Size and Margin Requirements
When itcomes to Amazon-related CTAs in your ads, you can’t just pick a font that “looks nice.” Amazon has specific rules: use Frutiger 57 or 67 Condensed, and only at 11.5pt or 14pt. That’s it, no freestyling. You also need to give the text some breathing room. Margins around these elements aren’t just about neatness; they help keep things easy to read and in line with Amazon’s brand standards. Stick to these specs, and your ads will look clean, credible, and ready to go.
Correct Use of Amazon Brand Elements in PPC Advertising Campaigns
Use of Amazon Brand Name
It might seem like a small thing, but how you write “Amazon” in your ads actually matters. Amazon is very particular about how its name is presented. It must always appear in title case: that’s “Amazon,” with a capital “A” and the rest in lowercase. Writing it as “amazon,” “AMAZON,” or, heaven forbid, “AmaZon” (please don’t) is a fast track to getting your ad disapproved.
Why does this matter? Because consistency builds trust, and Amazon takes its reputation seriously. A misplaced capital letter might feel minor, but to Amazon, it’s about protecting their brand. So when you’re writing copy for your ad, double-check that you’ve got it right.
Fonts and Typeface Sizes
Amazon’s not picky about fonts for no reason, it’s all about keeping things consistent and easy to read. When you’re adding Amazon-branded text links to your ads, you’ll need to use their approved font: Frutiger 57 or 67 Condensed, sized at either 11.5pt or 14pt.
Straying from these guidelines (tempting as Comic Sans might be) can lead to non-compliance issues or rejected ads. Sticking to the rules keeps your ads looking clean, professional, and in line with Amazon’s trusted image.
Common Amazon Brand Guidelines Mistakes to Avoid
Designing Amazon Style CTA Buttons
It might be tempting to use Amazon’s button style to make your ads feel familiar, but that’s a quick way to run into trouble. Amazon is pretty strict about how its buttons look to keep things consistent and clear for customers. Trying to copy them could lead to confusion or even make customers think they’re interacting directly with Amazon. Instead, make sure your CTA buttons are clearly different while still being straightforward and eye-catching. This way, you can stay compliant with Amazon’s rules and keep your ads looking professional.
Partial Use of Amazon Logo Elements
A mistake that comes up often is trying to tweak or incorporate Amazon’s logo, especially the Smile mark, into your own branding. Even something as simple as adding the Smile mark to your logo is a big NO. To stay on the safe side, stick to using the “Available at Amazon” logo as it is, no changes or partial uses.
Use of the “Available at Amazon” Logo in On-Platform Display Ads
The “Available at Amazon” logo is designed specifically for external advertising ONLY, meaning it should only be used in campaigns outside Amazon that are used to direct customers to Amazon. Using this logo on Amazon’s platform itself creates redundancy and confusion. It’s important to ensure that this logo is only used in external ads, such as those on social media or other websites, that direct traffic to your Amazon listing.
APPROVED:
NOT APPROVED:
*The “Available at Amazon” logo is strongly discouraged for use in ads placed directly on the Amazon site.
Visual Guidelines
Visuals aren’t usually the first thing sellers think about when setting up Amazon ads, but they play a much bigger role in performance than many realize. It’s not solely about getting your creatives to look nice, it’s about getting them to meet the standards Amazon requires. That means using the appropriate font sizes, having enough breathing room around your text, and getting everything out in a way that’s easily digestible in a glance.
One of the most common errors is packing too much into one picture or using mismatched fonts simply to get things “to pop.” But that kind of clutter often backfires. Not only can it get your ad flagged, but it can also turn off potential customers. When visuals are clean, compliant, and well-organized, your message gets across more clearly, and customers are more likely to buy. So yes, design matters. But it’s not about being flashy. It’s about being smart, consistent, and easy to trust.
The Impact of Amazon Brand Usage Violations
Breaking Amazon’s brand guidelines isn’t just a little whoops – it can actually hit hard. We’re talking ad disapprovals, campaign delays, even temporary suspensions or permanent account bans (if you really push it). And the worst part is that it’s often the smallest things that trip sellers up, like using the wrong logo, or writing “AMAZON” in all caps instead of just “Amazon.” These tiny details can throw a wrench in your ad machine and burn through your budget before your ads even go live.
But the damage doesn’t stop there. Customers notice when something feels off. A weird-looking logo or off-brand wording doesn’t just look unprofessional, it signals that your brand might not be trustworthy. And in a space where trust equals conversions, that’s a hit you can’t afford.
The good news? Following Amazon’s branding rules makes life easier. Your ads fly through approval, your messaging feels polished, and your brand comes across as credible and confident. Basically, the more “by-the-book” you are here, the more freedom you gain to focus on what really matters: running profitable campaigns that can effectively convert.
So, is compliance fun? Not exactly. But is it worth it? Every. Single. Time.
Recap
When it comes to Amazon’s brand guidelines, many sellers approach them like annoying terms and conditions they never read. But here’s the thing: following these guidelines isn’t just about ticking a bunch of boxes. It’s about positioning your business for long-term success in a market that’s packed with competition, glitches, and, sometimes, some seriously weird customer reviews.
First off, let’s be clear: these rules aren’t here to cramp your creative style. They’re not there to punish you for trying to make your ads stand out with that neon-green font (please don’t do that). They’re there to protect your brand and (rightfully so) Amazon’s brand.
By following simple rules, like using Amazon-approved CTAs, steering clear of trademarked phrases, and sticking to the visual standards, your ads become cleaner, more professional, and most importantly, they get approved faster. What does that mean for you? Less time wasted on resubmissions and fewer head-scratching rejections.
But here’s where it gets interesting: compliance isn’t just about playing defense. It’s also a growth strategy. When you consistently stick to Amazon’s brand guidelines, you’re showing the world that you’re serious about your business. You’re not just some random seller hoping for the best. You’re a brand that can be trusted, and trust is one of the most valuable currencies in the online marketplace.
When customers see your ads and recognize that everything is aligned with Amazon’s trusted standards, they feel more confident clicking that “Buy Now” button. They know you’re not cutting corners, not trying to sneak in a flashy, unauthorized logo, or misspelling “Amazon” for the hundredth time (yes, it happens). They see your brand as reliable, and that feeling of reliability turns into loyalty. And loyal customers? Well, they tend to come back. And then, they tend to bring friends. And we all know the magic of word-of-mouth sales.
Not following these guidelines can result in some ugly consequences, like ad disapprovals, account suspensions, or even permanent termination. Even small mistakes you thought wouldn’t matter, like using a logo incorrectly or writing “amazon” with a small-case A, can cause unnecessary delays that cost you time and money. Nobody has time to constantly fight with ad rejections, right?
In conclusion, playing by Amazon’s brand guidelines isn’t just about avoiding penalties. It’s about setting yourself up for sustained success, gaining customer trust, and making sure your ads are working harder for you, not against you. So, next time you’re crafting that perfect ad, remember: compliance isn’t a barrier – it’s your secret weapon. Stick to the rules, stay professional, and let the sales roll in. After all, in the world of Amazon, the details really do make all the difference. And in this game, every little detail counts.
