What keywords can trigger listing flags

Selling on Amazon isn’t just about having a great product – it’s about knowing the rules. 

As the platform evolves, content and compliance policies are tightening, and what you say in your listings matters as much as how you say it.

Striking the balance between SEO and compliance

Compliance and safety policies have become increasingly central to how sellers create and optimize product listings. 

Over the past five years, we’ve seen a sharp rise in words and phrases that are either banned or likely to trigger compliance flags.

Using the wrong terminology can lead to serious consequences, ranging from listing suppressions to full account suspensions. 

This article is designed to help you navigate Amazon’s complex content restrictions so you can stay compliant while still reaching your audience effectively.

Importantly, the goal isn’t to scare you away from using accurate product descriptions. 

If a word truly fits your product, you shouldn’t avoid it solely to dodge a policy violation. 

Instead, you need to understand what type of documentation Amazon may require to support it.

We’ve included a selection of terms that commonly cause suppressions, drawn from our work across a wide range of brands and categories. 

Our team has reviewed Seller Central resources and compiled nearly 3,000 words and phrases that can trigger issues, but the examples in this article represent only a small portion. 

For full accuracy, always cross-reference with the Seller Support pages relevant to your product mix.

Dig deeper: Optimizing for Amazon branded search: Best practices to boost visibility

Word choice matters on Amazon 

Many sellers unknowingly run into content compliance issues simply by using language that feels accurate or standard in other retail contexts. 

But Amazon operates under its own set of rules, often stricter than general legal or industry norms.

These aren’t arbitrary limitations. 

Amazon’s content policies are carefully designed to protect both consumers and the integrity of the marketplace. 

That means a claim that’s technically legal – or even common in other ecommerce channels – might still violate Amazon’s internal standards.

To stay compliant and avoid costly listing suppressions or account flags, sellers need to understand how Amazon interprets certain words, phrases, and claims. 

Below are key areas where language can trigger compliance reviews, documentation requirements, or enforcement actions.

1. Safety and compliance issues for listing on Amazon

These flags aren’t necessarily bans; they are checkpoints that ensure products meet the required safety and regulatory standards established by Amazon. 

The key is understanding which terms apply to your products and having the proper documentation ready before using them.

Research your category’s requirements before listing; it’s easier to comply from the start than to fix issues later.

Pesticides listings

Because of the way that Amazon monitors for pesticides, this is the category that gets the most attention. 

Amazon follows the EPA regulations in its policies for pesticides, which means that any product with the following attributes will be considered a pesticide and would need an EPA registration number:

• Prevents, blocks, removes, neutralizes, or controls bacteria or other pests.
• Sanitizes, disinfects, or sterilizes.
• Resists mildew.
• Removes or prevents mold.

For instance, if you describe your soap as anti-microbial or claim that a product reduces mildew, Amazon will treat it as a pesticide under EPA guidelines. 

In these cases, you’ll need to provide a valid EPA registration number.

Listings that include pesticide-related language are likely to trigger a performance alert, prompting you to either submit the required EPA documentation or remove the flagged wording. 

Compared to other compliance issues, this is one of the more straightforward ones to resolve – if you have the registration, provide it; if not, remove the triggering terms.

Keep in mind that Amazon also evaluates product packaging and images, not just the written content of your listing. 

If your product isn’t EPA-registered, avoid any pesticide-related claims across all customer-facing materials, including visuals.

Below are a few examples of terms that can trigger pesticide-related warnings, violations, or listing suppressions:

Children’s products

In the children’s products category, it’s not just listing language that can trigger an alert.

Simply being classified under this category or one of its sub-categories can prompt Amazon to require CPSC and other safety and compliance documentation.

Having the proper safety documentation for children’s products is critical to keeping your listings live. 

You must ensure that each component of the products you sell is properly tested and documented. 

Even in a bundle, every individual item must have its own safety or compliance documentation.

Amazon may also incorrectly flag your products due to back-end keywords that make it appear your item is intended for children, even if it’s not. 

In these cases, removing the keywords may not be enough to resolve the suspension. 

You’ll likely need to provide documentation proving the item doesn’t require children’s product testing. 

If your product is meant for adults, it’s especially important to avoid using any keywords associated with children’s products.

Here are some words that could trigger a compliance alert:

Regulation-based compliance issues

Numerous technical terms can also trigger compliance requirements. 

These flags usually relate to safety standards, material compositions, or regulatory categories, for example: 

While the list above looks short, it covers a wide range of categories/products that you may want to list on Amazon’s platform. 

It is always recommended to go through Amazon’s help pages or even contact Seller Support before deciding what kind of product you want to sell. 

This will help you avoid future complications before making an investment. 

Dig deeper: Amazon’s 2025 title policy update: Key changes and implementation guide

2. Health claims

Amazon needs to ensure compliance with FDA regulations while protecting consumers from misleading claims. 

Any statement suggesting a product can diagnose, treat, cure, or prevent any disease or condition requires careful consideration and substantial documentation. 

The solution isn’t to avoid health-related descriptions entirely but rather to approach them with careful consideration. 

Keep your content honest and focused only on verified and documented features rather than promising specific outcomes that you may not be able to back up with the necessary documentation. 

When health claims are necessary, ensure you have proper documentation, including clinical studies, FDA approvals, or other relevant certifications.

Amazon takes health claims seriously, so here’s what you need to know:

• All health claims must be scientifically verifiable.
• Different standards apply to supplements, cosmetics, and medical devices.
• Pre-approved claims exist for certain products (like iron supplements for anemia).
• Documentation is crucial, so keep those clinical studies and FDA certifications handy in case you are required to appeal an account health issue. 

If your product is flagged for health claims, they will look at the listing and expect you to remove any claims, in case you don’t have backup documentation. 

It is important to note that when reviewing these claims, Amazon will also look at your product packaging and images. 

In most cases, if you have these claims on your packaging, no changes to the listing will cause the listing suppression to be removed. 

3. Prohibited items and restricted categories

Some restrictions go beyond terminology and encompass a list of specific products or even entire product categories. 

These restrictions can vary by region, with some states’ regulations affecting nationwide sales. 

For instance, California’s strict product safety laws often influence what can be sold across the entire platform.

Additionally, Amazon maintains its own list of prohibited items, which can include:

• Certain cultural artifacts.
• Specific wildlife products.
• Controversial symbols or materials.
• Products banned in particular jurisdictions.
• Drug and drug paraphernalia.

What makes this category particularly challenging is that restrictions can change quickly and without notice because of new legislation or policy changes. 

A product that’s perfectly acceptable today might face restrictions tomorrow, requiring sellers to stay vigilant and adaptable. 

Keep in mind that just because you see competitors selling restricted items, it doesn’t make it OK or safe for your business to list those items. 

These listings will eventually be taken down, and Amazon will not accept this as a valid reason to appeal a listing suppression. 

4. Boastful claims and competitive statements 

Amazon takes a strict stance on unsubstantiated marketing claims, including terms like:

• “Best.” 
• “Perfect.” 
• “Ultimate.” 

Even seemingly benign environmental claims, such as “eco-friendly,” require proper certification to avoid compliance issues.

The safest approach is to use specific, measurable statements rather than subjective claims. 

Instead of calling your product “the best,” detail exactly what makes it special: 

• Particular features.
• Certified capabilities.
• Verified specifications. 

Use specific, measurable statements instead of subjective claims.

5. Seller-specific language and platform controls

Amazon maintains tight control over the shopping experience, including how sellers communicate with customers. 

Amazon’s listings are “community property,” which means that multiple sellers can usually sell them on Amazon. 

This means the listing can only include features that apply to the product, regardless of which seller the customer purchases from. 

Amazon also does not allow any information that would “divert” customers from their platform to contact you directly. 

This means avoiding:

• Direct contact information.
• External website references.
• Shipping promises.
• Warranty claims (unless manufacturer-authorized).
• Time-sensitive offers.

The platform provides specific tools and channels for seller-customer communications, and trying to circumvent them often leads to compliance issues. 

This also applies to backend search terms – all content, whether visible or not, must comply with Amazon’s guidelines.

Dig deeper: 5 Amazon product listing optimization must-haves

6. Competitor trademarks 

Never use competitor brand names in your listing except for:

• Legitimate replacement parts.
• Verified compatibility claims.
• Approved comparative advertising.
• Auxiliary accessories that are compatible with brand-name items.

The rule of thumb on Amazon is that you are allowed to say, “compatible with,” but not “comparable to.” 

You are also not allowed to include your competitor’s trademarks in your listing or backend search terms. 

If you do, that brand could file an intellectual property infringement claim for your listing. 

Resolving compliance and safety issues

If you’ve received a listing or account warning, it’s important to act quickly before the issue escalates into a suspension. 

Amazon expects sellers to take the time to understand and follow its policies.

Unresolved or repeated violations can lead to more serious consequences, including account deactivation.

To keep your account in good standing, proactively address any violations or alerts. Start by identifying the root cause. 

When we work with clients, our first step is to check whether there’s supporting documentation for the flagged word or claim. 

For example, if a clinical study exists, we may be able to have a health-related suppression overturned.

If no documentation is available, we help our brands obtain it. 

• Some issues, like pesticide warnings, can often be resolved simply by removing the triggering words. 
• Others, such as health claims or children’s product violations, typically require a more involved appeal process.

Documentation is your best defense 

Throughout all these categories, proper documentation serves as your best protection against compliance issues. This includes:

• Product certifications.
• Safety test results.
• Clinical studies.
• Manufacturing certifications.
• Trademark registrations.
• Award documentation.

Maintaining organized, accessible records of all relevant documentation saves time when addressing compliance questions and helps prevent issues before they arise.

Beyond simple compliance

Success on Amazon takes more than a strong product; it requires a sharp focus on compliance and content standards. 

By understanding and adhering to these guidelines, you’ll avoid costly mistakes and build a lasting, trustworthy presence on the platform.

To stay ahead of compliance issues:

• Ensure you have all required safety and compliance documents for your product or category.
• Review the relevant category help pages; they often list restricted words, claims, and banned materials.

Compliance isn’t just about avoiding penalties; it’s about earning customer trust while meeting Amazon’s expectations. 

That may mean dialing back marketing language or investing more in documentation, but these efforts pay off in long-term stability and credibility.

Think of compliance not as a limitation, but as a framework for smart, sustainable content. 

By working within those boundaries and keeping your documentation current, you can create listings that both convert and comply.

When in doubt, err on the side of caution. It’s far better to be conservative than to risk a takedown. 

While enforcement can sometimes feel frustrating, Amazon’s policies ultimately serve to protect customers and preserve the integrity of the marketplace.

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