Think your Amazon listing is fully compliant just because it got approved? Think again. Many sellers unknowingly break the rules and it can cost them their ranking, their revenue, or even their entire account.
While Amazon provides basic listing guidelines, there’s a hidden layer of restrictions that most sellers miss. These aren’t the obvious violations you read in Seller Central—they’re the behind-the-scenes triggers that can quietly flag your listings, suppress your ASINs, or lead to listing takedowns with no clear explanation.
From restricted backend keywords and unsupported certifications to sneaky image violations and variation misuse, Amazon’s system is more sensitive than most sellers realize. Some infractions are even auto-flagged just because you used a risky phrase or the wrong character.
In this blog, we’ll uncover the lesser-known Amazon listing restrictions, explain why they happen, and show you how to avoid them so your listings stay live, compliant, and profitable. If you sell on Amazon, this is the checklist you didn’t know you needed.
Amazon listing restrictions most sellers don’t know about
Selling on Amazon seems simple: create a great product, write a good listing, and start selling. But what many sellers don’t realize is that Amazon has strict and sometimes hidden rules around how you create and manage your listings. Even experienced sellers can run into trouble without knowing they’ve done something wrong.
Here are some lesser-known Amazon listing restrictions that could hurt your performance or even get your ASIN suppressed if you’re not careful.
#1 Restricted keywords in backend fields
Most sellers know to avoid restricted keywords in titles or bullet points, but many forget that the search terms or backend fields are also scanned. Amazon doesn’t allow certain keywords like “best,” “FDA-approved,” or “cure” in backend fields even if customers never see them. Using these can trigger a listing removal or even a policy violation warning.
How to fix this:
Go to your product in Seller Central → Edit → Keywords tab. Remove or reword any restricted or exaggerated phrases. Keep backend keywords focused on product relevance, not claims. Here, you can choose the best Amazon SEO consultant who can help you avoid common pitfalls like listing restrictions and make sure you don’t use restricted keywords in backend fields that could get your product flagged.
#2 Misusing variation relationships
Variation misuse is a common but serious issue. Amazon allows variations (like color or size) only when the products are truly related. Grouping unrelated products to transfer reviews or boost sales is against policy. For example, bundling a yoga mat with a protein shaker under “color” variation is a red flag.
How to fix this:
Only group items that are the same product with a logical variation (color, size, flavor, pack). If you’ve misused variations, separate the products into individual listings using a flat file or create new ASINs with proper relationships.
#3 Unauthorized bundling
While bundles can improve customer experience, Amazon has strict rules about what can be bundled. Creating a custom “kit” with unrelated items, especially branded products that aren’t yours, can lead to listing issues or complaints from rights owners.
How to fix this:
Stick to your own branded products in bundles. If using third-party items, ensure they’re generic or come with proper distribution rights. Also, label your bundle clearly as a “custom bundle created by [your brand].”
#4 Hidden image violations
Images may look fine at first glance, but Amazon has specific requirements such as no logos (unless it’s on the product), no watermarks, no borders, and no additional text. Even small violations can result in suppressed listings.
How to fix this:
Use only high-resolution images with a pure white background for the main image. No added graphics, marketing text, or extra logos. Re-upload compliant images through “Manage Inventory” → “Edit” → “Images.”
#5 Changing critical listing details
Once a listing is created, some details become “locked”—especially the brand name, product type, and UPC. Trying to change these later (or using a flat file upload to overwrite them) can cause listing errors or confuse Amazon’s catalog system.
How to fix this:
Don’t try to force these changes through uploads. Open a case with Seller Support and provide documentation (e.g., GS1 certificate or trademark proof) to request updates the right way.
#5 Unsupported certifications or false claims
Claiming your product is “organic,” “FDA approved,” “BPA-free,” or “CE certified” requires valid proof. Amazon may ask for documentation at any time, and if you can’t provide it, your listing can be taken down.
How to fix this:
Only include certifications or safety claims you can verify with official documentation. Remove any unverified claims from the listing, and upload documents via the “Product Compliance Request” if asked.
#6 Category-specific compliance rules
Each product category has its own set of rules. For example, beauty, supplements, electronics, and baby products often require approvals, testing, or detailed documentation. Missing even one requirement can lead to a listing block.
How to fix this:
Check Amazon’s Category Listing Guidelines in Seller Central before listing. Some products need safety reports, testing certificates, or approval to list. If you’re flagged, submit the required docs via the “Compliance” tab.
#7 Creating duplicate listings
Creating multiple listings for the same product is against Amazon policy. This includes using a different UPC or slightly changing the product title to bypass an existing listing. Amazon tracks duplicate ASINs and may remove all listings if caught.
How to fix this:
Search Amazon’s catalog before listing. If your product exists, add your offer to the same ASIN. If duplicates exist, open a merge request. Avoid using fake or recycled UPCs. Here, Amazon product optimization services can help you get the most out of your listings especially when you’re dealing with Amazon listing restrictions that limit what you can do on your own.
#8 Using restricted characters or formatting
Formatting errors like using all caps, special characters, or symbols in titles can cause auto-flagging. Amazon’s listing style guide requires proper capitalization, punctuation, and formatting for each category.
How to fix this:
Review Amazon’s style guide for your product category. Edit your title and bullets to remove symbols and follow title casing (capitalize only the first letter of each word or per guidelines). Use proper punctuation.
#9 Auto-flagging due to high-risk phrases
Amazon’s algorithm automatically scans for high-risk phrases that could imply false claims or unsafe use. Phrases like “kills bacteria,” “treats pain,” or “safe for all ages” can trigger review or suppression even if your product is harmless.
How to fix this:
Audit your listing for any strong claims, especially health-related ones. Rephrase risky lines to be more factual or benefit-driven without crossing into medical or exaggerated territory. Example: Replace “treats pain” with “designed for comfort.”
Wrapping up
Many Amazon sellers run into listing problems without even knowing why. Just because your product got approved doesn’t mean it follows all of Amazon’s hidden rules. Small mistakes like using restricted keywords, adding the wrong images, or making false claims can lead to listing removal, lower rankings, or even account warnings.
The good news is, that most of these issues can be fixed. You just need to know what to look for and how to correct it. By checking your listings regularly and following Amazon’s category guidelines, you can keep your products live and selling smoothly.
If you’re not sure what’s causing your listing to get flagged, or if fixing it feels too complicated, working with an experienced Amazon consultant can help. They know the common mistakes and how to solve them fast. With expert support, you can avoid problems, improve your listings, and grow your business with more confidence.
