Ever spent hours crafting the perfect Amazon A+ Content, only to see “not approved” or stuck in the dreaded “in-review” status? Frustrating, right? You’re not alone.
Amazon has strict (and sometimes confusing) guidelines that can leave even experienced sellers scratching their heads. From restricted words to image compliance issues, a simple misstep can delay your content approval.
But don’t worry, we’ve got your back! This guide breaks down the most common reasons why A+ Content gets rejected and how to fix them quickly — because once it’s live, shoppable A+ Content becomes one of your most powerful tools for driving conversions directly from your product page. Let’s make sure your enhanced brand content goes live without a hitch!
Reasons why your Amazon A+ may be getting rejected
While selling on a global marketplace like Amazon, playing by the rules is what makes your brand fit in and what makes Amazon’s A9 algorithm notice you. If you are struggling with the complexities of getting your A+ content approved, here are 7 reasons why it might not be.
1. Prohibited Words: The Hidden Landmine in A+ Content
Amazon strictly forbids the use of certain words and phrases in A+ Content. Sellers make use of these to support the features of the product but Amazon says a big no-no to the usage of certain keywords. The tricky part is that, even if certain terms are not offensive, the most basic terms are restricted by Amazon, without letting the sellers know.
These words generally fall into three categories:
Marketing & Promotional Terms
Sellers basically consider their A+ content as a sales pitch to drive conversions. Phrases like “Buy Now,” “Add to Cart,” “Ready to ship” can be quite a selling point but guess what? Amazon doesn’t allow it.
Focus on benefits, not sales tactics while optimizing your keywords. Instead, say, “Designed to enhance your experience with long-lasting durability.”
Unsupported Superlatives & Satisfaction Claims
Now, I totally believe that your product is “#1 Rated,” “Best-Selling,” “Top quality” and so on but, Amazon isn’t all for calling yourself that.
Phrases “100% natural”, “100% Satisfaction Guaranteed” etc. is strictly prohibited to use in your Amazon A+ content.
Say, “A popular choice among coffee enthusiasts for its rich aroma.”
This way, you can stay safe and also tell what you want.
Eco-friendly and Natural
Terms like “Biodegradable”, “Environmentally friendly”, “Decompostable” are substantial claims that need serious backing-up from trusted resources. Amazon restricts the usage of these terms to prevent any misleading claims and be the reason for any sensitive controversy.
2. Discounts that don’t apply for lifetime
As much as we would love for your A+ to replicate or take place of an ad/promotional tool, Amazon prohibits any mention of discounts, deals, or promotions in A+ Content.
Phrases like “Exclusive Discount,” “Lowest Price,” “On sale”, “Limited time offer”, “Best Deal” should be avoided as these deals don’t apply for a lifetime.
Pro tip- These phrases best work on your PPC ads where it creates a sense of urgency and improves conversion rate in a shorter period of time.
3. Health claims? Absolutely not
Amazon never allows any brand to claim that their product can cure, treat or prevent a disease. In most cases, your product may have the required ingredients to help prevent a disease but directly claiming to cure it is strictly prohibited.
“Detoxify”, “Cures Cancer”, “Treats Diabetes, HIV” etc. should be avoided.
If any such properties are present in your product, you can add “Helps with controlling sugar for pre-diabetics” “Healthy, diabetic-friendly cookies” are substitues you can use.
4. Trademarks and Copyright
I fully understand that your logo is registered in full compliance of the rules and regulations. However, trademarks ™ , © or ® are only allowed if they appear on your product packaging or are part of your brand’s official logo.
Usage of trademarks on your A+ content is banned by Amazon and sadly won’t publish your A+ content if it doesn’t comply with this.
5. Keep in mind the Image dimension
One of the biggest issues sellers run into? Image dimensions and quality.
Amazon only allows .jpg, .bmp, and .png file formats in RGB color space (not CYMK), with a minimum resolution of 72 dpi and a file size under 2MB. Blurry, pixelated, or low-quality image, are a big no in Amazon’s book of rules for A+ content. Animated images like GIFs? Not allowed either.
Image dimensions are clearly mentioned under each module, among the plethora of modules available for you to choose from. Ensure your images follow the exact dimensions to avoid rejections and delays in uploading your A+ content.
These are some of the options for A+ modules for you to choose from, that best suits your requirements.
Another common mistake is reusing images from your product gallery. Amazon wants A+ Content to showcase unique aspects of your product, so recycling the same images can lead to disapproval. Also, avoid watermarked images or ones with tiny text that’s unreadable on mobile, as those will get flagged too.
To achieve a smooth approval process, always upload high-resolution, clear visuals that genuinely add value to your product page. Also, don’t forget about alt-text! It should accurately describe the image and product characteristics rather than being stuffed with random keywords. Misleading alt-text can also lead to rejection, so keep it relevant!
6. Right use of Brand Logo
Amazon has strict guidelines regarding the use of logos in A+ Content. You’re allowed only one brand logo per module, and it needs to be used in a way that actually adds value—just slapping it anywhere won’t cut it.
A common mistake? Including multiple logos in one module. If you do that, expect your A+ to get rejected. Also, third-party logos (like partner brands) are generally not allowed, unless they’re absolutely necessary. And here’s a big one, never include Amazon’s logo anywhere in your A+ Content. It’s a guaranteed rejection.
To avoid rejection, ensure that you use only your brand’s logo and position it in a way that adds value to the content rather than cluttering the design.
7. CTAs and Emojis are Frowned Upon
Making use of CTAs to promote your socials should remain a big no. Amazon allows CTAs on PPC advertising but not on your EBC content.
Emojis in your A+ content additionally degrade your listing quality and Amazon marketplace selling standards. For a premium look at your Amazon product listing, stay away from emoticons to grab attention and let the images speak for themselves.
Don’t Freak Out if your A+ content “in-review”
I get it, you’re all pumped to see your A+ content finally go up live on your product page and can’t contain the excitement. But, Amazon sure does test your patience.
On a good day, your A+ can go live just 1 day into publishing it but it’s also possible for it to typically take 7-14 business days to get your EBC up!
Strange but, it’s Amazon we’re talking about. Anything is possible.
Stay patient if your A+ content is still “in-review” by the Amazon team. You can always monitor the A+ content status on your A+ content manager page on Amazon Seller Central.
If the review time has exceeded by a good number of days, simply initiate a case to find out the status from their seller support team.
Will my Amazon Product Description be Hidden after Approval of A+ Content?
Noticed your product description is missing after publishing A+ Content? You’re not alone! Many sellers get confused when they realize that Amazon automatically hides the standard product description on desktop once A+ Content is live. But don’t worry—it hasn’t been deleted.
Amazon does this because A+ Content is designed to replace the plain text description with a more engaging, visually rich format. However, your product description is still indexed for SEO, meaning it still helps your product rank in search results. And here’s something important—on mobile, the standard description is still visible.
So, while you won’t see it on the desktop version of your listing, it’s still working behind the scenes to boost discoverability. With the growing adoption of voice commerce through Alexa devices, optimizing for Amazon voice SEO becomes increasingly important, as voice searches often rely on the indexed text content from both your A+ Content and hidden product descriptions to match conversational queries. That’s why it’s smart to optimize both your A+ Content and product description to complement each other.
Pro tip- Feel free to add the content of your Product description to your brand-new Amazon A+ content now!
What to do if your A+ is rejected by Amazon?
1. Find out why
Read the Exact Rejection Reason in Your Seller Central Dashboard.
Many sellers make the mistake of guessing why their A+ Content was rejected instead of checking the actual reason provided by Amazon. Before resubmitting, running your content through an Amazon A+ content analysis tool can help you catch compliance gaps across text, images, and alt tags before Amazon’s reviewers do. In Seller Central, go to:
Advertising → A+ Content Manager → Check the Content Status
Amazon usually provides a short rejection message, which will point you in the right direction. They usually give the exact reasons for rejection so you can modify the content accordingly.
2. Check for image alt text and compliance of guidelines
Image alt text is like the last thing that will come to your mind if your A+content gets rejected. It’s also such a hidden source for content but well, Amazon tracts that equally too.
Ensure your image alt text doesn’t contain any of the rejected terminologies and is in compliance with all of Amazon’s guidelines. If it does, you can quickly edit these and submit your A+ content back for approval!
3. Edit and resubmit for approval
Now, mistakes are inevitable and a rejected A+ content will cause absolutely no harm to your account health, brand sales, or clicks and traffic. If you’re unsure how to proceed, consider working with an Amazon listing service provider to ensure your A+ content meets Amazon’s guidelines and gets approved quickly.
4. Let an agency like Sequence Commerce handle the complexities
As an agency, we take full responsibility in ensuring your A+ content is up to the mark and smoothly gets published with every new product launch. Allow us to handle the complexicties so you don’t have to worry about these things.
Final Thoughts
All I can say is, it’s all worth the wait. The long waiting hours, the rejections or the improvisations. They all come down to achieving the most compelling A+ content that reflects your brand’s truest potential. It not only beautifies your product detail page but also plays a major role in improving your sales organically as well as through ads.
And if the process still feels overwhelming? Let an expert handle it for you! Sequence Commerce specializes in navigating Amazon’s complexities so you can take your hands off this nagging work. Because at the end of the day, A+ Content is meant to boost your sales—not slow you down.
FAQs
Why was my Amazon A+ Content rejected?
A+ Content could be rejected by Amazon if it includes forbidden language, unsupported assertions, trademark infringements, poor-quality photos, or formatting issues. Your A+ content manager will always let you know why it was rejected.
How long does Amazon take to approve A+ Content?
Usually, it just takes 1 to 7 business days; it might take as much as 14 days to receive approval. Should it take longer, you may inquire with Seller Support for an update or look at your A+ status on the backend.
Can I include in my A+ material terms like “best” or “top-rated”?
Amazon doesn’t permit unsubstantiated statements such as “#1 Rated” or “Best-Selling”. Rather, speak the truth, such as “A popular choice among customers.
Why can’t I put deals, discounts, or sales in my A+ content?
A+ Content does not allow you to mention prices, promotions, or special offers, Amazon. Rather, PPC advertisements and sales should include these items.
What rules do I need to follow for images for A+ Content?
Images should be in RGB color mode, under 2 MB, and at least 72 dpi. They can be.png,.bmp, or.jpg files. Images that are GIFs, deformed, or watermarked are not permitted.
After posting A+ Content, why does my product description not appear?
Amazon conceals the conventional product description on desktop after A+ Content is authorized. It remains visible on mobile, though, and is still SEO indexed.
Can I include unique characters like emojis in A+ Content?
Amazon does not allow A+ Content to have marks, too much punctuation, or symbols. Your essay should not include bad language.
Can claims about health be made in A+ Content?
Amazon does not permit medical claims such “Cures Diabetes” or “Prevents Cancer.” Instead, say something like, “Supports a healthy lifestyle.
What do I do if my A+ content stays “In-Review” for too long?
Open a case with Amazon Seller Support to learn what is happening if your A+ Content was authorized more than 14 days ago.
What can I do to make sure my A+ content goes through without a hitch?
Check your work twice before submitting it; follow Amazon’s policies, avoid forbidden language, and use good images. Should you have any doubts, collaborating with a professional company could help to simplify the procedure. Or, you can simply hire an Amazon marketing agency that will efficiently deal with getting your A+ content approved.
Alex Kung is the Founder and CEO of Sequence Commerce, with over a decade of hands-on experience in Amazon advertising, marketing, and marketplace strategy. As a certified Amazon Advertising Specialist, Alex has personally managed more than $15M in Amazon ad spend, helping brands achieve an average 40% increase in ROAS across diverse product categories. His expertise spans Amazon DSP programming, inventory optimization, A9 algorithm strategies, and multi-channel e-commerce scaling.
Before founding Sequence Commerce, Alex led e-commerce operations for several 7-figure brands, developing proprietary methodologies for Amazon keyword research and listing optimization now used industry-wide. A regular speaker at e-commerce conferences including SellerCon and Prosper Show, Alex’s data-backed insights have been featured in publications like Entrepreneur and Digital Commerce 360. Through the Sequence Commerce blog, he shares proven, actionable strategies based on current marketplace trends and algorithm updates to help sellers build sustainable Amazon businesses.
Great post. I used to be checking continuously this weblog and I am impressed!
Very useful information particularly the
final phase 🙂 I maintain such information much. I was seeking this certain information ffor a very
long time. Thank you and best of luck. http://boyarka-inform.com/
Excellent article! Keep up the great writing.