Amazon Appstore Advertising Policies
Developers with apps distributed via the Amazon Appstore that include advertising (“Ad-Enabled Apps”) must ensure those Ad-Enabled Apps comply with the following Advertising Content Policies and, if applicable, the Fire TV Inventory Optimization Policy (collectively the “Advertising Policies”). The Advertising Policies may change from time to time, and it is the developer’s responsibility to keep up to date with these Advertising Policies and to ensure their Ad-Enabled Apps and any advertising networks used to deliver advertisements in their Ad-Enabled Apps comply with the Advertising Policies. If an Ad-Enabled App violates any of the Advertising Policies, we reserve the right to take appropriate action, which may include removing the app from the Amazon Appstore.
Advertising Content Policies
Amazon Appstore's Advertising Content Policies, described below, set forth certain restrictions regarding advertisements included in an Ad-Enabled App. The Advertising Content Policies apply globally across all devices and surfaces where Amazon Appstore apps are distributed. If an Ad-Enabled App uses other Amazon services to serve or publish advertisements (e.g., Amazon Advertising), then the developer of that app must also comply with the policies governing those services.
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Offensive Advertising: We prohibit advertising that is offensive and we reserve the right to determine what is offensive at our sole discretion. Our determination of whether content is offensive may vary by region. We also reserve the right to publish content ratings for Ad-Enabled Apps based on the content of advertising displayed within those apps.
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Pornography: We prohibit advertising containing pornography or that depicts graphic sexual acts or sexually explicit material.
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Illegal Activity: Advertising must comply with all applicable laws, and we do not allow ads that facilitate or promote illegal activities. Developers are responsible for ensuring compliance with applicable law.
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Intellectual Property: We prohibit advertising that infringes on intellectual property rights.
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Privacy and Publicity: We prohibit advertising that infringes, or has the potential to infringe, upon an individual’s privacy or right of publicity or that portrays an individual in a false light.
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Alexa: We prohibit advertising that references or invokes Alexa without prior written approval from the Amazon Alexa team.
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Extreme Violence: We prohibit advertising that depicts extreme violence or gore. Advertising that depicts moderate levels of violence should only be directed to the appropriate audience.
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Deceptive Advertising: We prohibit advertising with deceptive, false, or misleading content, including ads with deceptive pricing or incomplete disclosures. Examples of violations include:
- Ads that mimic an app's user interface. Ads must not be designed to look like legitimate app interface elements, deceiving users into believing they are interacting with the app rather than an advertisement.
- Ads that simulate system alerts/notifications. Ads must not mimic system notifications such as battery warnings, security alerts, system updates, or other operating system messages.
- Ads with misleading calls-to-action. Call-to-action buttons and promotional language should not inaccurately represent the user experience, any associated costs, or promotional conditions.
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Disruptive Advertising: We prohibit advertising that interferes with other apps, other advertisements, or device operations. We prohibit ads that are displayed to users in unexpected ways, that may result in inadvertent clicks, or that impair or interfere with the usability of device functions. Examples of violations include:
- Full-screen ads without prominent and easily accessible dismiss options, that do not provide clear exit options for users, or that use false close buttons or unexpectedly appear in areas where users click for app functions.
- Ads that appear outside the app serving them, including in notifications or the device home screen.
- Ads that are triggered by the user attempting to exit the app or part of the app (e.g., by pressing home on a remote control, clicking close in the app).
- Ads that interfere with or interrupt user actions (e.g., preventing or delaying the effect of the user’s choice to view content or take another action within the app).
- Ads of all formats that cannot be closed after 15 seconds. However the following types of ads can exceed 15 seconds without a close option: ads that appear within video-streaming content (e.g., live TV commercials), ads users explicitly choose to view (e.g., ads users choose to watch for in-app benefits), and ads that are displayed during natural pauses (e.g., in game play following the completion of a level).
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Ad Fraud: We prohibit ad fraud. Ad fraud is the generation of fake ad interactions (clicks, impressions, conversions) designed to mimic legitimate user engagement and trick advertising networks. Examples of violations include:
- Rendering ads that are not visible to the user.
- Generating clicks on ads that the user did not make.
- Sending ad networks fake installation attribution data.
Fire TV Inventory Optimization Policy
Advertising Inventory Share Requirement
Developers of any Fire TV app that includes advertising (“Fire TV Ad-Enabled App”) with usage of 50,000 hours or more per month in the United States must, after being contacted by Amazon, integrate that app with Amazon Publisher Services (“APS”) and provide Amazon with 30% of the Fire TV Ad-Enabled App’s total in-country advertising impressions. Effective September 1, 2023, developers of any Fire TV Ad-Enabled App with usage of 30,000 hours or more per month in any other country in which APS is available must, after being contacted by Amazon, integrate that app with APS and provide Amazon with 30% of the Fire TV Ad-Enabled App’s total advertising impressions in each such country. Amazon will retain 100% of the revenue from these impressions, which must be provided at no cost to Amazon and without excluding or limiting Amazon’s access to times, programs, or categories. Use of APS is subject to the Amazon Publisher Services Agreement.
Advertising Revenue Share Requirement
Effective September 30, 2023, developers of any Fire TV Ad-Enabled App with usage of 30,000 hours or more per month in any country in which APS is not available must, after being contacted by Amazon, provide Amazon with 30% of all revenue received for any advertising in the Fire TV Ad-Enabled App in each such country.
Additional Terms
The usage thresholds discussed above represent the total amount of time a Fire TV Ad-Enabled App is used on a monthly basis per country, as calculated by Amazon.
Developers of Fire TV Ad-Enabled Apps must promptly provide Amazon with any reporting Amazon reasonably requests to confirm compliance with the Inventory Optimization Policy.
Last updated: Mar 12, 2026
