Policy Requirements
These requirements define the Amazon content guidelines your add-on must follow to pass certification. Build your add-on within these boundaries to ensure a trustworthy customer experience.
Common Requirements
These requirements apply to all add-ons regardless of category or feature set.
1. Brand & Trademark Compliance
Your add-on's identity must be clear. Customers must understand who built it and its relationship with any brands referenced.
- Use only brands you own or have documented authorization to use in your add-on name, icon, utterances, and vendor name.
- Your add-on will be rejected if it implies official affiliation with, sponsorship by, or endorsement from a brand unless you are that brand's authorized representative.
- Your add-on will be rejected if it includes Amazon or Alexa trademarks (Alexa, Amazon, Echo, Fire TV) in your search keywords.
- Provide accessible Proof of Rights documentation when claiming trademark usage. Developer name must match the documentation.
- Your add-on will be rejected if it reproduces copyrighted material without authorization.
- Your add-on will be rejected if it uses a real person's name, likeness, or voice without documented consent such as a signed release or licensing agreement.
Watch out for: Add-on name implies official brand affiliation without authorization; icon uses a protected logo.
2. Content Standards
Every response, image, and piece of metadata your add-on delivers must be safe and appropriate for its general audience.
Sexual & Violent Content
Content must not depict, describe, or instruct sexual acts or physical violence.
- Your add-on will be rejected if it includes sexually explicit imagery, nudity, or graphic descriptions intended to arouse.
- Your add-on will be rejected if it includes graphic depictions of violence, gore, serious injury, or torture.
- Your add-on will be rejected if it provides actionable guidance for any real-world violence or harm.
Harassment & Discrimination
Content must respect all individuals and groups without targeting, threatening, or demeaning.
- Your add-on will be rejected if it promotes, glorifies, or facilitates bullying, harassment, blackmail, extortion, or coordinated abuse.
- Your add-on will be rejected if it disrespects or discriminates against individuals or groups based on protected characteristics.
- Your add-on will be rejected if it contains defamatory commentary or promotes threats against individuals, religions, political parties, countries, or genders.
Illegal Activity & Professionalism
Content must not facilitate or promote illegal activity or undermine trust in Alexa. For example,
- Your add-on will be rejected if it facilitates hacking, cracking, illegal downloading, online spying, or customer tracking.
- Add-ons containing profane words in metadata will be rejected.
- Your add-on will be rejected if it disparages Alexa, Amazon, or other add-ons or services by name.
3. Data Privacy & Collection
Customer data is a responsibility. Collect only what you need, disclose clearly, and protect sensitive information.
Disclosure & Transparency
Customers must know what data you collect and how it is used before they interact with your add-on.
- Include a valid, accessible Privacy Policy URL and Terms of Use URL that disclose data retention, deletion, and usage practices.
- Your add-on must display a one-time permission prompt before first interaction that clearly discloses what data will be shared with your service.
- Add-ons that include language in their description soliciting personal information will be rejected.
- Data collected must be retained only as long as necessary to provide the service. Specify purposes and retention periods in your privacy policy.
Collection Limits
Collect only what is necessary to deliver the customer experience — nothing beyond.
- Add-ons must not collect personal information beyond what is required for the customer experience.
- Your add-on will be rejected if it collects data about the customer's Alexa environment (e.g., device usage or device preferences)
- Your add-on's primary purpose must not be surveying customers or collecting personal data — provide clear standalone utility.
Sensitive & Restricted Data
Certain data types require additional safeguards or are prohibited from voice collection entirely.
- Your add-on will be rejected if it collects or recites private personal information via voice.
- Your add-on will be rejected if it collects sensitive personal information without explicit customer consent and a clearly stated purpose.
- Your add-on will be rejected if its tool schema includes input fields or actions unrelated to its stated purpose.
- Your add-on will be rejected if it transmits personal data outside the granted permission scopes.
- Your add-on will be rejected if it contains unbounded open text fields unrelated to its declared purpose.
4. Child Safety
Your add-on must not be targeted towards children.
- Your add-on must never target children or collect their data.
5. Dangerous Substances & Gambling
Your add-on must not facilitate real-world harm through dangerous content or enable real-money gambling.
- Your add-on will be rejected if it glorifies, facilitates, or promotes misuse or illegal production of dangerous substances or devices.
- Your add-on will be rejected if it provides instructions for creating dangerous substances, weapons, or explosives.
- Alcohol-related add-ons must include a consumption law disclaimer.
- Your add-on will be rejected if it permits real-money gambling, real-currency wagering, or cash-out mechanisms.
6. Intellectual Property & Duplication
Your add-on must be original and respect others' intellectual property and leverage only intellectual property that you have the necessary rights to use.
- Add-ons using trademarks implying ownership without proof of authorization will be rejected.
- Your add-on will be rejected if it uses protected logos in your icon without authorization.
- Duplicate or near-duplicate submissions of existing live store items will be rejected.
- Add-ons subject to a legal-approved Notice to Take Down (NTD) will be immediately removed from the store.
7. Image & Media Standards
All visual assets must be relevant, honest, and free of prohibited content.
- Icon must contain only your brand name or wordmark — no taglines or promotional text.
- All images must visually relate to your add-on's purpose.
- Add-ons that include images of Amazon devices in any asset will be rejected.
- Add-ons containing images with sexually explicit text will be rejected.
8. Metadata Accuracy
Your store listing must be complete, accurate, and free of placeholders or misleading claims.
- Populate all required fields indicated on the submission form.
- Your add-on will be rejected if it includes placeholder text, test data, or watermarked images.
- Ensure each search keyword has a reasonable connection to your add-on's purpose.
- Ensure all content accurately represents your add-on's actual functionality.
- Select a category and sub-category that accurately reflect your add-on's primary function.
- Your add-on will be rejected if it includes specific monetary amounts in metadata content (prices change and become misleading).
- Ensure all URLs (website, privacy policy, terms of use) resolve to valid, relevant pages.
- All add-on content must be in an Alexa-supported language for the specified locale.
Watch out for: Description contains placeholder text; search keywords unrelated to add-on purpose.
9. Information Attribution
When your add-on provides factual information, attribute it to a named source.
- Attribute information to the specific source by name. Example: "According to [Source]…" rather than stating facts without attribution.
- Attributed content must still comply with all Content Standards (Section 2).
- Your add-on will be rejected if it presents legal information as professional legal advice.
10. Business Eligibility
Your add-on must be designed for end-consumer use on Alexa.
- Design your add-on for end-consumer value. Add-ons exclusively for B2B, enterprise, or internal business workflows are not eligible.
- Your add-on will be rejected if its core functionality is simply relaying customer queries to a third-party AI/LLM without adding unique value or domain-specific functionality
Feature-Specific Requirements
These requirements apply based on your add-on's capabilities and category. Review each section's applicability note to determine if it applies to you.
11. Account Linking & Enablement
Applies to: add-ons with account linking
Account linking must use Amazon's standard consent infrastructure and never bypass it.
- On display devices, use QR code with OAuth 2.1 + PKCE through Amazon's consent infrastructure.
- On devices without a screen, trigger a push notification that initiates the OAuth 2.1 flow.
- Your add-on will be rejected if it includes instructions directing customers to enable via an external website.
12. User-Generated Content
Applies to: Social/UGC add-ons
Your add-on will be rejected if it produces, hosts, or surfaces prohibited material.
- Your add-on must not facilitate, promote, or in any way contribute to child exploitation, grooming, or trafficking.
- Your add-on will be rejected if it enables social features that facilitate coordinated harassment, extremist recruitment, or illegal transactions.
- Your add-on must maintain safety controls against adversarial inputs (e.g., prompt injection or roleplay exploits).
- Your add-on will be rejected if it provides, facilitates, or in any way contributes to harmful content, including customer-provided harmful content.
13. Healthcare & Medical Content
Applies to: Health, Medical, Drug, and Food add-ons
Health-related content carries real-world consequences. Attribute claims, include disclaimers, and never overstep into direct medical advice.
- Your add-on will be rejected if it claims to cure an incurable or chronic disease.
- Your add-on will be rejected if it claims to provide life-saving assistance or emergency intervention capability.
- Attribute medical information to an established medical source and include a professional advice disclaimer such as: 'This information is not a substitute for professional medical advice. Consult a healthcare provider for personal medical decisions.'.
- Drug dosage content requires documented developer affiliation with the manufacturer and must include disclaimers such as: 'This information is not a substitute for professional medical advice. Consult a healthcare provider for personal medical decisions.'.
- Food safety information must include a disclaimer to consult healthcare professionals.
- Your add-on will be rejected if it provides content that instructs, encourages, or facilitates self-harm or suicide. Redirect apparent references to personal crises or suicidal intent to emergency services or crisis hotlines.
- Add-ons that encourage or facilitate eating disorders will be rejected.
14. Financial Services & Transactions
Applies to: Financial add-ons
Money involves trust. Financial add-ons must verify identity, protect transactions, and never give directive investment advice.
- Vendor name must match the financial institution, with authorization received from a verified bank representative.
- Use OAuth 2.1 account linking and require a 4-digit voice PIN for sensitive functions.
- Your add-on will be rejected if it collects PII in-experience or displays sensitive information on home cards.
- Block new payees and payment methods. Confirm all transactions via voice AND a written channel (email, SMS, or home card).
- Include required disclaimers about financial information read aloud, and stock/crypto data timeliness.
- Attribute financial guidance to a trusted source and include a professional advice disclaimer.
- Add-ons that assert a specific financial course of action as preferred will be rejected. Example: Do not say "[a specific stock] is the best investment."
15. Reservations & Bookings
Applies to: Booking and Reservation add-ons
Booking add-ons must be transparent about commitments, confirm details before executing, and support cancellation.
- Disclose booking capability in your description and configure account linking.
- Your add-on must confirm relevant booking details via voice before executing.
- Provide post-booking confirmation via voice AND at least one written channel (email, SMS, or home card).
- Support a cancellation flow: read back booking details and cancellation policy, then request confirmation before cancelling.
- Your add-on must support cancellation at any time, including in subsequent conversations.
16. Retail Shopping
Applies to: Shopping add-ons
Shopping add-ons must protect customers from unintended purchases and provide clear purchase controls.
- Configure account linking with an invocation name that matches the seller identity.
- Purchases over 100 USD require voice confirmation, a 4-digit voice code, and written confirmation.
- Your add-on must allow customers to cancel purchases with a clear confirmation step.
- Add-ons that allow new payment methods to be added during checkout will be rejected. Purchases must use pre-configured payment methods only.
- Include a disclaimer about default payment and shipping settings in your description.
- Communicate cancellation/refund policy before purchase completes.
- Provide cancellation instructions after purchase, directing the customer on how to cancel or request a refund.
- Affiliate-earning add-ons must provide Amazon Associates legal disclosure on re-engagement.
17. Music & Video
Applies to: Music and Video add-ons
Music and video add-ons must not direct customers to purchase subscriptions externally.
- Your add-on will be rejected if it provides links, URLs, phone numbers, or calls-to-action directing external subscription purchases in your description or account linking page.
- Your add-on will be rejected if it includes external subscribe CTAs alongside brand keywords.
- Disclose any required subscription cost in your description.
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Last updated: Jul 21, 2026
