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About Promotional Content

In order to preserve the integrity of Community content, promotional content - i.e., an endorsement by someone with a financial or close personal connection to what they're endorsing - is only allowed in limited circumstances, and must always be clearly and conspicuously disclosed as promotional content.

Because Customer Reviews and Questions and Answers are meant to give customers genuine product feedback from fellow shoppers, different guidelines apply to those features. The guidelines and examples below supplement our Community Guidelines, which you should also review carefully.

Promotional Content in Customer Reviews

Our goal is to capture all the energy, enthusiasm, and feedback (both favourable and critical) that customers have about a product while avoiding use of reviews to advertise, promote, or mislead. Any attempt to influence or manipulate reviews is prohibited, including conditioning any future benefit on writing a review or the content of the review. Benefits include but are not limited to: future opportunities to receive free or discounted products, continued membership in a programme or club, cash refunds or gift cards, entry into contests or sweepstakes, bonus digital content or credits, and ratings or referrals that may affect the recipient's chances of receiving other benefits.

To help illustrate, here are a few examples of reviews that we don't allow:

  • A product brand posts a review of their own product.
  • A customer posts a review in exchange for cash, a free or discounted product, a gift certificate, or a discount off a future purchase provided by a third party.
  • A customer posts a review in exchange for entry into a contest or sweepstake or membership in a programme.
  • A customer posts a review of a game in exchange for bonus in-game content or credits.
  • A relative, close friend, business associate, or employee of the product creator posts a review.
  • A customer posts or changes a review of the product after being promised a refund in exchange.
  • A seller posts reviews about a competitor's product.
  • An author posts a positive review about a peer's book in exchange for receiving a positive review from the peer.
  • The customer's eligibility to receive free or discounted products or other benefits in the future depends on their review.
  • The customer's continued membership in a programme or club depends on their review.
  • The customer is a member of a review club offering free or discounted products where sellers or brands give the customer ratings or refer the customer to other sellers or brands based on their review.
  • The customer is a member of a review club offering free or discounted products where they are asked to register their Amazon public profile so that sellers or brands may monitor their reviews of products offered through the club.

The following reviews are generally allowed, provided they comply with the above guidelines:

  • A customer writes a review of a product purchased using a discount generally available to all Amazon customers, such as a Lightning Deal.
  • A customer writes a review of a product received for free at a trade show, convention, or other similar venue where the provider does not monitor whether the customer writes a review or condition any benefits on writing a review or the content of the review.

Promotional Content in Questions and Answers

Questions and Answers enable customers to ask questions about a product and obtain honest feedback from other shoppers who have experience with the product. In some cases, the brand, seller, author, artist, their friends, family, employees, or others with a financial or close personal connection to a product may be most knowledgeable about the product. Therefore, they may answer questions on the product as long as they clearly and conspicuously disclose their connection to the product.

To help illustrate, here are a few examples of questions or answers that we don't allow:

  • An author or publisher may post content in the book description, About the Author, and Editorial Reviews sections of the product detail page. In this case, no additional disclosure is necessary.
  • An author may submit content regarding their own products to their followers using their official account. In this case, the connection between the poster and the products is obvious, so no additional disclosure is necessary.
  • Anyone may post comments on Customer Reviews as long as any financial or close personal connection to the product is clearly and conspicuously disclosed.
  • Eligible vendors and authors may use Amazon Marketing Services to promote their products, subject to those programmes' requirements.

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