What not to do when creating Amazon listings

TL;DR

• Avoid strong health claims like “cures,” “treats,” or “FDA approved”, as these can instantly trigger compliance issues and suspensions.

• Never use restricted keywords such as antibacterial or competitor brand names.

• Keep your main image clean, with no text, logos, badges, props, or watermarks, or risk stranded inventory.

• Don’t use another brand’s name to capture traffic; it can lead to trademark violations and account suspension.

• Lifestyle images must be safe and compliant; no infants with unsafe props or adults consuming supplements on camera.

• Breaking rules can cause suppressed ASINs, stranded inventory, poor account health, or even account suspension. Compliance should be part of your growth strategy.

Ever spent hours perfecting your Amazon listing only to wake up and find it suppressed? It’s a nightmare most sellers face at least once. The problem isn’t always your product; it’s the small mistakes in your listing that Amazon doesn’t forgive. 

Using a word like “FDA approved,” adding text to your main image, or making a health claim you thought was harmless can instantly flag your account. That’s why smart sellers treat Amazon product listing optimization as more than just keywords and pretty photos; it’s about building a listing that sells and stays compliant.

Let's uncover the biggest don’ts that every smart seller must avoid if they want their Amazon account to stay safe, compliant, and profitable.

#1 Making serious health claims in your listing

Keeping your Amazon account safe and compliant, especially in the USA, means avoiding health claims of any type in your listing. Amazon specifically advises sellers not to reference diseases at all, and words like blood pressure, arthritis, cholesterol, diabetes, stress, anxiety, mental health, and cancer can instantly trigger compliance issues.

Your claims must always be true, backed by proof, and compliant with laws. Don’t promise things like guaranteed weight loss or reverse aging unless you have verified scientific evidence. Also, never claim “FDA approved”. 

You cannot say your product cures, treats, prevents, or even improves a medical condition. This applies everywhere in your title, bullet points, description, A+ Content, Brand Story, or infographics.

For example, if you’re selling a supplement and your title says “Cures arthritis pain”, that’s a violation. If your bullets claim “Lowers cholesterol” or “Controls blood pressure”, you’re risking suspension. Even softer phrases in the description, like “Reduces stress and anxiety” or “Helps with diabetes”, are not allowed. 

The same goes for A+ Content or infographics that suggest results for diseases such as arthritis, cholesterol, blood pressure, diabetes, cancer, or mental health conditions.

Finally, the same rules apply to images and videos. Don’t use before-and-after photos or videos to make medical promises. Keep your content clear, honest, and compliant; it helps you build trust and avoid penalties.

A safer approach is to keep language general. Instead of “Cures insomnia”, say “Supports restful sleep”. Instead of “Prevents heart disease”, use “Helps maintain overall heart health”. Stick to words like supports, helps maintain, or may assist. This way, your listing stays compliant and your account stays safe.

#2: Use any of the restricted keywords 

One of the biggest mistakes Amazon sellers make is using restricted keywords in their product listings. It may feel harmless to slip in words like “FDA approved,” “eco-friendly,” “best,” “guaranteed,” or even competitor brand names, but these can immediately put your account at risk. 

Amazon’s algorithm flags restricted terms quickly, and in the worst case, your listing gets suppressed or your entire account can be suspended.

Think of it this way: Amazon wants to protect shoppers from misleading claims. If you write “FDA- approved yoga mat” or “guaranteed cure supplement,” you’re not just making your product look suspicious; you’re also breaking Amazon’s compliance rules. Once your account is under review, getting reinstated can be time-consuming and stressful.

Here’s a practical example: 

If you are an Amazon seller, selling skincare cream, and you listed with the keyword “anti-aging guaranteed results.” Within days, the listing was taken down, and they had to submit documents and appeals to get back online. During that time, sales stopped completely.

Always check Amazon’s restricted keywords list before uploading a listing. Avoid words that make medical, absolute, or misleading claims. Playing safe with keywords is a lot easier than fighting a suspension later.

Here is the detail list of the restricted keywords in 2025

General health & disease claims:

• 100% Natural

• Cancer

• COVID / COVID-19 / Coronavirus

• Cured / Cures / Cure

• Disease / Diseases

• FDA-approved / FDA

• Heal / Heals

• Inflammation / Anti-inflammatory

• Non-toxic / Noncorrosive

• Treatment / Treats

• Acquired Immune Deficiency Syndrome (AIDS)

• Alzheimer’s / Dementia

• Anxiety / Stress

• Arthritis

• Diabetes / Diabetic

• Epilepsy / Seizure / Seizures

• Herpes (Simplex Virus 1 & 2)

• HIV

• Human Papiloma Virus (HPV)

• Influenza / Flu

• Kidney disease / Liver disease

• Lupus

• Mental health-related terms (e.g., anxiety, depression, ADHD)

• Multiple Sclerosis

• Obesity

• Parkinson’s

• Stroke

Skincare-specific terms:

• Anti-inflammatory / Inflammation

• Brightening / Whitening / Lightening

• Renewal / Renewing

Bacteria, fungus, and virus-related terms:

• Antibacterial / Anti-bacterial

• Antifungal / Anti-fungal

• Anti-microbial / Antimicrobial

• Bacteria / Germ / Germs

• Bacteria / Bacterial

• Fungus / Fungal

• Mold / Mould / Mold spores

• Virus / Viruses

• Pesticide / Pesticides

#3: Add text in your main image 

Amazon’s rules are very clear: your main product image should show only the product on a white background, with no text, logos, watermarks, or promotional badges. Still, many sellers try to sneak in “Best Seller,” “100% Quality,” or “Free Shipping” labels on their main photo, hoping to grab attention. 

The reality? Amazon’s system can flag these images in seconds, and if your main image violates guidelines, your listing can get suppressed or your inventory can be stranded.

Here’s what you must avoid in your main image:

• No text: This includes descriptive text, “free shipping” claims, or any other promotional messaging.

• No logos or watermarks: Your brand logo is not allowed on the main image.

• No borders or color blocks: The background must be pure white. 

• No badges: Do not use Amazon’s official badges like “Best Seller” or “Amazon’s Choice.”

• No accessories or props: Your main image should only show the product being sold, with no confusing extras that are not included.

Practical example: 

Imagine you’ve just sent 500 units to FBA. Your product is live, ads are running, and suddenly, Amazon pulls down your listing because the main image has “Premium Quality” written across it. Now, those 500 units sit in the warehouse unsellable until you fix the image and wait for Amazon’s approval. That’s lost sales, wasted ad spend, and unnecessary stress.

A safer approach is to use lifestyle and infographic images in your secondary slots to highlight benefits, features, or certifications. Keep the main image clean and compliant, just the product, high-resolution, on a plain white background. This way, you avoid Amazon penalties while still giving shoppers all the information they need through the rest of your image set.

#4: Use another brand’s name in your listing

One of the fastest ways to get into trouble on Amazon is by using another brand’s name in your listing. Some sellers think it’s clever to add competitor brand names in titles, bullet points, or backend keywords to capture traffic. 

In reality, this is considered trademark infringement and can result in an immediate policy violation, listing removal, or even account suspension.

For example, imagine you sell a generic pair of wireless earbuds. If you slip in “like Apple AirPods” or “better than Bose” in your product title or description, Amazon’s bots or the brand owner can flag it. Once reported, your listing can be pulled down, and if the brand files a trademark complaint, Amazon may suspend your selling privileges. Worse, you could face legal action outside of Amazon, too.

Remember, customers searching for Apple or Bose already know what they want, and they’re not going to trust a product that tries to piggyback on another brand’s reputation. Instead, focus on building your own identity. Highlight your features, benefits, and value without borrowing credibility from someone else. Playing fair not only keeps your account safe but also builds long-term trust with shoppers.

#5 Lifestyle images that violate policies 

Lifestyle images are a great way to show your product in use, but if you’re not careful, they can also break Amazon’s rules. What looks normal to you might be seen as unsafe or misleading by Amazon. 

For example, showing an infant sleeping with loose blankets or pillows can trigger safety concerns. Similarly, images of adults swallowing supplements, using droppers in their mouths, or applying creams as if they cure a condition can all be flagged. 

The safest approach is to show your product in realistic, safe, and compliant settings. Keep lifestyle images focused on the product’s use, not on risky or exaggerated claims, so your listing stays live and problem-free.

What really happens when you break a rule

Breaking Amazon’s rules may feel like a small thing at first,  but the consequences can be huge. The moment you slip up, your product can get flagged, and that sets off a chain reaction you don’t want to deal with.

#1 Stranded inventory sitting in FBA

First, your inventory can get stranded in FBA. That means your products are sitting in Amazon’s warehouse but not showing up for sale. You’re paying storage fees without making a single sale, and every day your stock just sits there.

What it does: 

• Revenue loss 

• Wasted storage fees

• Inventory disposal

• Lower your Inventory Performance Index score

#2 Suppressed or deleted ASINs

Your ASINs can be suppressed or even permanently deleted. Suppression removes your visibility completely, and your product won’t show up in search results until you fix the violation. In some cases, Amazon won’t give you the option to fix it, and the ASIN is gone forever. 

What it does: 

• Your listing is not visible to customers

• Damage to your  brand reputation

• Stranded inventory

#3 Account health metrics tanking

Your account health metrics start to tank. Each violation affects your overall standing with Amazon. Poor account health can trigger warnings, limit your ability to list new products, and, in the worst cases, put your entire selling account at risk of suspension.

What it does: 

• Selling privileges removed

• Account suspended or deactivated

• Payments held

• Penalties for repeat violations
  
  Seller survival toolkit for 2025 

Selling on Amazon in 2025 means you have to stay sharp and proactive. Rules are changing fast, and the best way to protect your business is to treat compliance as part of your daily routine. Here’s your action-oriented toolkit to keep you safe.

1. Checklist of what to do before listing

Always run through a quick checklist. Double-check your product title, bullets, and images for restricted words or risky claims. Make sure your main image follows Amazon’s strict rules, such as having a plain white background, no logos, and no text. If you’re selling in multiple regions, adapt your listing to meet each marketplace’s requirements.

2. Monitor restrictions on existing listings

Don’t just upload your product and forget about it. Keep checking your listings in Seller Central regularly. Look out for suppressed ASIN alerts, account health messages, and stranded inventory reports. These updates tell you if something is wrong so you can fix it quickly before it turns into a bigger problem.

3. Track Seller Central announcement regularly 

Amazon regularly updates rules through Seller Central announcements. Check them weekly to catch new restrictions on keywords, categories, or images. Staying updated helps you adjust listings early, avoid suppressed ASINs, and prevent stranded inventory before it hurts your sales.

Pro-tip:

Always keep your certificates, invoices, and approvals organized and ready. If Amazon ever questions your listing, having the right documents on hand makes the resolution much faster and less stressful.

Ready to scale smarter? 

Every Amazon seller knows the excitement of hitting “publish” on a new listing, but the real test comes after. A single mistake can quickly turn that excitement into frustration with suppressed listings or lost sales. 

The smartest move is to treat compliance as part of your growth strategy, not an afterthought. That’s where working with an Amazon seller growth platform like SellerQI makes all the difference. They’ll help you avoid costly mistakes, keep your listings compliant, and unlock better performance without the stress of trial and error.

The time to act is now. Start your free analysis today!