Changes to Amazon’s restricted keywords list have taken a lot of sellers by surprise, adding a layer of caution for even experienced sellers.

For seasoned sellers accustomed to analyzing keywords for SEO and ad targeting, adapting to Amazon’s new restrictions can feel like navigating a minefield. 

One misplaced word, even if unintentional, could lead to flagged listings or, worse, account suspension.

Avoiding these keywords has become a fine art, where understanding Amazon’s detection system can save you headaches and potentially thousands in lost revenue.

With each update, Amazon’s policies surrounding restricted keywords become stricter, but specific terms aren’t always listed publicly, making the changes harder to track.

This means sellers need a method for staying ahead, predicting which keywords could be next on the restricted list, and adjusting listings accordingly.

What’s Different About the New Restricted Keywords?

Amazon’s new keyword restrictions are designed to filter out terms that could mislead, make inaccurate claims, or violate sensitive regulations.

These aren’t just general restrictions; they cover a spectrum of prohibited terms based on health claims, medical terminology, and even popular phrases that Amazon’s algorithm flags as risky.

Sellers in niches like dietary supplements, personal care, and electronics are especially vulnerable.

Here are some key examples of terms that have led to unexpected issues:

Medical or Health Claims: Phrases suggesting “cure,” “treatment,” or “prevent” are now flagged, regardless of the actual product’s nature. This change has affected sellers of vitamins, cosmetics, and wellness items, even if the term was once safe.

Comparative and Competitive Language: Words like “best,” “top,” or even “#1” can trigger Amazon’s algorithms to flag listings for making unverifiable claims.

Guarantees and Promises: Common phrases like “money-back guarantee” or “satisfaction guaranteed” now lead to listing suppression, as Amazon views these claims as unverifiable promises.

The list is continually updated without notice, so sellers need proactive keyword management techniques to avoid Amazon’s penalties.

How Amazon’s Algorithm Detects and Flags Restricted Keywords

Understanding Amazon’s detection process can make a significant difference.

Amazon uses natural language processing (NLP) and machine learning to scan listings for restricted terms in titles, bullet points, descriptions, and even hidden backend keywords.

This system is dynamic, meaning Amazon’s algorithm learns and evolves based on seller and consumer interactions with the platform.

Amazon’s system isn’t always transparent, and a flagged keyword in one category might not cause issues in another.

Here are a few tricks to understand its detection better:

Synonym Recognition: Amazon’s algorithm doesn’t only scan for exact keywords; it can also detect synonyms.

This means words with similar meanings to restricted keywords may trigger a listing suppression. For example, “eliminate” can be seen as a synonym for “cure” or “treat.”

Contextual Keyword Relevance: The algorithm assesses context around a keyword to decide whether it’s misleading.

For instance, if you sell a product related to weight loss, adding terms like “fat burner” may lead to problems, even if the phrase isn’t explicitly banned.

Backend Keyword Sensitivity: Sellers often assume that backend keywords are safe from Amazon’s scrutiny, but this isn’t true.

Many restricted terms can trigger warnings even if they are only found in the backend metadata of a listing.

Regularly reviewing backend keywords is essential, as Amazon scans them with the same level of scrutiny as front-end text.

Essential Steps to Keep Your Listings Safe

Even as you strive to optimize for search ranking, it’s essential to develop strategies that avoid risky terms.

Here’s how you can do that while still remaining competitive:

Conduct Routine Compliance Audits: Set up a regular cadence—at least quarterly—to review your listings for restricted keywords.

Use a keyword tracker or Amazon listing optimization tool that can alert you to recent policy changes and flag problematic phrases.

Use Placeholder Terms and Synonyms Carefully: For products in sensitive categories, create alternative phrases that convey benefits without triggering algorithmic red flags.

Rather than “fat burner,” consider “supports healthy metabolism.” Be cautious, however, as even some synonyms are on Amazon’s radar.

Test Copy in Smaller Batches: Before updating all of your listings with new keywords, start with a test batch.

This approach helps you assess the risk without exposing your entire catalog to potential suspension. Monitor these test listings closely for 7-10 days for any alerts or listing suppressions.

Utilize Data Analytics for Trend Identification: Keywords related to trending topics, such as CBD-related terminology or certain medical terms, often come under greater scrutiny.

Set up alerts with third-party tools to monitor search trends, especially around health and wellness claims, and make data-driven adjustments accordingly.

Invest in Compliance Monitoring Software: Using software designed for keyword compliance monitoring can automate parts of this process.

These tools compare your listings against Amazon’s known restrictions and help keep your copy compliant.

Popular software for this includes Helium 10’s Listing Analyzer and SellerApp’s Listing Quality tools, both of which offer compliance-focused audits.

Handling Listing Suspensions Promptly

If a listing is suppressed, reacting quickly is critical to avoid further account risk.

The initial suspension notification from Amazon will usually contain a generic explanation, so you’ll need to probe deeper:

Identify the Trigger: Amazon often sends only a vague reason for suppression, like “policy violation.” Scrutinize your recent edits and identify any newly added keywords.

Compare these against recent Amazon policy updates or check forums where other sellers may discuss common triggers.

Submit an Appeal with a Clear Plan of Action: When submitting an appeal, focus on two things—an apology and a promise to improve compliance.

Amazon wants assurance that you understand its policy and have taken proactive steps to avoid future issues.

Be detailed in your plan, explaining that you’ve removed all restricted terms and are implementing regular audits.

Work with an Expert if Necessary: Some suspensions can be difficult to resolve, especially if Amazon does not provide clear reasons for its decision.

Enlisting a compliance expert or a service specializing in Amazon suspensions can make the process faster, especially for complex cases.

Document All Changes for Future Reference: Once your listing is reinstated, keep detailed records of the changes you made, the keywords removed, and any communication with Amazon.

This documentation will be invaluable for addressing future suspensions or misunderstandings with Amazon’s team.

Preventive Techniques for Long-Term Compliance

To minimize future risks, implement preventive strategies that keep your listings compliant without compromising keyword optimization:

Stay Updated with Amazon Policy Changes: Monitor Amazon’s terms of service regularly or join Amazon seller groups where policy updates are discussed.

Following the Amazon Seller Central forums and groups on platforms like LinkedIn can give you early notice of potential changes affecting restricted keywords.

Set Alerts for Policy-Flagged Keywords: Configure your listing optimization software to notify you about policy-flagged keywords.

For example, Helium 10 and Jungle Scout both offer alerts that can flag restricted keywords as soon as Amazon’s policy updates.

Train Your Team: If you have a team managing your Amazon listings, ensure they’re trained on restricted keywords and common triggers for listing suspensions.

Provide guidelines for keyword selection and train them to use compliance tools effectively.

Consider Working with a Copywriter Experienced in Amazon Compliance: Copywriters familiar with Amazon’s policies can craft language that sells while minimizing risk.

Working with experienced Amazon copywriters can help avoid common pitfalls and ensure your listings comply with the latest keyword restrictions.

Amazon’s keyword restrictions are continuously evolving, making compliance a moving target.

Sellers who treat keyword compliance as an ongoing task — rather than a one-time check — will be better equipped to handle the inevitable changes that Amazon will continue to make.

Building compliance checks into your listing management workflow, investing in the right tools, and staying vigilant about policy changes can help you avoid the financial and operational setbacks of account suspensions.