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This article applies to selling in: United States

Adult products policies & guidelines

The Sexual Wellness category under Health and Personal Care (HPC) provides customers with a wide selection of adult and sexual wellness products. We maintain our customers’ trust by ensuring we do not expose explicitly sexual or offensive adult personal products to all our customers. We encourage you to carefully review this page and other applicable policies and laws before listing these products. In general you must:

  • Refrain from posting offensive content, such as products that depict graphic sexual images in any form including print, video, and images that depict children under the age of 18 (or older, depending on local definitions) in a sexually suggestive manner.
  • List all sexual wellness products in “new” condition only.
  • List products in the sexual wellness product category.
  • Use a clinical, businesslike tone when describing products. List adult products and uses directly and avoid sexual innuendo.
  • Comply with all applicable laws and shipping restrictions for adult material.

Full policy details

Products subject to the policy: Our policies apply to any product that is designed for use in sexual activities or contains explicit images, titles, or any other content intended to sexually arouse. These products usually display or imply sexual activity in their product description or product images. Unlike sexually explicit artistic or scientific products, these products are intended only to promote or enhance sexual activity. Since these products are not suitable for children or sensitive audiences, the product listing will be restricted on Amazon. Sexually suggestive products are acceptable for sale with restrictions as long as they do not exploit minors, promote non-consensual sex acts, or violate local, state or federal laws.

Products in this category include but are not limited to products such as: dildos, vibrators, sexual enhancement supplements, constriction loops/rings, male masturbators, bondage gear, fetish wear, anal sex toys, sex furniture, sexy lingerie, and adult-oriented toys and games.

Note: All adult product listings MUST comply with the following requirements. Failure to comply with these guidelines may result in the suspension of your account or removal of your selling privileges.

Important: We are changing the policy for how wand massagers and kegel/ben wa balls are classified. Today these products are classified as adult products only if certain criteria are met, such as the product detail pages identify this product for sexual uses. However, starting January 17, 2022, these two categories will be automatically classified as adult products irrespective of the details provided on the product detail pages.

  1. Flagged as Adult: The IS_ADULT_PRODUCT flag must be set to TRUE for the following products and their accessories:
    1. Performance enhancers: A supplement or product used to enhance male or female sexual performance. Examples of products include: Penis pump, libido supplements, sex drive supplements/aphrodisiac, sexual endurance supplements, sexual health booster, erection supplement, sexual pleasure enhancement, male enhancement, and sexual stamina.
    2. Dildo/vibrator: An object used for sexual stimulation (usually phallic shaped). Examples of products include: Dildo, vibrator, massager (sexual), rabbit, magic wand, egg or bullet vibrator, G-Spot vibrator/massager/dildo, little rooster, pocket rocket, anal vibrator, vibrator cock ring, butterfly, and “undercover” vibrators (vibrators discreetly shaped as everyday objects such as lipstick tubes, cell phones, or art pieces).
    3. Constriction loop/ring: A ring designed to help a male maintain an erection. Examples of products include: Penile construction loop/ring, cock ring, penis ring, erectile dysfunction ring, ball bondage ring, head ring, and tension loop/ring.
    4. Male masturbators: Male sex toys that usually consist of a soft, pliable sleeve into which a man can insert his penis. Male masturbators products can resemble human body parts; usually the mouth, vagina, butt and anus. They may also be disguised as cups or in eggs. Examples of products include: Pocket pussy, cock sleeve, masturbation sleeve, and cock egg.
    5. Sex dolls: Sex toys in the shape of the human body intended to aid in masturbation. Examples of products include: love doll, blowup doll, and sex doll without a head.
    6. Sexually explicit games: Game types intended to induce arousal or that are sexually explicit in nature. Examples of products include: Card games, dice, and board games.
    7. Bondage gear: Restraints used for sexual stimulation. Examples of products include: Sex rope, bondage restraint, nipple clamps, chastity device, muzzle, paddle, and whip.
    8. Fetish wear: Extremely provocative clothing generally made of leather, latex, and synthetic material intended to create sexual provocation. Examples of products include: Choker, leather mask, leather lingerie, and leather underwear.
    9. Anal sex toys: A class of toys designed to stimulate the anal regions of male or female users. Examples of products include: Butt plug, anal plug, anal massager, anal egg, anal beads, and anal dildo.
    10. Sex furniture: A special type of furniture made specifically to allow more comfortable positioning for a wide range of sexual positions.
    11. Sexy lingerie: Examples of products include: Open crotch, open cup/cup-less, open back, penis enhancing, and edible underwear.
    12. Novelty: Adult novelty items in the shape of genitalia including, but not limited to, toys, collectibles, soaps, key chains, party favors, decorations, or food items.
    13. EXCEPTIONS: Condoms, kegel balls/ben-wa, lubricants (male desensitizing and vaginal tightening), spermicides, enemas, and wand massagers do not require the IS_ADULT_PRODUCT flag.
      Note: If any of these items are phallic shaped, if the package contains sexually graphic images, or has explicit language in the title or description, or if the product is marketed to arouse, the product will be marked as TRUE.
  2. New Condition Only: All Sexual Wellness products must be in NEW condition only.
  3. No Nudity: The package or listing must not contain any form of nudity.
  4. No Profanity/Graphic Language: Use of profanity or graphic language in the product's title or packaging is strictly prohibited.
  5. Expiration: Expiration dates must be clearly displayed on all applicable products.
  6. Clinical Tone: Any language describing a product must be "clinical" in tone—careful, businesslike, and straightforward, focusing simply on product features/benefits and adult uses directly without sexual innuendo.

In addition to the above mentioned guidelines, you must comply with the following:

  1. All offensive content is strictly prohibited.
    1. Graphic Sexual Images: Products that depict graphic sexual images in any form including print, video, and created images are strictly prohibited.
    2. Child Exploitation: Products that portray children under the age of 18 (or older, depending on local definitions) in a sexually suggestive manner.
    3. Sex doll: The sale of any sex doll with a head, excluding blow-up dolls, is prohibited.
  2. Applicable laws or shipping restrictions.
    1. You must follow any applicable laws or shipping restrictions for adult material.
  3. Sexual Wellness Categories: Sexually suggestive products MUST be listed under Health & Personal Care, Sexual Wellness and in any one of the following categories. If you fail to list these products in the following categories, your account may be suspended or removed.
    1. Safer Sex

      Examples are Condoms, lubricants, spermicides, and enemas.

      Location: Health & Personal Care > Sexual Wellness > Safer Sex

    2. Adult Toys and Games

      Examples are erotic card games, erotic dice, and erotic board games.

      Location: Health & Personal Care > Sexual Wellness > Adult Toys and Games

    3. Bondage Gear and Accessories

      Examples are nipple clamps, chastity devices, gags, muzzles, paddles, whips, ticklers, nipple jewelry, genital jewelry, cock rings, bondage clothing and jewelry such as collars, and wrist chains.

      Location: Health & Personal Care > Sexual Wellness > Bondage Gear and Accessories

    4. Fetish Wear

      Examples are clothing or accessories intended to create sexual provocation, such as crotch-less underwear, see-through clothing that exposes breasts or genitals, latex body-suits, or similar attire.

      Location: Health & Personal Care > Sexual Wellness > Fetish Wear

    5. Sensual Delights

      Examples are edible underwear, erotic message oils, erotic bath oils, pheromone candles.

      Location: Health & Personal Care > Sexual Wellness > Sensual Delights

    6. Sexual Furniture

      Examples are swings, ramps and cushions.

      Location: Health & Personal Care > Sexual Wellness > Sexual Furniture

    7. Sexual Enhancers

      Examples are genital sensitizers, genital suction devices, penis pumps, sexual performance enhancing pills, nipple and anal stimulators.

      Location: Health & Personal Care > Sexual Wellness > Sexual Enhancers

    8. Novelty

      Examples are adult novelty items in the shape of genitalia that includes toys, collectibles, soaps, key chains, party favors, or food items.

      Location: Health & Personal Care > Sexual Wellness > Novelty

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