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This article applies to selling in: United States

Adult products and Explicit sexual imagery guidelines

If you list adult products in Amazon’s online store, you must comply with all federal, state, and local laws and Amazon policies applicable to those products and product listings. We encourage you to carefully review this page, and other applicable policies and laws before listing adult products.

Adult products covered by this policy

Our policies apply to any adult product that is designed for use in sexual activities or sexual wellness. Sexually suggestive products are acceptable for sale, as long as they do not exploit minors, promote non-consensual sex acts, or violate local, state, or federal laws. Since these products are not suitable for children or sensitive audiences, the product listing will have a search restriction put in place and will not appear in an All Products Search in the Amazon store. You must adhere to all guidelines.

  • New condition only: All sexual wellness products must be in “New” condition only. To learn more, go to Condition guidelines.
  • No explicit sexual imagery or nudity: The product, packaging, or listing must not be sexually suggestive or intend to elicit a sexual response.
  • No profanity or sexually explicit language: The product, packaging, or listing must not contain any form of profanity, sexually graphic, or explicit language.
  • Expiration: Expiration dates must be clearly displayed on all applicable products.
  • Clinical tone: Any language describing a product must be "clinical" in tone. It must be careful, business-like, and straightforward, focusing on product features, benefits and adult uses, directly without sexual innuendo.
  • Accurate listings: Provide accurate and complete product information. List adult products and their uses directly, avoid sexual innuendo, and ambiguous or evasive terminology, descriptions, or characters.
  • Comply with all applicable laws and shipping restrictions for adult material.
  • List products in the appropriate Sexual Wellness product category.

The Adult Products classification will be applied for the following products and their accessories. Products covered in this policy include but are not limited to products in table 1 below. Products applicable to this policy must be listed under Health, Household & Baby Care > Sexual Wellness under the appropriate category. If you fail to list adult products in the appropriate categories within Amazon’s online store, Amazon reserves the right to determine the appropriateness of listings on its site, and remove any listing at any time.

Table 1: Products covered under Adult Products

Sexual wellness dietary supplements* A supplement or product used to enhance male or female sexual performance. Examples of products include: Penis pumps, libido supplements, sex drive supplements or aphrodisiacs, sexual endurance supplements, sexual health booster, erection supplements, sexual pleasure enhancements, male enhancements, and sexual stamina enhancers.
Dildos, vibrators, or wand massagers An object used for sexual stimulation (usually phallic shaped). Examples of products include: Dildos, vibrators, massagers (sexual), rabbits, magic wands, egg or bullet vibrators, g-spot vibrators, massagers, or dildos, little roosters, pocket rockets, anal vibrators, vibrator cock rings, butterflies, and “undercover” vibrators (vibrators discreetly shaped as everyday objects such as lipstick tubes, cell phones, or art pieces), and wand massagers.
Kegel or Ben wa balls A weighted object, vibrating or non-vibrating, that can be inserted internally inside human body for any sexual stimulation.
Constriction loops, or rings A ring designed to help maintain an erection. Examples of products include: Penile construction loops or rings, cock rings, penis rings, erectile dysfunction rings, ball bondage rings, head rings, or tension loops, or rings.
Male masturbators Male sex toys that usually consist of a soft, pliable sleeve into which a man can insert his penis. Male masturbator products can resemble human body parts; usually the mouth, vagina, butt, or anus. They may also be disguised as cups or eggs. Examples of products include: Pocket pussies, cock sleeve, masturbation sleeves, and cock eggs.
Sex dolls Sex toys in the shape of the human body intended to aid in masturbation. Examples of products include: love dolls, blow-up dolls, and sex dolls without a head.
Bondage gear Restraints used for sexual stimulation. Examples of products include: Sex ropes, bondage restraints, nipple clamps, chastity devices, muzzles, paddles, and whips.
Fetish wear Extremely provocative clothing generally made of leather, latex, and synthetic material intended to create sexual provocation. Examples of products include: Chokers, leather masks, leather lingerie, and leather underwear.
Sex furniture A special type of furniture made specifically to allow more comfortable positioning of sexual positions.
Anal sex toys A class of toys designed to stimulate the anal regions of male or female users. Examples of products include: Butt plugs, anal plugs, anal massagers, anal eggs, anal beads, and anal dildos.
Sexy lingerie Examples of products include: Open crotch, open cup or cup-less, open back, penis enhancing, and edible underwear.
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.
Sexually explicit games Game types intended to induce arousal or that are sexually explicit in nature. Examples of products include: Cards, dice, and board games intended for sexual use.
* For additional product requirements related to dietary supplements, visit the Food Safety Products Help page on Dietary supplements.
Important: Condoms, lubricants (including male desensitizing and vaginal tightening), spermicides, toy cleaners, desensitizing sprays and enemas do not require the adult classification. Additionally, images of non-sexualized nudity in art, images for medical or educational purposes do not require the adult classification.
Note: If any of above 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 adult classification will be applied.

Explicit sexual imagery is strictly prohibited from sale or listings

Amazon strictly prohibits any listing or product detail page images which feature explicit sexual imagery (including using censorship bars or blurring). This includes but is not limited to: Sexual wellness products, posters, drawings, artwork, T-shirts, sculptures or figurines.

  • Graphic sexual images or nudity: Products that show or sell explicit sexual imagery, including but not limited to: the exhibition of genitalia or the pubic area, oral copulation, vaginal or anal intercourse, penetration with an object, sexual touching of genitals with hands and/or other body parts or objects, imminent sexual act with visible genitalia, display or depictions of sexual fluids.
  • Child exploitation or sexual depictions of minors: Products that portray children or persons under the age of 18 (or likely to be minors because of underage metadata indicators, such as underage setting, clothing, or lack of physical maturity) in a sexually suggestive or sexualized manner.
  • Any explicit sexual imagery that is non-authentic, or images that are produced without the rights holders’ permission: This includes images of celebrities, copywrited images, and any replicated pornographic images.
For additional image guidelines, go to Product image requirements.

Policy violations

If you supply a product in violation of the law or any of Amazon’s policies, including those listed on the Restricted Products pages, we will take corrective actions, as appropriate, including but not limited to immediately suspending or terminating selling privileges, destroying inventory in our fulfillment centers without reimbursement, returning inventory, terminating the business relationship, and permanent withholding of payments. The listing or sale of illegal or unsafe products can also lead to legal action, including civil and criminal penalties.

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