Most rejections come from ad copy rather than the product: superlatives and unsubstantiated claims such as best or number one, references to price or promotions, ALL CAPS or excessive punctuation, mention of shipping or guarantees, or medical and health claims. Sponsored Brands headlines are moderated far more strictly than Sponsored Products, which have no custom copy to reject.
The usual offenders in headlines
Superlatives and rankings: best seller, number one, top rated. These need substantiation Amazon will not accept from you directly.
Price and promotion language: sale, discount, free shipping, cheapest. Pricing is handled by the listing, not the ad copy.
Formatting: all capitals, repeated exclamation marks, symbols used decoratively.
Claims about health outcomes, safety or guarantees, which face the tightest moderation of all.
If you believe the rejection is wrong
Rejections are partly automated and false positives happen. Resubmit once with the copy tightened, and if it fails again open a case rather than repeatedly resubmitting the same text.
Check the destination listing too. A suppressed or ineligible product can cause an ad rejection that reads as a copy problem.
Want this checked on your own account?
The free audit answers this question with your numbers instead of general rules — no Seller Central password needed.
Get my free audit