Why Your Amazon Ads Keep Getting Rejected (And How to Fix Them)

For self-published authors, Amazon Ads can be a powerful tool to increase visibility and drive book sales. But there's nothing more frustrating than crafting what you believe is the perfect ad campaign, only to receive that dreaded "Rejected" status. If you've found yourself puzzled by Amazon's ad disapproval reasons, you're not alone.

In this comprehensive guide, we'll explore the common reasons why Amazon rejects ads and provide actionable solutions to ensure your next campaign gets the green light. Whether you're new to Amazon advertising or a seasoned author looking to troubleshoot rejections, this article will help you navigate Amazon's guidelines with confidence.

Understanding Amazon's Ad Approval Process

Before diving into specific rejection reasons, it's important to understand that Amazon has strict guidelines to maintain quality across its advertising platform. These guidelines protect both customers and sellers while ensuring ads remain relevant and appropriate.

When you submit an ad, Amazon's system performs both automated and manual reviews. The automated system checks for technical compliance, while human reviewers may assess content for subjective elements like appropriateness or brand alignment.

The Timeline for Ad Reviews

Typically, Amazon reviews ads within 24-72 hours. During high-volume periods like holidays, this process may take longer. If your ad is rejected, you'll usually receive a notification with a general reason for the disapproval, though these explanations can sometimes be frustratingly vague.

Common Reasons for Amazon Ad Rejections

1. Inappropriate Content

The Problem: Amazon maintains strict standards regarding adult content, profanity, violence, and controversial themes. Even if your book contains mature content, your ad must remain appropriate for a general audience.

The Solution: Create ad copy that hints at mature themes without explicit language. Use suggestive rather than graphic imagery. Remember that your ad needs to be suitable for all ages, even if your book targets adults.

Example: Instead of "A steamy romance filled with explicit encounters," try "A passionate love story that pushes boundaries."

2. Trademark and Copyright Violations

The Problem: Using another author's name, book title, or brand without permission is a quick route to rejection.

The Solution: Focus exclusively on your own work. If you want to compare your book to popular titles, use phrases like "fans of the fantasy genre will enjoy" rather than specific title mentions.

Example: Rather than "Perfect for readers who loved Harry Potter," try "An enchanting adventure for fans of magical school stories."

3. Inaccurate Claims or Hyperbole

The Problem: Claims like "best-selling," "award-winning," or "#1 in category" will be rejected if they can't be verified.

The Solution: Only use verifiable claims. If your book genuinely reached a bestseller list or won awards, be specific about which ones. Otherwise, focus on the book's content and value proposition.

Example: Instead of vague "best-selling thriller," specify "USA Today Bestseller" or simply describe it as "a gripping psychological thriller."

4. Poor Image Quality or Text-Heavy Images

The Problem: Blurry images, covers with too much text, or images that don't meet Amazon's technical specifications often lead to rejection.

The Solution: Use high-resolution images (at least 1600 x 1600 pixels). Ensure any text on the image is limited and clearly readable. Your book cover should be professional and crisp.

Technical Tip: Amazon requires that text on images not exceed 20% of the image area. Use Amazon's grid tool when creating custom ads to check compliance.

5. Punctuation and Grammar Issues

The Problem: Excessive punctuation (!!!), ALL CAPS, or grammar errors can trigger rejections.

The Solution: Proofread your ad copy carefully. Avoid sensationalist punctuation, unnecessary capitalization, or symbols that substitute for letters.

Example: Instead of "MUST-READ THRILLER!!!" use "A compelling thriller that will keep you guessing until the final page."

6. Prohibited Keywords

The Problem: Using competitor names, trademarks, or inappropriate terms in your keywords often results in rejection.

The Solution: Focus on genre-specific and thematic keywords. Avoid targeting specific author names or book titles unless they're your own.

Keyword Example: Instead of targeting "Stephen King fans," try keywords like "horror fiction," "supernatural thriller," or "psychological suspense."

Step-by-Step Process to Fix Rejected Amazon Ads

1. Carefully Review the Rejection Notice

Amazon typically provides some indication of why your ad was rejected. While these explanations may be general, they offer a starting point for troubleshooting.

2. Audit Your Ad Against Common Rejection Reasons

Go through each element of your ad:

• Ad Copy: Check for inappropriate claims, grammar issues, or prohibited content
• Images: Ensure they meet technical specifications and content guidelines
• Keywords: Review for trademark violations or inappropriate terms
• Landing Page: Confirm your book page complies with Amazon's policies

3. Make Specific Adjustments

Based on your audit, make targeted changes to address potential issues. Don't just make minor tweaks—be prepared to substantially revise problematic elements.

4. Document Your Changes

Keep track of what you've modified with each submission. This helps identify which changes led to approval if you need to submit multiple versions.

5. Resubmit With a Clean Slate

Create a new campaign rather than editing the rejected one. This gives your ad a fresh review without any "history" of rejection.

Preventative Strategies for Higher Approval Rates

Create a Pre-Submission Checklist

Develop a personal checklist based on Amazon's guidelines and your past rejection experiences. Review each ad against this list before submission.

Sample Checklist Items:

• Ad copy contains no superlatives without verification
• Images are high-resolution with minimal text
• Keywords exclude competitor names and trademarks
• No excessive punctuation or ALL CAPS
• Content is appropriate for general audiences

Study Successful Competitor Ads

Look at ads from successful authors in your genre. While you shouldn't copy their content, you can learn from their approach to messaging, imagery, and overall presentation.

Build a Swipe File of Approved Ads

Keep examples of your own approved ads to reference when creating new campaigns. This provides a personal benchmark for what works.

Advanced Troubleshooting for Persistent Rejections

Contact Amazon Advertising Support

If you've made multiple attempts to fix an ad without success, consider reaching out to Amazon Advertising Support. They may provide more specific guidance about your rejection.

Test Individual Elements

If you're unsure which element is causing rejection, try creating multiple simplified ad versions that each test a different component. This can help isolate the problematic aspect.

Consider Category-Specific Guidelines

Different book categories may have varying sensitivity levels. Ads for children's books face stricter scrutiny than those for adult fiction. Research category-specific best practices.

Conclusion: Persistence and Patience Pay Off

Successfully navigating Amazon's ad approval process requires understanding the guidelines, attention to detail, and sometimes a bit of trial and error. While rejections can be frustrating, view them as opportunities to refine your advertising approach.

Remember these key takeaways:

• Always adhere to Amazon's content and technical guidelines
• Focus on highlighting your book's value without hyperbole
• Keep your ad copy professional and error-free
• Use high-quality images that meet specifications
• Target appropriate keywords without infringing on trademarks

By applying these strategies consistently, you'll increase your approval rate and develop more effective campaigns that not only pass Amazon's review process but also resonate with your target readers.

Getting your ads approved is just the first step. Once approved, continue to monitor performance and refine your approach to maximize ROI. With persistence and attention to Amazon's guidelines, your advertising efforts will become a powerful tool in your author marketing arsenal.