The 2025 ASA Keyword Risk Index: Amazon Terms Most Likely to Trigger Enforcement
The 2025 ASA Keyword Risk Index: Amazon Terms Most Likely to Trigger Enforcement
🚨 Amazon’s algorithm constantly scans listings for high-risk words. Even if your product is completely compliant, using the wrong keywords in your titles, bullet points, descriptions, or backend search terms can trigger automatic suspensions.
This guide provides a comprehensive breakdown of restricted, flagged, or high-risk keywords across different niches and product categories.
🧨 Keyword Myth-Busting: What Sellers Often Get Wrong
Even experienced sellers fall into traps due to outdated assumptions or incomplete knowledge. Let’s clear up some of the most common misconceptions:
❌ “Everyone uses these terms, so they must be safe.”
Wrong. Just because competitors haven’t been flagged yet doesn’t mean you’re safe. Amazon flags inconsistently – and you might be next.
❌ “It’s in the backend, not visible – so it won’t matter.”
Backend keywords are fully scanned by Amazon. Risky language in hidden fields can still lead to suppression.
❌ “My product is FDA approved, so I can say it.”
Unless you have documentation on file with Amazon or you’re selling through the proper gated category, even truthful claims can get flagged.
❌ “I didn’t get flagged right away, so I’m fine.”
Amazon can retroactively suspend listings after algorithm updates or random audits. A delay doesn’t equal immunity.
❌ “If my listing gets flagged, I’ll just rewrite it and it’ll go back up.”
Sometimes it’s that simple – but often, a flagged listing requires appeals, internal approvals, and even sourcing verification. Prevention is far faster than recovery.
✅ Truth: Amazon’s system isn’t always fair – but it is powerful. Sellers who survive and scale are the ones who stay two steps ahead.
🚫 General High-Risk Keywords Across All Categories
These words commonly trigger Amazon’s enforcement system across multiple product types:
✔ Illegal or regulatory terms – “FDA Approved,” “EPA Registered,” “100% Certified” (unless officially documented)
✔ Medical & Health Claims – “Cures,” “Prevents,” “Treats,” “Eliminates,” “Stops”
✔ Pesticide & Chemical References – “Antibacterial,” “Pesticide-Free,” “Disinfects”
✔ Misleading Claims – “Risk-Free,” “Guaranteed Results,” “100% Effective”
✔ Inflammatory Language – “Best in the World,” “No Side Effects,” “Proven to Work”
⚠️ Amazon automatically flags many of these words, even if your product does not violate policies.
💊 Supplements, Health, and Wellness Products
Amazon follows FDA regulations for supplements and does not allow medical claims.
Words That Will Get Your Listing Flagged:
✔ “Reduces Anxiety,” “Boosts Immunity,” “Lowers Blood Pressure”
✔ “Treats Depression,” “Eliminates Migraines,” “Prevents Flu”
✔ “FDA Approved,” “Clinically Proven,” “Doctor Recommended”
✔ “Stronger Than Prescriptions,” “Works Instantly,” “No Side Effects”
✔ “100% Safe,” “No Risk,” “Guaranteed Results”
✅ Safe Alternative: Instead of “Reduces Anxiety,” use “Supports Relaxation”
🦠 Cleaning, Household, and Disinfecting Products
Amazon strictly follows EPA guidelines for cleaning and disinfecting claims.
Restricted Keywords:
✔ “Kills 99.9% of Germs,” “Disinfectant,” “Antibacterial,” “Antiviral”
✔ “Non-Toxic,” “Safe for Babies” (unless certified)
✔ “Eliminates Mold,” “Cures Skin Irritations,” “Prevents Viruses”
✔ “Completely Removes Stains,” “Stops Odors Forever”
✅ Safe Alternative: Instead of “Kills Bacteria,” use “Cleans Surfaces Thoroughly”
🍽️ Kitchen, Food, and Drink Products
Amazon has strict labeling rules for food-related claims and follows FDA & USDA guidelines.
Flagged Words That Lead to Listing Suppression:
✔ “Boosts Metabolism,” “Reduces Cholesterol,” “Aids Digestion”
✔ “Fat-Burning,” “Keto Approved,” “Appetite Suppressant”
✔ “100% Organic,” “All Natural,” “Certified Gluten-Free” (without certification)
✔ “Guaranteed to Work,” “Best Taste Ever”
✅ Safe Alternative: Instead of “Boosts Metabolism,” use “A Great Addition to a Healthy Lifestyle”
👶 Baby, Kids, and Toy Products
Amazon is extremely strict with safety-related terms for children’s products.
Restricted Terms That Can Cause Issues:
✔ “Childproof,” “Baby-Safe,” “Non-Toxic,” “BPA-Free” (unless certified)
✔ “Improves IQ,” “Enhances Brain Development,” “Teaches Faster”
✔ “Prevents Rashes,” “Protects from Germs,” “Eliminates Bacteria”
✅ Safe Alternative: Instead of “Childproof,” use “Designed for Child Safety”
🛑 Electronics & Tech Accessories
Electronics listings often get flagged for misleading performance claims or intellectual property violations.
Flagged Keywords in This Category:
✔ “Works with Apple,” “Samsung Certified” (unless licensed)
✔ “Fastest on the Market,” “Longest Battery Life”
✔ “Overheat-Proof,” “Shockproof,” “Waterproof” (unless certified)
✔ “AirPods Alternative,” “Beats-Style”
✅ Safe Alternative: Instead of “Works with Apple,” use “Compatible with Multiple Devices”
🏋️♂️ Sports, Fitness, and Recovery Products
Health-related fitness products must comply with FDA & FTC guidelines.
Restricted Words That Will Cause Issues:
✔ “Speeds Up Recovery,” “Eliminates Pain,” “Heals Injuries”
✔ “Increases Strength by 50%,” “Faster Weight Loss”
✔ “Antimicrobial,” “Antifungal” (without certification)
✅ Safe Alternative: Instead of “Speeds Up Recovery,” use “Supports Active Recovery”
🧴 Beauty, Skincare & Personal Care Products
This category is highly sensitive to medical and cosmetic claims without proper substantiation.
Restricted Keywords:
✔ “Eliminates Wrinkles,” “Anti-Aging Formula”
✔ “Reduces Dark Spots,” “Reverses Aging”
✔ “Clinically Proven Results,” “100% Non-Toxic”
✔ “Safe for All Skin Types” (unless certified)
✅ Safe Alternative: Instead of “Eliminates Wrinkles,” use “Helps Improve Skin Appearance”
🐾 Pet Supplies & Animal Care
Pet products are flagged for EPA-related terms, behavioral claims, and unverified health assurances.
Restricted Keywords:
✔ “Cures Fleas,” “Eliminates Ticks,” “Heals Hot Spots”
✔ “Vet Recommended,” “Non-Toxic for Pets”
✔ “Safe for All Breeds,” “Stops Barking Instantly”
✅ Safe Alternative: Instead of “Cures Fleas,” use “Formulated to Support Flea Prevention Efforts”
🧺 Home, Furniture & Bedding
Furniture and home goods face scrutiny for safety, durability, and exaggerated longevity claims.
Restricted Keywords:
✔ “Childproof Design,” “Fireproof Material”
✔ “100% Stain Resistant,” “Guaranteed to Last a Lifetime”
✔ “Mold-Proof,” “No Assembly Required” (if inaccurate)
✅ Safe Alternative: Instead of “Fireproof,” use “Crafted with Flame-Resistant Materials”
🛍️ Gifting & Holiday Products
Gift and seasonal listings are frequently flagged for emotional exaggerations and marketing superlatives.
Restricted Keywords:
✔ “Perfect Gift,” “Guaranteed to Impress”
✔ “Unforgettable Experience,” “Holiday Must-Have”
✔ “Best Surprise Ever,” “Loved by Everyone”
✅ Safe Alternative: Instead of “Perfect Gift,” use “A Popular Choice for Gifting Occasions”
🔎 Flagged or Suppressed Listing?
We’ve handled thousands of appeals and risk removals across every Amazon category – from health to electronics, supplements to pet supplies.
Need help? Our compliance team can:
Uncover what triggered your listing suspension
Draft and submit your appeal
Rebuild your listing with safe, optimized language
📩 Click here to get in touch now or message us on WhatsApp
🚫 General Language Traps & Manipulation Risks
These phrases can cause trouble regardless of category, due to manipulative or exaggerated nature.
Restricted Keywords:
✔ “#1 on Amazon,” “Best Seller” (unless verified with badge)
✔ “Amazon’s Favorite,” “Top-Rated by All Users”
✔ “Works Better Than [Brand]”
✔ “Fastest Shipping,” “Instant Fix,” “Magic Solution”
✔ Repeating keywords excessively in backend search terms
✅ Safe Alternative: Instead of “#1 on Amazon,” use “Highly Rated by Customers”
🔒 Legal & Compliance: How to Avoid Keyword Flags
Amazon automatically scans listings and backend search terms for violations. Here’s how to stay compliant:
✅ Use Neutral, Fact-Based Language – Instead of “Kills 99.9% of Germs,” say “Designed for Thorough Cleaning”
✅ Never Claim Government Approval Without Proof – Phrases like “EPA Registered” or “FDA Approved” are immediate red flags unless documented
✅ Review Amazon’s Prohibited Terms Regularly – Policies change without notice, so stay updated
✅ Audit Your Listings with AI or Compliance Experts – Use tools like ChatGPT or professional review before submitting
🧠 Backend Search Terms: Hidden Risks
Even if your product listing looks clean, your backend search terms can trigger listing removals if they include policy-violating keywords.
Examples to Avoid:
✔ Competitor brand names (e.g., “Nike,” “Apple”)
✔ Restricted terms like “Antibacterial,” “FDA Approved”
✔ Medical conditions like “Depression,” “Diabetes,” “Cancer”
✔ Repeated keywords stuffed excessively (e.g., “vitamin supplement vitamin supplement health supplement”)
✅ Pro Tip: Keep backend keywords relevant, broad-match safe, and never include claims or trademarked names.
💬 Review Request Language: Phrases That Violate Amazon’s TOS
Even small changes in how you ask for reviews can trigger warnings or suspensions.
Risky Review Triggers:
✔ “Leave us a 5-star review”
✔ “If you’re happy, leave a review. If not, contact us.”
✔ “We’re a small family business…” (used manipulatively)
✔ Offering incentives in exchange for positive reviews
✅ Safe Alternative: “We’d love your feedback. Please consider leaving a review.”
🧾 Invoice-Related Risk Phrases
If your listing or packaging refers to terms Amazon expects to see verified via documentation, it can create compliance friction.
Examples to Use Cautiously or Avoid:
✔ “100% Authentic”
✔ “Officially Certified”
✔ “Direct from Manufacturer”
✔ “Authorized Reseller”
✅ Safe Alternative: Use these phrases only if your invoices and supplier documentation fully support the claim.
📦 Packaging & Insert Language That Can Backfire
Your packaging may contain language that violates Amazon’s TOS, even if your listing is compliant.
Risky Insert Terms:
✔ “Register your warranty here” (Amazon restricts post-sale warranties unless approved)
✔ “Follow us on social media for a gift”
✔ “Email us for a free replacement” (if perceived as manipulation)
✔ “Scan this QR for a discount code”
✅ Pro Tip: Make sure your inserts follow Amazon’s insert policy and do not lead to off-Amazon incentives or review manipulation.
📈 Algorithm-Proofing: Tips for Safer Listing Optimization
Beyond avoiding risky keywords, smart listing structure can lower the risk of suppression.
✅ Keep claims neutral, factual, and specific – avoid “#1,” “only one that works,” etc.
✅ Use Amazon’s official tools (e.g., Brand Analytics, Search Query Performance) for keyword strategy
✅ Don’t repeat keywords excessively in bullets, title, or backend
✅ Match your listing language to your category’s compliance expectations
🚀 Final Takeaway: Stay Ahead of Amazon’s Algorithm
Amazon’s keyword restrictions are always evolving. What was allowed yesterday may trigger a suspension tomorrow.
To protect your business, regularly review your listings, scan for risky words, and preemptively remove high-risk claims before Amazon flags them. For support with proactive listing audits or appeal management, reach out to our team at Amazon Sellers Appeal.
✅ Proactive audits
✅ Appeal and escalation support
✅ Risk management and listing rebuilds
