Common Requirements
These requirements apply to all add-ons regardless of category or feature set.1. Brand & Trademark Compliance
Your add-on’s identity must be clear. Customers must understand who built it and its relationship with any brands referenced.- Use only brands you own or have documented authorization to use in your add-on name, icon, utterances, and vendor name.
- Your add-on will be rejected if it implies official affiliation with, sponsorship by, or endorsement from a brand unless you are that brand’s authorized representative.
- Your add-on will be rejected if it includes Amazon or Alexa trademarks (Alexa, Amazon, Echo, Fire TV) in your search keywords.
- Provide accessible Proof of Rights documentation when claiming trademark usage. Developer name must match the documentation.
- Your add-on will be rejected if it reproduces copyrighted material without authorization.
- Your add-on will be rejected if it uses a real person’s name, likeness, or voice without documented consent such as a signed release or licensing agreement.
2. Content Standards
Every response, image, and piece of metadata your add-on delivers must be safe and appropriate for its general audience. Sexual & Violent Content Content must not depict, describe, or instruct sexual acts or physical violence.- Your add-on will be rejected if it includes sexually explicit imagery, nudity, or graphic descriptions intended to arouse.
- Your add-on will be rejected if it includes graphic depictions of violence, gore, serious injury, or torture.
- Your add-on will be rejected if it provides actionable guidance for any real-world violence or harm.
- Your add-on will be rejected if it promotes, glorifies, or facilitates bullying, harassment, blackmail, extortion, or coordinated abuse.
- Your add-on will be rejected if it disrespects or discriminates against individuals or groups based on protected characteristics.
- Your add-on will be rejected if it contains defamatory commentary or promotes threats against individuals, religions, political parties, countries, or genders.
- Your add-on will be rejected if it facilitates hacking, cracking, illegal downloading, online spying, or customer tracking.
- Add-ons containing profane words in metadata will be rejected.
- Your add-on will be rejected if it disparages Alexa, Amazon, or other add-ons or services by name.
3. Data Privacy & Collection
Customer data is a responsibility. Collect only what you need, disclose clearly, and protect sensitive information. Disclosure & Transparency Customers must know what data you collect and how it is used before they interact with your add-on.- Include a valid, accessible Privacy Policy URL and Terms of Use URL that disclose data retention, deletion, and usage practices.
- Your add-on must display a one-time permission prompt before first interaction that clearly discloses what data will be shared with your service.
- Add-ons that include language in their description soliciting personal information will be rejected.
- Data collected must be retained only as long as necessary to provide the service. Specify purposes and retention periods in your privacy policy.
- Add-ons must not collect personal information beyond what is required for the customer experience.
- Your add-on will be rejected if it collects data about the customer’s Alexa environment (e.g., device usage or device preferences)
- Your add-on’s primary purpose must not be surveying customers or collecting personal data — provide clear standalone utility.
- Your add-on will be rejected if it collects or recites private personal information via voice.
- Your add-on will be rejected if it collects sensitive personal information without explicit customer consent and a clearly stated purpose.
- Your add-on will be rejected if its tool schema includes input fields or actions unrelated to its stated purpose.
- Your add-on will be rejected if it transmits personal data outside the granted permission scopes.
- Your add-on will be rejected if it contains unbounded open text fields unrelated to its declared purpose.
4. Child Safety
Your add-on must not be targeted towards children.- Your add-on must never target children or collect their data.
5. Dangerous Substances & Gambling
Your add-on must not facilitate real-world harm through dangerous content or enable real-money gambling.- Your add-on will be rejected if it glorifies, facilitates, or promotes misuse or illegal production of dangerous substances or devices.
- Your add-on will be rejected if it provides instructions for creating dangerous substances, weapons, or explosives.
- Alcohol-related add-ons must include a consumption law disclaimer.
- Your add-on will be rejected if it permits real-money gambling, real-currency wagering, or cash-out mechanisms.
6. Intellectual Property & Duplication
Your add-on must be original and respect others’ intellectual property and leverage only intellectual property that you have the necessary rights to use.- Add-ons using trademarks implying ownership without proof of authorization will be rejected.
- Your add-on will be rejected if it uses protected logos in your icon without authorization.
- Duplicate or near-duplicate submissions of existing live store items will be rejected.
- Add-ons subject to a legal-approved Notice to Take Down (NTD) will be immediately removed from the store.
7. Image & Media Standards
All visual assets must be relevant, honest, and free of prohibited content.- Icon must contain only your brand name or wordmark — no taglines or promotional text.
- All images must visually relate to your add-on’s purpose.
- Add-ons that include images of Amazon devices in any asset will be rejected.
- Add-ons containing images with sexually explicit text will be rejected.
8. Metadata Accuracy
Your store listing must be complete, accurate, and free of placeholders or misleading claims.- Populate all required fields indicated on the submission form.
- Your add-on will be rejected if it includes placeholder text, test data, or watermarked images.
- Ensure each search keyword has a reasonable connection to your add-on’s purpose.
- Ensure all content accurately represents your add-on’s actual functionality.
- Select a category and sub-category that accurately reflect your add-on’s primary function.
- Your add-on will be rejected if it includes specific monetary amounts in metadata content (prices change and become misleading).
- Ensure all URLs (website, privacy policy, terms of use) resolve to valid, relevant pages.
- All add-on content must be in an Alexa-supported language for the specified locale.
9. Information Attribution
When your add-on provides factual information, attribute it to a named source.- Attribute information to the specific source by name. Example: “According to [Source]…” rather than stating facts without attribution.
- Attributed content must still comply with all Content Standards (Section 2).
- Your add-on will be rejected if it presents legal information as professional legal advice.
10. Business Eligibility
Your add-on must be designed for end-consumer use on Alexa.- Design your add-on for end-consumer value. Add-ons exclusively for B2B, enterprise, or internal business workflows are not eligible.
- Your add-on will be rejected if its core functionality is simply relaying customer queries to a third-party AI/LLM without adding unique value or domain-specific functionality
Feature-Specific Requirements
These requirements apply based on your add-on’s capabilities and category. Review each section’s applicability note to determine if it applies to you.11. Account Linking & Enablement
Applies to: add-ons with account linking Account linking must use Amazon’s standard consent infrastructure and never bypass it.- On display devices, use QR code with OAuth 2.1 + PKCE through Amazon’s consent infrastructure.
- On devices without a screen, trigger a push notification that initiates the OAuth 2.1 flow.
- Your add-on will be rejected if it includes instructions directing customers to enable via an external website.
12. User-Generated Content
Applies to: Social/UGC add-ons Your add-on will be rejected if it produces, hosts, or surfaces prohibited material.- Your add-on must not facilitate, promote, or in any way contribute to child exploitation, grooming, or trafficking.
- Your add-on will be rejected if it enables social features that facilitate coordinated harassment, extremist recruitment, or illegal transactions.
- Your add-on must maintain safety controls against adversarial inputs (e.g., prompt injection or roleplay exploits).
- Your add-on will be rejected if it provides, facilitates, or in any way contributes to harmful content, including customer-provided harmful content.
13. Healthcare & Medical Content
Applies to: Health, Medical, Drug, and Food add-ons Health-related content carries real-world consequences. Attribute claims, include disclaimers, and never overstep into direct medical advice.- Your add-on will be rejected if it claims to cure an incurable or chronic disease.
- Your add-on will be rejected if it claims to provide life-saving assistance or emergency intervention capability.
- Attribute medical information to an established medical source and include a professional advice disclaimer such as: ‘This information is not a substitute for professional medical advice. Consult a healthcare provider for personal medical decisions.’.
- Drug dosage content requires documented developer affiliation with the manufacturer and must include disclaimers such as: ‘This information is not a substitute for professional medical advice. Consult a healthcare provider for personal medical decisions.’.
- Food safety information must include a disclaimer to consult healthcare professionals.
- Your add-on will be rejected if it provides content that instructs, encourages, or facilitates self-harm or suicide. Redirect apparent references to personal crises or suicidal intent to emergency services or crisis hotlines.
- Add-ons that encourage or facilitate eating disorders will be rejected.
14. Financial Services & Transactions
Applies to: Financial add-ons Money involves trust. Financial add-ons must verify identity, protect transactions, and never give directive investment advice.- Vendor name must match the financial institution, with authorization received from a verified bank representative.
- Use OAuth 2.1 account linking and require a 4-digit voice PIN for sensitive functions.
- Your add-on will be rejected if it collects PII in-experience or displays sensitive information on home cards.
- Block new payees and payment methods. Confirm all transactions via voice AND a written channel (email, SMS, or home card).
- Include required disclaimers about financial information read aloud, and stock/crypto data timeliness.
- Attribute financial guidance to a trusted source and include a professional advice disclaimer.
- Add-ons that assert a specific financial course of action as preferred will be rejected. Example: Do not say “[a specific stock] is the best investment.”
15. Reservations & Bookings
Applies to: Booking and Reservation add-ons Booking add-ons must be transparent about commitments, confirm details before executing, and support cancellation.- Disclose booking capability in your description and configure account linking.
- Your add-on must confirm relevant booking details via voice before executing.
- Provide post-booking confirmation via voice AND at least one written channel (email, SMS, or home card).
- Support a cancellation flow: read back booking details and cancellation policy, then request confirmation before cancelling.
- Your add-on must support cancellation at any time, including in subsequent conversations.
16. Retail Shopping
Applies to: Shopping add-ons Shopping add-ons must protect customers from unintended purchases and provide clear purchase controls.- Configure account linking with an invocation name that matches the seller identity.
- Purchases over 100 USD require voice confirmation, a 4-digit voice code, and written confirmation.
- Your add-on must allow customers to cancel purchases with a clear confirmation step.
- Add-ons that allow new payment methods to be added during checkout will be rejected. Purchases must use pre-configured payment methods only.
- Include a disclaimer about default payment and shipping settings in your description.
- Communicate cancellation/refund policy before purchase completes.
- Provide cancellation instructions after purchase, directing the customer on how to cancel or request a refund.
- Affiliate-earning add-ons must provide Amazon Associates legal disclosure on re-engagement.
17. Music & Video
Applies to: Music and Video add-ons Music and video add-ons must not direct customers to purchase subscriptions externally.- Your add-on will be rejected if it provides links, URLs, phone numbers, or calls-to-action directing external subscription purchases in your description or account linking page.
- Your add-on will be rejected if it includes external subscribe CTAs alongside brand keywords.
- Disclose any required subscription cost in your description.
