Your Alexa Dashboards Settings

Policy Testing for an Alexa Skill

All skills submitted to Alexa must adhere to our Content Guidelines.

Policy Examples

The following list shows specific examples that we look out for when evaluating whether a skill can be made available on Alexa. The list is not exhaustive, and the guidelines may change over time as new issues arise.

If Amazon determines that your skill contains, facilitates, or promotes content that is prohibited by these policy guidelines, we will reject or suspend the submission and notify you using the e-mail address associated with your developer account.

Your skill will be rejected or suspended if it:

1. Trademarks, Intellectual Property, and Brands

a. Implies sponsorship or endorsement by Amazon or otherwise mischaracterizes the relationship with Amazon.
b. Uses the image or likeness of an Amazon device as part of the skill icon.
c. Infringes the intellectual property rights (including copyright, trademark and publicity rights) of a third party.
d. Purports to be affiliated with a company or brand but is not the official skill of that company or brand.\

If your skill makes legitimate use of trademarks, intellectual property, or brands, you must clearly indicate that you have permission to use these, and provide proof, when you submit your skill for certification. On the Publishing Information page in the developer portal, use the Testing Instructions form to provide this information, including external links to documentation evidencing your right to use the intellectual property (such as proof of trademark registration or a license agreement with the rights owner) and contact information, if needed. With this information, the certification team will be able to determine if your skill has the necessary permissions.

2. Child-Directed Alexa Skills

a. Is directed to children under the age of 13 or interacts with any user accounts or profiles you may maintain for children under the age of 13, and any of the following is true of your skill: (1) it includes advertising or makes any products, content or services available for purchase in your skill, (2) it collects any personal information from end users, or (3) it includes content not suitable for all ages.

3. Health

a. Collects information relating to any person’s physical or mental health or condition, the provision of health care to a person, or payment for the same.
b. Is a health-related skill and does not include a disclaimer in the skill description stating that the skill is not a substitute for professional advice. Example: “This tool does not provide medical advice, and is for informational and educational purposes only, and is not a substitute for professional medical advice, treatment or diagnosis. Call your doctor to receive medical advice. If you think you may have a medical emergency, please dial your local emergency response phone number.”
c. Claims to provide life-saving assistance through the skill or in the skill name, invocation name or skill description.

4. Purchasing and Currencies

a. Offers a separate skill store or recommends other skills.
b. Offers compensation for enabling other skills, or for providing product reviews on skills. Examples of compensation may include digital goods, physical goods, or monetary transactions.
c. Solicits donations from end users.

5. Advertising

a. Includes or otherwise surfaces advertising or promotional messaging. There are specific exceptions we will allow:

  • Streaming music, streaming radio, podcast, and flash briefing skills may include audio advertisements as long as (1) the advertisements do not use Alexa’s voice or a similar voice, refer to Alexa, or imitate Alexa interactions and (2) the skill does not include more or materially different advertising than is included when the same or similar content is made available outside of Alexa.
  • Skills that allow customers to order products or services may include audio messaging promoting those products or services.
  • Skills may include audio messaging informing customers of promotional offers or deals in response to specific requests from customers.
  • Skills that are specifically designed to promote a product or service may include audio messaging promoting that product or service.

We reserve the right to reject or suspend any skill that includes advertising or promotional messaging we determine is misleading or confusing, results in a poor customer experience, or is otherwise inappropriate.

6. Pornography and Sex

a. Has sexually explicit textual descriptions and/or home card has images that contain sexually explicit material.

7. Violence

a. Contains graphic depictions or descriptions of extreme gore, decapitations, unsettling content, and/or excessive violence.
b. Promotes organized crime, terrorism, or other illegal activities meant to undermine local and/or national governments or police.

8. Religion, Ethnicity, and Culture

a. Includes references to or information regarding forced marriages or purchasable husbands and/or wives.
b. Purports to be able to predict gender.
c. Contains derogatory comments or hate speech specifically targeting any group or individuals.
d. Contains content that references or promotes out-of-context quotations that mislead about the intentions of the figure being quoted.
e. Contains or references Nazi symbols or other symbols of hate, promotes hate speech, incites racial or gender hatred, or promotes groups or organizations which support such beliefs such as the Ku Klux Klan.

9. Emergency Services (Telecommunications)

a. Allows the user to contact emergency responders (e.g. 911).

10. Content

a. Contains references and/or promotes illegal downloading of torrents or pirated software.
b. Contains specific advice on how to join an illegal organization.
c. Provides advice on how to begin or be involved in an illegal lifestyle, such as prostitution.
d. Gives guidance on how create or build dangerous materials (e.g., how to build a bomb, silencer, meth lab, etc.)
e. Promotes or praises terrorism, including detailing specific tactics or recruiting new members for terrorist groups.
f. Contains or references illegal or controlled drug use.
g. Contains false claims regarding medicine and/or prescription drugs—such as pills claiming to cure all diseases—or provides information about black market sales of prescription drugs.
h. Enables end users to engage in gambling to win real money prizes or other tangible prizes that have an actual cash value.
i. Promotes the sale of alcohol or tobacco, contains or references underage use of tobacco or alcohol, or promotes excessive use.
j. Contains excessive profanity.

11. General

a. Lacks an English product description, invocation name, or title.
b. Contains profanity aimed at children.
c. Contains malicious functionality, or is a prank skill that does not disclose its prank functionality in its product description.
d. Contains unmoderated user generated content.

Content Ratings

Skills that pass certification, but are not suitable for all ages, are assigned Mature or Guidance Suggested ratings. These ratings are displayed on the skill’s detail page in the skill store. The criteria for these ratings is described below.


The content of this skill is only appropriate for mature users. This skill may include account linking, personal information collection, advertisements, location detection or location-based services, or examples of the types of content described below:

  • Nudity or descriptions of nudity within medical, informational or artistic contexts
  • Infrequent or mild references to cultural or religious intolerance
  • Frequent or graphic realistic, cartoon, or fantasy violence or descriptions of violence
  • Frequent or explicit references to or images of drugs, alcohol, tobacco
  • Infrequent or mild sexual and suggestive themes
  • Frequent profanity or crude humor
  • User generated content
  • Simulated gambling or references to casinos and gambling culture

Guidance Suggested

The content of this skill is appropriate for most users. This skill may include account linking, personal information collection, advertisements, location detection or location-based services, or infrequent or mild examples of the types of content included below:

  • Nudity or descriptions of nudity within medical, informational or artistic contexts
  • Infrequent or mild references to cultural or religious intolerance
  • Infrequent or mild realistic, cartoon, or fantasy violence or descriptions of violence
  • Infrequent or mild references to alcohol, tobacco and drugs
  • Infrequent or mild sexual and suggestive themes
  • Infrequent use of mild profanity and crude humor
  • User generated content

Next Steps