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Developer Console

Fire TV Advertising Policies

All apps that are available on Fire TV that include advertising (“Fire TV Ad-Enabled Apps”) must adhere to Amazon’s Fire TV advertising policy. It is the developer’s responsibility to keep up to date with the latest policies and to ensure that any ad networks used to deliver advertisements in their apps also comply with these policies. All advertising policies are subject to change. Amazon reserves the right to audit to check for compliance and may suppress apps without notice that are not in compliance with these policies.

Advertising Content Policies

All Fire TV Ad-Enabled Apps must adhere to the Advertising Content Policies that are described in this section. If Amazon determines that an app contains advertising content that is prohibited by these policies, Amazon will reject the app submission or suspend further distribution of your app and notify you at the email address associated with your developer account.

  • Offensive Advertising: What we deem offensive is probably about what you would expect. We reserve the right to determine the appropriateness of all advertising and to accept or reject any app at our discretion. We also have discretion to publish content ratings for the apps based on the advertising.

  • Pornography: We prohibit advertising containing pornography or that depict graphic sexual acts or sexually explicit material.

  • Illegal Activity: Advertising must comply with all applicable laws. We prohibit apps that promote or may lead to the production of an illegal item or illegal activity. Developers are responsible for researching to ensure that each app is in compliance with all local, state, national, and international laws. In the US, these laws include Federal Trade Commission (FTC) and Federal Communication Commission (FCC) rules and policies.

  • Intellectual Property (IP) Infringement: Advertising that infringes on the intellectual property rights of a third party may not be distributed in our Program. See the Appstore Publishing FAQ for further information about intellectual property.

  • Privacy/Publicity Infringement: We hold personal privacy in the highest regard. Therefore, we prohibit ads that infringe, or have the potential to infringe, upon an individual’s privacy, right of publicity, or that portray an individual in a false light.

  • Deceptive Advertising: We prohibit ads that are false or purposefully deceive or mislead customers.

  • Invoking Alexa: We prohibit advertising that references or invokes Amazon Alexa without prior written approval from the Amazon Alexa team.

  • Interference: We expect that advertising on Fire TV will be respectful of the device and other apps in the Appstore. We prohibit ads that interfere with other apps, ads, content, or operation of the FTV device.

  • Political: We prohibit illegal political advertising.

  • Extreme Violence: We prohibit extreme violence (e.g. excessive gore) in ads. Moderate levels of violence (e.g. ads for action movies or thrillers) should only be directed to the appropriate audience, not in kids content.

  • Country or Region-Specific Restrictions: Some countries or regions in which we sell our apps may have more restrictive standards than other countries or regions for what qualifies as "Offensive Content," "Pornography," or "Illegal Activity." Amazon may restrict any app or IAP item from sale in any country or region where the sale or distribution of that app's content would violate that country or region's laws, cultural norms, or sensitivities.

Inventory Optimization Policy

Effective as of September 30, 2018 Fire TV Ad-Enabled Apps must integrate with Amazon Publisher Services (APS). Your use of APS will be subject to the Amazon Publisher Services Agreement (available here

Fire TV Ad-Enabled Apps must provide 30% of total advertising impressions in the app to Amazon, which 30% will be representative of all of the app’s advertising impressions and not exclude or limit Amazon’s access to times, programs or categories. Apps will not receive payment for the 30% of impressions provided to Amazon.

Third-Party Ad Network Policy

Effective April 30th, 2018, Fire TV Ad-Enabled Apps must disclose, upon Amazon’s request, which third-party ad networks are used in their apps for monetization, measurement or any other purpose. Developers must provide this information to Amazon within 30 days of such request.

Within six months of Amazon’s request, Fire TV Ad-Enabled Apps must remove all third-party ad network monetization software and may only access third-party ad networks through Amazon Publisher Services.

Exceptions to Inventory Optimization Policy and Third-Party Ad Network Policy

Fire TV Ad-Enabled Apps that are directed at children under 13 are exempt from the Inventory Optimization Policy and Third-Party Ad Network Policy, but are required to comply with all other Fire TV Advertising Policies and disclose third-party ad networks usage upon Amazon’s request.

Fire TV Ad-Enabled Apps (a) located outside the US or (b) whose total monthly time-spent is less than 50,000 hours (as calculated by Amazon), and who have not been contacted directly for inventory by Amazon, are exempt from the Inventory Optimization Policy and Third-Party Ad Network Policy, but are required to comply with all other Fire TV Advertising Policies. Amazon reserves the right to enforce the Inventory Optimization Policy and Third-Party Ad Network Policy for all Fire TV Ad-Enabled Apps, at a later date, at its sole discretion.

Last updated: Apr 06, 2018