Amazon adult products policies updated from 15th November

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The Amazon adult products policies are meant to prevent adult products from being surfaced to customers who are not intending to find these types of products while shopping on Amazon. Given the multi-purpose usage of wand massagers and kegel/ben wa balls, including for sexual use, Amazon will require the adult product classification on such products from the 15th of November.


Amazon say that this policy update will help improve customer experience and ensure these products are appropriately classified as adult products.

Products subject to Amazon adult products policies include any product which, because of its nature, image, title, or description, appears to be designed for use in sexual or adult activity. Generally, all Sexual Wellness products must be in NEW condition only and expiry dates must be clearly displayed on applicable products.

There is a full Amazon Style Guide for adult products to guide on on the type of language and images that are allowed and those that are banned when selling on Amazon. There are also shipping restrictions which largely mean shipping in a plain cardboard box and not flimsy paper packaging.

For the avoidance of doubt, the table below sets out the types of products which are classified as falling under the Amazon adult products policies:

Product category

Example products

Safer Sex Condoms, lubricants, spermicides, and enemas
Adult Toys and Games Sex dolls or mannequins, dildos, vibrators, sexual massagers, games of a sexual nature, penis pumps, male masturbators, butt plugs, anal beads, and kegel balls
Bondage Gear and Accessories Nipple clamps, chastity devices, gags, muzzles, paddles, whips, ticklers, nipple jewellery, genital jewellery, cock rings, bondage clothing, and jewellery such as collars, wrist chains
Fetish Wear Clothing or accessories that are intended to create sexual provocation, crotchless underwear, see-through clothing that exposes breasts or genitals, latex body-suits, and similar attire
Sensual Delights Edible underwear, erotic massage oils, erotic bath oils, and pheromone candles
Sexual Furniture Swings, ramps, and cushions
Sexual Enhancers Genital sensitizers, genital suction devices, penis pumps, sexual performance enhancing pills, nipple and anal stimulators
Novelty Adult novelty items in the shape of genitalia including toys, collectibles, soaps, key chains, party favours, or food items

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