Press Releases and Promotions

Amazon must approve all press releases that mention Amazon and its Selling Partner Appstore and requests for app reviews. This document outlines process and requirements for software partners.

Press release approvals process

To issue a press release, blog post, or other announcement about your participation in the Selling Partner Appstore:

• Draft the release: The release will be drafted and issued by you, the software partner; it is not a joint release. To minimize edits and decrease review time, refer to the following writing guidelines. Also include the following descriptor:

The Selling Partner Appstore is a one-stop-shop where the small and medium-sized businesses that sell on Amazon can easily discover quality applications to help them automate, manage and grow their business. Accessible from Seller Central, the Selling Partner Appstore features applications created by Amazon and external software partners and covers a range of functionalities across the selling lifecycle.

• Submit the release for review: You should submit the release as a Word document to selling-partner-appstore@amazon.com for review and approval at least two weeks before the desired release date. When submitting your release for review:

  • Use the following subject line: Selling Partner Appstore Release for Review: [Insert company name]
  • Clearly note your desired release date and your distribution plans.

Releases that do not follow the preceding protocol will not receive a response or be reviewed.

• Receive feedback and approvals: Amazon will review your release and provide feedback via tracked changes.

  • If you agree with the edits, accept the changes, mark final in the file name, and send back to Amazon with your agreement to the changes stated within the email.
  • If you do not agree with the edits, accept the changes you find acceptable, track additional changes, and respond on the same email chain. This will be your second and final round of edits.

• Issue the release: You are responsible for issuing the release and any related fees.

Writing guidelines

To streamline the review and approvals process, keep in mind the following guidelines:

Do

• Do refer to sellers in the Amazon store as “businesses that sell on Amazon.”

• Do spell out Selling Partner Appstore in all instances.

Don’t

• Don't include a quote from an Amazon executive.

• Don't include sales projections.

• Don't use the Amazon boilerplate or the Amazon stock ticker.

• Don't include statements or metrics that cannot be substantiated. This includes claims such as, “first,” “best,” or “only.”

• Don't overstate your relationship with Amazon. This includes assertions such as “exclusive,” or “alliance.”

• Don't refer to your organization as an “associate” of Amazon.com, as this would be confused with Amazon Associates, our online affiliate program.