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Common Creative Rejections

We've compiled a list of creative rejections along with potential direct fixes (not involving Amazon's Support Team). See below! P.S: If you have a unique rejection, please submit your escalation through our support form at the top of the page!


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  • 'Creative approved with exceptions': This typically means one or more of your creatives have been approved, but certain line items are not approved due to either a policy or restriction issue.

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  • 'Creative not approved due to [language] restriction': This rejection appears if you're running a creative asset in a different language than what you've set your line item as.
    The fix: If you are planning on running creatives in a different language (ex. Spanish), please ensure that you've set the creative language to Spanish. Also, please ensure that you've selected 'Target Language' at the line item level. This will let the DSP know that it's properly running your foreign language creative. Once you've ensured the above, please resave the creative and allow for the creative audit process to run. If approved, great! That's all there is to it. If your creative still remains rejected, please escalate to Amazon via the 'Contact Us' link and ask for a more detailed rejection reason. You may also escalate through us by using your portal's support form! (Solved by: Johnny Chiu)

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  • Screenshot 2024-12-05 at 1.00.52 PM'Creative not Approved for Using Custom Audiences' : This type of rejection is informing you that the creative is unable to run due to your line item having a custom audience. A custom audience is an audience you've created within the DSP, such as a retargeting, hashed, or AMC audience. They typically include 1P consumer data, and depending on the advertiser category of your advertiser, you may only run lines that include Lifestyle, In-Market, Demo or other 1P Amazon audiences, but not custom audiences.
    The fix: Please consider using alternative audiences for this segment, and resave the creative. On the other hand,  if you believe this was a mistake from the audit process (i.e your advertiser category is actually approved to run custom audiences per policy) please escalate to Amazon via the 'Contact Us' link and ask for a more detailed rejection reason. You may also escalate through us by using your portal's support form! (Solved by: Asante Cleveland)